Owners make changes at USA Baby store

Torrance, Calif.— Located just a few minutes off busy Interstate 405, the USA Baby franchise here has new owners who already are making the store their own.

Ann Locke and her husband, Tim, took over the 10,000-square-foot store in June. The couple also owns a USA Baby store in Albuquerque, N.M.

The Lockes have packed a lot into the Torrance store. Most of the center floor area is devoted to infant furniture and goods, although there is a small Child Space area showcasing youth furniture. Major nursery furniture vendors include Pali, Legacy, Berg and Baby's Dream, and the Lockes recently have added Bambino Reale. Crib prices range from $200 to $800, with most selling in the $350 to $450 range. Youth furniture manufacturers include John Boyd, Flexa, Rumble Tuff, Child Craft, Bambino Reale and Berg.

The case goods are set up in fully decorated and accessorized vignettes. The Lockes carry bedding from several manufacturers, including Picci, CoCaLo, Kids Line, Lambs & Ivy, Perlimpinpin, Baby's Dream, BananaFish, Glenna Jean and the ABC/USA Baby brand. Customers also can place custom orders with Pine Creek. Bedding is shown in the vignettes and displayed in ready-to-buy packages along a wall.

Along most of the perimeter walls, customers can find products such as changing table pads and covers, feeding products, diaper bags, infant developmental toys and blankets. Another section of the wall is dedicated to strollers, and a shelf on the wall allows the store to show many models without taking up additional floor space. Locke said that her main manufacturers are Graco, Kolcraft, Peg Perego, Combi, Britax, Compass, Bugaboo, Dreamer Design and Bumbleride, and the store is considering adding Silver Cross.

Locke said selling strollers is challenging, and she said her main competition is the Web. "The Internet has made it difficult to sell strollers," she said, adding that a new tax about to go into effect for strollers sold online should help cut down on Web shoppers.

But not all customers turn to the Internet, she noted. For many people, personal attention is key.

"They're overwhelmed by stroller choices," Locke said. "We're here to break (the information) down and help out."

Carseats are displayed in the same area, and Locke is adding many accessories to go along with the seats, such as rear window shades. Her Albuquerque store has a certified carseat installer on hand, and she's looking to add one in Torrance as well.

Customers find out about the Torrance USA Baby through TV spots, radio ads, direct mailers, post cards and catalogs.

Locke said her typical customer is the first-time mother. Expectant parents have to visit the store to register for gifts, but family and friends are able to view the registry and place orders online.

Locke said that customer service is what sets her store apart from the competition, including big-box stores and the mass marchants. She said the merchandise mix is a plus too.

"We try to have all price levels and design levels," Locke said. "There's always something new out there."

This vignette features furniture and bedding by Baby's Dream.