BROOKLYN, N.Y. — Global design company West Elm, a portfolio brand of Williams-Sonoma Inc., has launched a redesigned registry for the brand’s West Elm Baby and West Elm Kids collections.

The new registry offers free registry tools, inspiration, nursery design services executed by West Elm’s Design Crew and a completion discount for a limited time following the launch. Plus, the registry has improved its best-selling product recommendations tool.

The West Elm Baby and Kids Registry also offers customers the ability to add items from all Williams-Sonoma brands including Pottery Barn Kids to their registries.

In 2021, West Elm launched West Elm Baby and West Elm Kids collections with furnishings and textiles designed specifically for babies and children. The company has expanded its offerings to include furniture, bedding, bath, rugs, lighting, décor and gifts.

West Elm has also designed and developed collaborations for both the West Elm Baby and West Elm Kids collections with partners ranging from fashion designers such as Joseph Altuzarra to institutions such as National Geographic.

See also:

• West Elm launches new kids line, collaborating with luxury women’s fashion designer
• Designer brings perspective to 41 pieces for West Elm

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BROOKLYN, N.Y. — West Elm, a portfolio brand of home retailer Williams-Sonoma Inc., has launched a new collaboration with Joseph Altuzarra, the founder and creative director of luxury women’s ready-to-wear fashion brand, Altuzarra.

The Joseph Altuzarra for West Elm Kids collection features furniture with elevated finishes as well as textiles and decorative accessories that are infused with Altuzarra’s own hand-drawn motifs. Created as a love letter to his two daughters, the company says, the collection celebrates his signature artistry while maintaining kid-friendly functionality.

“Our collaboration with Joseph is everything you would expect from this incredibly talented fashion designer,” said Day Kornbluth, president at West Elm. “With two daughters of his own, he knows exactly what parents are looking for, and we’re excited for our customers to discover this gorgeous collection.”

“I am thrilled to be collaborating with West Elm Kids on this collection of nursery and children’s room furniture and accessories, marking my first foray into the world of home,” said Altuzarra. “When I became a father, I discovered a white space for chic, sophisticated interiors that were both beautiful and functional. Together with West Elm Kids, we created pieces that harmoniously blend style and practicality, capturing the whimsy and wonder of childhood.”

Key items from the 42-piece capsule collection include the Upholstered Crib ($1,199) and the seven-drawer Dresser ($1,599).

For more about the collection, visit the West Elm website. The line also is be available for purchase in Canada online.

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LOS ANGELES — Modern nursery brand Namesake has teamed with shoe designer Sarah Flint to produce the Sarah Flint x Namesake Crawford Glider featuring a pattern exclusively created by Flint.

Flint, who is a new mother of twins, developed the floral lattice design, available in blue or green, for Namesake’s slipcovered, pillowback Crawford Glider and matching gliding ottoman.

Flint has her own Italian-made luxury footwear brand that is popular among red carpet celebrities. “I wanted to collaborate with Namesake on this Crawford Glider because I designed my own nursery in all their pieces,” she said.

“I started the design process with a watercolor of bleeding hearts that I hand-painted from my mother’s garden and I later composed the print by interlocking the florals to make a flowing lattice design. I love layering colors, prints and textures in unexpected ways and with this print, I know have a little piece of my mom in my own twin nursery,” she said.

Namesake created Flint’s design in an eco-performance fabric made with 30% Repreve recycled fibers. The swivel glider meets Greenguard Gold Certification after testing for more than 10,000 chemicals and volatile organic compounds and features CertiPur-US certified foam and FSC-certified wood frames.

The Sarah Flint x Namesake Crawford Swivel Glider sells for $699 and the ottoman for $349 through Namesake’s website and through furniture retailers.

See also:

• Celebrity favorite luxury nursery furniture brand adds upholstery to the mix
• How does this manufacturer successfully navigate a designer collaboration?

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SAN FRANCISCO — Husband and wife design duo Chris and Julia Marcum have collaborated with Pottery Barn Kids on a line of children’s home furnishings, including furniture, décor and bedding.

The couple, who share their design and home renovation expertise through the Chris Loves Julia blog and on Instagram, drew on their experience as parents of three daughters for this collection, which is their first within the children’s home furnishings category.

“This collection was designed with rich woods, nostalgic silhouettes, fresh patterns and lots of character, with our daughters in mind,” said Julia Marcum. “We wanted to design pieces that could grow with our kid’s or teen’s room.”

According to a post on the couple’s blog site, the collaboration was first initiated in 2021. Pottery Barn Kids “mentioned that they had been following our renovations for a few years and loved our take on kids’ spaces, and would love for us to imagine what a full kids’ collection would look like,” the couple wrote.

