Sweet Wink

Name

Sweet Wink

Legal name

Curly Girls

Website

https://shopsweetwink.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Sweet Wink is a privately held, mother-daughter-owned children's apparel and accessories brand designing themed clothing, dress-up items, and accessories sold direct-to-consumer via Shopify and wholesale through Faire to over 1,000 boutiques, targeting parents of children ages 0-8.

Ownership category

akta.pro rank

Product category

Children's Apparel

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Retail-Apparel & Accessory Stores (5600), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320)

akta.pro primary industry

Occasion & Formalwear (Children) (CRAAAHAK)

akta.pro secondary industries

Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA), Seasonal & Holiday Gifts & Decor Retail (CRALAJAD)

Keywords

• Children's apparel
• Kids clothing
• Dress-up costumes
• Themed accessories
• Birthday outfits

Headquarters

HQ city

Oceanside

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Direct E-commerce Sales: Revenue generated through direct consumer purchases on their Shopify-powered online store, selling children's clothing, accessories, and dress-up products at various price points.
2. Wholesale Distribution: B2B wholesale revenue through selling to independent retail boutiques and department stores. Sweet Wink has over 1,000 retail locations carrying their products. Minimum opening order $250, minimum reorder $200.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Sweet Wink designs, produces, and sells themed children's clothing (t-shirts, dresses, tutus, skirts, joggers, leggings, sweatshirts) and accessories (hair clips, hats, totes, capes, wands, dress-up kits) for ages 0-12. Products are organized around occasion-based collections such as Western, Mermaid, Birthday, Confetti, Back-to-School, Patriotic, Camp, and Special Occasions. All items are designed in the company's New York showroom and shipped from its Oceanside, NY warehouse to consumers and wholesale boutiques.

Product overview

Sweet Wink is a mother-daughter-owned children's apparel and accessories brand (operated by CURLY GIRLS DBA SWEET WINK) specializing in playful, occasion-driven clothing for babies, toddlers, and kids. The product portfolio includes a core apparel line of T-shirts, sweatshirts, dresses, skirts, tutus, leggings, swimwear, and denim jackets organized by gender (Girl, Boy, Baby Girl, Baby Boy) and occasion-based collections including Western (bandana and cowgirl themes), Mermaid (sequin and pearl accents), Stars and Stripes (patriotic), Confetti (birthday celebrations), Camp, Birthday, Activewear (athletic skorts), Golf, Baseball, Mardi Gras, and Siblings & Family. The accessories line features hair clips (bow clips, headbands), hats (baseball hats), totes and belt bags, capes, dress-up kits, wands, and tights. Key dress-up offerings include multi-piece kits combining capes, wands, crowns/headbands. The brand offers a VIP membership program with 20% discounts and early access to new collections, and sells wholesale to over 1,000 retailers nationwide through Faire. All items are designed in their New York showroom and shipped from their hometown warehouse in Oceanside, NY.

