Leading infant bedroom manufacturers

High Point— Infant furniture is a growing category, representing $1.1 billion at retail last year, and expected to grow to $1.4 billion by 2009. Today's infant furniture varies quite a bit in style, price and selection, and at over a billion dollars, there is room for a wide range of manufacturers in the infant field.

In the following pages, we take a look at some of the top manufacturers in the infant furniture category. For the purpose of this article, infant furniture includes nursery furniture for children from birth through 2 years, including cribs, bassinets, cradles, changing tables, glider rockers, rocking chairs, dressers, chests, armoires and bookcases.

According to Kids Today's exclusive Buying Trends Survey, 2.2% of U.S. households bought a crib in 2004, and 2.7% bought other infant furniture. The median price point for a crib in 2004 was $150, with those consumers planning to buy a crib in 2005 saying they planned to spend a median of $200. Still, 18% of consumers who bought cribs in 2004 paid $500 or more.

It is both Gen X and Gen Y consumers who are fueling the infant furniture business at retail, with 6.2% of Gen Y and 6.5% of Gen X consumers having bought a crib in 2004. Gen X consumers also spent more on infant furniture than their younger Gen Y counterparts; an average of $200 for cribs for Gen X compared with $150 for Gen Y. But as Gen Y continues to move into the childbearing years, those consumers will account for more and more of the infant furniture sales, and as they are a larger generation than Gen X, they will help the category grow by their numbers alone.

Infant furniture is sold through full-line furniture stores, independent infant and youth specialty stores, big box specialty stores, discount department stores, department stores, mass merchants and warehouse membership clubs, which creates many different niches for manufacturers.

Although many sell through almost every channel of distribution, like glider rocker and infant furniture manufacturer Dutailier, others, like Baby's Dream, Ragazzi, Morigeau-Lepine and Pali have made it a policy to sell only to infant and youth specialty stores — something that sets them apart from their competition.

Ragazzi also launched a new division, Bambino Reale Furniture, last September, which offers more moderately priced cribs, beds and case goods imported from Chile. Baby's Dream acquired textile bedding producer Cotton Tale Designs in June 2004, and has also launched a line of Baby's Dream bedding, further expanding the brand.

Licensed lines also allow manufacturers to set themselves apart, and Bassett Furniture, which sells its Bassettbaby line through Babies 'R' Us, Baby Depot and Target, launched a line of Pamela Scurry nursery furniture which feature the designer and retailer's elegant traditional styling.

And while consumers have often turned to infant specialty stores in the past, many full-line furniture stores are starting to get into the business. Manufacturers like A.P. Inds., Berg, Munire, Chanderic and Dutailier sell infant furniture to full-line furniture stores, and in 2003, youth furniture giant Stanley Furniture introduced its first crib through its Young America division. In 2004, infant furniture accounted for 20% of Stanley's Young America division, and the manufacturer sold not only through its traditional channel of full-line furniture stores, but also has expanded to infant and youth specialty stores.

A. P. Inds. , Laurier-Station, Quebec, Canada, www.apindustries.com

Privately held. Infant bedroom furniture includes cribs, changing tables, dressers, chests and armoires. Other products include twin beds, bunk beds, desks, vanities, storage chests and nightstands. Crib price points range from $540 to $800 at retail; changing tables range from $729 to $899; dressers and chests range from $620 to $830; and armoire price points range from $864 to $1,700. Sells to independent infant and youth specialty stores, full-line furniture stores and department stores. Infant bedroom furniture accounts for nearly one-third of company sales. Total 2004 sales estimated between $25 million and $49.9 million.

Baby's Dream , Buena Vista, Ga., www.babysdream.com

Privately held, founded in early 1990s. Infant products include convertible cribs, changing tables, dressers and chests. Additional products include coordinating hutches, armoires, nightstands and mirrors. Convertible cribs start from $299, with matching case pieces starting at $449. Aquired Santa Ana, Calif.-based textile bedding producer Cotton Tale Designs in June 2004. Sells only to independent infant and youth specialty stores across the U.S. All cribs have a 15-year limited lifetime warranty. Total 2004 sales estimated between $30 million and $40 million.

Bassett Furniture , Bassett, Va., www.bassettfurniture.com

Publicly held, fiscal year ended Nov. 27, 2004. Infant products include cribs, dressers, chests, changing tables and chifforobes. Youth products include twin beds, bunk beds, desks, dressers, chests, armoires, wall units and entertainment centers. Also produces adult case goods. Markets through its Bassettbaby brand. Other offerings include its Pamela Scurry collection. Bassettbaby is sold through Babies 'R' Us, Burlington Coat Factory's Baby Depot and Target and is not sold at Bassett Furniture Direct stores. Infant furniture estimated at 5% of sales. U.S. sales accounts for 99% of shipments. Total 2004 sales were $315.7 million, down 0.4% from $316.9 million in 2003.

