While Mac & Mia sells stylish kids’ outfits, the startup e-retailer’s business model is tailored to the needs of their busy, time-strapped parents.

Parents visit MacandMia.com and fill out a style profile for their child, and Mac & Mia stylists select and ship outfits that match those preferences. Parents are charged for the pieces they keep and ship back what they don’t want for free. The average price per apparel item is $35.

Mac & Mia founder and CEO Marie Tillman came up with the idea for the company several years ago, when she found herself using a greater number of convenience, web-based services to simplify her and her family’s life. She’s a mom to five, ranging from toddler to teenager, and found ordering groceries online and having them delivered to be a big help.

Marie Tillman, founder and CEO of Mac & Mia.

Tillman was working full-time as president of The Tillman Foundation, a nonprofit organization named after her first husband Pat Tillman, who was killed by friendly fire in Afghanistan in 2004 while serving in the U.S. Army. The foundation raises money and awards academic scholarships—more than $14 million to date—to veterans and their spouses.

“I was working full-time, and juggling a lot, like a lot of parents,” Tillman says. “[I had] everything coming to me instead of me having the time to go out and hunt things down.”

Tillman developed and launched Mac & Mia while she was on maternity leave in 2014 following the birth of her daughter. “I had some time. I know that it is crazy to say that, but thankfully she was an easy baby. She spent a lot of time in the carrier.”

Tillman worked on Mac & Mia as her “nights and weekends” job after returning to her full-time day job at the Pat Tillman Foundation. After proving out the Mac & Mia concept, Tillman flipped those roles.

Today Mac & Mia is in growth mode—sales are up 300% year over year. Prior to raising $3 million in seed funding at the start of the year, Mac & Mia had 10 full-time employees in the office and about 25 stylists working remotely. The funding enabled Tillman to grow her team, which including hiring Jason Smith, the former head of merchandising for the Nordstrom Inc.-owned Trunk Club, as president.

Trunk Club is an e-retailer that offers a similar breed of styling services for adults, and Tillman cites the company as an inspiration in her development of Mac & Mia. Other e-retailers in the children’s apparel space that select and ship merchandise based on style criteria include Kidbox and FabKids, owned by TechStyle Fashion Group, No. 75 in the 2017 Top 500.

Mac & Mia’s funding also has allowed Tillman to build out the e-retailer’s analytics staff. Mac & Mia now has 40 employees at the office and another 40 stylists working remotely. “This team will get us quite a ways,” Tillman says, and the business is on track to be profitable in 2018.

Mac & Mia outfits kids from newborn to age 6. Tillman is looking to extend that to 10 years of age. The e-retailer this month added a gifting option for consumers buying for newborns to 12 months. Gift buyers choose a theme and price tier ($80-$250), and Mac & Mia stylists select the merchandise, package it in a gift box and ship it to the buyer or gift recipient.

“Retail is changing, and I think that people are looking still for that personal experience, but the convenience [people want] and the way we spend our time is just different,” Tillman says. The business model Mac & Mia follows is tracking to deliver on both fronts.

Click play below to learn more about Mac & Mia’s origins and challenges from CEO Marie Tillman, in this episode of the Digital Commerce 360 Insights podcast, also available on on iTunes, Stitcher or Google Play.