The Sylvan Lake e-commerce fulfillment provider Niche Retail LLC Friday announced a new partnership with the New York City baby clothing designer and retailer Estella.

The luxury baby boutique offers designer brands, as well as its own line of eco-friendly baby clothing, made in the United States.

Estella selected Niche Retail as its e-commerce partner based on experience and expertise in the online retail industry. Niche Retail will help Estella achieve its goals of growing online sales, increasing brand recognition, and boosting conversion rates.

“This alliance allows Estella to focus on product development and growing the brand, while leaving our e-commerce efforts to the experts,” said Estella founder Chike Chukwulozie. “There is a large market of parents out there – beyond celebrities, stylists and royalty — that are looking for high-end, luxury clothing for their kids. Niche Retail will help us expand our reach and tap into that much larger web-based market.”

As an innovator in the e-commerce industry, Niche Retail designs, builds and operates direct-to-consumer and business-to-business online sales channels for premium brands. Adding additional value to brand partners, Niche Retail also offers a range of services, including Internet strategy, direct-to-consumer and retail strategies, marketing and merchandising, channel support, customer care, customer relationship management, warehousing, logistics and business intelligence.

As a Magento Enterprise Partner, Niche Retail will usze Magento’s open source e-commerce platform to optimize the current, engage customers and enhance the customer experience, and design effective marketing campaigns.

The online luxury boutique features designer baby clothes from Jellycat, Kit + Lili, Appaman, and Album di Famiglia. Estella has its own brand of baby clothes, including onesies, rompers, tee shirts, leggings and baby layettes made of bamboo cotton. All Estella brand products are made from sustainable materials and manufactured in the United States.

“We see huge growth potential for Estella, and we believe our experiences in online retail and management of direct-to-consumer websites, in addition to our expertise with Magento, will deliver optimal results,” said Niche Retail president Jeff Grice. “We expect the Estella brand to excel.”

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