'Mompreneur' start-up scores partnership with world's largest retailer

HAMILTON – Mabel’s Labels, a start-up founded by four moms in a Hamilton, Ont., basement have scored a deal to sell their personalized children’s labels in Canadian outlets of the world’s largest retailer.

The company’s first product called Write Away! Labels — which allow parents to create their own identification labels for everything from backpacks to water bottles — will now be available at Walmart Canada stores.

The online “mompreneur” business has grown since it began in 2003 to sell 50 million labels in more than 97 countries. The business women now have a 14,000 square foot facility in Hamilton, with 40 employees.

Still, the business women say a partnership with Walmart is especially exciting.

“Mabel’s Labels has built an incredibly loyal customer base online, but a retail presence with Walmart Canada provides a convenient new way for parents to experience and access our products,” said company co-founder Julie Cole.

The company —whose products have been featured on The View and — creates and sells dishwasher/laundry and microwave-safe labels, personalized with a child’s name, choice of colours and icon.

The term mompreneur has come to refer to women who are launching small businesses while raising their families and have been particularly successful in the online realm.