Crib manufacturers focus on safety, clean lines
Jane Kitchen -- Kids Today, 1/25/2011 2:05:53 AM
The world of infant furniture has changed drastically with the recent Consumer Products Safety Commission ruling that bans all drop-side cribs (see article, page 8).
Clearly, this has enormous implications for the industry, but it also affects the way manufacturers try to distinguish themselves from their competition, and means that safety has an equal - if not greater - seat at the table with styling and price when it comes to consumers' decisions.
The Chatham Crib from Bassett provides a relaxed and traditional styling that shows off the poplar wood solids combined with select cherry veneers in a medium cherry finish. www.bassett.com |
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The Victorian White crib by ChildWood offers the appeal of classic styling with the high-quality expected from European furniture. Stocked in the U.S. and distributed by Ark Group, the convertible crib retails for $599. www.arkgrouponline.com |
The Cherubini crib, from AFK Furniture, is made in Italy, hand-finished in California, and shown finished in silver and gold gilding and with handmade custom silk bedding by AFK. www. afkfurniture.com |
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The Cape Cod collection is new from Creations Baby and features a fresh take on traditional styling, with serpentine posts, a rich distressed chestnut finish, bun feet and carved molding. The thoughtfully shaped front rail on the convertible sleigh crib gently bows, making it comfortable to lean over and tend to the baby. Retail price for the crib is $699. www.creationsbaby.com |
The Robin Collection from Oeuf is the company's most eco-friendly and affordable collection, and was relaunched this fall with a new improved opaque white finish. www. oeuf.com |
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The Pilgrim crib from LaJobi is part of the new Kathy Ireland licensed collection and shown in a classic cherry finish. www.lajobi.com |
The Savannah crib and dresser/changer is new from The New Traditionalists and shown in white with a weathered finish. www.thenewtraditionalists.com |
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Bratt Décor's wrought iron Chelsea Lifetime crib in espresso features an elegant design with an oversized headboard and hand-formed scroll and wheat motifs. www.brattdecor.com |
Young America's new Mix collection features a vintage modern design and clean lines, and can be customized with a selection of more than 20 finish options, including the option to pair a single paint or stain color with any of five two-tone options. www.youngamerica.com |
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Creations' newest collection, Cape Cod, takes into account what drop-side cribs used to do - make it easier and more comfortable to get a baby in and out of the crib. The sleigh crib in the collection features a gentle bend in the middle with a large, rounded edge, to make it easier for parents to lean over the crib.
"It's the little things that differentiate you," said Ed Tashjian, chief marketing officer for Creations' parent company, Home Meridian International.
The collection also features plenty of serpentine movement, and detailed elements like bun feet and carved spool hardware.
"You have to design something demonstrably different," said Tashjian. "And that's usually in the form of something visual."
Tashjian also said that the economy means value is more important than ever, and so all of Creations' cribs come with a toddler rail with no add-on price. He also sees many more consumers planning on converting their crib not for the child, but for a guest room, so Creations has taken that into consideration when it comes to styling.
Tashjian said he is also focusing on communicating with consumers on safety issues and reassuring them about the safety of Creations' products.
"People are really skittish, but when it comes to the baby - nothing's more important than that," said Tashjian.
Young America President Glenn Prillaman said he's staying several steps ahead of new regulations, focusing on indoor air quality, Green Guard Certification, and Intertek testing.
Young America's latest collection, Mix, is a domestically produced, 47-piece, cleanlined, soft contemporary design with more than 20 finish options, as well as the ability to pair paint and stains for a two-toned effect. Prillaman said the new collection, which debuted this fall, has been very, very popular.
"The simpler the furniture is, the better," said Prillaman. "It tends not to be as trendy." With companies like Dwell Studio entering the infant furniture market (see story, p. 10), the mid-century modern look is definitely here to stay. Clean lines and simple silhouettes are popping up everywhere, making room for new players like Ark Group, a distributor of European furniture that's breaking into the U.S. market with several new infant furniture collections.
"The U.S. market is definitely starting to change," said Paul Blount, president of Ark Group. "They're looking at European-styled product with more interesting color schemes."
Ark Group is bringing in several new lines from Belgian manufacturer ChildWood, including the Victorian White collection and the Country collection, which is available in five finishes. The Country collection, in solid pine, features traditional styling with clean lines, and unique finishes like stone grey and warm grey that Blount thinks will be a hit in the States.
"The U.S. market is starting to turn away from traditional dark finishes and look for different finishes and colors," said Blount. But still, for Blount and others in the infant furniture industry, it's safety that's top-of-mind.
"The biggest thing for parents when they're buying infant furniture is safety," said Blount. "One of the reasons we enjoy distributing European furniture is the quality is excellent."
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