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WHAT A PETIT, launched in September, is the first online multibrand store only for kidswear within the high street fashion segment in Germany.
Well-known brands such as Stussy, Vans, Converse, New Era and AKID are available on the online platform which is setting up also upcoming exclusive collaborations.
The young Founder and Creative Director, Atith Kotsombat, had always a great personal interest in high street fashion and a love for cool street labels as well as for rare sneakers, which became more a passion/addiction besides the job. He developed a barely considered yet niche market. The ideal customers of WHAT A PETIT are young parents which pay huge attention to their own style and, following current trends, are focused on certain labels and quality and are very used to shop online.
The young start-up has also created an inhouse brand: I AM QUTE. It was a natural step to design also our own brand I AM QUTE. alongside the other well established brands in our shop” – says Atith. “Exceptional high-street kidswear which is different from all the typical known brands gets more into focus and has a higher and higher demand. With our own designs we have the possibility to react faster on new trends and be creative the same way. With Russel Athletic we have moreover found the perfect partner when it comes to quality and style for our very first I AM QUTE. capsule collection.
A further strategic goal next to the extension of the online business will be also to build local brick-and-mortar store, which is in the planning at the city center of Munich.

1. How would you describe the concept of your store?
THE High Street Fashion Online Store for Kids, with fine selected goods. Our shop is definitely filling the gap within the global market which has been so long missing by parents and customers, especially for those in my generation who are involved and have a passion for cool fashion, the culture around it and an interest in the industry. It’s still hard and time consuming to find cool and functional stuff for kids. As a multibrand-store, it’s our goal and approach to bring all these brands to one platform and offering our customers a wide range of personal picked heritage brands and contemporary street fashion labels. There are so many great collections and products for the smaller ones and our goal is to discover them all in the current market situation as a few of them being sold only at their own shops until now.

2. You are based in Munich. What’s the best place for kids there?
I don’t have a particular favorite spot here, but since the city is surrounded by beautiful nature with short distance to so many great places like the mountains, lakes, big forests but also other cool locations around it, I’d say it’s the countryside of Munich. 

3. Your favorite restaurant?
A traditional Bavarian place called Sedlmayer, right in the city center close to the Viktualienmarkt.

4. Do you have a hint for parents when shopping for their kids?
Well, I’d suggest to not save on quality and to pick items and brands that can be better recycled and have a longer life than “cheaper” pieces. Letting the kids be part by choosing and making decisions with them would be another one.

5. What was your favorite toy when you were a child?
That was definitely my Batman figure along with his Batmobile. This combo has been with me for a very long time and it was always hard to get them out off my hands.

6. Do you remember one special item you had been wearing almost day and night?
Yes, that was my very first FC Bayern Munich soccer jersey, that I got as a birthday gift from my dad when I was 7 years old. I don’t remember if we’ve ever washed it, during the time I wore it almost every day. 🙂

7. Are you realizing mood images for your website? If yes do you think that these images could influence the shopping experience of the costumer?
Absolutely! Since we are a digital only company so far, it’s even more essential to create own images and content for the website. It affects shopping/consuming in the most positive way. With a picture or moods you can tell stories and more than thousand words, so it’s basically the best argument and very personal to feed our individual channels with our own content.

8. Kids and Internet… what do you think about it?
Overall I’m kinda afraid of the digital lead that is taking over the natural communication. Of course the internet has become a key instrument in our modern society but when it comes to kids, I see two different angles. The positive side is the educational benefits that can be reached by using the internet the right way and let kids be more independent and give them a wider understanding and their own perspective. The negative could be the dependence to the digital world and its dangerous consequences when it comes to criminal sites and privacy. While the kids are disconnecting human behavior it’s gonna be difficult for them to build up real connections and relationships with other people. So parents should always know what their kids do and search for in the internet and take special care in teaching them to use it the right way.

9. What’s your favorite website? And could you share with us your favorite Instagram account?
Good question… I really love what NOAH NY and END. are doing. When we’re talking about Instagram I’d pick Hiroshi Fujiware.

10. Your favorite children’s book?
It’s kind of hard to remember but I am pretty sure it was Robin Hood.

11. Please complete this sentence: children should always…
… be happy!!

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POSTED BY cts-klee
December 6, 2016