The Boston-born children's boutique heads into Back to School with independent-label fashion, design-led finds and a growing collection of gift boxes.

BOSTON, MA / ACCESS Newswire / August 25, 2026 / CouCou is celebrating a decade of bringing distinctive European and independent children's brands to families looking beyond mainstream options.

Image by CouCou

Founded in Boston in 2016, CouCou has built its reputation on curation. Its collections bring together children's clothing, toys and lifestyle pieces selected for their design, quality and individuality, with an emphasis on smaller labels and brands that can be difficult to find in the United States.

As families head into the new school year, CouCou's Back to School collection features everyday clothing, statement pieces and essentials from brands including Misha & Puff, Soor Ploom, Piupiuchick, Louise Misha, Tinycottons, Emile et Ida, Cozmo and more.

"CouCou has never been about having everything," says founder Astrid Merget Motsenigos. "It's about finding the things that make you stop and look twice. After ten years, curation is still at the heart of what we do, from the brands we bring into the way we put a collection together."

That approach is also shaping CouCou's next chapter.

The retailer is introducing a growing collection of baby and kids gift boxes, extending its product curation into gifting. Current collections include New Baby, Birthday and Back to School boxes, with ready-to-give options and the ability to customize boxes using products from CouCou's assortment.

The gift boxes bring together toys, books, creative activities, clothing and keepsakes from independent children's brands, with the same focus on selection and presentation that has defined the boutique.

The expansion follows CouCou's transition from its longtime Boston brick-and-mortar store to an online-first business and showroom studio. The move allows the independent retailer to bring its selection of European kids fashion, independent brands and children's goods to families across the country.

Ten years on, CouCou's focus remains on bringing distinctive children's fashion, products and gifts to families looking for individuality beyond mainstream offerings.

Media Contact:
CouCou
Astrid Motsenigos
617-936-4082
astrid@shopcoucoukids.com
https://shopcoucoukids.com/

SOURCE: CouCou