Overview

Living document. Last updated: 2026-05-24. Owner: Trevor + Haley McCormick.

Status legend: CONFIRMED is fact-on-the-ground. FROM FOUNDATION is lifted from brand-foundation/ and treated as authoritative. ASSUMPTION is reasoned inference needing founder validation. INTERVIEW is placeholder for founder fill-in. TBD is genuinely unknown.

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Section 1 — Executive Summary

FROM FOUNDATION

Iverywhere is a premium family travelwear and accessories brand. The core product line — vests, hats, sunglasses, bibs, blankets, eye masks, scarves, and mats — is designed for parents and their children to coordinate thoughtfully and photograph beautifully on their big trip — Italy this year, Sun Valley next.

The customer is busy but she is aspirational; she has young children but she is determined to look put-together, for herself and in front of her Instagram peers, especially on vacation. She is design-conscious: she shops at Shopbop, looks at million-dollar homes on Zillow, and goes to Pilates three times a week. She is willing to spend more on vacations and on the clothes and accessories she'll wear on the trip. She earns at least $200K, and so does her husband. She doesn't want to look like she tries hard, even though she does. Her husband trusts her to spend their money and book amazing trips mostly by herself.

Iverywhere sits in a space the market has not filled. Hill House Home, Doên, Tuckernuck, and Sézane own the aesthetic-mom adult wardrobe. Pink Chicken and Roller Rabbit own the family-matching category but skew matchy and print-heavy. Rylee + Cru, Jamie Kay, Misha & Puff, and Quincy Mae own aspirational-but-purchasable kidswear. Patagonia and Reima own technical outdoor. Babiators owns indestructible kid sunglasses. Nobody owns "tonal, coordinated, parent + child, photographable, packable, mid-luxury family travelwear." The empty middle is the bet.

The brand launches September 1, 2026, with ~$87K already deployed to suppliers across an Italian (vests, scarves, eye masks via Olmetex + Romi srl), Chinese (hats via Jointop, sunglasses via Kanghong, mats via Bei Mei Ti), and US co-design (Leïla Dubus prints, Rudholm & Haak trim) supply chain. Inventory is largely in hand or in transit. Launch posture is DTC Shopify, founder-led content as the primary brand-building engine, and Instagram + Pinterest as the acquisition surfaces. Founders are Trevor McCormick (tech, site, brand-architecture, financials, ops) and Haley McCormick (brand, production, vendor management, sample QC, photography pipeline).

Year-1 ambition: 1,000+ customers, $250–300 AOV driven by coordinated-set bundles, ~50% blended GM, <$40 CAC at organic-first launch posture, 25%+ repeat rate driven by structural family-lifecycle tailwinds. Founder-led and bootstrapped through Year 1; funding decision deferred to Year 2.

The one-line brand promise: Iverywhere makes family travel look like no big deal.

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Section 2 — The Company

2.1 Legal & basic facts

CONFIRMED

• Entity: Iverywhere LLC (Michigan)
• Founders: Haley McCormick + Trevor McCormick (married co-founders)
• HQ / fulfillment: 2109 Davis St, Wyandotte, MI 48192
• Bank: Chase Business ("BUS COMPLETE CHK" ending …3520)
• Tax registrations: Michigan LLC only. No active sales/use tax registrations elsewhere; new state registrations added post-launch as economic nexus thresholds hit.
• Status: Pre-launch (no revenue to date)
• Capital deployed to suppliers (cumulative): ~$87,000 USD-eq

2.2 Mission

FROM FOUNDATION

Iverywhere makes family travel look like no big deal.

The mission is performative — the brand promise the customer experiences. The kid's coordinating vest, the parent's matching tonal cut, the bib that lives on a bistro table without apology, the mat that comes out of the bag for the park interlude — every product makes the work of family travel invisible. Effort is what the competitor brands signal; effortlessness is what Iverywhere signals.

2.3 Vision

FROM FOUNDATION

The wardrobe brand of the family that travels well. Not the most-traveled family. Not the richest family. The family whose trip looks like they do this all the time — because they do.

2.4 Values

FROM FOUNDATION

1. Effortlessness over effort-display. The product makes the work invisible. The marketing copy avoids the words "luxurious," "premium," "elevated" — they signal effort.
2. Coordination, not matching. Same fabric runs, different cuts. Tonal palettes, not literal sets. Pink Chicken / Roller Rabbit own matching; Iverywhere owns coordinating.
3. Tonal, not loud. Ecru, butter, sage, terracotta, soft navy, sea-glass. Never neon, never characters, never logos visible from a distance.
4. Foundation-led. Before any product, copy, photo, or partnership ships, the relevant brand-foundation doc is the first read. The foundation is the constant; everything else is execution.
5. The customer's secret weapon. The highest compliment is "oh, I just had this lying around." The brand earns the right to be invisible inside the customer's own performance.

2.5 Founding story

ASSUMPTION — to be sharpened by Haley

Iverywhere began on the McCormicks' honeymoon — a brand born from travel wanderlust and reborn when the family expanded. The Australia 2026 trip (March, two parents + young daughters, mid-luxury urban itinerary across Manly and Watsons Bay) is the lived proof point: founders who actually travel with their family, with the photo-record to prove the brand they're selling is the brand they live in.

2.6 Why this team

INTERVIEW

Candidate founder-market-fit narrative:

• Haley has lived the customer's life — design-conscious, well-traveled, kid-having, status-allergic-but-aesthetic-aware. She IS the target ICP.
• Haley brings the brand-and-production half — Italian + Chinese vendor management, fabric sourcing, sample QC, photography eye, voice.
• Trevor brings the systems-and-numbers half — site architecture, Klaviyo flows, ledger discipline, pricing math, the operational scaffolding around Haley's creative spine.
• Married co-founders is unusual — the upside is total domain alignment and decision speed; the risk is interpersonal-equals-operational (one bad day affects both layers). The relationship is treated explicitly, not implicitly.

