For years, CouCou has been a cherished staple in Boston’s South End, offering families a thoughtfully curated selection of children’s clothing, toys, and lifestyle products. The boutique’s distinct charm lay not only in its beautifully crafted items but in the personal, intimate shopping experience that founder and curator Astrid Merget Motsenigos created. Now, as CouCou moves from a traditional brick-and-mortar storefront to a more personalized studio at The Winsmith Mill Market, along with an expanded e-commerce presence, loyal customers are curious about this exciting shift.
I sat down with Astrid to discuss the inspiration behind this bold move, how the new CouCou Studio enhances the shopping experience, and what the future holds for this beloved brand.
1. Astrid, CouCou has been a beloved boutique in Boston’s South End for years. What inspired you to make the bold move from a traditional brick-and-mortar store to this more intimate studio model, coupled with an e-commerce focus?
Astrid: Several factors led to the shift. After eight years at our South End location, I felt it was time for a change—both for CouCou and for myself personally. There’s a growing trend in Europe where traditional shops are transitioning into showrooms, creating a more curated shopping experience. I also wanted to find a better balance between work and life, especially as a mother of two young children. Shopping at CouCou has always been a personal experience, and our loyal customers like to take their time. The new CouCou Studio provides the perfect oasis for that. Now, clients can plan their visits, knowing they’ll receive our full attention, rather than just popping by in the middle of a busy day.
2. It sounds like a more relaxed and engaging environment. How does the new studio elevate the way families shop for children’s items, compared to the traditional retail space?
Astrid: The studio feels more like an atelier, with a lounge area, plenty of space to walk around, and even a swing for the kids. We serve lattes, juices, and champagne, making it an experience, not just a shopping trip. The studio is also located inside the Winsmith Mill Market, which is a hub for artists, musicians, and designers. There’s a 5,000 sqft vintage market and even a vintage arcade in the building! When families come to CouCou on a Friday, it’s not just our studio that will enchant them—it’s the whole atmosphere.
3. That sounds magical, especially for children! Speaking of personalized experiences, what can clients expect when they book a private appointment at your new studio?
Astrid: We prepare for every appointment in advance, pulling special items based on the client's preferences. If they bring their children, they can play on the swing or go on a little adventure looking for ‘Zucchini,’ our studio mouse, who hides and rewards them with a lollipop. Clients have time to relax, explore their options, and enjoy the full attention of our staff. And, of course, it often leads to great conversations.
4. In today’s world, convenience often overshadows the shopping experience. What led you to embrace the appointment model, and how do you think it enhances the customer journey?
While we have an open studio 5 days a week, where clients can drop in anytime, appointments guarantee that each customer receives our undivided attention. By letting us know what they’re looking for in advance, we can curate the experience—whether that’s pulling specific items or offering recommendations in our cozy studio, complete with a glass of bubbles, coffee, or tea.
5. It’s clear you’ve thought carefully about how to bring the CouCou experience to life, even in this new format. How are you maintaining that boutique essence in your e-commerce platform?
Astrid: We’ve worked hard to make our online shopping experience feel as personalized as our in-store visits. We now offer virtual appointments where customers can video chat with us, see items up close, and get tailored suggestions. We’ve always been known for our personal service, and we go the extra mile online too—with thoughtful packaging, handwritten thank you’s, and reaching out if something seems off, like a forgotten gift note.
6. The new location at Winsmith Mill Market is such a creative environment. How has being in that space influenced CouCou?
Astrid: My background is in photography, and I’ve always valued being in a creative space. The Winsmith Mill Market is full of artists and makers, which aligns perfectly with CouCou’s ethos. All the brands we carry are focused on craftsmanship and aesthetics, so this new environment enhances what we do. It feels right for us to be surrounded by other creatives.
7. Private shopping studios and virtual shopping are growing trends in retail. What excites you most about this shift, and how do you see it shaping CouCou’s future?
Astrid: Both models—private shopping and virtual appointments—allow us to focus on the individual customer’s needs in a very bespoke way. Whether it's online or in-person, we’re fully prepared to guide our customers to the perfect selections. This trend is exciting because it deepens the relationship we have with our clients, and I see it as the future of CouCou—personal, intentional, and tailored to the individual.
As CouCou embarks on this new chapter, it’s clear that the essence of the brand remains intact—thoughtfully curated products, a warm and welcoming atmosphere, and a deep commitment to personal service. Astrid’s vision for the CouCou Studio and the expanded online experience is not just about shopping; it’s about creating moments and connections that last. Whether customers visit the studio for a private appointment, explore the vibrant atmosphere of The Winsmith Mill Market, or shop virtually from the comfort of their homes, CouCou continues to offer something truly special for families.