Baby Love offers one-stop shopping

Baby Love in Sunrise, Fla. is a well-known, second-generation retailer. Founded in 1973 by Peter and Barbara Komroff, this 52,000-square-foot specialty retailer is truly a one-stop shopping experience. Today the Komroffs' son Elliot and his wife Karyn manage the day-to-day business, though Peter and Barbara are never far away and can always be found at trade shows and industry events.

Elliot is responsible for operations and buying the majority of the product while Karyn handles personnel and buys the clothing and shoes.

The company has grown some since our 2003 cover story. They've added about five employees and "sales are up this year compared to last year," Elliot Komroff said.

During the last three years, Komroff hasn't changed the product mix much, but each of the five major departments have expanded their selection. The Web site, www.babylove.com, also has grown.

"We've increased the number of items on the site, but it's still no where near the number of items in the store," Komroff said. "We do all of our own shipping and almost every order goes out the next day."

Top-selling categories include metal goods (strollers and car seats), furniture and accessories. The store features a Stanley Young America gallery and more than 65,000 items at all price points. Clothing and shoes are a big section of the store, and Komroff has found his niche with higher-end, specialty clothing rather than trying to compete with the middle-market mass merchants.

Komroff said higher-end products in general are selling well and in the past five years he's noticed parents willing to spend more money when it comes to their children.

"The Bugaboo, Britax and Peg Perego lines do well for us," he said. "Five years ago parents wouldn't spend the money for higher-end goods, but today they do."

With a name like Baby Love, there's no doubt the majority of shoppers are looking for infant products, but the store also sells youth furniture and enjoys a healthy business from parents who return to the store to purchase items for their second and third child.

As a second-generation retailer, Komroff has learned a lot about the industry and the business. He said their best business idea was when the doubled their space 13 years ago by moving into their current location; the 16,000-square-foot outside warehouse was another good idea, one that allows the retailer to have everything in stock when the customer's ready to buy.

Like most retailers, finding good employees always is a challenge, but most of the people on the Baby Love staff have been there for years.

Baby Love's success comes not only from its plethora of product and availability but also from having a well-trained staff and being willing to go out on a limb sometimes.

"Retailers should always try new items," Komroff said. "We add new items all the time. I've been buying for 20 years and I'm still amazed at some of the things we try that really hit the mark with customers."

Baby Love uses every square foot of space with stacked room vignettes.

The store is jam packed with about 65,000 items from 750 vendors.