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Section 3 — The Opportunity

3.1 The customer insight (the core "aha")

FROM FOUNDATION

The design-conscious mom is performing put-togetherness on Instagram — for her peers, not for hotel concierges. She buys Shopbop, dresses her kids at Hill House Home and Quincy Mae, and is terrified of being "that family" with the Disney bag and matching tees. The market gives her two unsatisfying options: budget matching family (Pink Chicken, Carter's) that looks too matchy, or curated single-brand wardrobes (Hill House Home parent, Misha & Puff kid) that don't coordinate. Nobody is making the coordinated parent + child travel capsule that lets her look effortless without picking it from six different brands. Iverywhere is the pre-curated capsule.

3.2 The problem (restated)

FROM FOUNDATION

1. Coordination doesn't exist at this aesthetic level. No single brand makes parent + child wardrobe pieces that style together in tonal — non-matching — palettes.
2. Travel-specific design is rare. Most travel apparel is gym-adjacent (Lululemon, Athleta) or technical-outdoor (Patagonia, Reima). Neither photographs well at a Capri trattoria.
3. Premium kids brands are siloed. Misha & Puff, Rylee + Cru, Jamie Kay — beautiful, but don't pair with adult lines.
4. The shopping experience is fragmented. Assembling a coordinated family travel wardrobe takes 6+ brands, three weekends of Shopbop and Pinterest, and a 50% miss rate (color tone wrong, sizes inconsistent, vibe mismatched).
5. The performance burden is real. The customer is doing the curation work invisibly. Iverywhere offers to do it for her — pre-curated capsule, one purchase, one look.

3.3 Why now

ASSUMPTION

• Post-2024 family travel boom. Under-7 international travel up significantly post-pandemic. "Family travel as identity" has become a content category.
• Aesthetic-mom influencer ecosystem matured. The 50–500k follower mid-tier creator universe (Eva Chen, Jess Kirby, Liz Adams, Naomi Davis, Jamie Beck, Joy Bonala et al.) has built a discovery channel for premium-but-not-luxury family brands. Hill House Home is the proof-case (Nap Dress; $4M to $50M+ in five years).
• Pinterest re-emerged as the trip-planning surface. Trip-planning happens months ahead on Pinterest, then the buying intent forms.
• DTC infrastructure is plug-and-play. Shopify + Klaviyo + paid social maturity + Italian/Asian manufacturing-via-aggregators (Cloth Portico, Jointop) means small teams can credibly launch premium brands.
• The matching-family category has bifurcated. Pink Chicken / Roller Rabbit own bright-printed matching at $$–$$$. The tier above (Bonpoint, Caramel London) is outrageous-luxury international kidswear — where the truly wealthy family shops, not where our customer lives. The tonal, photographable, mid-luxury middle is open.

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Section 4 — The Solution

4.1 What Iverywhere is

FROM FOUNDATION

A coordinated family travel capsule — vests, hats, sunglasses, bibs, mats, blankets, eye masks, scarves — sized parent + child, in tonal palettes, designed for the dinner-party-host mom who is performing effortlessness across a once-or-twice-a-year real trip. Premium fabric, photographable aesthetic, packable design, no logos visible from a distance.

4.2 The key differentiator: coordinated, not matching

FROM FOUNDATION

Same fabric runs, different cuts. The parent's vest and the kid's vest come from the same bolt of Olmetex Amedeo, in the same tonal palette — but cut differently, sized differently, finished differently. The visual result reads as "obviously a family, obviously curated, obviously not from the same matching set." Pink Chicken matches; Iverywhere coordinates. The distinction is the moat.

4.3 The capsule, not the piece

FROM FOUNDATION

Bundles are not a pricing tactic; bundles are the canonical purchase. The customer's job-to-be-done is "make the family travel-ready without me sourcing from 6 brands" — and Iverywhere's job is to ship the pre-curated kit, not the individual SKUs. The "Italy Capsule" / "Carbon Beach Capsule" / "Ski Week Capsule" are the marketed units; SKUs underneath are the components.

4.4 The travel lens

ASSUMPTION

Designed for the realities of the trip the customer actually takes — airports (layering, packability), hotel lobbies (premium aesthetic, photographable), beach days (durable, washable), restaurants (presentable, mess-containing), villa courtyards (loose, soft, lived-in). Tested against the McCormicks' own family trips (Sydney March 2026 as canonical use case).

4.5 Content as product extension

ASSUMPTION

"On The Way" trip guides — owned content franchise that demonstrates lived expertise. Each guide doubles as: SEO content surface, email-capture lead magnet, brand-voice training data, and gift-with-purchase artifact. The guide is the public-facing proof that the founders live the brand they sell.

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Section 5 — Market & Customer (the spine)

5.1 Target customer — the persona

FROM FOUNDATION

The Dinner-Party-Host Mom. Design-conscious, Shopbop-shopping, Hill House Home–aspirational. Late 20s to early 40s with her first or second child under 6. Household income $200–500k. Owns a home in a desirable suburb or urban neighborhood — Brooklyn, LA Westside, SF Bay, Austin, Nashville, Charleston, Chicago, suburbs of NYC/Boston, the prettier parts of DC. Internationally: London, Paris, Sydney, Toronto.

She shops at Shopbop, Net-a-Porter (occasionally), Anthropologie, Madewell, Sézane, Tuckernuck, Hill House Home, Doên, Hatch, Reformation, J.Crew premium line, Outdoor Voices, Free People, Roller Rabbit. She dresses her kids at Hill House Home, Pink Chicken, Quincy Mae, Misha & Puff, Goldie + Ace, Rylee + Cru, Jamie Kay, Roller Rabbit. She does not buy kids' clothes at Target. (Bonpoint and Caramel London exist above her tier — occasionally a gift, never the weekly cart.)

She travels one or two "real" trips a year — Europe (Italy, Portugal, France, Spain) every couple of years, Caribbean or Mexico for a week, a domestic ski week or beach week somewhere stylish (Carbon Beach, Nantucket, Sun Valley, 30A). The trip is a Real Event she plans for months. Hotel range $500–1,200/night when on the special trip — Auberge, Pendry, 1 Hotels, Soho House, design boutique hotels, Airbnb villas, the occasional Four Seasons or Borgo Egnazia as a stretch. Not Aman-frequenters. Not Hampton Inn.

