Zutano – Bringing Joy and Innovation to “What's a Baby to Wear?”

Written by Corinne Garcia Wednesday, February 01 2012

Snapshot: Uli Belenky, co-founder, Zutano
Even before their daughter Sofia Pia was born, Uli and Michael Belenky had babies on the brain. They noticed that the apparel offered for little ones was not filled with all of the excitement, curiosity and adventure they expected to experience as new parents. So, in 1988, the couple started Zutano clothing for babies and toddlers from their New York City apartment – Zutano being the last word in the Spanish dictionary. The company, now based on a 70-acre farm in Cabot, Vt., has created an innovative clothing line based on quality, colors and patterns; an innovative sales model with a custom display for more than 1,000 retailers; and a creative employee retention program called Bring Your Baby to Work. And it all seems to be working. Over the past two years alone, Zutano has seen a 20 percent growth spurt.

Womenetics: What sets the Zutano brand apart from other children’s clothing lines?
Uli Belenky: Our use of color and our graphic prints are really what set us apart. This is a market where babies and toddlers are bombarded with stereotypical themes: footballs for boys and princesses for girls. You will never find a football on a Zutano garment unless it is being chased after by a dog. Our print themes include family, travel, healthy and delicious food, nature, music; all of the elements that we believe lead to a happy and therefore rich life.

Womenetics: Can you tell me about your sales model and why you chose to go this route?
Belenky: Our sales model is focused on product, placement and relationships. We are proud to responsibly produce a high-quality garment that is unique in nature and surrounded by good karma. Combined with our wonder box system, an innovative fixturing display [provided to the stores to display their clothing line] that we created over 12 years ago, and the established relationships and partnerships that we have built over the years, we are left with success for all.

Womenetics: Many companies are so web-based these days for sales. How has your business model benefited the company?
Belenky: These days, the word “placement” can mean two different things. It can refer to placement on the sales floor or brand placement and display on the web. We have had to translate our wonder box philosophy into something that could work on the pages of the internet as well. Because we are so graphically driven, it was easy for us to create a tangible experience online similar to the one we were creating on the sales floor.

Pictured above is The Zutano “concept shop” within WONDER!’s (the largest retail destination for children’s products) in Deerfield, Ill. The space features a wall of sculptural displays made of ‘tumbling’ baby chairs with spaces for Zutano clothes to hang, a fantastic cascading chandelier created from baby milk bottles, and Zutano wonder boxes - colorful, lighted cubicles that will hold folded Zutano pieces. Zutano has two stores in Vermont – in Montpelier and in Manchester – as well as a store within New York City’s FAO Schwarz Toy Store.

Womenetics: Can you tell me about the Bring Your Baby to Work program?
Belenky: We started the Bring Your Baby to Work program back in 2002 when our production manager was planning her maternity leave. She was making some difficult decisions. She wanted to work, but she wanted to be with her baby, and she wanted to breast-feed. Who could blame her? Since we were, and are, a company inspired by babies, we decided to create a policy where mothers or fathers of biological or adopted children could bring their babies to work for the first year of the baby’s life. This has helped us to retain our employees while being constantly reminded of why we are here.

Womenetics: Do you think that an employee’s workday is still productive with child in tow?
Belenky: Absolutely, I do. I have seen it many times. We have had more than 20 graduates come through the program thus far. Certainly there is some sacrifice involved; some parents might start their day a little earlier and leave a little later. Of course you will have those days where the baby might be extra fussy or eager to be entertained, but all in all, I think that the parent is so content being able to be involved in the baby’s life during those hours of the day that he or she is able to confidently accomplish tasks without worrying about the baby in day care.

Don’t get me wrong, it might be a great program, but it does not come without its challenges. One still has stress at the job on top of the stress of being a good parent. With so many seasoned parents in the office, new parents find a lot of support at Zutano. That is why we say, “It truly takes an office to bring your baby to work.”

Womenetics: What is the response like from the parent and other employees?
Belenky: The parents are so grateful. They become even more devoted to the brand and to the Zutano family. I don’t think anyone can deny the satisfaction of seeing a baby in the office -- that smile, the bright eyes. After all, we are designing and manufacturing children’s clothes here.

Womenetics: Would you recommend this program to other businesses?
Belenky: I would say that it is definitely not for every business; certainly there are safety concerns and such. But, yes, I would say if you have employees you do not want to lose, do it. One thing that we have done at Zutano is we have created individual office spaces for privacy for these pioneer parents. That is definitely a must.

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Corinne Garcia is a freelance writer and editor living with her husband and two young boys in Bozeman, Mont. She has also written for Women’s Adventure, Christian Science Monitor, Northwest Travel, Pregnancy, Fit Pregnancy, and Fit Parent.

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