When it comes to shopping for children‘s clothing, toys, and accessories, parents are often faced with an overwhelming number of options. Big box stores, boutiques, online retailers – it can be hard to know where to turn to find high-quality, stylish, and safe products for your little ones. One company that has been generating a lot of buzz in the parenting world is Maisonette. This luxury children‘s e-tailer aims to be the premier destination for discerning moms and dads. But with its chic offerings and premium price tags, you may be wondering – is Maisonette really worth the hype? We did a deep dive to find out.
What is Maisonette?
Launched in 2017, Maisonette is an online boutique that curates clothing, toys, gear, furniture, and home decor for babies and children. The company was founded by Sylvana Ward Durrett and Luisana Mendoza Roccia, two Vogue alums who are moms themselves. Their goal was to create a highly-edited selection of children‘s products from the world‘s best brands and emerging designers all in one place.
Rather than carrying mass market labels, Maisonette focuses on unique, hard-to-find, and luxury brands for a sophisticated yet playful aesthetic. You‘ll find wooden toys from Europe, GOTS-certified organic baby clothes, and furniture made by artisans. The items are pricey but meant to be cherished keepsakes that can be passed down rather than tossed out.
In just a few years, Maisonette has attracted a loyal following and secured $30M+ in funding to grow its business. It‘s been featured in Vogue, Forbes, WWD and more. The company releases new themed collections every few weeks and has collaborations with tastemakers like Moda Operandi and The Strategist.
The Products
So what exactly will you find at Maisonette? The site has a vast but well-organized selection of children‘s apparel, footwear, toys, books, gear, furniture, decor, and gifts. You can shop by category, age (from newborn to 12Y), occasion, or brand. There are 500+ designers represented including:
- Clothing: Bonpoint, Jacadi, Mini Rodini, Oeuf, Petite Plume, Rylee + Cru, Winter Water Factory
- Shoes: Elephantito, L‘Amour, Pépé, Zimmermann
- Furniture/Decor: Babyletto, Nursery Works, Oeuf, Stokke
- Toys: Brio, Maileg, Margarete Steiff, Peaceable Kingdom
- Gear: Bugaboo, Cybex, Stokke, UPPAbaby
While you‘ll see some recognizable brands, Maisonette prides itself on finding under-the-radar labels and designer collaborations you can‘t get anywhere else. The assortment is highly curated with an eye for style, originality, and quality.
Many of the brands have a European sensibility and are made using eco-friendly, organic, and natural materials. For clothing, expect to find ultra soft Pima cotton, delicate cashmere, and hand-embroidered details. The furniture and decor has a modern yet timeless look meant to seamlessly blend in with the rest of the home.
Maisonette also has an in-house line called Maison Me which features elevated essentials like crisp cotton shirts, classic wool coats, and snuggly knits. The pieces are simple but very well-made with attention to detail. And they still have kid-friendly elements like glitter trim and animal ear hoods.
The toy selection focuses on imaginative play with beautiful wooden blocks, dollhouses, art supplies, and musical instruments. There are also STEM toys that teach coding, science, and math. Most of the toys are designed to encourage open-ended and creative play rather than light-up plastic gizmos. They‘re the type of playthings that look beautiful scattered around the home.
Quality, Safety, and Sustainability
With its premium positioning, Maisonette has very high standards when it comes to product quality, safety, and sustainability. The company carefully vets every item before adding it to the assortment.
For apparel and gear, the focus is on soft, durable natural materials that are gentle on the skin and better for the environment like organic cotton, bamboo, and wool. Many of the brands are GOTS or Oeko-Tex certified. The clothes are made to last through multiple washes and wears, and to be handed down to siblings and friends.
The toys are made using solid wood, non-toxic paints and finishes, and meet or exceed all safety standards. You won‘t find any cheap plastic. Most are designed to be timeless staples that kids will play with for years.
One way Maisonette goes above and beyond is providing in-depth product descriptions so parents know exactly what they‘re getting. On each page, you‘ll find details on the materials and construction, where it was made, care instructions, and safety certifications.
The Shopping Experience
Maisonette aims to replicate the experience of shopping in a chic, carefully-merchandised boutique but from the comfort of your couch. The website is very clean and easy to navigate with helpful filters for age, size, category, color, and brand.
High quality images show the products from multiple angles, often on child models of different ages. The copy is detailed but straightforward with information on sizing, materials, and care.
