Retail / news
Monica + Andy Expands Into Baby Care With Walmart Distribution
Monica + Andy, a kids’ clothing brand, has launched its first baby-care line, with products available at Walmart.com, more than 1,400 Walmart stores and its own direct-to-consumer site.
The baby-care collection spans five items: a 2-in-1 baby shampoo and body wash, a bedtime cream, a balm, a soap and a gentle baby laundry detergent.
Monica + Andy launched in 2014 as a DTC kids’ clothing brand centered on certified organic cotton. It later added a maternity collection and Mommy + Me sets.
Founder and CEO Monica Royer said she had always envisioned moving the brand beyond clothing, though it took longer than she initially expected. She noted that launching in Walmart in 2023 kept her occupied.
With the baby-care line, the company is more publicly broadening its mission to develop better-for-you versions of products parents use on newborns and toddlers. "The idea of what touches children’s skin first was always something I felt incredibly passionate about," Royer said.
Royer also said that when she started in clothing, she knew organic cotton would be the brand’s differentiator.