Published Date: December, 2012
Planet Sox takes over the footwear space with its new baby division.
ELIE LEVY founded Planet Sox in 1994 to fill the voids he saw in the market, and the company continues this mission today as it adds Planet Sox Baby to its line up. “By giving [infant/toddler] its own division, we will give it the attention it deserves because of the vast opportunity [in the segment],” says Susan Spindell, sales manager at Planet Sox. And to head the new division, Planet Sox enlisted infant footwear expert Pat Krellen. Planet Sox Baby features shoes and socks in newborn sizes 0 to 24 months in all styles, from fashionable to functional, in categories ranging from sneakers and rain boots to dress and casual. The division also includes Lil Runners, which has a Patent Pending design that combines a shoe-sole bottom with a sock top, and high-end brand Pepi Bambini.
In its design and style, Krellen says that Planet Sox Baby strives”to be [the] innovator and leader” of the market. She notes the line’s color and quality as two stand-out characteristics.For spring, she notes it’s all about channeling the performance athletic look. “Buyers are reacting really well to the line,” she adds. “It’s a combination of the right price points with innovative fashion, color and packaging.”
Jodi Manning, director of design and merchandising, who names neons, pastels, and cobalt hues as popular spring colors, notes that Planet Sox Baby creates a one-stop shopping experience. “For infants, we can give [customers] socks, tights and crib shoes, while in the past they would have had to go to different vendors for that selection,” she says. Licenses for Planet Sox Baby include Fila, Pro Player, South Pole, Disney and Nickelodeon.
Besides the Planet Sox Baby division, the company also offers other children’s footwear, including Candy Girl, Planet Sox Kids, Planet Sox Sport and Sport Essentials, as well as licensed labels such as Esprit. “We want to make sure that everybody’s covered,” Manning says, adding that “no two kids are alike.”
Manning says spring trends for girls include glitter and “bling” (“the more bling the better”), color blocking, sweeter skulls with hearts for eyes, and sport details inspired by dance, cheer and soccer. “I think we’re a little more focused this year [for spring]. We’re trying to concentrate more on the trends and graphics,” she says. “Everyone seems excited and we’ve had nothing but positive feedback.”
Beyond this upcoming spring season, Manning and Spindell both expect Planet Sox to continue with its reputation of quality and expansion. “I think that we’re going to continue this tremendous growth curve that we’ve been on and keep ahead of the game,” Spindell says. “Whatever that upcoming trend is, wherever business is headed, we’ll be there for the long haul with product design analysis and continue to partner the way we have since 1994.” – MB