January 19, 2021

Andy Dunn, Sister Monica Royer Grow Children’s Biz Monica + Andy

NEW YORK — Direct-to-consumer children’s wear brand Monica + Andy is growing its offline footprint.
The three-year-old-company — named after Monica Royer, founder and chief executive officer, and kid brother Andy Dunn, founder of Bonobos and chairman of the board for Monica + Andy — this week opened its second guide shop. Located on the Upper West Side here at 410 Columbus Avenue, the 810-square-foot boutique is adjacent to Pure Barre and Scotch and Soda and is the former home of Alexis Bittar.
Royer has learned a thing or two from Dunn, who last week sold his eight-year-old men’s wear brand to Wal-Mart Stores Inc., for $310 million. She implemented Bonobos’ Guideshop retail concept into her business model almost from the inception of Monica + Andy, which launched an e-commerce site in spring 2014 at monicaandandy.com and opened a flagship guide shop in Chicago in July 2014. Most items in the collection — including newborn to toddler clothing and muslin blankets — range in price from about $20 to $70, with gift boxes that can go up to $250 to $1,000.
Instead of focusing on e-commerce first and trying bricks-and-mortar retail later — like many of the early direct-to-consumer companies, including Bonobos — Royer said

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