The founders of Mila & Rose, a wholesaler of children’s apparel and accessories, are expanding their business with a $2.6 million commercial space at 620 Henrietta Creek Road, Roanoke.

Founded in 2017, John and Rachel Kuelbs started the business out of necessity for their daughter.

“We couldn't find comfortable, cute and well-priced baby clothes for our own daughter, Mila Rose,” John Kuelbs said. “You could either go to the big-box stores and get the same plain clothes all the other children had or pay an arm and a leg for expensive boutique clothing. So, using our corporate experience in clothing, sourcing, buying and selling, we founded Mila & Rose to offer cute and comfortable everyday, everywhere boutique clothing at reasonable prices.”

As Mila has grown up, so has the Kuelbs’ business.

“Our line has increased, and we’re constructing the new building to accommodate our growth. Our ultimate goal is to generate feel-good emotions by providing an apparel and accessories line that is carefully curated with our little customers in mind,” John Kuelbs said.

Roanoke has been home to Mila & Rose since its inception. When they considered an expansion, they could not think of going anywhere else.

“We feel Roanoke is a perfect home because it has the perfect family community feel and is centrally located in the DFW area,” he said.

While many in their industry see challenges ahead in 2023 with inflation and a softening job market, the Kuelbs foresee even more growth this year.

“We are adding more children's dresses, other outfits and accessories for little girls to feel special in,” John Kuelbs said. “We attend various shows in Dallas, Las Vegas and Atlanta and are growing our online website presence. We sell wholesale to over 2,000 boutiques and children's stores across the U.S. and sell directly to the public.”