Finding Traction and Fostering Growth in a Niche Market with Ang Castelli, Roman & Leo
Boutique Chat
Ashley Alderson
5 • 853 Ratings
🗓️ 29 August 2023
⏱️ 38 minutes
🧾️ Download transcript
Summary
Ang Castelli is another boutique owner celebrating a 10th anniversary this year. She’s also a longtime Hub member and her boutique is unlike any other at The Hub — it caters exclusively to boys and boy moms!
When pregnant with her first son back in 2010 and trying to prep his closet, Ang thought, “Why are there no clothes for little boys and why are the children’s clothing stores so dominated by girl's apparel?” Three years and two sons later, she’d become an expert on boy brands and shopping online, so in 2013, she’d founded Roman & Leo, an all-boys clothing store named after her sons.
Ang says boys apparel can be a tough market, but it’s her passion as a boy mom (she now has three!) and she’s learned to lean into her niche, rely on her community, make the most of media and utilize data to continually adapt her strategies and scale the business.
We chat about the lessons she’s learned throughout the last decade, marketing and events, social media, inventory management and collection planning, as well as some of the unique obstacles posed by boys apparel, such as merchandising and photoshoots. Ang also shares what it means to be a part of the Hub and how she’s continuously learning from other boutique owners!
Resources:
Roman & Leo: Website | Facebook | Instagram | Pinterest
The Boutique Hub: Website | Facebook | Instagram | Pinterest | TikTok | YouTube
Ashley Alderson: Instagram
Transcript
Click on a timestamp to play from that location
| 0:00.0 | Have you ever heard the saying the riches are in the niches? Well, it's true across so many |
| 0:14.2 | different types of businesses. And really what it comes down to is the more you intimately know |
| 0:18.8 | your customer, whoever he or she is, you know what drives them, |
| 0:23.3 | then you can really double down on your sales processes, your funnels, and really scale your business. |
| 0:29.3 | Well, today I'm excited to talk about this very topic with a children's boutique, my friend, |
| 0:34.1 | Ange Castile, the founder of Roman and Leo boutique, a boys' boutique and a boy mom |
| 0:40.0 | boutique. |
| 0:41.0 | Ange has been around the boutique hub for as long as I can remember in a part of retail boot camp, |
| 0:46.0 | and I love her tenacity and her ability to always show up, to always find a new nugget |
| 0:50.7 | that she can take back to her, her sweet family, and her awesome business. |
| 0:54.9 | Today, Angie is going to talk about what it means to just target boys and boy moms because it's |
| 0:59.8 | a very select group of customers. And traditionally, children's boutiques have a difficult time. |
| 1:05.3 | You've got to sell through 14 pieces of a product, right? So you have to know how to really diversify |
| 1:10.1 | and maximize that customer |
| 1:11.8 | base. And is also going to talk about the lesson she's learned in over 10 years of business, |
| 1:17.5 | how she's had some awesome events and promotions along the way and where she's headed next. |
| 1:23.2 | I also love how she's going to talk about today her customer photo shoots. Again, |
| 1:28.1 | Children's Boutique, not always an easy thing to do to have customer photo shoots, but she's going to break |
| 1:32.3 | down her process for all of you today. You guys, please welcome my friend, Angie. She is an |
| 1:36.6 | absolute gem, and I'm so excited for you to listen and learn from her today on the podcast. |
| 1:45.8 | Let's talk about your business, strategy, and the juicy details of what actually |
| 1:50.0 | works, from mainstream fashion to fashion on Main Street and the entire ecosystem behind it. |
... |
Please login to see the full transcript.
Disclaimer: The podcast and artwork embedded on this page are from Ashley Alderson, and are the property of its owner and not affiliated with or endorsed by Tapesearch.
Generated transcripts are the property of Ashley Alderson and are distributed freely under the Fair Use doctrine. Transcripts generated by Tapesearch are not guaranteed to be accurate.
Copyright © Tapesearch 2025.