New location bodes well for Schneider's
By Pamela Brill -- Kids Today, 5/1/2006
New York— It says a lot when your customers remain loyal after your store relocates — and you also attract new ones.
Such is the case for Schneider's, a 56-year-old juvenile specialty store that, after losing its lease on its downtown space in Alphabet City, packed up and moved into new digs last November in Chelsea on 25th Street. The new address not only afforded them some additional space — 5,000 square feet vs. 3,700 — but a new caliber of clientele.
Lorraine Waxman, who owns the store with her husband, Allan, said the area breeds "lots of new families, many of whom are affluent and have apartments and houses elsewhere. We also had a large following of previous customers."
Even so, she said business is challenged by Buy Buy Baby, just a few blocks away, where the bulk of people do their registries. Schneider's, however, aims to differentiate itself by focusing on top-notch customer service.
"When people come in for furniture, we walk them through everything," she said. "We try to make our service the core of our business."
Because furniture makes up the better part of Schneider's business, its range of product in this category is another distinguishing factor. Cribs run from $175 to $1,000, and include a variety of choices like Ragazzi, Pali, Morigeau-Lepine, Sorelle and Dutailier.
"In the New York market, a lot of people have limited space and tend to go with smaller cribs," Waxman said of the current trend.
Regardless of product size, Schneider's offers customers free assembly on gliders, strollers, cribs and high chairs, and factors delivery into their prices, something competitors don't offer. Waxman offers discounts on bedding when customers purchase their crib and mattress, and said they appreciate the one-stop shopping convenience.
While the main sales floor is heavily populated with cribs and case goods, carseats and strollers, Schneider's bottom floor is devoted to teen furnishings. Brands like Rumble Tuff, Vermont Precision, Ragazzi and A.P. Inds., including the Mary-Kate and Ashley collection, round out the offerings.
Schneider's continues to remain competitive, and Waxman said they rely heavily on word of mouth and repeat customers. "Ninety percent of our business is through recommendations," she said.
The satisfaction of having customers come back to the store to tell her how pleased they are with a purchase — one with a box of pastries to show their appreciation — makes the hard work worthwhile, she said.
Free assembly and customer care are hallmarks of Schneider's.
Schneider's main floor is loaded with cribs, case goods, strollers and carseats.
Heart-shaped designs dress up this girls nursery vignette.
