Value pricing keeps crib companies afloat

Value pricing keeps crib companies afloat

By Gerri Hunt -- Kids Today, 4/1/2009 12:00:00 AM

Might the economy be on a comeback? According to several infant furniture producers, business is looking pretty good.

“We’ve done surprisingly well, considering the state of the economy,” says Robert Omansky, national director of sales for Muniré Furniture. “December was tough, but January came back really strong.”

He attributes the good business to Muniré’s decision to postpone a price hike until this month, plus style and reputation.

Michael Ryan, co-founder of Oeuf, says business is up 5% over last year so far — probably because it’s a “solid company” with excellent customer service, consistent quality, unique designs, and on-time delivery.

For George Ivaldi, president of Sorelle Furniture, what’s been driving business up is the success of two of its largest retailers, as well as ecommerce accounts.

But these manufacturers buck what at least one statistician, Easy Analytical Software, Inc., has in the forecast.

EASI had estimated U.S. crib sales in 2007 at $1 billion; it estimates that 2008’s sales were down to $925.2 million.

EASI’s projected sales for 2012 had been $1.26 billion, and now the forecast for 2013 is just $1 billion.

Nevertheless, Omansky says Muniré expects modest growth this year. “Stores tell us that sales are down, but that sales of Muniré are not.”

Two collections, Majestic and Savoy, debuted at ABC in September. The newest is the value-priced Madison, plus several new finishes.

Value is the also name of the game this year at Sorelle.

“We’re continuing that idea; we’ve always been in that marketplace,” says Ivaldie, who expects a very good year.

And Oeuf is jumping onto the value bandwagon as well, planning a more moderately-priced crib and dresser this year.

“Our new line is at a lower price point, for folks who don’t want to or can’t spend $700-900 for a crib,” says Ryan. “There are higher demands from the consumer end. They say, 'This is where I’m placing my money, and I expect perfection’.”

As a modern furniture producer, Oeuf sticks with simple designs. But its selection of finishes is simple as well, to make it easier for customers to choose.

Trendwise, an espresso finish and adult-driven styles are what’s popular.

“Most Americans like size — a larger piece of furniture with mouldings and feet, for a small amount of money,” says Ivaldi. “And people want drawers, not doors. We used to sell a lot of combos, with three drawers and a door, but now most people are looking at double dressers with drawers and a flat top.”

Along those lines, Omansky says cribs are no longer juvenile looking when converted to a full bed.

“We’ve been a pioneer in that, and a lot of companies are following suit,” he says.

Convertible beds offer consumers a lot of bang for their buck — which is what consumers are looking for right now.

Ivaldi offers some tips for retailers to attract those consumers.

“Retailers should offer more bulk sales at a great deal, like a crib and two dressers,” he says. “People are tending to buy less; if retailers bulk it, they may be able to move more inventory.”

Ivaldi adds that even earlier than 2008, independent retailers started relying more on their suppliers to hold on to their inventory. In that vein, he suggests retailers partner up with vendors and factories.

“If they can ship within four weeks, the retailers have a home run,” says Ivaldi. Ironically, Sorelle ships in six weeks, but is working diligently on shortening it by two to four weeks.

“(Muniré’s) inventory level has been very high, so shipping has been quick,” says Omansky. “Stores have not wanted to inventory much, and customers are waiting to place orders because they don’t want to tie up their deposit.”

And because of Oeuf’s limited selection, shipping occurs within 24-48 hours, no matter what size the order.

Other issues facing retailers include decreased foot traffic, competition from ecommerce, untrained sales staff and customer expectations.

Ivaldi says retailers should consider attracting the entire market, not just mid- to upper-end consumers. “They need to try to cater to every customer who comes inside their store. Retailers say the lower segment goes elsewhere, but they should look at all segments of the market.”

And as consumers become more conscious of safety, Oeuf, Sorelle and Muniré have been a step ahead of legislation with their manufacturing and testing.

