The children’s store Cotton Tails marks an impressive milestone this month, with the celebration of its 30th anniversary.
If you’ve shopped their store at Laurelwood, then you know it’s brimming with colorful clothes, baby goods, even cool fashions for teens. Miki Brugge’s successful run in the fashion world was recognized in 2013 by Earnshaw magazine, the go-to trade pub for children’s wear, by inducting her into their Hall of Fame.
“Many of her vendors have an overwhelming respect for how she does business,” noted editor Audrey Kingo, stating Brugge has had a “lasting impact” on the industry.
Learning the trade
Brugge cut her teeth in retail as a teen at Goldsmith’s (now Macy’s). During her 20s, she learned the nuts and bolts of the business, eventually rising to fashion buyer. Then, at age 32 (and with two preschoolers in tow), she left Macy’s to open Cotton Tails at the Oak Court Mall.
“Many girls want to do a store part-time, but it takes a lot of work,” she notes. “They can go to market but forget about taking care of the customer. I’ve always been adamant — the customer always comes first.”
Business was slow at first; Miki’s taste didn’t always match that of her customers. Born in Japan, she’s always had a more global esthetic. But she observed what moms were buying, and steadily, sales grew. She moved to a bigger space at Laurelwood Shopping Center several years later.
By then, Cotton Tails had become a family affair. Her husband, commercial artist David Brugge, handled marketing and photography while producing in-store displays that were “like works of art!” notes daughter Anna Brugge. Then a tween, Anna helped create Sachi, a spirited clothing store for teens and young women.
Several years later, opportunity knocked again as Miki pondered a move that would double their store size. Her father-in-law considered it risky business. “So I went home and thought about it,” she says. “But I’d always loved this building and I had a great feeling about it.”
Trusting her instincts, Miki moved to their present location and in two years time, the store had paid for itself. “My FIL later told me, ‘I’m so glad you didn’t listen to me!’”
Relationships matter
Cotton Tails has provided looks for many Memphis Parent Cover Kids and models over the years.
Miki’s success has been built on customer service and long-lasting relationships with vendors and clients. She also sticks with companies she believes in. She introduced Tea three times before the line finally took off. Today, it remains one of her strongest sellers. She’s also discerning, buying a season of clothing from one designer while cherry picking from another, always mindful of selecting fashions she thinks Memphis moms will love.
“I always try to have a plan,” she adds. “Even if something is beautiful and great, it has to be profitable.”
“My mom listens to her customers, her buyers, friends, and [she watches our] sales patterns. She’s always trying to think ahead of the game,” says Anna, who returned home two years ago to help manage the family business.
Anna is a graduate of Marist College and worked 12 years in the fashion industry in New York, largely as an editorial stylist for Free People and Shopbop. “Fashion’s been my life,” she says. “I’ve been lucky to have strong mentors like my mom throughout my career.” Now Anna is a buyer for Sachi.
Over the years, many children’s stores have come and gone. But Memphis parents still throng to Cotton Tails to snap up the latest in kids fashions and receive help from staff who stay true to Miki’s mission, by putting customers first.
Jane Schneider is a Memphis-based journalist. She was the editor of Memphis Parent for 17 years.