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Children's E-tailer Melijoe Expands to U.S.

The site carries designer collections for infants, boys and girls from brands including Dolce & Gabbana, Fendi, Junior Gaultier, Missoni and Young Versace.

TRENDY TOTS: When Nathalie Christen Genty couldn’t find suitable clothes for her sons, now eight and nine years old, she knew what to do. She started Melijoe.com, an online boutique her preferred method of shopping selling designer collections for infants, boys and girls. Based in Paris, Melijoe.com recently launched an e-commerce site in the U.S. selling 4,000 new styles from 60 brands each season, including Chloe, Dolce & Gabbana, Fendi, Junior Gaultier, Missoni and Young Versace. An additional 40 brands are on the way. Genty dresses her two daughters, ages one and two years old, in her own high-end image, convincing designers to design miniature versions of their popular adult styles. Other moms want to dress their girls in “mini me” versions of their own looks, Genty said. “Mimi me does very well in sales,” she added. “We had the exclusive for Dolce & Gabanna’s wedding dresses, which was a mini me collection. We have an excluisve for Marc Jacobs’ Little Marc mini me line in France and the worldwide exclusive to Liu Jo by Kate Moss. Aston Martin just launched a kids’ line. We try to provide an adult approach to the kids’ market that’s very fashion-oriented. I focus on the ‘wow’ pieces.” Melijoe, which ships to 80 countries, posted sales of more than $10 million last year. The company received financial support from OSEO, France’s state innovation agency that has helped fast-growing companies grow abroad.

Genty’s two boys, ages 8 and 9, have a heightened sense of sartorial awareness and wear Scotch & Soda and Pepe Jeans. Apparently, her daughters were born with the fashion gene. “You don’t sell Versace and Dolce & Gabbana to everyone,” Genty said, adding that the girls also wear Roberto Cavalli Kids and Monnalisa.