Finding Traction and Fostering Growth in a Niche Market with Ang Castelli, Roman & Leo

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

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