May 21, 2007, 12:00 AM

BabyStyle.com buys apparel brand, names founder as BabyStyle president

BabyStyle.com, a multi-channel retailer of maternity, baby and children’s apparel and gear, has acquired the Cadeau Maternity apparel brand and named its founder, Emilia Fabricant, as BabyStyle’s president and chief merchandising officer.

BabyStyle.com, a multi-channel retailer of maternity, baby and children’s apparel and gear, has acquired the Cadeau Maternity apparel brand and named its founder, Emilia Fabricant, as BabyStyle’s president and chief merchandising officer. She reports to BabyStyle CEO Bob Kelleher.

BabyStyle, which operates as a unit of eStyle Inc. and is No. 247 in the Internet Retailer Top 500 Guide, also has announced that it has secured $11 million in financing from a group of investors led by Global Retail Partners and Oak Investment Partners, to fund its planned store expansion and overall growth. The retailer currently operates 20 stores in eight states.

Fabricant founded Cadeau Maternity in 2002 to offer an “elegant, fashion-forward” maternity collection, which is sold at Neiman-Marcus, Nordstrom, Saks Fifth Avenue, two Cadeau boutiques in New York and Los Angeles, and other boutiques throughout the U.S., Japan and Europe. Starting next month, the Cadeau Maternity line will also be available at BabyStyle.com as well as at CadeauMaternity.com.

Prior to Cadeau Maternity, Fabricant served as vice president, divisional merchandise manager for Barneys New York Co-Op, where she pioneered and launched Barneys` private-label maternity line, Procreation.

"We are fortunate to have an executive with Emilia`s depth of experience in leading product driven organizations," Kelleher says. "She will join a seasoned management team comprised of executives with years of specialty store experience. The Cadeau Maternity line is a perfect complement to the BabyStyle assortment and will provide our customers with solutions to a broader set of end-use needs."

"Having watched BabyStyle with interest for some time now, I am excited about the opportunity to take part in the expansion and development of BabyStyle,” Fabricant says. “My philosophy for maternity wear, children`s apparel and family lifestyle products is craftsmanship and quality. My vision is to bring a sophisticated and fashion savvy edge to BabyStyle at an accessible price."

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