She gets her aesthetic cues from Instagram (mom influencers, design-mom accounts, Cup of Jo, Domino), TikTok (#momtok, #vacationoutfits, #toddlermom), Pinterest (vacation outfit boards, "family vacation aesthetic" mood boards), Substack (Cup of Jo, Romper, Big Little Feelings), and occasional Goop / The Cut / Domino.

5.2 The defining anxiety

FROM FOUNDATION

She is the dinner-party host who has it all together and makes it look like no big deal. She wants the trip to LOOK like she does this all the time. The kids in coordinating-but-not-matchy fits. The packed bag that came together "in twenty minutes." The hotel arrival that reads as "oh, we always travel like this." The fear is being visibly trying — visibly stressed, visibly mismatched, visibly the family that brought too much stuff and looks frazzled.

5.3 Jobs to be done

FROM FOUNDATION

1. "Make the family travel-ready without me sourcing from 6 brands." Pre-curated capsule replaces the Shopbop hunt.
2. "Help me look pulled-together with my kids in photos." Coordinating tonal palette beats individual outfit-stacking.
3. "Give me confidence the pieces are travel-functional, not just pretty." Pre-treated / stain-resistant / washable fabric; design that survives gelato.
4. "Make it look like I didn't try too hard." Invisible-curation is the actual product. Effortless-coded copy and photography reinforce it.
5. "Not be that family." Distance from Disney / Target / Carter's-coded matching family aesthetic is non-negotiable.

5.4 Market sizing — bottom-up

ASSUMPTION

The top-down TAM exercise (US DTC kids apparel, $X bn; premium travel accessories, $X bn) is the wrong frame for a brand of this size and stage. Bottom-up customer-count math is more honest:

Layer	Definition	Estimated count (US)	Notes
TAM	US households with kids under 6 AND household income $150k+	~3.5M	Census family-with-young-kids data crossed with HHI distribution
SAM	Of those, design-conscious + Shopbop-shoppers + travel-with-kids 1+ times per year	~700k	Conservative ~20% of TAM. Calibrated against Hill House Home / Hatch / Pink Chicken customer bases.
SOM (3-year)	Realistic addressable in years 1–3 of brand	~10–40k customers	1.4–5.7% of SAM. Hill House Home hit ~30k customers in year 3.
Year-1 target	First-year buyers	1,000–2,500 customers	0.14–0.36% of SAM. Achievable via founder-led + Instagram + Pinterest organic.

The math says: if Iverywhere captures 0.5% of its SAM in the first three years, that's 3,500 customers. At a $275 AOV that's ~$960k three-year revenue per customer cohort — sustainable but not a rocketship. The real upside is repeat purchase across the family-lifecycle (Year-1 vest → toddler outgrows → Year-2 vest → second kid → second-kid capsule → Big Trip capsule).

5.5 Where the customer actually lives online

FROM FOUNDATION

Channel	Role	Iverywhere lever
Instagram	Primary discovery and aspiration surface	Mid-tier (50–500k follower) aesthetic-mom creator partnerships; organic founder content; UGC at launch
Pinterest	Trip-planning + outfit-planning surface, months ahead	"On The Way" trip-guide pins; vacation outfit boards; "what to pack for X" content
TikTok	Vertical, casual, GRWM + #momtok	UGC + mid-tier creator partnerships; lower priority than IG until year 2
Substack	Highest-trust placement signal for the demo	Cup of Jo / Romper / Big Little Feelings sponsored slots; smaller reach but deeper conversion
r/blogsnark + r/Mommit	Cultural conversation around the demo, not direct acquisition	Listening surface only. No paid ads. Brand authenticity matters more than reach.

Notably not primary channels: Reddit (broadly), Facebook (skews older), traditional press (low signal for this demo), Google Search (low intent at the discovery stage; Pinterest serves this need better).

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Section 6 — Competitive Landscape

6.1 No direct competitor — the bet and the risk

FROM FOUNDATION

There is no single brand currently positioning as coordinated, tonal, parent + child, photographable, mid-luxury family travelwear. Hill House Home is closest on adult aesthetic but doesn't have a parent + child coordinated travel line. Pink Chicken / Roller Rabbit own matching but skew matchy and print-heavy. Rylee + Cru / Jamie Kay / Misha & Puff own aspirational kidswear but don't pair with adult lines. Bonpoint and Caramel London sit at the outrageous-luxury tier above the customer's everyday cart. The empty middle is the bet — and the risk (uncategorized brands have to teach the market what they are).

6.2 The comp set — calibrated

FROM FOUNDATION

Brand	Tier	Relevance / Iverywhere positioning move
Hill House Home	Direct comp / aspirational ceiling	The Nap Dress brand. Family-friendly aesthetic luxury. Pottery Barn Kids collab. Owns "effortless put-together mom." Iverywhere sits at this altitude and aesthetic, with the parent + child coordinated capsule as the differentiator (Hill House has no equivalent).
Doên	Direct comp (aesthetic)	California-vintage soft tones, natural fibers. Aesthetic peer for the brand's intended look. Doên has minimal kidswear — gap Iverywhere fills.
Pink Chicken	Direct comp (matching family)	Block prints, family matching, bright. More matchy + more print-heavy than Iverywhere should lean. Differentiator: tonal, not printed.
Roller Rabbit	Direct comp (matching family pajamas)	Pima cotton family pajama leader. Iverywhere's eventual pajama SKU lives in this lane with tonal palette as the wedge.
Tuckernuck	Aesthetic peer	Preppy luxury for East Coast affluent mom. Coordinating family content but no direct kids line. Marketing tone reference.
Sézane	Aesthetic peer (Parisian)	Parisian effortless aesthetic, vest, linen, soft tones. Photography reference.
Jenni Kayne	Aesthetic peer (West Coast)	California lifestyle, soft tones, family-friendly. Marketing photography reference.
Hatch	Adjacent (maternity → family)	The aspirational maternity brand. Many Iverywhere customers were Hatch customers two years ago. Natural pipeline.
Quincy Mae	Mid-comp (kids)	Soft tonal kids basics. Direct kids comp; price point slightly below Iverywhere's intended position.
Misha & Puff	Aspirational kids	Hand-knit luxury kidswear. Same customer overlap; complementary not competitive.
Goldie + Ace	Direct kids comp	Australian aesthetic kidswear, soft tones, family travel-friendly. Adjacent product positioning.
Rylee + Cru	Direct kids comp (aspirational)	Australian aesthetic kidswear — soft tones, natural fibers, very Hill House Home–coded. Price point at or just above Iverywhere kids. Same customer overlap.
Jamie Kay	Direct kids comp (aspirational)	NZ-origin kids aesthetic — neutral palette, family-friendly, photographable. Same customer overlap.
Bonpoint / Caramel London	Above the tier — reference only	Outrageous-luxury international kidswear ($150–400+ per piece). Not where our customer shops day-to-day. Visual ceiling reference, not a comp.
Janessa Leoné	Adjacent (premium hats)	Premium straw and felt hat brand. Hat reference and potential channel partner.
Lululemon	Adjacent (premium adult travel-leisure)	Athleisure travel-functional. Iverywhere differentiates on aesthetic (hospitality-grade, not gym-coded) and family scope.
Mackage / Aritzia Super Puff	Adjacent (near-luxury outerwear)	Adult premium puffer / vest comparison. Iverywhere differentiates on Italian fabric + family-coordinated.

