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Gilt Groupe Launches Little Gilt Label

The e-tailer’s first in-house brand, which bows on Sept. 17, will feature essentials for infants.

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GILT’S NEW BABY: Gilt Groupe has designed its first private label apparel. Little Gilt, which represents the e-tailer’s first in-house brand, will bow on Sept. 17. “We wanted to have a resource that you could go to all the time,” said Melissa Keswin, senior buyer for Gilt Kids, who spearheaded the collection. “Basics can be worn all the time. Footies and onesies, they’re essentials. You can layer them.” While the collection consists of essentials, there’s nothing basic about the items. “Babies is one of our biggest categories, and there was a void in luxury products that can be sold year round,” said Keswin.

Launching later this year will be Little Gilt’s toddler and kids collection, featuring essentials such as T-shirts, cardigans, sweaters and T-shirts. Sizes follow Little Gilt’s core customer, infant to 8.

“This is just the first dabble,” said Keswin, who designed Little Gilt. “We may decide to expand beyond basics. We have so many novelty brands that fill the need for novelty dresses and pants.”

Gilt also offers Little Gilt furnishings — blankets and basic bedding for babies. After its initial three-day run as a flash sale, an evergreen Little Gilt baby boutique will live on the baby and kids home page.