Gilt City Launches Vertical for Affluent Tykes

Can it weather the current daily deals storm?

What do you buy the sophisticated urban child who has everything? How about Baby Boot Camp classes? Manicures? Mandarin lessons?

Responding to an apparent gap in the market for exclusive, custom-tailored kid-friendly experiences (and at a discount!), Gilt City today launches Kids + Family, a new deals vertical aimed at the offspring of its affluent urbanite subscribers.

“Having kids doesn’t mean you give up loving your city,” Gilt Groupe founder and New York mom Alexandra Wilkis Wilson told Adweek. “It means exploring it in a whole new rich way.” The launch comes as a media backlash against daily deals sites threatens to capsize the young industry. Gilt City, the one-year-old local deals arm of luxury discounter Gilt Groupe, differentiates itself as a bearer of exclusive, carefully curated luxury experiences. It’s attracted an audience of six-figure-earning, college-educated 20-39-year-olds hungry for what the company calls “access,” available in 10 U.S. cities.

Now Gilt City is aiming at their children. Kids + Family’s launch begins in New York with deals for Baby Body Boot Camp, Instituto Cervantes lessons, and orchestra seats at the Gazillion Bubble Show, an “interactive bubble world.” Next week? Golden tickets to the Willy Wonka’s Chocolate Factory.

Publish date: September 12, 2011 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT