Serena & Lily secured $100,000 in wholesale orders within weeks of launch
Lily Kanter · Serena & Lily: Serena Dugan and Lily Kanter. They Built a $20M Brand—Then One Investor Almost Destroyed It · Aug 3, 2026 · at 31:11
Lily Kanter, co-founder of Serena & Lily, describes launching their wholesale baby bedding catalog in 2004 with a $1,000 minimum order requirement.
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“At the time, we sold everything as a three-piece crib set, which was the bumper, the sheet, and the dust ruffle. And the dust ruffle, ok. Yeah. It was very premium crib bedding, and we had a minimum order requirement of four crib sets, so it was basically a minimum order of a thousand dollars to open up an account with us, and in a matter of a few weeks, I just recall going, oh, Oh my goodness. We have a 100,000 dollars in orders.”
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