6.3 The foils — what Iverywhere is explicitly NOT

FROM FOUNDATION

• PatPat / Carter's / Old Navy / Target. Budget matching family. The customer is explicitly NOT buying here. Iverywhere positions against this aesthetic — never co-brand, never lean toward matchy primary-color graphic-print tee territory.
• Disney / character collabs. Same as above. Never co-brand.
• Babiators. Owns "indestructible" in kids sunglasses. Iverywhere positions against on aesthetic — premium, elevated, retainer-strap-as-intentional-design-element.
• Patagonia / Reima / Polarn O. Pyret. Own technical outdoor. Iverywhere is explicitly NOT technical-outdoor — hospitality-grade, not trail-grade.
• Mini Rodini / Bobo Choses. Cool-kid graphic-print aesthetic. Different customer (Brooklyn cool parent vs. Hill House Home put-together parent).

6.4 The positioning play

FROM FOUNDATION

Iverywhere is the Hill House Home of family travelwear. Accessible luxury, design-led, photographable, kid-friendly, sized parent + child. Doên's palette, Sézane's effortless aesthetic, Roller Rabbit's family-coordinated idea but tonal rather than printed. At a tier where the customer is also buying Hatch maternity, Tuckernuck dresses, Quincy Mae baby basics, and Misha & Puff sweaters.

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Section 7 — Brand

7.1 Visual identity

CONFIRMED foundation, palette reconciliation pending

• Wordmark: Iverywhere — Brunswick Green
• Monogram: Ivory I/W mark
• Brand palette: Brunswick Green primary; Aquamarine/Cream/Liberty in current site build
• Production fabric palette (Olmetex Amedeo): Black 000615, Ivory 002296, Green 009189, Pink 008843
• Foundation expanded palette: ecru, butter, sage, terracotta, soft navy, sea-glass, dusty rose, oat, cream
• Typography: Lato
• Brand bible: Iverywhere_BrandGuide_R2_V1_HM.pdf (June 2024) + Iverywhere Brand Guidelines.pptx (Feb 2025) — supersede with planned brand-foundation/BRAND_VISUAL_SYSTEM.html

INTERVIEW — reconcile brand / site / fabric / foundation palettes into one canonical system in BRAND_VISUAL_SYSTEM.html

7.2 Brand voice

FROM FOUNDATION

Words to use: easy, throw on, just packed, lived-in, soft, breathable, the one piece, made for the trip, ready, washes well, no fuss, takes a minute, here we go.

Words to avoid: luxurious, premium, elevated, technical, performance, gear, engineered, indestructible. These signal effort — the opposite of the brand promise.

Tone references: Cup of Jo's "Things We're Loving" voice (Joanna Goddard). Hill House Home's lifestyle copy. Doên's product descriptions. Sézane's vacation lookbooks. Direct, observational, never trying too hard. Plainspoken with a slight wink. Knowing without being knowing-at.

Visual references: Jamie Beck (Aix-en-Provence). Joy Bonala (vacation flatlays). Hill House Home lifestyle photography. Doên lookbooks. Cup of Jo "morning at the lake" photo essays.

Source material to mine for codified voice: Haley's vendor emails, "On The Way: Australia 2026" guide, Brand Story – Honeymoon doc. These become the training set for the planned brand-foundation/BRAND_VOICE.html.

7.3 Tagline candidates

ASSUMPTION — three to test

1. "Travel that looks like no big deal." (Closest to the foundation's defining line. Strong but slightly underwhelming as headline.)
2. "For families who travel well." (Implies competence without bragging. Aspirational but accessible.)
3. "Made for the trip." (Functional + emotional. Implies thoughtfulness without buzzwords.)

INTERVIEW — pick one (or write a fourth) before launch site copy is finalized

7.4 Brand narrative arc

ASSUMPTION — launch story

1. Founders' Sydney trip (March 2026) — the lived proof point. "We packed too much, looked too matchy, came home wanting something that didn't exist."
2. The capsule idea — pre-curated coordinated set, no matchy, tonal palette, real fabric.
3. The Italian production story — Olmetex mill in Como, Romi srl sewing, Leïla Dubus prints. Heritage manufacturing tells the craft story without saying "luxury."
4. The launch — September 1, 2026. The first capsules drop. The first "On The Way" guide publishes alongside.
5. The customer becomes the protagonist — UGC and influencer partnerships put real families in the brand. The founder voice retreats; the community voice takes over.

7.5 Brand pillars

FROM FOUNDATION

1. Coordination, not matching. Same fabric, different cuts.
2. Tonal, not loud. Soft palette, never neon, never characters.
3. Effortless, not effortful. The product makes the work invisible.
4. Photographable, not staged. Lived-in, vacation-house morning light, never studio.
5. Family-aware, not family-themed. Adult-aesthetic kidswear, not kid-aesthetic family-wear.

