Contemporary juvenile looks on the rise

Orlando, Fla.—While a 3-month-old may not have any taste for modern design, more and more companies are betting his parents do. Once considered too "cold" for nurseries, contemporary-styled pieces are showing up with increasing frequency in the juvenile marketplace, and with high-profile celebrities often choosing this hip styling, consumers — and juvenile retailers — are catching on.

Last month's Juvenile Products Manufacturers Assn. trade show saw more high-design products in the contemporary category, with sleek, minimalist looks showing up on everything from strollers to bedding to furniture to monitors.

These are pieces for the iPod parents — and the Bugaboo parents — discerning couples who want style as well as function in everything they buy, and are willing to pay for it.

Although JPMA didn't officially house a high-design area, many of these companies showed near each other between the 1600 and 1900 aisles, providing an easy shopping area for retailers searching out that look.

Companies such as Offi, Fleurville, dwellbaby, Serena & Lily, ducduc, Orbit Baby, Gus & Max, Oeuf and Argington — all of whom have entered the juvenile marketplace in the past few years — showed products with an emphasis on functionality with a minimalist design. Established companies such as textile manufacturer BananaFish also took a look at contemporary, with several new collections that showcased more geometric patterns.

"There is something happening out there," said Michael Ryan, owner of Oeuf, which launched its line of contemporary juvenile furniture this year. Although most of Oeuf's customers continue to be on the East or West coasts, Ryan said he's seeing more interest from areas such as Minnesota, Chicago, Detroit and Texas.

"Consumers are interested in products that reflect their lifestyle," Ryan said. "And there are more and more design-oriented consumers having babies."

With a focus on that design-oriented consumer, new contemporary juvenile company ducduc made its juvenile debut at the JPMA show with an initial launch that included cribs, youth beds, changing tables/dressers, storage units, activity tables, seating, textiles and other furnishings.

Founder Philip Erdoes started the company after he and his wife shopped for furniture for their baby two years ago.

"I couldn't understand why we had to check our tastes at the kid's bedroom door," Erdoes said.

Some items in the collection are inspired by the geometric forms of sculpture and feature simple, clean shapes and energizing colors, such as a sunny orange.

Chicago-based infant specialty store Lazar's journeyed to JPMA in search of some more modern furniture, said manager/buyer Adam Lazar. Lazar pointed to a trend in modern looks in adult home decorating, and said it only makes sense that those consumers want to match that aesthetic in their nurseries.

"We wanted to take a modern approach," said Lazar, who will be flooring Oeuf's new crib. "...There was some detail we really liked about the furniture."

And it's not just home furnishings that are getting a hip, contemporary edge — new company Orbit Baby debuted a highly stylized infant travel system (see story below), and gear manufacturer Britax looked for reaction on some new couture patterns for its carseats, including several with a modern twist.

At last fall's ABC Expo, a group of 18 companies raised the possibility of the show hosting an "accent on design" section, where these high-design specialists could be grouped together. Although ABC wasn't able to pull it off in time for this year's show, it is looking at the possibility for next year, as is the JPMA.

Argington's Zeus highchair combines high-design with function. Made from solid maple, the JPMA-certified chair features a three-point safety strap and different patterns of cushions, sold separately.

Diaper bag company Fleurville has incorporated hip, trendy designs in its bags, including this Mother-ship model in orange geometric patterns.

The Austin collection is the most architectural of new company ducduc's designs, and features modern looks with a retro perspective. It is finished in a light natural ash and shown here with celadon accents.

Oeuf's bouncers provide simple, clean lines and hip color combinations for a look that will work with today's parents' décor.