• Thomas Russell

Babies R Us launches new private label maternity line

Koala Mom Essentials Maternity offers mix and match maternity clothes

Koala Mom EssentialsThe Koala Mom knit crew neck shirred maternity top
WAYNE, N.J. – Babies R Us has launched its first private label maternity line, the company has announced.

Koala Mom Essentials Maternity is now available both online and in select Babies R Us stores around the country. In addition to mix-and-match maternity basics such as belly leggings, under-belly leggings and cardigans, it includes an assortment of tank tops, T-shirts and long-sleeve tops that are designed to accommodate expectant moms.

Based on items shown on the company website, www.babiesrus.com, retails range from $14.99 for knit maternity tank top to $19.99 for an open front knit maternity cardigan.

“Moms today may feel pressure to portray their 'perfect pregnancy' on social media, which in a world dominated by likes and the perfect lighting, can feel unrealistic and unattainable,” the retailer said in a statement. “That is why we asked 'real' expecting mamas from around our company to model this new line for us and pair it with their favorite jeans, blazers, accessories (and dogs!) from home, taking them from a 5 a.m. dog walk, a 9 a.m. meeting and home for date night with ease – all while embracing the luxury of soft, stretchy, comfy clothes.”

Thomas RussellThomas Russell | Associate Editor, Furniture Today
trussell@furnituretoday.com

I'm Tom Russell and have worked at Furniture/Today since August 2003. Since then, I have covered the international side of the business from a logistics and sourcing standpoint. Since then, I also have visited several furniture trade shows and manufacturing plants in Asia, which has helped me gain perspective about the industry in that part of the world. As I continue covering the import side of the business, I look forward to building on that knowledge base through conversations with industry officials and future overseas plant tours. From time to time, I will file news and other industry perspectives online and, as always, welcome your response to these Web postings.

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