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Section 8 — Product

8.1 Launch SKU set (September 1, 2026)

CONFIRMED — inventory per ledger-claude

SKU	Status	Qty	Vendor
Vests (adult M/W Ivory + Black, Kids Ivory mix)	✅ In hand	342	Romi srl (Italy)
Sunglasses (toddler + infant)	✅ In hand	1,500	Kanghong → Otaaki
Mats (135×135cm PU leather)	✅ In hand	320	Bei Mei Ti
Hats (4 colors, baby/kids/adult)	🚚 In transit	400	Jointop China
Silks (scarves + eye masks)	🟡 Late, Romi chasing	200	Romi srl
Bibs / Aprons	🔍 Vendor-shopping	—	TBD
Blankets	🔍 Vendor-shopping (Royal Apparel responded)	—	TBD

8.2 Product principles

FROM FOUNDATION

Every SKU passes the following checks before approval:

• Natural fibers dominate. Linen, fine cotton, linen-cotton blends, pima, wool blends. Synthetics only where structurally required (mat backing, sunglasses).
• Tonal palette only. Ecru, butter, sage, terracotta, soft navy, sea-glass, dusty rose, oat, cream. No primary colors, no neons, no fluorescents.
• Pre-treated or naturally stain-resistant where possible. The bib's marinara, the kid's vest's gelato — fabric should hold up. Test this in QC.
• Parent + child as same fabric run, different cuts. Not matching sets. The Hill House Home equivalent of family-coordinated.
• No visible-from-distance logos. Heritage wordmark stitched inside is fine. Outside-the-piece monogram, graphic prints, character collabs: never.
• Packable. Each SKU should pack down to a fraction of its visual size. Mat folds tight. Vest layers without bulk. Blanket rolls small.
• Functional anti-patterns explicitly named. Neon, characters, primary block colors, athletic-coded fabrics, technical-outdoor styling. These trigger a "no" in the design review.

8.3 Pricing (per PRICING_STRATEGY v3)

CONFIRMED

SKU	Retail	Markup	GM%
Adult Vest	$220	1.7×	41%
Kids Vest	$98 (loss leader)	1.2×	18%
Travel Mat	$78	2.0×	49%
Toddler Sunglasses	$35	2.8×	64%
Hat	$42	2.2×	56%
Scarf	$58	2.9×	66%
Eye Mask	$38	1.9×	47%

Headline bundles (the canonical purchase unit):

• Full Family Launch Kit — $495. Adult vest + kids vest + adult hat + kid hat + kid sunglasses + mat. The Iverywhere "Italy capsule" equivalent.
• Coordinated Vest Set — $295. Adult vest + kids vest. The signature coordinated pair.
• Sun Day Set — $145. Adult hat + kid hat + kid sunglasses. The resort-day bundle.
• Park Interlude — $156. Mat + kid hat + kid sunglasses. The "scene" bundle.

8.4 Roadmap

ASSUMPTION + INTERVIEW

V1 (Sept 1, 2026): Above SKU set. The launch capsule.

V2 (Spring 2027): Candidates — bag revival, blanket, expanded vest colors, kids sunglasses, sleep set (coordinated parent + child travel pajamas — direct shot at Hill House Home + Roller Rabbit pajama category), lavender sachet S&D extended to a sellable product.

V3 (Holiday 2027): Holiday capsule, gift sets, hospitality co-brand collab (one tier-1 hotel partnership SKU as a test).

V4 (Spring 2028): Resort capsule (swim cover-ups, coordinated swimwear, beach extension), expanded mat colors.

8.5 Quality / craft narrative

CONFIRMED supply chain

• Olmetex Amedeo Italian fabric (mill-direct relationship)
• Romi srl Italian sewing (premium European construction, executed in Jiaxing China facility under Italian standards)
• Rudholm & Haak custom trim — three proprietary moulds (heat-transfer logo, zip pull, snap fastener) — physical brand assets
• Leïla Dubus coordinated print designer (signature prints)
• QIMA compliance partner (PFAS testing)

The craft story is told without using the word "luxury." Lean on origin (Como, Italy), people (Federico, Giulia, Leïla, Daphne, Joanna), and process (fabric → sewing → trim → finish). Hermès tells time-and-people stories; Iverywhere tells smaller-scale time-and-people stories.

8.6 Surprise & delight

FROM FOUNDATION

Every adult vest order ships with a small luxury gift tucked between the tissue layers. v1 candidates documented in SURPRISE_AND_DELIGHT.html. Hero picks are the linen lavender sachet (sleep nod) + wax-sealed letterpress card (trust signal). Total landed cost ~$5/unit. Reinforces the "more than a transaction" unboxing posture.

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Section 9 — Go-to-Market

9.1 Launch sequence (September 1, 2026)

CONFIRMED from STATE_OF_BUSINESS

T-14 weeks → now (May 22): Lock all SKU finalization. Critical path: Olmetex pink fabric (10-week lead, ordered), Romi silks ship date, Federico bag deposit resolution.

T-10 weeks → mid-June: Final lifestyle shoot (Niki Marie Studio booked June 11; Laur Nash creative direction TBD). Klaviyo flows built. Site pages complete (About, Size Guide, FAQ, Shipping/Returns).

T-6 weeks → mid-July: "On The Way: Sydney 2026" published as launch trip guide. Friends-and-family soft launch (10–20 buyers). Influencer seeding to mid-tier creator cohort (named below).

T-2 weeks → mid-Aug: Final inventory at fulfillment. Launch announcement queued.

Sept 1: Password down on Shopify. Email blast, Instagram launch post, Pinterest pins. Day-1 monitoring plan.

9.2 "On The Way" content franchise

ASSUMPTION

• Each trip guide: PDF download gated by email; pin-rich versions on Pinterest; SEO blog post on Shopify; capsule-recommendation tile linked from product pages.
• Launch with "On The Way: Sydney 2026." Second guide drafted alongside (candidates: Italian Lake District, Charleston, Sun Valley) to publish 60 days post-launch.
• Cadence: one major guide per real trip the founders take. Realistic = 3–4 guides per year.

