Anthropologie just discovered what Twin Cities shoppers have known for years: that Oh Baby!’s miniature tutus are irresistibly adorable. A selection of those tutus, along with whimsical fox masks, feathered head pieces, and linen crowns are currently available at Anthropologie.com, and they received a full page in the retailer’s holiday catalog. Oh Baby! Owner Mary Lauer didn’t even know her Minnesota-made goods were being featured until she happened upon an Anthropologie catalog while shopping this week in Santa Monica.
"I'm just so pleased with their interest in my brand," says Lauer, who founded Oh Baby! 20 years ago at the Galleria in Edina. She and her husband Tom also operate an Oh Baby! store in Wayzata, as well as a home store, Que Sera in Excelsior. Lauer and her team design nurseries and rooms, in addition to more than half of the baby and children’s apparel sold at Oh Baby!
Her playful, luxe children's clothing and accessories caught the eye of an Anthropologie buyer at a New York children’s fashion expo. “He was so excited to see my handmade, magical, and still sophisticated dress up clothing,” Lauer says. “We chatted back and forth about the aesthetic they were trying to pull together for their holiday gift guide.”
After photographing the catalog with Oh Baby’s masks, tutus and head pieces, Anthropologie quadrupled its order. Lauer also created exclusive holiday designs for Neiman Marcus, Nordstrom, and Chasing Fireflies.