5 Reasons Why I Would Never Start a Kid's Line
Why I’d Rather Eat Frogs Than Start a Children’s Clothing Line (And What You Should Know Before You Do)
By Martina Carello | Colour Alchemist Canada
Let me be blunt: if you’re a new parent dreaming about starting a children’s clothing business so you can work from home and spend more time with your baby… I totally understand the appeal. But after working with countless aspiring fashion entrepreneurs over the years, I can honestly say—I’d personally rather eat frogs than go down that path again.
Dramatic? Maybe. But I’ve seen the reality behind the dream.
When I speak to new parents who are eager to start a kidswear brand, it reminds me of first-time parents who’ve read every baby book but haven’t lived a single night of colic yet. They see a gap in the market, they feel passionate about better quality or more thoughtful design, and they crave a career that gives them flexibility and fulfillment.
But here's the twist—the part no one talks about: starting a clothing business doesn’t guarantee you freedom. In fact, it often demands more time, money, and energy than your previous 9-to-5 job ever did. And when it comes to launching a children’s clothing line, the challenges are even more nuanced.
So today, I’m going to take off the sugar coating and share some hard-earned truths—from one entrepreneur to another.
1. Children’s Clothing Is Not "One Size Fits All"—Literally or Strategically
One of the biggest misconceptions I hear is: “I’ll just make a line for babies, toddlers, and kids—more options, more sales!” It sounds logical, but in reality? That’s how you burn through your budget in record time.
The children's apparel space is deceptively complex. Designing infant clothing isn’t the same as creating fashion for six-year-olds. The sizing, fit, safety standards, fabric function, and customer expectations are completely different. And as kids get older, their preferences start to matter. A lot.
If you don’t narrow your focus—really hone in on a specific age group, product type, or underserved niche—you’ll end up chasing every trend and pleasing no one. Trust me, I’ve seen it happen. And you don’t want to be sitting on boxes of unsold inventory because you tried to be everything to everyone.
2. Your Customer Outgrows You—Fast
Here’s something that hits hard for most new kidswear founders: your ideal customer is constantly aging out of your product.
That adorable 12-month-old your designs fit perfectly today? By the time your brand starts gaining traction, they’ve grown out of your sizing. So, your marketing has to continuously evolve—attracting new parents and re-educating them about your brand, every few years. It’s like starting from scratch… over and over again.
And while you’re doing that, remember this: you’re not just appealing to parents. As kids get older, they develop their own opinions. They must like your product, too. Which means balancing style, comfort, price, and performance for both generations of decision-makers.
3. Tiny Clothes, Big Costs
I know what you’re thinking: Smaller clothes must be cheaper to make, right?
I hate to break it to you—but that’s rarely the case. Children’s clothing can cost just as much as adult clothing to produce. Why? Because while you may use less fabric, you’re still paying for:
- Specialized pattern making and fit expertise
- High-quality trims and finishing details
- Labor, ethical production, safety testing, and compliance
- Manufacturing setup fees, regardless of size
Worse yet, many Canadian manufacturers (including myself) are moving away from kidswear production, especially at low minimums. It’s simply not sustainable.
If you come across pricing that seems too good to be true—especially from a brand that claims Canadian production, ethical labor, and sustainable sourcing—look closer. Someone’s likely getting shortchanged.
4. Parents Don’t Want to Pay More for Clothes Kids Outgrow in a Month
This is the reality that hurts the most.
You pour your heart into designing something beautiful and ethically made. But then you hit the biggest barrier of all: price resistance.
Parents—especially in today’s economy—are cautious. Why? Because kids grow out of clothes fast. Sometimes faster than they can wear them twice. That gorgeous romper you made? It might only fit for six weeks.
Add to that the competition from massive brands who can flood the market with cheap, cute clothing, and it becomes incredibly difficult to justify your price tag—no matter how valid it is.
You’re competing not just on product, but on perception of value. And unfortunately, for many consumers, “local and ethical” doesn’t always rank above “affordable.”
5. The Competition Is Brutal—and It Doesn’t Sleep
To survive in this space, you need to sell a high volume of product—consistently. And that takes serious marketing muscle.
Larger brands have entire teams, influencer deals, celebrity endorsements, and year-round discount campaigns. As a small brand, you’re the designer, the marketer, the customer service rep, and the fulfillment team. That dream of working from home with your baby in your lap? It’s more likely you’ll be working late while your baby sleeps, scrambling to fulfill orders.
And just when you finally start gaining traction? Your child has outgrown your size range, and you may be ready to outgrow your niche entirely.
So What Do You Do With This?
If your dream is to start a children’s fashion brand, don’t let me—or anyone—talk you out of it. But go in with eyes wide open.
Research thoroughly. Focus on a specific problem or niche. Understand what your customers truly value. And most importantly—build a strategy that fits your life and your long-term goals.
Here's How I Can Help
At Colour Alchemist Canada, I’ve worked with countless fashion founders to develop smart, sustainable brands—based on strategy, not just passion. If you're considering kidswear or any kind of fashion line, book a free Meet & Greet call with me before you invest your savings in something that might not align with your reality.
Or, if you want a structured way to explore and build your concept, join my Apparel Discovery Program.
It’s designed for people just like you—creative, driven, and ready to build something with clarity and confidence.
Because your time and money are valuable. And so is your dream. Let’s build it the right way.
– Martina Carello
Founder, Colour Alchemist Canada