9.3 Channel strategy

FROM FOUNDATION

• Primary: DTC Shopify (the only channel at launch).
• Secondary (V2+): Hotel co-marketing (welcome amenities, concierge pre-arrival kits, kids club placements) at the right tier — Auberge, Pendry, 1 Hotels, Soho House, Faena, design boutique villas. Selective Cup of Jo / Goop / Tuckernuck wholesale exploration. No Amazon, no big-box, no marketplace.
• Founder-led at all times: Trevor + Haley personal social, founder network, FFC community, real-life trips as content engine.

9.4 Launch posture

FROM FOUNDATION

Launch at full price (no discounts). Reward early customers with non-monetary perks: free shipping, signed thank-you note, "On The Way: Sydney" PDF gift-with-purchase, lavender sachet + wax-sealed card surprise-and-delight in the box. Effortless brand can't open with a 20%-off banner — that signals desperation.

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Section 10 — Marketing & Customer Acquisition

10.1 Channel priority (foundation-aligned)

FROM FOUNDATION

1. Instagram — paid creator partnerships with aesthetic-mom influencers (mid-tier, 50k–500k followers). Tier-1 names to target for first launches: Eva Chen (NYC, broad reach), Jess Kirby, Liz Adams, Naomi Davis, Jamie Beck (Aix-en-Provence aesthetic), Joy Bonala, Caitlin Covington, Liz Joy. Mid-tier and authentic family-photography accounts beat mega-influencers for this demo's trust signal.
2. Pinterest — pin-rich content months ahead of trip-planning seasons (Jan–Mar for spring/summer travel; Aug–Oct for fall/winter). Trip-planning is where the buying intent forms; Pinterest is where it surfaces.
3. TikTok — UGC and creator partnerships in the #vacationoutfits / #toddlermom / #momtok format. Slightly more casual than IG. Year-2 priority; year-1 lighter weight.
4. Cup of Jo / Substack family newsletters — placement in "Things We're Loving" or sponsored content slots. Smaller reach but highest trust signal for the exact demo.
5. Hotel co-marketing — see Section 9.
6. SEO content / blog — "On The Way" trip guides as owned content channel.
7. Reddit (secondary, listening-only) — r/blogsnark and r/Mommit community presence. No paid ads; brand authenticity matters more than reach.

10.2 Pre-launch (now → September 1)

Goal: Build an email list of 1,000+ qualified family-travel readers before launch day.

ASSUMPTION — tactic stack

• "On The Way: Sydney 2026" PDF as free download → email capture (primary lead magnet)
• Founders post Sydney trip content on Instagram → drives list signups
• FFC community engagement (Female Founder Collective network)
• Pinterest pin distribution — start three months out (June 1 latest)
• Friends-and-family soft seeding (10–20 personal-network buyers, real photos, real posts)

10.3 Launch month (September + 4 weeks)

• Email blast to built list (Klaviyo)
• Instagram launch post + carousel ad budget INTERVIEW — initial budget
• Pinterest static + idea-pin push
• Founder personal-network email
• Press outreach (FFC connections, family-travel newsletters, Cup of Jo "Things We're Loving" pitch)
• Friends-of-brand influencer seeding (free product, organic posts) — 15–25 influencers from named cohort, prioritize those with kids ages 0–6

10.4 Sustained (post-launch, ongoing)

• Klaviyo flows: welcome, abandoned cart, post-purchase, browse abandon, win-back, capsule-completion ("you bought the vest — here's the matching hat and sunglasses")
• Pinterest as evergreen discovery channel — continuous pin publishing
• One "On The Way" guide per founder trip (target 3–4 per year)
• Earned PR — family travel publications, Goop, Cup of Jo, Domino, The Cut
• Paid social INTERVIEW — yes/no, when, budget
• Hotel co-marketing pilots starting Q1 2027 — pick 2 properties (one US, one international) for the first welcome-amenity test

10.5 Retention

FROM FOUNDATION

Iverywhere has structural retention tailwinds: kids outgrow apparel; families take multiple trips per year; coordinating sets create natural upgrade cycles (parent vest in Year 1 → kid vest as toddler grows → second-kid vest when baby arrives → resort capsule for big trip → holiday capsule for the family photo). Bundles drive the first purchase; lifecycle drives the second and third.

10.6 Target metrics (Year 1)

Metric	Target	Notes
Email list pre-launch	1,000+	Foundation for launch-day conversion
Launch month orders	150–300 ASSUMPTION	15–30% conversion of list at launch is the rough industry signal for premium DTC
Year-1 orders	1,000–2,500	0.14–0.36% of SAM. Achievable organic-first.
AOV	$250–300	Driven by bundles (Full Family Launch Kit $495, Coordinated Vest Set $295)
Blended GM%	~50%	Per pricing v3
CAC	<$40	Founder-led + organic-first stage
Repeat rate Year 1	25%+	Family lifecycle drives this
Cup of Jo / Substack placements	2+	Trust-signal anchor placements
Mid-tier influencer partnerships	10–15	Paid or seeded

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Section 11 — Operations & Supply Chain

This section is inherited from BUSINESS_PLAN.html v0 with minimal changes — execution truth doesn't shift with positioning.

11.1 Vendor stack

CONFIRMED in ledger-claude

Production manager / sourcing agent: Joanna McQuaid (Cloth Portico, Naples FL) — coordinates Italian + Chinese production.

Italian path (vests, scarves, eye masks):

• Olmetex S.p.A. (Como, Italy) — fabric mill. Contact: Giulia Gasparotto.
• Romi South LLC / Romi China — sewing. Contact: Federico Bianchi. US billing entity in St Petersburg FL; production in Jiaxing China (Wintex Garment Co.).
• Brokered through Jill at European Textile Trading (Olmetex NYC rep).

Chinese path (hats): Jointop China Industry Co. (Fuzhou) — Daphne Tang. Wires route to FuZhou JunDingWeiYe Imp Exp Co.

