Looby Loo fits high-end, fashionable niche

Charlotte, N.C.— Located in the bottom floor of a 1905 house in Charlotte's historic Dilworth community, Looby Loo is full of fun energy and color, and one of those stores that when you walk in, you instantly want to buy something.

With 2,300 square feet of hardwood floors and lots of nooks and crannies filled with a merchandise mix that includes educational toys and trendy infant and youth apparel and shoes, the space is colorful, cozy and charming, with hip, upbeat music and tight visual displays that make full use of color and whimsy.

Toys are from HABA, eeBoo, Melissa & Doug, Alex, Schleich and Corolle, and apparel brands include Zutano, Petit Bateau, Charlie Rocket, Catamini and more.

Owners Chris and Julie Peace started the business six years ago and have spent the last four in this location, building their business almost entirely through word of mouth.

Chris Peace referred to his clientele as "commuter retail customers" who are willing to drive around all day and make an event out of shopping. Peace pegs many of the moms who shop at Looby Loo as women who had careers and gave them up to stay home and raise their kids — highly educated, very savvy, fashionable and wealthy.

"They've become students of the consumables that surround childhood," said Peace. European brand-name clothing and high-quality toys are a must for these women, and they're not afraid to spend a bit extra to get something special for their little ones.

"It's all about things that we feel are really good products," said Peace.

Peace reports that the store is the Southeast regional flagship for HABA, and with a wide range of the German toy manufacturer's product mix on display, he said his HABA business grew 60% in 2005.

His best-selling infant apparel brand is Zutano, which takes up the better part of a small room in the house, and which Peace reports was up 100% in 2005. Peace said the mix of toys and apparel is one that has worked well for his store, where grandparents and gift-givers are a big part of the mix as well.

"The clothing gives our store a different look every season," he said.

And for these customers, who are repeat buyers, you've got to keep things fresh.

"The point of specialty boutique retailing is that you're going to have a unique experience," said Peace.

ABOVE: This table mixes infant clothing from Zutano with gift items for a colorful visual display.

RIGHT: Looby Loo is the Southeast regional flagship store for German toy manufacturer HABA.

Educational toys from Alex are paired with unique riding toys.

Apparel from Zutano takes up the better part of a small room at Looby Loo, and the line's fresh, vibrant colors create atmosphere even when the clothes are on the rack.