Included in the collection are a turned-wood convertible crib, twin bed, nightstand, dresser and swivel glider with ottoman as well as lighting, artwork, a mirror, wall mural, sheets, reversible quilt with shams, blankets and more.

“We admire the rapport and connection Chris and Julia have built with their engaged community, and we’re thrilled to partner on a collection of quality, vintage-inspired products true to their aesthetic,” said Jennifer Kellor, president, Pottery Barn Kids.

See also:

• Pottery Barn drives Williams-Sonoma to new heights in FY22
• New Danish children’s furniture collection comes in 40 colors

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CHICAGO – Buybuy Baby’s customers are heading elsewhere for their nursery bedding, décor and furniture now that the specialty division of Bed Bath & Beyond is going dark.

A fresh survey fielded earlier this week by market analytics company Numerator asked Baby customers to rank their top picks among the retailers that are angling for a piece of the defunct chain’s estimated $75 million in annual sales.

For nursery furniture, shoppers are looking at Target (52%), Amazon (54%), Walmart (32%), Pottery Barn Kids (16%), Wayfair (15%), Home Goods (11%), Overstock (9%) and Crate & Kids (9%).

For nursery bedding & décor, the leading choices are Target (70%), Amazon (58%),  Walmart (32%), Pottery Barn Kids (14%), Kohl’s (13%) and Home Goods (13%).

For baby registries, Buybuy Baby shoppers said they would consider setting up a baby registry at Target (82%), Amazon (77%), Babylist (28%), Walmart (25%), Pottery Barn Kids (7%), My Registry (6%) and Crate & Kids (4%).

The May 1 survey also polled Baby shoppers on diapering products, bathing & skincare, baby clothing, baby toys and baby gear. Target came out on top for each category.

Aggregating the categories, 85% of Buybuy Baby shoppers plan to shop at Target for their baby items. Amazon ranks second with 69% of shoppers, followed by Walmart (47%) and Kohl’s (16%).

Consumers told Numerator the most compelling reasons to shop Buybuy Baby had been product selection (56%), deals and coupons (55%) and the gift registry (48%).

See also: Bed Bath & Beyond in Ch. 11; unsecured debts run to $billions

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NEW YORK — Bugaboo, global designer of strollers and parenting solutions, is expanding its product portfolio in a new direction with the launch of the Bugaboo Giraffe, a high chair designed for all ages and stages.

Its first foray into furniture, Bugaboo has designed the ergonomic chair to be adjustable, offering five different seating solutions adaptable to children’s growth from newborn to toddler and on.

“With its sleek aesthetic, the Bugaboo Giraffe sets a new standard for modern children’s chairs,” said Sarah Steele, North America brand marketing director. “It’s intended to be a statement piece in every home whether used at the dining table for mealtime or around the house for learning, playing and growing, from newborn through childhood.”

The Giraffe is designed for ergonomic support and comfort, and the footrest and seat are easily adjustable with a single click and slide, no tools required. The sleek triangular shape and solid wooden legs is intended for use long after the newborn phase, able to hold 220 lbs.

The Bugaboo Giraffe can be customized with a rocker frame, newborn set, baby set with harness, toddler chair, dishwasher-safe tray, pillows and more. Crafted from 100% sustainable-sourced materials, it is made of bio-based plastic and FSC-certified beachwood. It is available in five color options (warm wood/gray, neutral wood/white, white, black and blue) and retails for $359, with modular, snap-on accessories sold separately.

The Bugaboo Giraffe is now available in Bugaboo retailers and online at Bugaboo.com. For more information, please visit www.bugaboo.com.

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NEW YORK — Specialty apparel retailer Gap is jumping into the home furnishings category with a collection Baby Gap-branded nursery furniture and baby gear through a new partnership with Delta Children.

Now available online through the Gap website, Delta Children’s website  and Amazon, the collection includes cribs, crib mattresses with crib bedding, as well as recliners, strollers, bassinets and swaddles. The companies plan to introduce additional categories. Delivering Gap’s modern American style, the collection features clean lines and soft colors.

Delta Children has a number of licensed brands with key consumer facing properties, including Precious Moments, Disney, Baby Shark and more.

The companies said the partnership leverages the strengths of both brands, harnessing Delta’s expertise with more than 50 years as a children’s furniture brand and Gap’s credibility in the kids and baby apparel space.

The nursery collection consists of key pieces including cribs, dressers and a recliner. Featuring both classic and trending colors, the collection marries safety with functionality in pieces designed to grow with children. The collection includes two crib mattresses one of which is crafted with a plant-based soy foam.

