CK Pushes Baby Clothing Online

Cramer-Krasselt and its CK Interactive arm are backing the launch of an online mall for infant and children’s clothing and supplies, theiMart.com, which is expected to be up and running for the holiday season.
“This is a good idea,” said Peter Krivkovich, the Chicago shop’s president and chief executive officer. “It’s not just selling things you can get from the local retailer.”
TheiMart.com’s first offering will be a European line of baby clothing called Chucklebumble. The client wants to seize on research showing women are having babies later in life, are familiar with computers and have money to spend.
CK Interactive, based in Montpelier, Vt., handled technical aspects of the Web site design and launch. CK’s Chicago office is promoting the site with direct marketing and public relations. Later plans call for broader consumer advertising, Krivkovich said.
The company was started by Milind Lele, an adjunct professor at the University of Chicago, whose plan is to cut out middlemen in the retail chain and thus hold prices down.
According to research provided by the agency, about $700 is spent on a baby’s clothes in its first two years, with the total market estimated at $30 billion. Older and more affluent mothers have created a niche for specialty chains because they want their children in better and more styish clothing.
Krivkovich declined to disclose spending by the startup, which is backed by venture capitalists.