Youth adds new dimension to Baby's Room
By Tanya K. Merritte -- Kids Today, 10/1/2006
The Baby's Room/ ChildSpace store in Novi is one of four USA Baby franchises in the Detroit area. The Novi store, located in a busy shopping area just off of an interstate, has recently undergone an expansion that tripled its square footage.
The store carries a variety of merchandise for both baby and youth. The major vendors are Berg, Munire, Morigeau-Lepine, Child Craft Legacy, Bonavita, Dutailier and Young America for nursery furniture; Glenna Jean, Kelly Kouture, Picci, Kids Line, CoCaLo and Lambs & Ivy for bedding; and Baby Jogger, Graco, Inglesina, Bugaboo and Peg Perego for gear. Parisha Farr, assistant store manager, said cribs retail from $200 up to $1,000, with the best-selling being a Berg crib for $299.
Farr said the ChildSpace youth section debuted in March after the expansion was complete. Vendors in that area include Khoury, A.P. Inds., Berg, Young America and Levels of Discovery. Beds range between $349 and $1,500 for sizes twin through king, with $349 being the most popular price point. Farr said the ChildSpace area got off to a slow start, but then started picking up in the summer after a local juvenile independent store closed.
The store has some vignettes along the walls, and the other furniture and accessories are merchandised in small groups on the rest of the floor. During this visit, both The Baby's Room and ChildSpace showcased a setup featuring a theme. On the infant side, a safari-themed vignette near the front of the store featured two metal cribs from Child Craft/Legacy with Sweet Kyla and Glenna Jean bedding and an assortment of large plush animals. A girls vignette in the ChildSpace area included sleek black furniture from A.P. Inds. paired with California Kids bedding. Poodle artwork and pieces from Levels of Discovery's A Star is Born line completed the look.
The store displays car seats, strollers and high chairs against the back wall, with racks of blankets, bedding and other textiles and soft accessories located in front of them. At the counter, customers can pick up gifty items such as dish sets, little plush animals and storage boxes.
The store uses both newspaper and television advertising to attract customers. Farr said the store stocks some furniture, with delivery available to customers in about one week. Other orders can take between eight and 14 weeks to arrive. The store offers home delivery and merchandise setup for $139.
Farr said the store's customers tend to mid to higher end, but the store tries to offer product for everyone. She said many customers tend to visit a local national competitor before heading to The Baby's Room. "We're very competitively price, but the difference is our quality is much better," she said. Also, "We give our customers information," Farr added. "We're qualified to give you the ins and outs of the furniture business. We stress quality."
The Baby's Room/ChildSpace offers a variety of gift items at the counter.
A light green crib from Morigeau-Lepine coordinates with a Best Chairs rocker.
This safari room scene includes a metal crib from Legacy/Child Craft and bedding from Sweet Kyla.
The store's expansion made room for a sizable Childspace area. Here, A.P. Inds. furniture is paired with pieces from Levels of Discovery for a hip tween look.
This Berg crib, with Kids Line bedding, is a top-seller at the store.