“In the end, it’s a good thing,” says Omansky. “We’re a better industry to err on the side of caution.”

The Versailles convertible crib from Atlantic Furniture has an adjustable height mattress. It converts to a toddler bed, daybed and full-size bed. Storage drawers or trundle are optional for the full-size bed. It is available in three different five-step high build finishes and surpasses all U.S. safety standards, $649, (800) 955-3726.

Munire’s Park Avenue collection is made from Asian hardwood and premium matched burl veneers in cherry or cinnamon finish. The crib’s sturdy 4-in-1 design converts easily to a toddler, day or full-size bed, $699, (732) 339-6070.

The AJ changer from ducduc comes with three or four drawers or two doors. It is handcrafted and bench made in the USA, and available in three wood finishes and eight colors, $1,395, (212) 226-1868.

The Sparrow collection from Oeuf is all natural birch with non-toxic finishes in grey, white and natural birch, $380-1,100, (718) 965-1216.

The Tuscany Crib & More from Sorelle, shown here as a toddler daybed, also converts to a full-size bed. The sleigh style crib is constructed of hardwood and comes in cherry and espresso finishes. The nightstand detaches from the crib and serves as an extra case piece in the room. $399, (201) 531-1919.

The Cottage swivel glider from Little Castle Furniture has a tall back and high arms for better support, and soft pillows for comfort. More than 145 fabrics plus custom orders available, $600, (805) 278-4646.

The Etruria collection from Ragazzi Fine Furniture has gracefully contoured corner posts with a routed rectangular motif at the top, thicker mouldings and generous furniture proportions. Stages crib, $700; five-drawer chest, $840; and grand baby caddy, $800, (604) 274-5121.

Villa Bella’s flagship Beloved crib has classic French provincial high design. Four twisted vine and floral fluted posts are toped with exclusive crown finials. The headboard and footboard feature deeply carved crown and rose swags. Oval panel sides have 1” vinyl panel inserts. Raised panel sides are adorned with rose corners. Options include a canopy, billowing tulle panels and crown on top, $4,340, (714) 600-0624.

The Series 800 collection from Status Baby Furniture is a mid-price group made from solid hardwoods and wood products. It has wood-on-wood drawer gliders, and dovetail joinery. The Stages crib converts to a toddler bed, day bed and full-size bed, $500; 5 drawer dresser, $650; and combo dresser, $550, (604) 274-5121.

Russell & Mackenna’s maple wood Fence crib is shown finished in Bermuda Beach with Mojito accents and flower cutout, $2,500. The Shortie dresser with cubby option and removable changer upgrade, $2,890 (cubby boxes sold separately); and rolling crib bins, $260 each, (866) 366-3505.

The Contours Classique 3-in-1 bassinet from Kolcraft Enterprises offers classic style, convenient features and elegant fashions. A full-size bassinet, Moses basket and changing table all in one extends the use of the product, $179.99, (800) 453-7673.

The Luna crib from Q Collection Junior is made from solid, locally-sourced birch. It is a 3-in-1 solution, converting from crib to daybed to toddler bed, with everything included, $1,580, (800) 775-0994.

Transitionally styled, Best Chair’s Rising Star recliner has contrasting special cording. Available in hundreds of fabrics, and with an optional whisper smooth swivel glider, $647, (812) 367-1761.

The Nerva crib from Romina is made of solid hardwood and is offered in 14 CPSC-certified, non-toxic finishes, $1,075, (718) 478-5100.

The Sausalito collection from SimmonsKids comes in a chestnut finish. The Crib N’ More has overstated wide slats, large detailed trim molding, and 'soft detailing’ on edges and corners. It converts from a crib to toddler bed to daybed to full-size bed. The dresser has dovetailed drawers and metal European style drawer glides. The hutch is made of solid wood, veneers and composite wood products, $399-599, (212) 736-7000.

