Juvenile Shop attracts celebrities

Sherman Oaks, Calif.— The Juvenile Shop is located on Ventura Boulevard, a thoroughfare known for its trendy boutiques that cater to celebrities. But this independent specialty store is no flash in the pan, having been at its present location since 1977. No doubt because of its longevity, the store has developed quite a following among the Hollywood set. On a recent visit, singer Carnie Wilson was spotted shopping with her infant daughter.

Lauren Logan owns the Juvenile Shop and is assisted by Lisa Cook. The store was started in 1938 by their grandfather, uncle and mother. Measuring about 4,500 square feet, the store is filled with a range of products, including cribs, armoires, changing tables, strollers, carseats, gliders, high chairs, carriers, play yards and accessories. The Juvenile Shop also has a few racks of clothing for babies and toddlers, and trendy tank tops for the expectant mom.

Juvenile Shop's main infant furniture manufacturer is Morigeau-Lepine, which the store has carried for about six years. "They're our bread and butter," Logan said. The store does sell cribs by other manufacturers, either on the floor or by special order, and the retail price range is between $199 and $1,500, with most cribs selling in the $500 to $700 range. The main textile vendors are Warthog Way, House Inc., Shabby Chic, dwellbaby and Nava's Designs.

The store offers a selection of strollers, with Peg Perego, Combi and Graco being the top sellers, Logan said. The Juvenile Shop also sells gliders by Dutailier, Best Chairs and Little Castle, and accessories by Little Giraffe and One World.

The Juvenile Shop is venturing into the youth market and recently opened a second store — Juvenile Shop Grows Up — two doors down from the baby store. Logan said the 2,000-square-foot store is designed for children ages 2 to 10. "It gave us an opportunity to expand," Logan said. The youth store carries case goods by vendors such as Young America, John Boyd and Ukid, and textiles by House Inc., Kids Line, Shabby Chic and others.

Although the youth store is successful, Logan noted that about 75% of her business comes from the infant side. "The baby is the strength," she said.

Logan shops for store merchandise at the Juvenile Products Manufacturers Assn. show, the All Baby and Child Expo and various gift and clothing markets. The store does advertising through the NINFRA catalog, the Yellow Pages and its own Web site. But Logan said the store's longevity and service are its best advertisements.

"We know our customer," she said. "Also, our staff has been here a long time. They're all outstanding."

The Juvenile Shop has a registry program with an Internet component. Parents visit the store to make their selections, which are then posted on the Web site, giving buyers the option of making a purchase online if they aren't able to shop in the store.

Logan said that two juvenile independent specialty stores that were in the area have gone out of business, leaving Babies "R" Us and Bellini as competitors. She said that the Juvenile Shop and its sister store cater to upscale customers, and many of her clients are in the entertainment industry.

The Juvenile Shop doesn't offer a lot of programs to pull people in, Logan said. "There's nothing special that we do, but everything we do is special," she said, describing the company's customer-service philosophy.

"People use the words warm and fuzzy all the time (to describe us)," Logan said. "They're comfortable in our knowledge."

This vignette, featuring case goods from John Boyd and soft goods from Kids Line and Little Giraffe, has a vintage Americana look.

Soft blue and yellow bedding from House Inc. is shown on a Morigeau-Lepine crib in a buttercup finish.

An upholstered chair is displayed with a hutch full of items by My Blankee.