Panel tackles moving into new juvenile categories

Bonita Springs, Fla.— Adding a new product category to an already thriving business isn't easy, but it's a choice some manufacturers and retailers are choosing to make, according to a panel during the fifth annual Kids Today conference held here in June.

The panelists — Glenn Prillaman, senior vice president of marketing and sales at Young America; Jami Myers, merchandise manager for Breuners Arizona's Kids Room Store; and Larry Muller, owner of Baby and Kids 1st Furniture — have all taken the leap recently. Young America now makes cribs and other nursery furniture along with its line of youth case goods. Breuners Arizona, a full-line furniture store, opened the Kids Room across the street and added cribs to its stable of youth merchandise. Muller went in the other direction. He and his wife, Yvette, opened their third store in the Houston area and changed the company name from Baby's 1st Furniture to Baby and Kids 1st Furniture, to indicate their expanded mix of youth furniture.

Prillaman said a major reason his company decided to delve into the infant market was that parents are constantly outfitting their kids' rooms. "Parents today need help to figure out how to buy furniture through all four stages (of childhood)," he said. Prillaman defines those stages as infant, preschool, tween and college.

Young America is a youth case goods vendor for Breuners Arizona, said Myers, so when the manufacturer added cribs to its lineup, the retailer decided to give them a go as well. "It just made sense for us to try it," Myers said. "We'd always sold youth furniture, never baby."

Breuners Arizona added the cribs last September when it opened the kids store. The retailer now floors five crib models, most from Young America. Myers said it's been a little difficult getting expectant parents through the door. "We're trying to get new moms, but it's been a struggle."

Muller said he decided to enter the youth market because he wants to continue the relationships he establishes with new moms who shop his stores for baby items. "In 18 months, those moms have different needs for toddlers," he said.

For now, Baby and Kids 1st is flooring merchandise for children up to about age 8, and it has no immediate plans to tackle the tween and teen demographic, Muller said.

Muller said he and his wife have worked hard to make their store a brand in the Houston area. In the past, they worked with an advertising agency to create an image and brand themselves as a baby store. With the new store, they are focusing on getting the word out to parents and kids that youth items are now available. Those efforts include print and radio ads, which include the store's jingle.

"Our message is driven by timing and consistency," Muller said. "Kids are much more brand-oriented than ever before."

Myers, the mother of two girls, agreed. "My 5-year-old talks about what's in her room. It's scary," she said.

Jami Myers (from left), Glenn Prillaman and Larry Muller served as panelists.