Entrepreneur thinks inside the box

Online retailer Gandzee lets customers order coordinated wardrobes for children. (Photos courtesy of Gandzee)

Online retailer Gandzee lets customers order coordinated clothes for kids. (Photos courtesy of Gandzee)

A Richmond-based startup wants to save you the trouble of corralling your kids while searching for their sizes in a pile of shirts.

Jen Nomberg, 39, started online retailer Gandzee four months ago. The business packages seasonal wardrobes for children that adults can order online and have delivered to their home.

Jen Nomberg

Jen Nomberg

Nomberg, a mother of two, said she wanted to give parents an easier way to shop for their children “without having to go through the racks at a department store.”

“I knew as a busy mom that other busy moms had to feel the same about putting together a wardrobe for their kids that season,” Nomberg said.

Nomberg worked for Bon Secours before starting the business. She funded the startup herself but would not share how much she spent. The name Gandzee is a combination of her children’s names, she said.

To start, she traveled to children’s markets across the country to find vendors and brands to work with.

Nomberg said that fashion is in her genes – her grandmother owned a clothing store in Hampton Roads – but that she’s no expert. She works with a Dallas-based stylist to assemble the collections, she said.

Gandzee’s base price for an eight-piece wardrobe is $273. A four-piece collection costs $99. Customers can order single pieces through the website, and wardrobes are available for boys and girls.

The company ships its orders out of Nomberg’s home.

Gandzee doesn’t employ anyone yet, but the company has tapped into local resources to help build its brand. The Richmond native hired two VCU students as interns. The Hodges Partnership handles the business’s media relations.

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