Kate Danforth has spent much of her career thinking about how people shop online. This fall, she is making a decidedly physical bet on brick and mortar retail in the town where she grew up.
On Saturday, Oct. 3, the Marblehead native will open Lunita, a children’s clothing and gift store at 27 Atlantic Ave. The store will carry clothing from newborn through age 8, along with gifts, accessories and products from local makers.
For Danforth, the move from e-commerce to a storefront is less of a departure than it might seem. Her background includes e-commerce, merchandising and product management at Wayfair, where she helped the company open its first physical retail store in Chicago.
That experience has shaped decisions about Lunita, from inventory and pricing to the mix of sizes and styles on the sales floor.
Even before opening, Danforth has been looking for gaps in what is available. One stood out: stylish, reasonably priced clothes for toddler boys.
“I was seeing that it’s really hard to find great toddler boy clothes,” she said. “Girls get racks and racks of options. Boys get a corner with the same five things.”
But the idea for Lunita did not begin with market research.
Danforth began thinking about a children’s store after having the first of her two children nearly four years ago.
“I remember shopping when my children were very young and feeling really welcomed and understood,” she said. “People helped me find what I needed. I want Lunita to provide that same kind of support.”
She considered opening a store when Pint Size & Up on Atlantic Avenue closed, but the timing was not right. More recently, after hearing there might again be room in Marblehead for a children’s store, she began seriously exploring the idea.
Family visits to Spain, where her husband grew up and still has relatives, also shaped her vision for Lunita and introduced her to Spanish children’s clothing.
“The Spanish children’s clothes are unbelievably beautiful,” she said. “They’re well crafted, they have longevity, and they can be elegant when you need an elegant option, but also amazing play clothes for everyday wear.”
Lunita will carry Spanish and other European lines, including brands such as Pink Chicken, Kissy Kissy and Rachel Riley. The assortment will range from everyday play clothes to special-occasion clothing, along with gifts, accessories and personalized items.
Danforth is also collaborating with women-owned businesses and local makers. Fabric, construction, quality and the story behind a brand all factor into what earns a place on Lunita’s shelves.
One baby line was founded by a Peruvian woman who now runs the business with her mother. Its clothing is made from Peruvian Pima cotton, with some pieces featuring hand-embroidered details made by women in Peru.
At the same time, Danforth is concentrating on becoming part of Marblehead’s year-round retail community. Lunita plans to participate in the town’s children’s trick-or-treat event and Small Business Saturday, and she is already looking forward to the Christmas Walk.
Even the name reflects the family behind the business. Lunita means “little moon” in Spanish, a nod to her husband’s heritage and the Spanish culture that is part of their children’s lives.
“My kids are always pointing up and saying, ‘Look at the moon!’” Danforth said. “It just felt like the perfect name for a children’s store.”
Lunita will open Saturday, Oct. 3, at 27 Atlantic Ave., with children’s activities planned from 11 a.m. to 1 p.m.
