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Manufacturers optimistic

Portfolio: Infant Furniture

By Tanya K. Merritte -- Kids Today, 5/1/2008 12:00:00 AM

In 2007, crib sales in the United States hit an estimated $1 billion and are expected to grow to $1.26 billion by 2012, according to research from Easy Analytic Software Inc. Given those numbers, the future looks steady for those who manufacture cribs as well as nursery case goods, glider rockers and crib mattresses. Even in an economic downturn, many expecting parents still need to visit stores or Web sites to outfit their nursery.

Baby's Dream goes contemporary with Ocean, which has clean lines and is offered in glossy glacier white and espresso finishes. The patented drop-gate crib, $469-549, converts to a twin bed by using the side panels, (229) 649-4404.

Kelly Kuch, marketing executive with Baby's Dream, said that sales have grown during the past year due in part to the success of its Cocoon brand, which launched in fall 2006. “Ever since we introduced Cocoon, we have seen our total floor space and dedicated real estate in the specialty stores increase,” she said. “Cocoon has helped us tap into a different customer group and broaden our reach.”

Neill Herbert, owner of Baby Appleseed, said that being a new player has been a help for his business, with sales up 20% over last year. “We're very fortunate that we're still young,” he said.

The Rena swivel glider and gliding ottoman from Best Chairs is upholstered in an on-trend brown and pink dot fabric with contrasting cording, $754, (812) 367-8453.

Best Chairs, which has been in the juvenile business for about six years, experienced 20% growth in 2007 and is expecting the same for 2008. Eric Vollmer, advertising coordinator, said the manufacturer's introductions at the ABC Expo in the fall proved to be strong, both in number of SKUs introduced and overall successes, and right now the company plans to introduce even more product at this year's show.

As with the furniture industry in general, many of those in the infant segment are coping with the rising costs of doing business in China. Kelly Neal Mariotti, president of the upscale Green Frog Art, said the increased costs have not negatively affected sales of her upscale business. “We have tried to adjust in other areas to compensate, not raise the prices of our products but also not decrease our margins,” she said. “We have just figured out how to do more with less.

“I believe this is a year to make smart yet conservative business decisions, focus on core products and provide excellent customer service,” Mariotti added. “There are people affected by the economy, but also stores that are doing very well. People will sacrifice in other areas in order to provide the best for a new baby, so I am overall optimistic for this year.”

Kuch said that Baby's Dream's close relationship with its suppliers in China helps the manufacturer avoid passing large price increases on to its retailers. “Our suppliers try to absorb and we try to absorb as many increases as we can,” she said.

Baby's Dream is fortunate because its largest manufacturing investment is in Chile, she said, with employees who are already familiar with Baby's Dreams production processes and standards.

Baby Appleseed's line is produced in Vietnam, but Herbert said the company has also seen significant price increases. He said so far he has been able to avoid passing those costs on to retailers by trying to run the business as efficiently as possible. Herbert said the more pressing concerns for him are keeping up with demand and staying in stock and dealing with rising fuel surcharges domestically,

Kuch said Baby's Dream hopes to curb the rising transportation costs by buying its own trucks to gain better control over shipping charges.

Manufacturers said that regardless of the economic conditions, their priority remains giving new parents furniture that meets their needs and is stylish as well. Both Mariotti and Kuch say contemporary and modern designs remain popular with their buyers, with espresso being a top seller. And many dealers are asking Best Chairs for more contemporary chairs and fabrics in shades of green, brown and white that coordinate with espresso and black crib furniture, Vollmer said.

Herbert said that while Baby Appleseed's goal of planting 10 trees for every crib sold has received positive feedback, the bottom line is the product has to be attractive. “The driving force is the look and style of the furniture,” he said.

Dutailier designed the Matrix glider for parents seeking a modern, more streamlined look. Buyers can customize the glider for the perfect fit and options, such as armrest length and choice of mechanisms, (800) 363-9817.

	The Solare crib, $1,180, and changing dresser, $1,400, from Q Collection are made of sustainable materials, (800) 775-0994.
Berg's Oslo crib converts to a desk and twin storage bed when the optional desk bridge and headboard are added. The collection is offered in five laminates, four gate colors and eight painted options for the oversized knobs, (856) 310-0511.
	The elegantly carved Chelsea rocking cradle from Bratt Décor has an anti-rock mechanism that renders it stationary; it is available in antique silver, buttermilk and espresso, (410) 327-4600.
Child Craft/Legacy's transitional Kensington collection includes a convertible Lifetime crib, $599, dressing bureau, $699, and drawer chest, $649, all shown in a deep espresso, (812) 206-2200.
	Pali's Carrigan crib features a modern take on the sleigh design. The crib, $599, is made of birch and shown in espresso, (514) 421-0309.
The contemporary Elena collection by Caramia is made of solid beech wood and water-based stains and is certified by the Forest Stewardship Council. The group is offered in natural and java finishes, (905) 361-1970.

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