The brands’ plan to expand the partnership with a Gap Kids furniture collection for toddlers set for introduction early next year. The kids offering will include beds, table and chair sets, toy bins, kid-sized chairs and more.

“We are excited to work with a such an exemplary and iconic brand to produce stylish and well-made products for kids to grow up in,” said Joseph Shamie, president of Delta Children. “Combining Gap’s timeless style with our expansive expertise in the baby and kids’ industry has allowed us to create a line of products that we know parents will love. Our new collection allows us to continue providing families with a diverse range of baby and kids products to meet their ever-changing needs and evolving styles.”

In addition to the home furnishings and mattresses, the collection includes strollers, wagons, bassinets and a play yard.

“We are excited to partner with Delta Children to introduce this new licensed category to our Baby Gap assortment,” said Adrienne Gernand, managing director of international, global licensing and wholesale for Gap. “This launch is an incredible opportunity to reach new addressable markets and connect more deeply with parents as they navigate early parenthood, furthering our commitment to growing Gap as a lifestyle brand that can deliver style for all stages in our customers’ lives.”

See also:

• Ashley HomeStore partners with Delta Children to launch baby furniture exclusively online
• Delta Children launches Baby Shark toddler bedroom

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PALO ALTO, Calif. — Spurred by tightening budgets and a desire to reduce waste, consumers are increasingly turning to the secondhand marketplace for items for their families, including infant and children’s furniture.

In its Reuse Report: Family Edition, online marketplace operator Mercari pointed out that furniture was the fourth most-popular children’s resale category in 2021, with a value of $564 million. This places furniture at about 8% of the total $7 billion market for kids’ and infants’ used products. Putting that in context, children’s clothing represented about 24% of the market, followed by toys at around 19%.

The idea of buying pre-owned items is becoming more common, the report found. More than 100 million Americans, or 62% of parents, bought a secondhand item for a child in the past 12 months, and that number was even higher (more than 80%) among couples starting a family.

More than half of the items are being sold online, with luxury pieces in high demand and projected to grow by 53% through 2030. And by that year, the total market for resold children’s products is expected to reach $12.8 billion.

Items no longer of use to families were expected to grow the fastest in secondhand sales between 2021 and 2030. About 5% of survey respondents said they had unused cribs in their homes; another 4.4% had décor and bedding.

Among the growing furniture-related resale categories were baby furniture up 9% year-over-year and cribs at 8.5%. Within the baby furniture segment, nursery furniture orders grew by 45% on Mercari’s resale platform over two five-month periods tracked in 2020 and 2021.

Consumer statistics were based on a March 2022 survey of more than 2,200 U.S. respondents by GlobalData. Other calculations involved data from GlobalData’s consumer panel and other sources.

See also:

• Home Depot heads into home décor for kids
• New Danish children’s furniture collection comes in 40 colors

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COPENHAGEN – In collaboration with design studio Hvass & Hannibal, Danish manufacturer Montana Furniture’s new Montana Kids collection comes in 40 colors and is designed to get kids moving.

“Montana Furniture believes in the power of bright, happy colors and their ability to keep minds and hearts open, playful and imaginative, no matter the age,” the company said in a release.

The collection features the Monterey Kids table, the Kevi Kids swivel chair and the Mini Play box. All items are made in Denmark.

With the Kevi Kids swivel chair in a new, smaller size, Montana says customers get a comfortable, movable and height-adjustable chair that can grow with their child. The new Kevi Kids swivel chair is a miniature copy of the original office chair designed in 1958 and comes in four different colors from the Montana palette: Flint, Parsley, Rhubarb and Amber.

The Mini Play box is flexible storage on castors certified with the EU Eco-label and the Danish Indoor Climate label. Like the existing Montana Mini series, the new Mini Play box is made of the well-known durable Montana MDF but kept mini with a thickness of only 8 mm. It is offered in 10 colors.

The collection hits stores this July and August. Find out more here.

Related stories:

• Home Depot heads into home décor for kids
• Walmart and Gap partner to focus on kids

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ATLANTA – Home Depot is introducing StyleWell Kids, a new line of on-trend and affordable home décor featuring fun designs created for children.  

The new exclusive collection currently includes more than 65 items, ranging from curated textiles, soft goods and bedroom/bathroom décor.

StyleWell Kids will continue to build out the line throughout the year, with additional bedroom accents and wall décor launching this fall. 

Each bedroom set leans into a central theme, including nautical décor, the great outdoors and modern princesses, to appeal to a broad range of children and parents.

According to the company, while each set is cohesive, many of the products themselves are neutral and can fit into existing rooms. With lighter pinks and gray-blue tones, items are designed for kids to enjoy as they age. 

See also: Is more décor in store for Home Depot?

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