Brands carried in the store are based on innovation, modern appeal or environmental impact. Featured brands at the store include: Aden and Anais, Angel Dear, Beaba, lilieBaby, Boon, Inc., Dandelion, mOmma, growing up green, Green to grow, Gund, Hoppop, KnucleHeads, Maxi-Cosi, Micralite, mimijumi, Petit Lem, Puj, Quinny, Sirch, Skip-Hop, Svan, Wedding Olala, and Zoe B Organics. A portion of proceeds from specific brands will benefit St. Judes Children's Research Hospital, Breast Cancer Research, and Million Tree Challenge.