Infant bedding looks trend toward classic, simple
Buey's Guide
Jane Kitchen -- Kids Today, 10/6/2010 3:09:45 AM
WHILE THE UBIQUITOUS pink-andbrown and blue-and-brown color combinations still seem to have a lot of life left in them, trends are increasingly shifting towards brighter colors, simpler designs, retro themes and a much-needed sense of whimsy when it comes to infant bedding.
"People just want happy," said Christine Senkiewicz, beddingconsultantforDoodlefish, which has seen its business increase significantly, even during these tough economic times.
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New Arrivals' White Pique set in khaki features a bumper made of 100% cotton White Birds Eye Pique with khaki solid cording and khaki grosgrain ribbon ties. It is slipcovered for easy washing. Choose from more than 200 different custom fabrics for the sheet, newarrivalsinc.com, 888-326-9065. |
The Totally Turquoise Collection from Hoohobbers comes in crib bedding, Moses baskets, diaper bags, infant seats and accessories. Four-piece crib set/$390, hoohobbers.com, 800-533-1505 |
"To spend the money, they're not just picking something off the shelf," she said. "They're very discriminating, they expect a lot for their money, and they ask a lot more questions. They'll take a design and tweak it - they expect that now. Consumers have gotten very savvy - they know they can ask for a discount and ask for customization. Everybody wants a deal and it's become a fun thing to get that deal."
Senkiewicz said consumers are still shying away from designs that feel too themed, opting instead to let interesting lighting or rug designs complete the look. And, she said, simple, clean styles are edging out over-the-top silks and other uber-luxe looks.
Doodlefish's latest designs include Ivy League, a crisp, white, argyle pattern that retails for $598 for a three-piece set, and Best Friend, which features whimsical dog silhouettes and retails for $650 for a three-piece set. Spring Paisley, with a retail price point of $700 for a three-piece set, continues to be a strong seller for the company.
"It just really drives home the bright color concept," Senkiewicz said.
Nina Selby, designer and owner of Cotton Tale Designs, said she's seeing a trend toward simple, retro prints and simpler patterns.
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A sophisticated palette of pink, burgundy and soft green adds elegance to the Mystic Garden collection from Crown Crafts. The six-piece set includes comforter, bumper, dust ruffl e, sheet, window valance and diaper stacker. Other coordinating items are available, $17 to $170, crowncraftsinfantproducts.com, 800-421-0526. |
Alli Taylor Bedding's Shane Collection features primary colors, stripes and dots, and is offered as a six-piece set, $169, allitaylorbedding.com, 919-562-4978. |
"It's always been really important to keep a whimsical look in the line," Selby said. "I think bedding got a little too serious there for a while."
Selby, in her 22nd year in the industry, said the evolution in infant bedding has been "pretty amazing."
"That pendulum just swings back and forth," she said.
Cotton Tale Designs recently launched its new N. Selby line, which is domestically produced in Mississippi, from the printing of the fabric to the sewing and assembly of the collection.
"Customers are more excited about that than if it was green or organic," Selby said.
The line is 100% cotton prints with simple, whimsical patterns like animal prints and polka dots. Selby said while the domestic line retails for about 20% more than her China-produced collections, she still keeps the price point at about $220 retail.
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The Lavender Butterfl y 10-piece Nursery To Go crib bedding set from Pam Grace Creations features butterfl y and fl ower appliqués on a background of lavender, green and white chenille and cotton. Set includes quilt, bumper, sheet, skirt, valance, diaper stacker, musical mobile and three-piece wall hanging, $130, pamgracecreations.com, 281-354-2124. |
Cotton Tales Designs' Raspberry Dot collection is part of the new N. Selby line, all domestically printed and produced in Mississippi. It features whimsical polka dots and animal prints on 100% cotton printed fabrics, $220 cottontaledesigns.com, 800-628-2621. |
"It's a little more expensive, but nobody seems to care," she said. "At that price point, you can be pretty competitive."
Based on retailer feedback, Selby has made it very clear on the product packaging that the line is 100% made in the U.S., something she said retailers say is a strong selling point for a distinct demographic. Selby launched the first 10 sets in ABC's spring show in Louisville last May, and will be adding another six designs at ABC.
Infant bedding giant Cocalo is looking at new ways to offer crib sets, based on a changing marketplace and reflecting the ongoing trend in convertible cribs.
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Serena & Lily's new Nursery Basics collection in Chambray is a true blue that can be paired with everything from brights to neutrals. One-piece hand-tufted bumpers have contrast piping and twill tape ties, and a classic straight skirt with contrast band along the bottom hem completes the look, serenaandlily.com, 866-597-2742. |
Doodlefish's new Ivy League bedding in pink features a crisp argyle pattern in Ivy League Pink, Oxford Pink, White Pique and Sprout Green, $598/three-piece set, doodlefi shkids.com, 877-658-1740. |
Cocalo's new Grow With Baby sets take crib bedding all the way to toddler bedding, said Yvonne Ramirez, vice president of design for Cocalo. Offered in a six-piece set for Cocalo's new Four Lil' Monkeys collection, the group includes a pillowcase and blanket designed to transition the group into the toddler years.
The Four Lil' Monkeys set also reflects what Ramirez sees as a growing trend for the use of primary colors, stripes and dots. Cocalo is also launching its Noah & Friends collection, which Ramirez describes as a "tried-and-true theme updated with a twist on fashion and a contemporary eclectic feel."
Cocalo is also debuting a Dream With Baby packaged set for the Noah & Friends collection, which includes a standard four-piece infant bedding set, plus a coordinating wearable blanket and security blanket with plush animal head.
Ramirez said she still sees animal themes as big, but with a contemporary twist, and she's leaning towards larger-scaled patterns and oversized prints, and palettes of blues, navy and browns with pops of orange. She's also incorporated the tribal trend from the apparel world, but "in a cute, baby way - monochromatic and soft, with a larger-scale zebra print."
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Cocalo's new Corlu collection blends tribal elements from the apparel world with oversized patterns and prints to create a look that is very fashion-forward but still appropriate for baby's room, $169 to $189/four-piece set, cocalo.com, 714-434-7200. |
Coco Tails from Lambs & Ivy features bold graphic animals in multiple textures and patterns. This whimsical jungle comes to life with dimensional palm fronds on the quilt and bumper. A musical mobile featuring a leaf canopy includes keepsake animals, $200, lambsandivy.com, 310-322-3800. |
LeAne Boksleitner, owner of Alli Taylor Bedding, reported that things are definitely still getting more contemporary, especially in the mainstream market, but that retro looks are edging their way in. "Brown with anything is still huge, but there's more of a throwback feel, with retro owls and birds, and a lot of colorways with grey, yellow and white," Boksleitner said.
She said consumers are definitely still tightening their belts, and she has responded by consistently lowering price points.
"It does help - we saw a differenceevenina$ 10drop," Boksleitner said. "Consumers want the nice look, but they want it at a really great price. Our margins are not as high, but you have to give your stores something they can sell." Despite this, Boksleitner reports that this is probably Alli Taylor Bedding's best year ever.
"Every year, sales have gone up, even in a tough economy," she said. "We quickly realized we had to get price competitive. It is very competitive; there are a lot of us out there, and everybody's sticking it out."
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Show Biz: ABC
May 1, 2010
