USA Baby franchise keeps it all in the family
By Jane Kitchen -- Kids Today, 2/1/2006
Charlotte, N.C.— While many juvenile specialty stores are family businesses, Charlotte's USA Baby franchise really is a family affair. The 10,000-square-foot store is run by Allen and Debbie Nickel, along with Allen's sister Deidra Franklin and her husband, Lee. USA Baby's Milwaukee store is run by Allen's brother-in-law Bob Paffenroth, and Bob Paffenroth Sr., is also involved in the Charlotte store.
When the store first opened eight years ago, the two brothers-in-law started with the USA Baby concept in a 7,000-square-foot location, but in December 2003, they took over a pharmacy and dry cleaner in the shopping center and expanded the retail space to include a 2,300-square-foot Child Space.
Infant furniture at USA Baby is from Baby's Dream, Ragazzi, Munire, Bambino Reale, Legacy, Berg and Bonavita, and is set up in vignettes with walls painted in soft colors. Glider rockers are from Best Chairs, Dutailier and Pel, and youth furniture from Flexa, Young America, Ragazzi and Berg.
The store also includes a 4,000-square-foot on-site warehouse, and Allen Nickel said he keeps just about everything — with the exception of Best Chairs and Ragazzi, which offer a plethora of fabric and finish choices — available in-stock for immediate delivery, something he sees as a huge advantage over his competition.
The store carries bedding from Kids Line and Lambs & Ivy all the way through custom orders, and features fresh, new, modern geometric patterns from the likes of Caden Lane, Freckles and Glenna Jean in prominent positions up front.
Because Nickel said he wants the store to be a one-stop shopping center for expectant parents, the merchandise mix covers just about everything baby except diapers and apparel. A full range of gear is available along with safety items, feeding products, gifts, accessories, developmental toys and more.
Nickel said having a complete range of products helps set his store apart, and means customers can fulfill all their needs in one place, including baby registry, which is big business for the store.
"We feel like we have something for everyone," said Nickel.
Youth choices at USA Baby include fun pieces from Flexa.
