Circular Retailer Rebrands, Adds SoHo Store

Circular retailer (Paterson, N.J.) Borobabi has changed its name to Manymoons and opened a flagship store under its new identity in New York’s SoHo. The retailer says its new name is designed to more clearly convey its eco-conscious value proposition as it broadens its product assortment and expands its online activities and brick-and-mortar footprint.

“The retail sector is ripe for disruption,” Carolyn Butler, Founder and CEO of Manymoons, says in a news release. “As a chemical engineer, I approached the problem from a scientific perspective and was able to envision a business model that is better for the planet than the pervasive ‘take-make-waste’ linear retail model, and as a mom I know I am solving a difficult problem for parents by making sustainable products accessible through circularity.”

The rebranding comes on the heels of the company’s rapid growth this past year, recently capped by the closing of a $4 million capital raise led by Lightbank. The company says that funding will be used to build out the brand’s proprietary technology platform, marketing and engineering teams, and expand its product portfolio and nationwide presence via a retail expansion that includes a 5000-square-foot SoHo store at 76 Wooster St. As the brand’s first “Circularity Lab,” the SoHo location will showcase Manymoons’ circular retail model while also displaying its ever-expanding product assortment. (In all, the company now has seven stores and a pop-up.)