Lullaby Lane offers something for everyone

San Bruno, Calif.— In business for 57 years, Lullaby Lane is a family-run independent that's grown and changed with the times. Carrying every category "except food and disposable diapers," said second-generation co-owner Barry Gevertz, is key to bringing customers in.

Lullaby Lane includes three stores, all on the same block — the 13,000-square-foot main store, 4,000-square-foot Lullaby Lane Kids, and a 4,000-square-foot clearance center. About 65% of the store's business comes from the main infant section, which includes bottles, toys, gear, apparel, nursing wear, furniture, bedding and décor.

Nursery furniture is from Pali, Ragazzi, Morigeau, Natart, Westwood, EG, Sorelle and newcomer Oeuf, and the store does a "serious business" with gliders from Dutailier, Best Chairs, Little Castle and Mac, said Gevertz.

"We want them to see a good selection they can't see anywhere else," he said.

To add to that selection, the Gevertz family opened the kids store in the late '80s, and today it makes up another 15% of the business, with choices from Ragazzi, Camelot, DL Mayra, Vermont Precision, Morigeau, Wesley Allen and Canwood.

The clearance center accounts for the remaining 20% of the business, offering factory closeouts, less expensive lines, package deals, marked down bedding, last year's strollers and market samples. It's what Gevertz calls "Lullaby Lane for Less," and he said it's crucial to get customers through the door.

Lullaby Lane also does a big gear business, with an entire room of strollers and expert staff on hand.

"We convert a lot of sales," said Gevertz. "It's not like they shop here and then go on the Internet." With choices from from Bugaboo, Peg Perego, Maclaren, Inglesina, Phil & Teds and Graco, Gevertz reports that his gear sales are going up. "Our prices are competitive, and people still like the idea that if anything goes wrong, they can bring it back.... It takes a commitment."

And the Gevertzes show that commitment in manyways, including keeping a large amount of their merchandise in-stock at their 25,000-square-foot warehouse, just a half mile away. Customers are given a pick-up slip when they purchase large items from Lullaby Lane, then drive to the warehouse to pick it up and take it home that day, if they choose.

The store also offers delivery options.

Lullaby Lane has an impressive Web site that offers full e-commerce and registry options, and customers can pick up wrapped selections in-store or have them delivered.

In-store kiosks also help customers locate registry items in person.

Customers hear about Lullaby Lane through word of mouth, television and direct mail, said Gevertz, though word of mouth remains the top method. The store also gets involved in the community, offering baby equipment classes and breastfeeding classes on-site to the public, which local hospitals promote.

"We're here to do business," said Gevertz.

In business for 57 years, Lullaby Lane isn't afraid of change, and has recently added some modern pieces.

Lullaby Lane Kids opened in the '80s, and today represents about 15% of the store's business.

Lullaby Lane's 25,000-sq.-ft. warehouse, just a half mile away, is key to its success.