About Us

Shoppe Balloo New York is a brick-and-mortar concept shop for baby and children’s apparel, nursery, and a selection of goods in the heart of the West Village, NYC. Shoppe Balloo was opened in May 2022 by Emma Portnoy, a mom seeking a neighborhood mainstay catered to the style and energy of New York children and their families. Although we are brick-and-mortar first, in 2024 we launched our e-commerce business to support our customers who visit from near and far.

Our children’s collection includes clothing newborn to six years for all occasions: cuddle, sleep, learn, play, celebrate. With a focus on the community in which we live and operate, Shoppe Balloo brings the human back to children’s retail. Emma and her husband David have two girls, Annabel and Mackenize, and another girl on the way.

Balloo is named for their oldest daughter Annabel, whose nickname is Bellie Balloo.