The Hiya series from Spot On Square is a six-piece suite including a crib, toddler bed, dresser, changer, bookshelf and nightstand. Three eco-friendly finishes: polar white with birch, polar white with bamboo, and all polar white, $149-925, (800) 308-0046.

The Tucson crib and dressing table from Graco by LaJobi have a casual design with salsa and European influences. Crafted from select hardwood and veneers with a leather inset, the collection has a soft curved top and straight legged construction with patina finish. The crib has no moving parts and converts to a toddler, day and full bed, $149.99/crib, $99.99/dressing table, (888) 266-2848.

Naturepedic’s Classic 150 Dual Firmness crib mattress has 100% organic cotton filling, non-toxic waterproofing and fire protection, and Greenguard certification, $259, (800) 917-3342.

Dutailier’s Camille collection offers traditional styling in more than 25 wood finishes. The Matrix collection glider is available in more than 15 wood finishes and more than 125 fabrics, (800) 363-9817.

The Kuster Nursery Furniture collection is made in Europe with a mid-century modern design. Collection includes crib, chest of drawers and wardrobe, $950-1,200, (908) 879-1020.

Tetra2 is a six-drawer unit from notNeutral made of birch Euro-ply. One drawer is custom painted, one is dark sable and the other three are natural. It can be used as a low cabinet, small dresser, or changing table with the addition of a tray that fits a standard changing pad, $2,000, (323) 785-1888.

The Delta Riley mini crib transform into a toddler bed, day bed and twin-sized bed. It features bentwood design and no moving parts, and all sides are stationary creating a safe and secure sleeping environment. The crib comes with a 2” mattress pad, has two-level mattress support, and converts quickly and easily, $179, (212) 736-7000.

Kidkraft’s Boat toddler cot eases the transition from crib to bed. Features include storage compartment, decorative bed rails, low enough for easy access, accommodates most crib mattresses, and has a sturdy construction of wood. It is for children over 15 months and less than 50 pounds, (800) 933-0771.

Brookline is a bold new style from Westwood Design, available in Virginia cherry and chocolate mist, (908) 719-4707.

The simple, contemporary Blu Panel crib from Bratt Décor has fixed side rails, three mattress heights and optional interchangeable micro suede panels and a bumper set. The crib converts to a toddler bed with a separate kit. Available in mocha or wheat, $1,048, (888) 24-BRATT.

The Emily collection from Million Dollar Baby features an elegant sleigh-style crib ($249) and three- and four-drawer dressers ($285 and $399). Made from New Zealand Radiata pine, the pieces are all wood and wood veneers, in six finishes, (323) 728-9988.

The Cupcake Empire chair and ottoman from Angel Song features pink and brown dot microsuede. The chair has a classic Empire style that swivels and glides, and is available in foam or down, $1,250, (866) 502-7582.

The Colgate Eco ClassicaI foam crib mattress is made with ecologically friendly foam, plant oils and a wet-proof damask cloth cover, $189.99, (404) 681-2121.

The Stokke Sleepi crib system is made from cultivated beechwood. It’s adjustable, has an oval shape and walnut color, $799.99-1,699.99, (678) 627-0246.

Picci’s organic Natura baby bassinet is made in Italy. The white wood-wheeled frame, comforter and mattress are included. The bassinet features a hood, and a ruffled skirt, $900, (908) 879-1020.

Newport Cottages’ Haven Canopy crib, $1,240, has hardwood construction, is bench made in the USA, and available in many finishes. Hardware is hidden. Shown with changer in white finish with baby blue drawers and door, (951) 549-0590.

The Perfect Balance crib mattress from Serta by LaJobi is made with organic cotton fill, and cradles baby in a healthy, natural environment. It features continuous heavy coils, flex mesh support and six-gauge border wire. A heavily laminated cover made without phthalates protects from dust mites and bacteria, and air vents keep the mattress fresh. The crib mattress also fits a toddler bed, $179.99, (888) 266-2848.