Upscale children’s furnishings merchant PoshTots in March launched PoshCravings, a Website for expectant and new mothers. But unlike PoshTots, the new site doesn’t sell merchandise, though it does feature links to advertisers.
Andrea Edmund, cofounder/president of Richmond, VA-based PostTots, describes PoshCravings as an insider’s guide for young mothers. It includes input from characters known as “the four mamas,” offering lessons on what it takes to juggle parental and other responsibilities.
“We have laid the new site out more like a weekly newspaper,” says Edmunds. “We request submissions for product ideas, ask for general customer feedback, and even hope to include a blog page by some time this summer.” By the summer months, she says, visitors will be able to communicate online with each of the “mamas,” garnering advice on everything from pregnancy to style tips.
The idea for PoshCravings goes back to early 2004, Edmunds says, after the September 2003 debut of the PoshTots print catalog. It was only after Fort Lauderdale, FL-based Web merchant BabyUniverse acquired the company this past January, however, that Edmund and her team moved forward with the concept.
“Now that we just released our fourth catalog in April, we are in the midst of doubling are Richmond staff,” Edmunds continues, “moving both our buying and creative teams up here, and making plans to relocate our product loading team to Richmond.” The 120-pages April catalog mailed to about 100,000 names, the majority of whom came from the PoshTots’ house file.
As for future plans for PoshCravings, Edmunds says that summertime issues of the newsletter will likely focus on family travel opportunities and prenatal care–providing additional opportunities for advertisers.