Mats: Bei Mei Ti Home Supplies (Shenzhen/Dongguan) — wires to JPMorgan Chase HK A/C 63007914533. Tilltex/Wuxi Tianxiu (Simen Hou) sampled, not production.

Sunglasses: Zhuhai Kanghong Plastic Co. (Théo Berthuit GM, Ludovic Guillaume owner) → Otaaki Inc (US import entity).

Trim hardware (owned moulds — physical brand assets): Rudholm & Haak HK (Kenrick Chiu). Moulds IVEHT25001 (heat-transfer logo), IVEZP25001 (zip pull), IVEPF25001 (snap fastener).

Print design: Leïla Dubus — paid via Pixieset (€870 total).

Compliance: QIMA — PFAS testing partner.

11.2 Critical-path risks (current)

1. Olmetex mill closes August (Italian summer break) — fabric must be in motion before then.
2. Pink fabric 10-week lead time as of May 22 → arrives ~July 31; ~4 weeks to sew remaining kids vests.
3. Romi (Federico) is slipping on silks (scarves, eye masks) — needs hard deadline or accept as post-launch.
4. Bag deposit recovery — $6,600 sitting with Romi; needs path forward.

11.3 Fulfillment

Today: Wyandotte, MI (Haley's home — garage / spare room). Decision needed before launch: stay home for V1 or move to 3PL? INTERVIEW

11.4 Quality control

• Pre-launch sample QC has been Haley + Trevor reviewing in-home
• Bulk shipment receiving and QC plan INTERVIEW
• Returns triage / repair plan TBD

11.5 Tooling

• Shopify — store (Dawn theme + Tailwind)
• Klaviyo — email
• Asana — project management (Haley)
• Pantone / FastSpring — color management
• Buffer — social scheduling
• WhatsApp — Chinese factory communication
• QuickBooks — accounting (active)

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Section 12 — Team & Organization

12.1 Founders

	Role	Domain
Trevor McCormick	Co-founder	Tech, site, brand-architecture, financials, ops
Haley McCormick	Co-founder	Brand, production (Italy + China), vendor management, sample QC, photography pipeline, voice

12.2 Extended team (current — contractors / vendors)

• Joanna McQuaid (Cloth Portico) — production manager
• Federico Bianchi (Romi srl) — Italian sewing partner
• Daphne Tang (Jointop) — hat factory contact
• Leïla Dubus — print designer
• Konstantyn Zakhariy — creative services
• Laur Nash — creative director candidate (in conversation, not signed)
• Olga Moreira — photographer (past shoot, July 2025)
• Niki Marie Studio — June 11 2026 booking

12.3 First post-launch hires (12–18 months)

ASSUMPTION + INTERVIEW

• Customer support / community manager — trigger: ticket volume exceeds founder bandwidth (~50/wk).
• Marketing / content lead — trigger: Haley wants to delegate content production for brand leverage.
• Fulfillment lead (if staying in-house) or 3PL transition (if scaling out) — trigger: order volume >200/month.

12.4 Advisors

INTERVIEW — Female Founder Collective network as advisor pool?

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Section 13 — Financials

Detailed costs, supplier ledger, and payment history live in ledger-claude/iverywhere_context.md. This section is the business-plan-level frame.

13.1 Capital deployed to date

CONFIRMED

~$87,000 to suppliers (vests $37K, sunglasses $19K, mats $13K, hats $7.5K, silks deposit $2K, trim moulds, samples). Plus: legal, brand design, photography (€870 to Konstantyn et al.), site development, software subscriptions, sample fees. INTERVIEW — fully loaded capital invested

13.2 Revenue model

• Primary: DTC Shopify
• Pricing model: see PRICING_STRATEGY.html v3
• AOV target: $250–300 (driven by bundles)
• Blended GM%: ~50% at launch

13.3 Unit economics (target)

ASSUMPTION — sanity-checked against pricing v3

	Per-order target
AOV	$275
COGS	$137 (50% of AOV)
Gross profit	$138
Fulfillment + payment fees	~$25
Contribution per order	~$113
CAC budget	<$40 (organic-first)
CM2 per order	~$73

13.4 Inventory financing

Current inventory cost basis: ~$80K (~$87K deployed minus deposits-held-by-Romi). This inventory has to sell through to convert back to working capital.

Sell-through milestones:

• Break-even on first production (at AOV $275 and 50% GM): ~580 orders
• Year-1 target (1,500 orders × $275 × 50% GM × 60% sell-through assumption): inventory recouped ~month 8–10 of Year 1
• TBD — funding gap if launch underperforms

13.5 12-month projection (illustrative)

ASSUMPTION — to be replaced with detailed model

Quarter	Orders	Revenue	Gross profit	Notes
Q1 (Sept–Nov 2026)	350–500	$96–138k	$48–69k	Launch spike + holiday gifting
Q2 (Dec–Feb 2027)	300–450	$83–124k	$41–62k	Post-holiday slow, Pinterest trip-planning ramps
Q3 (Mar–May 2027)	400–600	$110–165k	$55–83k	Spring travel buying window
Q4 (Jun–Aug 2027)	350–500	$96–138k	$48–69k	Summer travel + V2 launch
Year-1 total	1,400–2,050	$385–565k	$192–283k	Bootstrapped-feasible range

INTERVIEW — replace this with a true month-over-month model. Tie to ledger-claude actuals as launch begins.

