Rockets of Awesome debuts baby clothing line, subscription service

Dive Brief:

Looking to expand its kids apparel assortment, Rockets of Awesome, a New York-based direct-to-consumer children's clothing brand, has created the Rockets of Awesome Mini collection for infants, the brand announced via email to Retail Dive.
The collection features footies, bodysuits, jackets and other easily removable clothing for infants sizes 0 to 24 months. The apparel is made of materials such as faux fur and bamboo, the company said.
Customers can sign up for a subscription to receive new clothing and sizes as their child grows. Shoppers can also return used items for credit towards subsequent purchases using the Rockets Reverse program, per the press release.

Dive Insight:

The launch of Rockets of Awesome's infant clothing is another way that the children's apparel brand is reaching new customers.

After receiving a $12.5 million investment from Foot Locker in 2019, the brand also began selling its children's apparel through the Kids Foot Locker website and within shop-in-shops at Kids Foot Locker stores. The launch of baby clothing is another play for a new customer, though the brand also has an opportunity to expand the basket of its current base. Rockets of Awesome noted in the release that the baby collection includes some items that match its older kids styles, "so babies can match their older siblings."

"We launched Mini to further our mission of simplifying parents' lives – delivering the softest, cutest, fuss-free clothes at accessible prices. And offering a subscription that ensures you'll always have the clothes you need, when you need them," Rockets of Awesome founder and CEO Rachel Blumenthal said in a statement.

As Rockets of Awesome adds baby clothes to its product assortment, other major brands and retailers are eyeing the children's category, too. In June, Pacsun unveiled Pacsun Kids, a gender-neutral clothing line for kids ages 4 to 14. J.C. Penney also released a kids' apparel line over the summer called Thereabouts, which features sizes from 2T to 22 and items with adaptive features. And earlier this month, Walmart debuted Free Assembly Kids, a children's clothing collection containing almost 50 styles priced between $6 and $36.