Storq CEO Courtney Klein’s Favorite Baby Decor Can Be Reused and Repurposed
It’s time to rethink the typical baby registry.
When CEO Courtney Klein and creative director Grace Kapin cofounded Storq in 2014 during their early 30s, neither of them had gone through pregnancy and given birth. But seeing how so many of their expecting friends were dissatisfied with maternity fashion at the time, the pair set out to create a brand with a more design-focused and trend-agnostic approach using higher quality fabrics cut in understated silhouettes. Storq’s mission was to help pregnant people "maintain their identity and style during a really transformative time," says Klein. The brand launched with its popular Maternity Basics Bundle, a four-piece capsule wardrobe "meant to be styled with things you already own, but these are the soft base layers that you can wear during your pregnancy," Klein says. Since then, the brand has expanded into loungewear, nursing essentials, and early parenthood accessories. Over the decade since Storq’s launch, both cofounders eventually experienced motherhood firsthand—Klein and Kapin each have two children.
When thinking about how going through her own pregnancies informed the evolution of Storq, Klein says the brand eventually transitioned away from looking so sleek and high fashion, which she learned "was actually a little bit alienating to our audience." In turn, Storq expanded its size range to accommodate more pregnant bodies and different sizes of pregnant bodies so a larger customer base could feel included, "versus the fashion perspective that we had when we first started, which got us attention, but in the world of parenthood you very quickly have an empathy for your customers going through such an intense time," says Klein. "Going through pregnancy definitely pushed us in this kind of new, warmer brand direction, even though we were selling the same products."
When it comes to Klein and her partner’s San Francisco home, having children did not necessarily equate to making too many aesthetic sacrifices (interior style has been important to the couple; her husband Zach Klein was the former CEO of Dwell). Buying baby-friendly decor simply became a more thoughtful and carefully considered process.
"You still have taste. You still have style. There are still ways to have design and have kids. I think sometimes we see those things as oppositional when they can really work together," says Klein. "We call it the ‘baby industrial complex,’ this idea of buying something then getting rid of it. I like finding items that can grow with you or have it look good in your house beyond their single use so you're not just giving it away or tossing it in a landfill after," says Klein of some of her favorite baby-friendly, multi-purpose items, like a changing basket that can double as a linens bin or sculptural body pillows that can liven up a couch post-pregnancy. This reusability ethos is essentially what Storq is founded on, too. "All of the clothes that we sell, you can keep wearing them [even when you’re] not pregnant or not nursing. They look like normal clothes," says Klein. "It’s funny actually, I just looked down and I'm wearing a Storq button-up right now."
Annie Axtell Mint Chenille Wiggle Pillow
Annie Axtell Mint Chenille Wiggle Pillow
"Pregnancy pillows are not always the coolest but we suspect that this chic squiggle would help support your belly, back, boobs, and (nursing) baby all while making your home look cuter."
Willaby Handloomed Rug
Willaby Handloomed Rug, Moon
"This is our top pick for a kid-friendly floor covering that still looks warm, neutral, and grown-up-friendly. The most important quality is that it is washable. Other nice-to-haves are that it’s handmade and available in very large sizes."
Liewood Farrel Tritan Glasses
Liewood Farrel Tritan Glasses
"In the world of stuff made for kids, you can still have nice ‘glassware.’ These stylish cups are stealthily made from BPA-free hard plastic and they’re designed to withstand dropping, spilling, et al."
Society of Wanderers Kelp Stripe Ruffle Flat Sheet
Society of Wanderers Kelp Stripe Ruffle Flat Sheet
"Boring baby bed sheets with no pizzazz? Been there. If you’re a fan of well-placed color and pattern, these might be the sheets for you."
Muuto Coatrack Dots
Muuto Coatrack Dots
"Keeping things organized on hooks doesn’t have to be something only adults can reach. We love putting some safe round hooks lower down for the kids to use themselves."
ecoBirdy All Bright Solo Set
ecoBirdy All Bright Solo Set
"We’re big fans of small-scale furnishings from ecoBirdy. They’re both cute and sustainable, manufactured from recycled plastic playthings."
Raduga Grëz Shapes Building Blocks
Raduga Grëz Shapes Building Blocks
"Why shouldn’t your little one’s toys be legitimately nice-looking objects? We’ve spent endless hours on the floor making different sculptures with these blocks."
Hay PC Portable Lamp
Hay PC Portable Lamp
"To nightlight or not to nightlight? Actually, that’s not the question. You’ll probably need a nightlight. We like this portable version that would look perfect in any nursery."
Ferm Living Slope Storage Bench
Ferm Living Slope Storage Bench
"A storage shelf with a little flourish is about as close as we come to feeling whimsical, but it’s just the right amount. This is a great, sizable storage solution for piles of kid stuff that doubles as a little bench."
Mikkel Norwegian Wool Blanket
Mikkel Norwegian Wool Blanket
"These pretty, cozy, graphic, mini-sized blankets would make a really cute new baby gift. And they come in adult sizes, too."
House of Paloma Mon Coeur Moses Basket
House of Paloma Mon Coeur Moses Basket
"If you are looking to purchase as little as possible for your tiny small baby, have you considered a sweet basket-bed-easy-to-relocate-napping-zone mechanism all in one?"
Birds in Harmony Mobile
Birds in Harmony Mobile
Risenshine Hanging Art Mobile
Risenshine Hanging Art Mobile
"These mobiles are delicate and beautiful objects that you can rely on as both cute nursery decor and as a baby distraction. Chef’s kiss."
Storq Newborn Baby Bundle
Storq Newborn Baby Bundle Set
"With the nursery decorating done and settled, you've got an actual human to outfit. We like to keep things soft and gender-neutral here, particularly if you've chosen not to find out the baby's gender ahead of time."
Storq Clutch Diaper Change Bag
Storq Clutch Diaper Change Bag
Storq Super Chill Cooler Bag
Storq Super Chill Cooler Bag
"When it’s time to get out of the house, we have a few practical, pleasing-to-parents items for life in the world with the baby. You know, for diapers and bottles and whatnot."
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