13.6 Funding plan

ASSUMPTION

Bootstrapped to launch. Plan to stay bootstrapped through Year 1 to validate unit economics and avoid premature dilution. Funding decision in Year 2 only if growth requires capital ahead of cash flow (likely scenario: a 2027 raise to fund Year-2 inventory expansion at lower per-unit cost). INTERVIEW — confirm bootstrap-first or set a raise trigger

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Section 14 — Milestones & Roadmap

14.1 Pre-launch (now → September 1, 2026)

• Lock fabric orders, close vendor open loops
• Final shoot + brand voice doc (BRAND_VOICE.html in foundation)
• Site pages, Klaviyo flows
• Pre-launch list build (target 1,000+)
• Soft launch with friends and family

14.2 Year 1 (September 2026 → September 2027)

• First $100k revenue month
• First 1,000 customers
• First repeat-customer rate report
• First V2 product launch (Spring 2027)
• First press hit (Cup of Jo / Goop / Domino / Romper)
• First hotel co-marketing pilot
• Decision on funding round vs. continued bootstrapping

14.3 Year 2–3

• $1M annual revenue
• 5+ SKU expansion
• First wholesale relationship (Tuckernuck / Cup of Jo Shop / boutique hotel partnerships)
• First international shipping
• Team expansion (2–3 hires)

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Section 15 — Risks & Mitigations

15.1 Supply chain risks

Risk	Likelihood	Impact	Mitigation
Olmetex August closure delays kids vests	High	High	Pink fabric ordered May 22; backup is launching without kids vests in Pink (or limited Pink SKU)
Federico (Romi) slips silks past July	Medium	Medium	Treat scarves + eye masks as post-launch SKUs in V1.5
Bag deposit unrecoverable	Medium	Low	Plan for write-off or convert to credit on next order
Bei Mei Ti reduces qty again	Low	Medium	Build inventory buffer
Production manager (Joanna) becomes unavailable	Low	High	INTERVIEW — backup plan?

15.2 Market / brand risks

Risk	Mitigation
"No one wants this" — category doesn't exist	Pre-launch list size (target 1,000+) validates demand. Soft launch + first 60-day data validates the bet.
Brand-awareness CAC higher than projected	Founder-led content + FFC network as organic engine; influencer-seeded UGC as low-CAC volume play
Hill House Home or Doên enters family-coordinated space	Move fast on the coordinated-capsule positioning; build moat around content + community + parent + child sizing depth
Pricing too high for target customer	Pricing v3 calibrated; bundles soften ticket; foundation customer's HHI supports the price
Target customer rejects the "looking effortless" reframe	5–10 customer interviews pre-launch validate the framing; foundation explicitly flagged this as a hypothesis to test

15.3 Operational risks

Risk	Mitigation
Fulfillment from home breaks at scale	3PL transition pre-locked at threshold INTERVIEW — set threshold
Founder bandwidth (Haley running production + brand + life)	First hire trigger defined INTERVIEW
Inventory financing crunch if launch underperforms	INTERVIEW — bridge plan
Product liability (kids SKUs)	Insurance gap — needs to be closed before launch

15.4 Personal / family risk

INTERVIEW — being married co-founders has unique upsides and risks; treat explicitly, not implicitly

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Section 16 — Appendix

A. Source documents

• brand-foundation/INDEX.html — the brand foundation folder index
• brand-foundation/CUSTOMER_RESEARCH_TARGET.html — the customer research that anchors this plan
• SURPRISE_AND_DELIGHT.html — luxury free-with-vest gifting concepts
• STATE_OF_BUSINESS.html — operational state of the company
• PRICING_STRATEGY.html — per-SKU pricing analysis (v3)
• BUSINESS_PLAN.html — v0 boilerplate (preserved for reference)
• CUSTOMER_RESEARCH.html — broader parent-travel-market research (exploratory)
• CUSTOMER_RESEARCH_LUXURY.html — luxury overshoot reference (exploratory)
• ledger-claude/iverywhere_context.md — financial/vendor source of truth
• ledger-claude/iverywhere_supplier_orders.xlsx — supplier orders, invoices, quotes
• Iverywhere_BrandGuide_R2_V1_HM.pdf — canonical brand guide (Drive)
• "On The Way: Australia 2026" — Drive doc; the brand's lived proof point

B. Open decisions tracker

Outstanding decisions from this v1 draft:

1. Tagline pick (3 candidates in Section 7.3)
2. Palette reconciliation (brand vs site vs fabric vs foundation expanded — to be done in BRAND_VISUAL_SYSTEM.html)
3. BRAND_VOICE.html codification (mine from Haley's existing writing)
4. Bag deposit resolution with Federico
5. Silks ship date (or move to post-launch as V1.5)
6. Bibs + blankets vendor commitment
7. Fulfillment: home vs 3PL (decision threshold)
8. First hire trigger (ticket volume / order volume)
9. V2 product roadmap commitment
10. Funding plan formalization
11. "On The Way" cadence and distribution channels
12. Product liability insurance
13. Trademark status
14. Joanna McQuaid arrangement formalization
15. 5–10 target-customer interviews to validate "looking effortless" reframe
16. First 2 hotel co-marketing pilots — pick properties

C. What changed from v0 → v1

• Section 5 (Market & Customer) — full rebuild around the dinner-party-host persona from the foundation. Persona, JTBD, market sizing math, channels — all reframed.
• Section 6 (Competitive) — comp set replaced: Lululemon/Aritzia/Janessa Leoné era → Hill House Home / Doên / Pink Chicken / Roller Rabbit / Sézane / Tuckernuck. Foils made explicit (PatPat / Carter's / Disney / Babiators / Patagonia).
• Section 7 (Brand) — voice fully codified from foundation. Words to use vs. avoid named. Tone references locked.
• Section 8 (Product) — Product Principles section added from foundation. Bundle strategy formalized as canonical purchase unit. S&D added.
• Section 9 (GTM) + Section 10 (Marketing) — channel priority order reset. Influencer cohort named. Cup of Jo / Substack added as a trust-signal placement tier. Reddit demoted to listening-only.
• Sections 11–16 (Operational) — inherited from v0 with minimal change. Execution truth.
• Executive Summary (Section 1) — written for the first time.
• Mission, Vision, Values — articulated for the first time, all descended from foundation.

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Changelog

• v1 (2026-05-24) — Full rebuild around the target ICP defined in brand-foundation/CUSTOMER_RESEARCH_TARGET.html. Customer-facing sections (1, 3, 4, 5, 6, 7, 8, 9, 10) reframed. Operational sections (11–16) inherited from v0.
• v0 (2026-05-22) — Initial boilerplate built from STATE_OF_BUSINESS + ledger-claude. Preserved at BUSINESS_PLAN.html.