Small Wonders is an exclusive brand of clothes for newborns and infants that's sold at Kmart and Sears stores. Both stores date back more than 100 years. Sears, Roebuck, and Co. was founded as a mail order catalog in 1893 and began by doing business mostly within rural towns. To take better advantage of the urban market, Sears opened its first retail stores in the 1920s. Highly dependent on shopping malls, the company was hugely successful throughout the mid-20th century, but business started to take a major hit by the '90s.
The company that would become Kmart was founded as the S.S. Kresge Corporation in 1912, and it got into the discount retail business in 1962. This company, too, experienced its greatest success early on and had started to decline by the turn of the 21st century. In an effort to save both chains, Kmart bought Sears in 2004. A new parent corporation called Sears Holdings was established to keep both brands going. Between its two mastheads, the company operates more than 4,000 stores in the United States and is one of the country's largest retailers. Many of the house brands like Small Wonders are sold at both chains in an effort to appeal to as broad a customer base as possible.
Babies & Kids Merchandise
While Small Wonders makes apparel for babies ranging from newborns up to infants, the bulk of its product line appeals to the very youngest and smallest little ones. For newborns (aged 0-3 months), you'll find a wide variety of footed pajamas, bodysuits, and onesies for both genders. Outfits specifically for boys include options like pants, tees, and overalls, while girls' fashioins feature skirts, dresses, leggings, and rompers. Outerwear is also available for both boys and girls, and the selection ranges from lighter sweatshirts to heavy jackets.
Many of the exact same garments are available for babies in the 3-6 month and 6-9 month ranges, though these age groups also have their own outfits that reflect their slightly more advanced developmental stages. Most onesies give way to shirt and top combinations, and you'll also find more clothes like shorts, tanks, and swimwear--which are perfect for hot weather. Another particular division of Small Wonders apparel includes outfits featuring holidays like Halloween and Christmas. In addition to apparel, you can also choose among accessories for your tot, including baby blankets, stuffed animals, nursery décor, and more.
Many of the children's brands from retailers like Kmart and Sears attempt to lump together infants, toddlers, and young kids. As a result, it can be difficult to find a wide assortment of options for individual age groups within these broader categories. It's helpful as a parent, therefore, to find a brand like Small Wonders that focuses only on kids younger than one year. With only baby clothes to focus on, this line is able to provide a much better selection. The clothes within the brand are very traditional for the most part--which helps them appeal to almost anyone, regardless of your tastes and preferences. They are also designed to be long-lasting and comfortable in addition to being very affordable. We give Small Wonders 4 out of 5 stars.
- Established 1912 (Kmart)
- Traditional clothes for newborns and infants
- Sold at:
- Kmart, Sears, online
- Types of items:
- Bodysuits, onesies, footed pajamas, dresses, skirts, pants, t-shirts, rompers, leggings, outerwear, jackets, blankets, stuffed animals
- Related brands:
- THRE3, Basic Editions, Route 66, WonderKids, Joe Boxer, Piper