To celebrate the birth of Prince Harry and Meghan Marke's first child, commemorative biography "Our Royal Baby" is released today by British publishing house, St James' House. Melijoe is proud to be a partner of this very special book.
It took the very definition of a superwoman to make online kidswear retailer Melijoe.com a soaraway success
fit for royalty
It’s still a bit of a ‘pinch-me’ moment when I think of how far Melijoe.com has come...
launched Melijoe.com in 2007, I did everything myself from my apartment in Paris. We only sold a handful of brands I loved. Now, I head up a team of 60. We work with more than 150 labels, including some of the biggest names in fashion, bringing trends to mothers across the world.
Melijoe.com’s success is down to its highly curated mix of beautiful clothes from French labels – Petit Bateau, Bonpoint, Tartine et Chocolat, Sonia Rykiel and Pom d’Api – and luxury fashion houses such as Gucci and Dolce & Gabbana. It was the first e-commerce site to hand-pick kids’ brands from around the globe and has been acclaimed by British Vogue as “Net-a-Porter for children”. “We pride ourselves on being the ultimate inspiration destination in children’s fashion,” Genty says. “Our customers are constantly curious as to what we will showcase next.”
Melijoe.com’s millions of customers include royalty, rock stars and Hollywood actors. Genty, the CEO, is as inspirational as the fashion she sells. She became interested in style
as a teenager. “When I was 15, I started collecting glossy magazines and video-taping runway shows, which I’d watch on repeat,” she remembers. “It was the glory days of ’90s
fashion – I loved Chanel, Marc Jacobs, Versace and Alaïa.”
She had her first son, Mathis, in 2003, and began looking online for a fashion destination for him, too. She couldn’t find anything. “The adventure started there,” she says.“I began
contacting brands, but they weren’t yet ready. Insistent, I launched Melijoe.com in 2007. And as my family grew, so did the portfolio of brands on the site.” She now has five children
and somehow manages to balance the demands of motherhood with running Melijoe.com from her offices in Paris’s chic 10th arrondissement.“My secret is that their dad works in London
during the week, which makes everything simpler!” she laughs. “I try to streamline my life as much as possible, but everything’s a balancing act, of course.”
Genty’s inspiration is her children. “It’s why we are very selective, very Parisian about the brands we stock,” she explains. “My children are very lucky to be able to wear some
lovely clothes and that’s obviously a great way to develop their taste and style. I love to share my interest in fashion with them.” Her three daughters Mélie, Néva and Mahaut model for the
site and choose the clothes they wear in shoots.
Children’s fashion has changed dramatically in the past decade, shaped in no small part by Melijoe.com. “Trends have changed and we no longer see purely functional
offerings, ordered by age,” says Genty. “We were the first site to present seasonal trends in childrenswear. We were also the first to introduce ‘mini-me’ pieces: items for little ones
directly plucked from the adult runways. The market is so much more inspiring now.” The website also has rapid, international shipping and easy returns.
Melijoe.com’s runaway success – and double-digit growth – is thanks to Nathalie Genty’s directional vision, which hasn’t changed. “I am proud to have kept the same
Melijoe.com spirit and style from the beginning,” she says. “The site is forever changing, but the fashion is always on-trend, versatile and fun. Blending styles from different
designers and dressing one’s child according to the personality, that’s what I love to do. It’s what Melijoe.com is all about.”