Berg Furniture , Barrington, N.J., www.bergfurniture.com

Privately held. Infant furniture products include cribs, convertible cribs, changing tables, dressers, chests and armoires. Also produces toddler beds, twin beds, bunk beds, lofts and desks. Sells to full-line furniture stores, independent infant and youth specialty stores, big box kids specialty stores and warehouse membership clubs. Infant bedroom furniture accounts for 50% of total sales. Total 2004 sales estimated at $10 million.

Best Home Furnishings , Ferdinand, Ind., www.besthomefurnishings.com

Privately held, founded in 1962. Produces glider rockers, featuring its Storytime Series for infant bedrooms. Other products include stationary upholstery, motion upholstery and recliners. Changed its corporate name from Best Chairs to Best Home Furnishings in April 2004 and announced two new product categories, stationary sofas and tables. Sells through full-line furniture stores and independent infant and youth specialty stores. Glider rockers account for an estimated 14% of sales. U.S. sales account for approximately 95% of shipments. Total 2004 sales were $198.5 million.

Child Craft Industries , New Sailsbury, Ind., www.childcraftindustries.com

Privately held, founded in 1911. Is family owned. Infant furniture products include cribs, changing tables, dressers, chests and armoires. Also produces twin beds, desks and desk chairs. Sells under the Child Craft and Legacy brand names. Crib price points range from $199 to $899 at retail; changing tables range from $199 to $249; dressers and chests range from $399 to $899; and armoire price points range from $549 to $1,099. Sells to independent infant and youth specialty stores, big box kids specialty stores, department stores and warehouse membership clubs. Total 2004 sales estimated at more than $25 million.

Delta Enterprise , New York, www.deltaenterprise.com

Privately held, founded in 1968. Infant bedroom products include cribs, changing tables, chests, armoires, cradles and bassinets. Other products include toddler beds, toy boxes, table and chair sets, strollers, swings, bouncers, potty training seats, diaper pails and other accessories. Licensed furniture lines include Disney Princesses, Winnie the Pooh and Mickey & Friends from Disney Consumer Products, as well as Nickelodeon, Fisher-Price, The Wiggles and Snoopy. Its first patented crib, a design used still today, has a no-tools easy assembly to eliminate incorrect assembly. Produces a Jenny Lind-style crib. Acquired the major furniture line assets of Simmons Juvenile Co., in February. Moved into its new 120,000-square-foot headquarters in Manhattan in September. Total 2004 sales estimated at $100 million.

Dorel Juvenile Group , Columbus, Ind., www.dorel.com

Subsidiary of publicly held Dorel Industries, fiscal year ended Dec. 30, 2004. Infant furniture products include cribs, convertible cribs, porta cribs and changing tables. Also produces carseats, strollers, high chairs, monitors, infant health and safety aids, toddler beds and other accessories. Dorel Juvenile brands include Cosco, Safety 1st, Maxi-Cosi, Quinny and Bebe Confort in Europe. Has licensing agreements with Eddie Bauer and Disney. Total 2004 Dorel sales were $1.7 billion. 2004 sales for its juvenile segment, including North American and European brands, were $758.4 million, up 13.2% from $670.1 million in 2003.

Dutailier , St-Pie, Quebec, Canada, www.dutailier.com

Privately held, founded in 1976. Infant products include glider rockers, cribs, dressers, chests, armoires, bassinets and changing tables. Acquired infant and youth furniture producer E.G. Furniture in early 2003. Glider rocker price points range from $329 to $699 at retail; cribs range from $439 to $969; convertible cribs range from $599 to $649; dressers and chests range from $544 to $999; and armoire price points range from $449 to $1,599. Sells to full-line furniture stores, independent infant and youth specialty stores, big box kids specialty stores, discount department stores, department stores and warehouse membership clubs. Total 2004 sales estimated at $65 million.

Evenflo , Vandalia, Ohio, www.evenflo.com

Privately held. Acquired by N.Y.-based Harvest Partners Inc., a private equity investment firm, in August 2004. Infant bedroom products include cribs, convertible cribs, portable cribs and changing tables. Produces a Jenny Lind-style crib. Other products include mattresses, high chairs, carseats, travel systems, strollers, play yards, carriers, stationary activity centers, swings, gates, monitors, infant feeding accessories and safety products. Total 2004 sales estimated at $300 million.

Graco Children's Products , Exton, Pa., www.gracobaby.com

Part of publicly held Newell-Rubbermaid, fiscal year ended Dec. 31, 2004. Manufactures and markets under the Graco, Century and Little Tikes brands. Infant furniture products include bassinets and portable cribs. Other products include carseats, travel systems, strollers, high chairs, swings, bouncers, play yards and activity centers. Sells to Babies 'R' Us, Target, Wal-Mart, Toys 'R' Us, Baby Depot, JC Penney, Kohl's and Sears. 2004 sales for Newell-Rubbermaid's other division, including Graco Children's Products, were $1,078.6 million, down 2.2% from $1,103.1 million in 2003.

