Pink Chicken’s Customers Outgrew Its Kids’ Clothes. The Brand Grew With Them, Into an 8
Pink Chicken’s Customers Outgrew Its Kids’ Clothes. The Brand Grew With Them, Into an 8-Figure Business
The 20-year-old company expanded from kidswear into baby, teen, and women’s categories by listening to the families already shopping it.
When Pink Chicken noticed that customers were aging out of its original sizes for 2- to 6-year-olds, the childrens brand did something simple: It grew with them.
The company added baby sizes in response to customer demand, then expanded sequentially into sizes 8, 10, 12, and 14 as its earliest shoppers got older. Eventually, it moved into womenswear, too, in part because its community kept asking for more ways to stay with the brand.
For its 20th anniversary, New York City-based Pink Chicken is bringing that story full circle. The company recreated an early photoshoot with the same children who modeled for the brand nearly two decades ago. Today, they are young women who shop Pink Chicken’s women’s collection themselves.
“Now, the kids who were wearing Pink Chicken before are wearing Pink Chicken as adults,” Fraser tells Inc. “I feel really proud of what we’ve built and all the connections we’ve made with the community over the years.”
The daily digest for entrepreneurs and business leaders
An Inc.com Featured Presentation
Pink Chicken is now an eight-figure company growing 20 percent year over year, with 275 percent growth over the past five years.
How Pink Chicken got its start
After a nearly 15-year design career at Gap and Tommy Hilfiger, Fraser founded Pink Chicken in 2006. Seeing an opportunity between basic children’s clothing and more restrictive luxury offerings, Fraser wanted to create something that felt joyful, distinctive, and community-driven.
“When I started Pink Chicken, it wasn’t really like, ‘I have this business plan and I want to reach X amount in a certain amount of time,’” Fraser says. “It was really born out of my love for textiles and my love for children.”
Source: www.inc.com
