There’s a new online marketplace for the kids—except they are not really kids anymore. They’re in that awkward in-between age, when they are no longer young enough to be treated like children, but not yet old enough to be considered teenagers
Maisonette is launching Neon Rebels, an online platform curated specifically for the tween age group. Started by two former Vogue veterans who are mothers themselves, Maisonette was founded in 2017 as an online for children’s fashion and home decor. Now the company is doubling down in the market with Neon Rebels, which have broad product categories from apparel and shoes to electronics and skincare.The e-commerce site, which is debuting with more than 100 brands, seeks to give tweens what they want in products while providing their parents with peace of mind.
“When building Neon Rebels, we tapped directly into our own memories to capture that magic and wonder of flipping through magazines and catalogs in the ’90s,” said Sylvana Ward Durrett, co-founder and board director of Maisonette
“From the site experience to the creative curation, we built a space where both generations see themselves and feel inspired. The right product can instantly transform an outfit, elevate a space, and shift a mindset, and Neon Rebels is here to help families find those exact pieces,” she added
There are about an estimated 20 million tweens in the U.S., roughly between the ages of eight and 12. They belong to Generation Alpha, a cohort that is heavily influenced by TikTok and other algorithmic platforms. They are growing up with only few brands that offer tween , with many closing over the years as the retail industry lumps the needs of various young age groups under the “young people” category, as
This is exactly the slice of the market that Neon Rebels wants to dominate. The company said no one in the market has owned the tween and teen market in a way that speaks to both kids and their parents. Despite the changes in the fashion landscape for tweens, Maisonette managed to curate an offering from brands that specifically target the age group, such as Montana Maple, a tween fashion line from Australian kidswear Marlo, which is debuting exclusively on Neon Rebels
Neon Rebels also carries DL1961, Loveshackfancy, Palm Angels, Zadig & Voltaire and more. The sizing is categorized by age
Even the personal care products were developed specifically for young and sensitive skin, featuring brands such as Pipa Skincare, Yes Day, and Erly. The site also offers different assortments that can help with self-expression, such as the neon lights that spell out the word “awesome” in rainbow colors from Yellowpop, and age-appropriate charm bracelets from Elisa Charms
“Tweens have become one of our fastest-growing segments, with over 20 percent of our customers now having at least one child age 7+,” said AJ Nicholas, president of Maisonette. “We recognized both this incredible momentum and a clear gap in the market to serve this age group thoughtfully, and Neon Rebels is our answer.”
“As the millennial parents who first discovered Maisonette enter a new chapter of parenthood, we’re proud to grow right alongside them,” Nicholas said