Differentiator

Problem solved

Functional benefit

Products and services

• Pink Princess Dress Up Kit 3-piece princess dress-up ensemble including a soft tulle cape with Velcro closure, star-topped wand with satin ribbons, and reversible sequin crown with adjustable ribbon closure; designed for children ages 3+ for princess play, birthday parties, and imaginative role-play.
• Pastel Unicorn Dress Up Kit 3-piece magical dress-up set including a soft pastel rainbow cape with glitter overlay, a star wand with ribbons, and a unicorn horn headband with ears and floral accents; suitable for children ages 3-6.
• Purple Unicorn Dress Up Kit 3-piece unicorn-themed dress-up set with a sparkly cape, shimmering star wand, and plush unicorn horn headband with glittering ears and floral accents; suitable for children ages 3-6.
• Pink Bandana Western Bow Clip Set Western-themed hair accessory set featuring pink bandana bow clips designed to complement western-themed outfits.
• Camp Patch Tote Camp-themed tote bag featuring playful patch designs, suitable for carrying everyday essentials.
• Cherry Good Day Short Sleeve T-Shirt Soft pink tee featuring playful cherries and dainty bows, made from 100% cotton with tagless inside neck label; available in sizes 12-18M through 12.
• Pink Confetti Tutu Skirt Pink tulle tutu skirt with multicolor confetti accents, designed for birthday celebrations and everyday twirling.
• Pink Confetti Cape Pink tulle cape with multicolor confetti dots featuring super soft tulle that does not scratch or itch, with shed-free glitter embellishments; suitable for dress-up play and Halloween costumes.
• Pink Confetti Short Sleeve Tutu Dress Twirl-worthy birthday dress with a pink cotton bodice and pink tulle skirt overlay with multicolor sequins; made from 95% cotton/5% spandex with cotton lining.
• Patriotic Bow Patch Baseball Hat Sporty-sweet baseball hat made from 100% cotton bio-washed chino twill with a patriotic bow patch, pre-curved visor, and self-fabric tri-glide buckle closure; recommended for ages 5+.
• Mermaid Bow Wand Magical mermaid-themed wand featuring a multicolor glitter scale bow motif with blue, pink, and lavender ribbons; suitable for ages 3+.
• Bandana Cowgirl Patch Western Short Sleeve T-Shirt Playful western-themed tee with a pink, cream, and tan bandana cowgirl patch; machine washable with multiple size options from 12-18M to 12.
• Brown Jogger Comfortable brown joggers for boys, designed as part of the western-themed collection.
• Big Sis Bow Clip Mauve fabric bow clip embroidered with soft pink flowers and the words 'big sis', designed for big sisters or soon-to-be big sisters.
• Glitter Flag Bow Clip Set Festive hair clip set featuring 2 red, white, and blue glitter bow hair clips with ribbon-covered alligator clips; glitter accents are shed-free.

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Three partnerships are on record, tiered core.

• Shopify Inc.coreTechnology or IntegrationShopify provides the e-commerce platform powering Sweet Wink's online storefront. Shopify handles payment processing, data storage, and platform infrastructure. Sweet Wink's online store is hosted on Shopify's servers with PCI-DSS compliant payment processing.
• FairecoreChannel Partner/ Reseller/ DistributorFaire is the wholesale marketplace platform through which Sweet Wink connects with retail buyers. Independent boutiques use Faire to browse Sweet Wink's wholesale catalog and place orders.
• Style Squad InfluencerscoreGTM or Marketing PartnerMom content creators with 10K+ followers join Sweet Wink's Style Squad program. For each collection launch, influencers receive free head-to-toe outfits in exchange for creating social media content with their children. Requires public social media profile, creative eye, and children ages 0-8.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Posh Peanut: Premium children's clothing and accessories brand with themed collections and a strong DTC-wholesale mix. Mirrors Sweet Wink's coordinated head-to-toe styling and influencer-driven marketing approach.
• Tea Collection: Premium children's apparel brand with themed collections and global design inspiration. Compares on premium positioning, themed drops, and multi-channel distribution.
• Bedhead Pajamas: Children's themed clothing brand with strong DTC presence and a celebrity/mom-influencer following. Overlaps with Sweet Wink's themed collection cadence and Instagram-driven marketing.
• Tutu Du Monde: Premium occasion-driven children's brand specializing in tutus, dresses, and dress-up pieces for milestone moments. A nearly direct overlap with Sweet Wink's specialty-positioning and price-point.
• Mud Pie: Designs and wholesales children's gifts, clothing, and accessories to 16,000+ retailers. Comparable in wholesale distribution model and gift/occasion positioning.

Emerging players

• Magnolia Baby: Premium baby and toddler clothing brand sold DTC and through select boutiques. Comparable on premium materials, boutique distribution, and occasion-focused assortments.
• Angel Dear: Wholesale-focused baby and children's clothing and accessories brand. Comparable on boutique wholesale distribution and giftable children's products.

Broad incumbents

• Carter's: Largest U.S. children's apparel brand with massive wholesale and DTC presence. Sets the competitive baseline on price, assortment, and shelf availability.
• Mini Boden: Colorful, themed children's clothing line from Boden. Comparable on playful themed collections and premium price points, but with a much larger parent brand and assortment.
• Hanna Andersson: Established premium children's apparel brand with a national DTC and retail footprint. Direct competitor at the premium tier; larger scale and brand recognition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/shopsweetwink
• LinkedInlinkedin.com/company/sweet-wink

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sweet Wink