Six month old Aris Gregg looks out from his snuggly as his mother Bonnee talks with Wheat Canada owner Kat Bouchard at a pop-up store at CROP Hair Boutique in Red Deer on Monday.

Wheat Canada opens doors

A Red Deer family has brought a Danish line of children’s wear to Canada.

A Red Deer family has brought a Danish line of children’s wear to Canada.

Kat and Aaron Bouchard, and Kat’s parents Kerry and Susan Wiggins, started Wheat Canada on Feb. 15. Kat and Aaron had seen Wheat clothing — which is designed in Denmark — at a Brooklyn boutique and were struck by its unique look.

“We just fell in love with it,” said Kat.

After determining that the brand was available in Europe, Asia and the United States — but not Canada — they contacted Wheat founders Charlotte and Peter Galsgaard.

The Galsgaards authorized the Bouchards and Wigginses to sell their products online in Canada, and Wheat Canada was born. Kat said they opted not to sell through retailers and their own stores to keep prices down.

“Right now, if you look at the price point of the brand in Canada, it’s about 30 per cent lower than what it is in the States and Europe. We really want to keep it that way.”

Wheat Canada is being promoted via social media, and has been featured in Canadian Family magazine.

But its owners are eager to showcase the product directly to parents.

“It’s an online clothing store, but we’re trying to do some pop-up shops, trade shows, as many things as we can to get the clothes in front of people to introduce the brand to moms,” said Kat.

Wheat Canada’s first pop-up shop appeared this Sunday and Monday at CROP Hair Boutique, which the Bouchards own and operate.

The public response was good, and they plan to stage others across Canada in the future.

Wheat clothing is designed for children from three months to 14 years, said Kat. It provides a unique style and high quality at a reasonable price, she said.

“We’ve had a lot of excitement from moms who are looking for something a little bit different than what is normally available here in Canada.”

Additional information about Wheat Canada can be found online at wheatcanada.ca.

The business will be among the exhibitors at the All Things Pretty Market May 3 from 10 a.m. to 4 p.m. at the Westerner Park Chalet.

hrichards@bprda.wpengine.com

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