9 startups that have grown with their millennial fan base by introducing baby and kids collections – Business Insider

Insider Picks writes about products and services to help you navigate when shopping online. Insider, Inc. receives a commission from our affiliate partners when you buy through our links, but our reporting and recommendations are always independent and objective.

Away

• As millennials are starting to have kids, the startups they love are adapting to meet their needs as parents.
• Popular companies like Quip, Rent the Runway, Allbirds, and Away are now making pint-sized products for little ones.
• Keep reading for more of the smartest (and cutest) kids’ versions of our favorite grown-up products.

There’s no denying that the low prices of the direct-to-consumer startup boom combined with the ultimate convenience of Amazon Prime have completely colored how millennials shop. Where malls with large department stores were once considered sacred ground, millennials now tend to prefer a more personalized online shopping experience — preferably one that also includes free and fast delivery.

We’ve turned instead to smaller startups to satisfy our need for originality and discovery. Yet even when those startups get big enough to not feel like startups anymore, we’re still continuing to shop from them — just not exclusively for ourselves. 

As millennials age into parents, many of us are turning to those same startups we once “discovered” for ourselves to instead buy clothes, sheets, and even suitcases for our own kids. Brands like Brooklinen — whose most loyal fans tend to be young adults who just bought their first or second set of nice sheets — understand that as their customer base grows up, they need to find ways to keep them coming back, and in the process, are beginning to cultivate the next generation of customers. 

Below, you’ll find a list of some of our favorite startups that are now making (very cute) items for children and babies:

Subscribe to our newsletter.

Find all the best offers at our Coupons page.

Disclosure: This post is brought to you by the Insider Picks team. We highlight products and services you might find interesting. If you buy them, we get a small share of the revenue from the sale from our commerce partners. We frequently receive products free of charge from manufacturers to test. This does not drive our decision as to whether or not a product is featured or recommended. We operate independently from our advertising sales team. We welcome your feedback. Email us at insiderpicks@businessinsider.com.