Kids Today

LaJobi moves to larger space
Wednesday, September 16, 2009
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LIVE FROM ABC – LaJobi has moved into a larger booth here to spotlight its growing collections.

“We have so much to offer,” said Barbara Rogers, director of marketing and product development. “We have so many case pieces, we went from a 3,000- to 4,500-sq.-ft. booth.”

Debuting here are the Graco Avalon glider and ottoman and the Graco Charleston crib and dressing table. These two collections join others LaJobi has added this year.

Francais has a Lifestyle Crib in antique cream. Case goods are antique cream with a Charleston cherry top and include a five-drawer, small chest, double dresser and nightstand.

“Francais is inspired by an antique collection that looks like someone pulled it out of Grandma’s attic,” said Rogers. “The (case good) tops are distressed and knobs are acrylic.”

Seaside is a transitional, casual collection with baskets in the case pieces in place of the top two drawers. Available in dark walnut or classic white, the collection includes a Lifestyle Crib, five-drawer, double dresser and nightstand.

“People decorate their nursery like they decorate the rest of their house,” said Rogers.

The Shelby Collection features an island crib.

“You can use it in an apartment or smaller home, and it can be put in the middle of the room,” said Rogers. “It has stationary sides and is in compliance with safety regulations, and the rails are shorter for a petite person.”

Nursery 101 is a new brand that launched in June, offering an opening price point.

“It’s targeted to people above the $25k income,” said Rogers. It came about based on research from Mintel, which showed population shifts and the Hispanic market with the fastest growth in birth rates.

“They want beautiful furniture that is quality, but not a high price point,” she said. A package called Baby Room Basics retails at $179 for a crib and changer. Nursery 101 also includes a four-drawer dresser and two other case goods.