After more than 17 years at 50th & France, classic children’s shop Goodnight Moon opens today six blocks down, in the iconic Durr Ltd. building at 44th and France. It's less than a mile away, but a big divide. Despite the constant buzz and many destinations at 44th and France, including Convention Grill, Hello Pizza and France 44 Wine & Spirits, the corner has proven challenging for retail. Brightwater Clothing & Gear moved out in January. Goodnight Moon is taking the space recently vacated by longtime local retailer Three Rooms. The rest of the building is now occupied by Evereve’s corporate headquarters.
But Goodnight Moon owner Deborah Damian is confident this is the right spot for her well-established boutique business. She’s been wanting to expand her selection of apparel for tween girls, but felt it required a separate space—no 12-year-old wants to try on clothes next to a toddler. The new store has a back room that Damian has dubbed “In Between.” It’s filled with mini versions of trendy brands moms like, including Splendid and Ella Moss. Beyond apparel, the room is stocked with nail polish, tote bags, and accessories. Damian says she's targeting the moms who don't want to take their daughters to Justice and are bored with J.Crew.
For babies and toddlers, Damian is excited about the addition of the brand Belly Button—a rare foray into contemporary styling for Goodnight Moon, with little sweatshirts and leggings featuring graphic star prints and phrases like #littlestar. “I don’t like words and characters, but this line is tastefully done,” Damian says.
This is not a gateway to hipster baby clothes, however. “My philosophy is, find your lane and stay true to it,” Damian says. “I still sell tons of smock dresses. Moms still want them, and where else are you going to buy it?”
Goodnight Moon is open Tuesday-Sunday. Mark the calendar for a grand re-opening event on Sept. 10. There will be cotton candy! 4388 France Ave. S., Edina, goodnightmoonkids.com