Monica + Andy E-commerce Site in Expansion Mode

Monica Royer's site for baby clothing and accessories has opened its first Guideshop in Chicago’s Lincoln Park neighborhood.

BONOBOS FOR BABIES: Monica + Andy, the e-commerce site for baby clothing and accessories created by Monica Royer, has opened its first Guideshop in Chicago’s Lincoln Park neighborhood. went live on Nov. 20, and spent the past seven months building momentum online before entering physical retail. Andy Dunn, Bonobos founder and chief executive officer, is the company’s lead investor and chief adviser and sits on its board — and is also Royer’s brother.

Royer maintained that while Monica + Andy remains an e-commerce-first company, the 2,000-square-foot space serves both as a storefront and an office. It was after customers started requesting to come see the product or pick up in-person that Royer transformed the office into a multipurpose headquarters that doubled as a store. The Guideshop is also equipped with a plant-based milk and cookie bar that will teach children’s art and music classes.

Among the site’s bestsellers are varying-sized muslin blankets for both genders, printed with lotus flowers, foxes, elephants or stripes, which range from $30 to $50, and the “cuddle box,” a $96 prepackaged blanket, burp cloth and onesie that can even be overnighted to a mom at the hospital. Onesies, dresses and tunics for girls range from $22 to $42, and onesies, shirts, tunics, jackets and suits for boys from $22 to $75.

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