Industry veteran, SLF launch juvenile division

Veteran Mike Schaffer has a new role in the industry. The former president and CEO of Baby's Dream now is president of Creations, a juvenile division of SLF. Schaffer, who also was an executive at Child Craft and started his career with Simmons' juvenile products, was in the process of launching his own startup company making juvenile bedding and infant basics when he met SLF president and CEO, George Revington.

"We were going to launch the bedding first and eventually do furniture," Schaffer said. "After talking with George and discovering the incredible manufacturing, sourcing and distributing capabilities SLF has, we decided to launch everything this fall at the ABC Kids Expo. They have an operating platform beyond anything I've ever witnessed."

Though a division of SLF, Creations remains independent in its marketing, branding, sales force and distribution. Schaffer expects to have a Creations Web site set up for dealers and consumers later this year.

"It will be interactive so dealers can check on orders, get product information, etc." Schaffer said. "Consumers will be able to look at product and find a dealer in their area."

Creations will debut at ABC in a 3,000-square-foot private showroom with five juvenile furniture collections designed by John Rosen and four to eight bedding collections designed by Lenny Kietz. SLF is one of the few mainstream furniture companies that has delved into the juvenile product category, and Schaffer said the design and finishing processes once reserved for adult furniture will be a distinguishing factor in Creations' furniture.

"Generally juvenile furniture goes through a two-step finishing process," Schaffer said. "But Creations' finishes will mimic some of the finishes found on SLF case goods. These pieces will be in the middle- to upper-middle price range."

Schaffer is keeping the designs, styles and colorways under wraps until Creations' debut, but he said the line is targeting independent juvenile retailers.