Maisonette Launches Neon Rebels: A New Marketplace for Tweens

Maisonette, co-founded by Sylvana Durrett and Luisana Mendoza Roccia in 2017, has carved a niche in the online shopping space for children, akin to a Net-a-Porter for kids. With their own children now entering their tween years, the founders have identified a gap in the market for this age group, leading to the introduction of Neon Rebels, a dedicated platform for children aged 7 to 14.

Neon Rebels aims to bridge the awkward gap between kids' and adult clothing, a phase often overlooked by retailers. AJ Nicholas, the president of Maisonette, highlights the friction parents face in finding age-appropriate clothing that satisfies both their and their children's tastes. “That’s the exact pain point we’re solving,” he asserts, underscoring the need for a curated shopping experience tailored to tweens.

Having witnessed a notable demand for tween products on their existing platform, the founders have crafted Neon Rebels as a response to the evolving needs of their customer base. “Over the past decade, we’ve built this deep trust with millennial parents who first came to Maisonette when their kids were babies,” states Durrett. The launch sees over 100 brands featured across various categories, including fashion, accessories, and home goods, with an emphasis on lifestyle rather than just apparel.

The marketplace plans to offer brands like LoveShackFancy, DL1961, and the exclusive debut of Montana Maple, a new extension from Marlo. Neon Rebels' diverse product range reflects the way today's youth perceive style as an all-encompassing form of self-expression. Nicholas emphasizes that, “Kids today don’t separate the clothes they wear from the water bottles they carry or the tech they use,” pointing to a holistic approach to lifestyle branding.

Unlike Maisonette, which focuses on parents shopping for their children, Neon Rebels encourages tweens to explore styles independently. The name itself reflects this shift, designed to resonate with the youthful spirit of its target demographic. Durrett mentions that the branding aims for a more vibrant aesthetic compared to its predecessor, allowing tweens to assert their personal style.

As social media shapes the way kids discover trends, they are increasingly influential in household purchasing decisions. Research from GWI indicates that many children aged 8-11 have a significant say in home purchases, with parents noting that tweens influence nearly half of their spending. In light of this, Durrett emphasizes a carefully curated selection that allows kids to express their individuality while keeping parents informed about quality and appropriateness.

The design of Neon Rebels also reflects a co-shopping ethos, merging nostalgic elements with contemporary style to appeal to both parents and their tweens. “Rather than leaning into traditional ‘kids’ branding, we wanted it to feel much more like the visual world Gen Alpha is naturally drawn to,” says Durrett, noting a blend of ’90s culture and modern aesthetics.

While the marketing strategy will involve traditional social media outreach for parents, Neon Rebels aims to engage tweens through offline methods, such as events and catalogs, especially as social media restrictions for younger users become more common. Nicholas concludes confidently, asserting that with the right platform, tweens will embrace Neon Rebels as a space for inspiration and individuality in their fashion choices.

Source: www.vogue.com