Lajobi/Bonavita , Cranbury, N.J., www.bonavita-cribs.com

Privately held. Infant bedroom products include cribs, changing tables, bassinets and cradles. Other products include twin beds, nightstands, dressers, chests, desks and bookcases. Markets under the Lajobi and Bonavita brands. Sells to independent infant and youth specialty stores and big box specialty stores. Total 2004 sales estimated between $10 million and $24.9 million.

Morigeau-Lepine , St. Hubert, Quebec, Canada, www.morigeau.com

Family-owned and operated company, in business for more than fifty years. Infant bedroom furniture products include cribs, glider rockers, dressers, chests and armoires. Other products include twin beds, bunk beds, desks and nightstands. Crib price points range from $429 to $999 at retail; glider rockers range from $469 to $599; dressers and chests range from $529 to $999; and armoire price points range from $799 to $1,199. Sells to independent infant and youth specialty stores only. Infant bedroom furniture accounts for 90% of total sales. Total 2004 sales estimated between $10 million and $24.9 million.

Munire Furniture , Clifton, N.J., www.munirefurniture.com

Privately held. Infant products include cribs, changing tables, dressers, chests and armoires. Also produces twin beds, bunk beds, desks, hutches and mirrors. Sells through independent infant and youth specialty stores and full-line furniture stores. Infant products account for approximately 80% of total sales. Total 2004 sales estimated at $15 million.

Pali North America , Wake Forest, N.C., www.paliitaly.com

Privately held, Italian-based manufacturer. Infant bedroom furniture products include cribs, dressers, chests and amoires. Other products include twin beds, desks and nightstands. Crib price points range from $299 to $799 at retail; dressers and chests range from $449 to $899; and armoire price points range from $799 to $999. Began producing a line of crib and toddler mattresses in January. Sells to independent infant and youth specialty stores only. Total 2004 sales estimated between $10 million and $24.9 million.

Ragazzi Furniture/Bambino Reale Furniture , St-Leonard, Quebec, Canada, www.ragazzi.com, www.bambinoreale.com

Privately held, upscale infant and youth case goods producer. Part of D & F Furniture. Infant products include cribs, changing tables, dressers, chests and armoires. Launched Bambino Reale, a new division offering moderately priced cribs, convertible cribs, bunk beds and several complete groupings of case goods, last September. Ragazzi crib price points range from $599 to $899 at retail; Bambino Reale cribs range from $349 to $599; changing tables range from $789 to $999; dressers and chests range from $379 to $999; and armoires range from $599 to $1,299. Sells through independent infant and youth specialty stores only. Infant bedroom furniture accounts for 65% of total sales. Total 2004 sales estimated between $10 million and $24.9 million.

Shermag/Chanderic , Sherbrooke, Quebec, Canada, www.shermag.com

Publicly held, fiscal year ended April 4, 2004. Infant products include cribs and glider rockers. Other products include youth bedroom, adult bedroom, dining room, home office, occasional, and high-end contemporary fabric and leather upholstery. Launched Chanderic, its infant and youth division, in 2003. Sells to department stores, independent infant and youth specialty stores and full-line furniture stores. U.S. sales accounted for 72% of 2004 shipments. For the trailing 12 months ended Dec, 31, 2004, total company sales were $172 million.

Simplicity for Children , Reading, Pa., www.simplicityforchildren.com

Family-owned and operated. Founded in 1947. Infant furniture products include cribs, bassinets, dressers and changing tables. Other products include swings, bed rails, safety gates and huggers. Retail price points for cribs range from $99 to $299; bassinets range from $69 to $119; changing tables range from $89 to $249; and dressers range from $215 to $249. Sells to independent infant and youth specialty stores, big box kids specialty stores, discount department stores, department stores and online retailers. Licensed brands include Graco and Disney. Infant bedroom furniture accounts for 85% of total sales. Total 2004 sales estimated between $25 million and $49.9 million.

Stanley Furniture , Stanleytown, Va., www.stanleyfurniture.com

Publicly held, fiscal year ended Dec. 31, 2004. Infant bedroom furniture products include cribs, changing tables, dressers and chests and armoires. Introduced its first crib in 2003. Also sells youth furniture through its Young America division. Crib retail price points range from $499 to $599; changing tables range from $699 to $799; dressers and chests range from $699 to $799; and armoires range from $499 to $999. Sells to full-line furniture stores and independent infant and youth specialty stores. Infant bedroom furniture accounts for 20% of Stanley's Young America division. U.S. sales account for 96% of total shipments. Total 2004 company sales were $305.8 million, up 15.3% from $265.3 million in 2003.

Storkcraft Baby , Vancouver, British Columbia, Canada, www.storkcraft.com

Privately held, in operation for 55 years. Infant bedroom furniture includes cribs, changing tables, dressers, chests and armoires. Other products include toddler beds. All products are double-tested for safety and durability. Sells to big box specialty stores and department stores. Total 2004 sales estimated between $10 million and $15 million.

Sales information is based on estimated total 2004 company revenues. All revenue information, except for that supplied by publicly held companies, are Kids Today market research estimates.

Source: Kids Today Market Research