One standout feature is the ability to shop complete looks. For clothing, you can purchase head-to-toe outfits with a single click which is great for busy parents. The site will also recommend coordinating pieces to go with each item.
Maisonette offers free shipping on orders over $75 (otherwise it‘s $5) and typically processes orders within 1-2 business days. The items arrive beautifully-wrapped in the brand‘s signature cream boxes with grosgrain ribbon, so it feels like you‘re opening a special gift.
Returns are free for eligible items within 30 days for a full refund as long as they are unworn, unwashed, and have the tags attached. Furniture, personalized items, and final sale pieces cannot be returned. Certain items ship directly from the vendor so the return window may be shorter.
If you need assistance, Maisonette has a team of Family Advisors available via phone, email, and live chat. These are fellow parents who can provide recommendations, answer questions about sizing and fit, and resolve any issues.
Customer Reviews
Maisonette has received rave reviews from customers who appreciate having a one-stop shop for stylish and unique children‘s products. On Trustpilot, the company has an average rating of 4 out of 5 stars from nearly 500 reviews.
Customers praise the:
- Exceptional quality of the merchandise
- Unique product assortment not found elsewhere
- Helpful and detailed product descriptions
- Ability to shop multiple high-end brands in one place
- Responsive customer service (even for things like gift wrapping and adding notes to orders)
- Beautiful and sustainable packaging
- Flexible return policy
The few complaints tend to mention the high prices, occasional shipping delays, and that certain items are final sale. But overall, the vast majority of customers seem to feel that the premium prices are justified by the superior quality, craftsmanship, and design of the products.
Many reviewers commented that Maisonette‘s pieces made great baby shower, birthday, and holiday gifts. The toys and clothes were big hits with their children. Parents felt good about investing in special items designed with safety and sustainability in mind.
How it Compares to the Competition
Maisonette is often compared to high-end children‘s retailers like Pottery Barn Kids, Crate & Kids, Scandiborn, and Smallable. It differentiates itself by carrying more emerging and international designers rather than big corporate brands.
The product assortment is also much broader, covering clothing, toys, gear, home, and gifts rather than focusing mainly on furniture and decor. And Maisonette‘s unique approach to merchandising with the storytelling collections and head-to-toe looks makes it feel more like a lifestyle destination than just a store.
Price-wise, Maisonette is definitely at the high end of the market. Dresses run from $40 to $400, cashmere sweaters can hit $200, and cribs are around $1000. But you‘re paying for premium materials and construction, thoughtful design, and brands you won‘t see everywhere else. The company also runs frequent sales where you can score great deals on past season items.
For shipping and returns, Maisonette offers free shipping on orders over $75 which is lower than some of the other premium retailers. And most items are eligible for return within 30 days for a full refund (with some exceptions like furniture and final sale). So you don‘t have to worry as much about ordering the wrong size or your child not liking something.
Compared to shopping at mass market retailers or on Amazon, the prices are significantly higher and there‘s less breadth of product. But you‘re getting a much more curated assortment, better quality, and unique items designed to last. For parents with the budget who want to invest in special pieces, Maisonette is a great option.
Conclusion: Is Maisonette Worth It?
After an extensive review, we believe Maisonette lives up to the hype as a premier destination for children‘s clothing, toys, and gear. While it may not be the most budget-friendly option, the company offers an unparalleled selection of high-quality, stylish, and unique products from the world‘s best brands.
The website is thoughtfully designed and easy to shop with helpful features like the head-to-toe looks and filters. Product descriptions are detailed and informative. The packaging and customer service make you feel like you‘re getting a luxury experience.
Most importantly, the products are simply beautiful, well-made, and designed to last. From the softest organic cotton pajamas to the handcrafted wooden toys, these are special items your child will love and cherish. And you can feel good knowing they are safely constructed using premium materials.
Yes, the prices are high, but you‘re investing in pieces that can be worn again and again, passed down to younger children, and hold their value over time. Maisonette also runs sales often so you can score great deals.
Of course, Maisonette isn‘t going to be for everyone. If you‘re looking for the biggest selection at the lowest prices, you‘re better off at a big box store or Amazon. But if you appreciate unique design, luxury craftsmanship, and curating your child‘s wardrobe and playroom with intention, then Maisonette is definitely worth checking out. The assortment is unlike anything else out there. And in our experience, the quality and customer service are unparalleled.
