Product details

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Published by: Amity Research Centers
Published in: 2019

Abstract

The kids wear business segment in the US was one of the most lucrative but highly competitive one for the retailers. It had no clear market leader. In such a landscape, in the year 2016, Rockets of Awesome (RoA) launched its vertically integrated, personalised kids' apparel business. It introduced subscription box to reach out to its target group. Its 'dynamic retail' model addressed many of the challenges of kids' apparel business, and satisfied both the parents and their kids. In the year 2019, the start-up decided to venture into the brick and mortar business, at a time when other retailers like, Gymboree and The Children's Place were closing their stores. To help RoA to expand its business, Foot Locker had invested USD12.5 million, and agreed to open RoA pop up stores inside kids Foot Locker stores. What exactly enthused Foot Locker to identify RoA as the right bait for capturing 'the evolving youth culture'? Could RoA leverage this opportunity for its business growth?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
Americas
Country:
United States

Featured company

Rockets of Awesome
Employees:
51-200
Turnover:
USD 1 million
Type:
Self-owned
Industry:
Apparel

About

Abstract

The kids wear business segment in the US was one of the most lucrative but highly competitive one for the retailers. It had no clear market leader. In such a landscape, in the year 2016, Rockets of Awesome (RoA) launched its vertically integrated, personalised kids' apparel business. It introduced subscription box to reach out to its target group. Its 'dynamic retail' model addressed many of the challenges of kids' apparel business, and satisfied both the parents and their kids. In the year 2019, the start-up decided to venture into the brick and mortar business, at a time when other retailers like, Gymboree and The Children's Place were closing their stores. To help RoA to expand its business, Foot Locker had invested USD12.5 million, and agreed to open RoA pop up stores inside kids Foot Locker stores. What exactly enthused Foot Locker to identify RoA as the right bait for capturing 'the evolving youth culture'? Could RoA leverage this opportunity for its business growth?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
Americas
Country:
United States

Featured company

Rockets of Awesome
Employees:
51-200
Turnover:
USD 1 million
Type:
Self-owned
Industry:
Apparel

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