Quality, Charm, Longevity and a Little Hollywood Glamour Make L.A.'s Juvenile Shop Shine
Jane Kitchen -- Kids Today, 9/30/2011 4:05:20 AM
Sherman Oaks, Calif. - Los Angeles is not necessarily the first city you'd think would be home to one of the oldest baby stores in the country - it's a relatively young city, big on glamour and trendiness, and shorter on tradition. But it's here that you'll find Juvenile Shop, a baby store that's not just survived, but thrived for more than 70 years.
First opened in 1938 in downtown Los Angeles, Juvenile Shop was at one time an "everything" store for kids, carrying shoes and clothing to size 14 as well as furniture and gear.
When Lauren Logan's grandfather bought the store in 1964, he and his wife lived upstairs from the shop. Logan quite literally grew up with Juvenile Shop, having Sunday dinners at her grandparents' house.
"They used to let the kids go downstairs to the toy section and pick out toys," remembers Logan.
The store then was three floors plus a warehouse, with different rooms on each level that specialized in a certain product.
Logan's mother, grandfather and uncle were all partners in the business and soon opened a second location on Ventura Boulevard in Sherman Oaks in 1977.
"It's a very up-market part of town and in close proximity to a lot of studios," said Logan.
With the family connection, it was no surprise that Logan began working at the store in the summer of 1979, between semesters at The Fashion Institute.
"I said, ‘Okay, Mom, I'll work for you for the summer,'" said Logan. "...I've been in the store more than 30 years."
Logan soon found that she and her mother were ideal working partners - her mother liked to spend her time in the back of the store, while Logan liked being in front and interacting with the customers.
Her grandfather retired the same year, and Logan realized that her knack for fashion and accessorizing, together with her love of the customers and the business, made working at Juvenile Shop an ideal job. So she stayed on.
In the next few years, the neighborhood surrounding the original store went downhill, to the point where Logan's uncle needed to hire a guard to stand outside every day. Serendipitously, Logan's uncle closed the downtown store just weeks before the riots of 1992, and the family focused its attention on the Sherman Oaks location, which proved to be a perfect match, with a great clientele that has included many celebrities over the years.
Today, Lauren Logan is the sole owner of the shop, and is a well-known face to celebrity moms and industry members. Customer service, not surprisingly, has been a number one priority for Logan and her staff.
"We're dealing with a customer that needs a lot of customer service," said Logan. "...Everybody needs attention these days...And we go overboard in every way for people."
The fact that Juvenile Shop carries everything for baby in only 5,000 square feet is another aspect of the store's popularity and longevity.
"We're truly a juvenile specialty store in the sense that we do everything from a pacifier to a $200 grandma crib to a $1,500 custom crib," said Logan. "...They can come to one shop if they don't want to do a big box. There's something to be said for a store this size."
Logan focuses on good-quality merchandise and "a little bit of everything," including 20 sets of furniture on the floor.
"We cram it in, but it's merchandised," said Logan. "...People think we have a cute store. When people walk into the store, it has a very warm and fuzzy feeling about it."
Juvenile Shop also does a strong gift business, so gifts and accessories, such as high-end baby blankets, are interspersed throughout, and customers can pop in for a last-minute shower gift that can be easily wrapped and ready to go.
"We are the wrapping queens," said Logan.
All that means customers still want to come into the store to see and touch things, and see what's new. Logan said despite an online registry business and an online store, 99% of her business is done in-store.
"We keep it fresh," said Logan. "...People come in and have a good experience and like being here."
And registry business is strong; Juvenile Shop was voted "Best Baby Registry" in L.A. Magazine, and has been featured in Baby Bargains for several years.
"I think all of that really helps," said Logan.
Another thing that helps is the store's proximity to Hollywood studios.
"We have a really good reputation in the entertainment industry," said Logan. "...Entertainment is kind of our forte."
The storefront features large windows that face Ventura Boulevard, and Logan takes advantage of those windows to display nursery vignettes. Inside, displays range from vintage looks to modern, and prices are from mid to high end.
Employees help to create the warm and fuzzy atmosphere as well, with longevity and knowledge key to creating a pleasant and welcoming atmosphere.
"All my employees have been here for a really long time," said Logan. "They know the business inside and out, and are considered experts in their own right. We're a very tight-knit family, and people sense that."
Logan's store manager, Lisa Cook, has been working at Juvenile Shop since 1981.
"But she's so much more than (a store manager)," said Logan. Cook and Logan attend trade shows together and both buy for the store, to the point that Logan jokes that many in the industry think of them as Frick and Frack.
Recently, Logan purchased a 4,000-square-foot warehouse to add to her 1,000-square-foot on-site warehouse, and she's in the process of updating her online presence.
And like almost all specialty retailers, she struggles with what to do with the growing competition from online giants, and is focused on combating the issue.
"It's our biggest problem right now," said Logan. "...We're trying to figure out what incentive we can offer our customers that is not a monetary incentive."
But after 34 years in the business, Logan is still happy carrying on the family tradition, and the name that's been a part of L.A. babies since 1938.
"I still love it," she said. "It's harder, but I still do."
Owner: Lauren Logan
Year opened: 1938
Years in the family: 47
Square footage: 5,000
Major furniture vendors: Romina, Young America, Bonavita, Oeuf, Argington, Dutailier, Nurseryworks
Major bedding vendors: custom design, Serena & Lily, Dwell, Oilo, House, Nava's Designs
Major gear vendors: Bugaboo, Orbit, Graco, Baby Jogger, Peg Perego, Bob, Clek, Uppa Baby
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