Babies R Us Bedding Under Attack from Baby Depot, Brandee Danielle, and Baby Supermall

Baby Depot will join Brandee Danielle and Baby Supermall in their battle against Babies R Us and its new line of Wendy Bellissimo crib bedding. Brandee Danielle reported that Baby Depot will sell the entire BD Baby line in their nationwide chain of stores and on their website. The BD Baby line of crib bedding was just announced by Brandee Danielle and Baby Supermall in January, 2005, to challenge Babies R Us’ entry into the premium crib bedding market with Wendy Bellissimo.

(PRWEB) February 1, 2005 -- Brandee Danielle reported that Baby Depot will sell the entire BD Baby line in their nationwide chain of stores and on their website. Launched to compete head-to-head against the Wendy Bellissimo line recently introduced by Babies R Us, the new BD Baby crib bedding sets were announced by Brandee Danielle and Baby Supermall in January, 2005, to challenge Babies R Us’ entry into the premium crib bedding (http://www.babysupermall.com/crib-bedding.html) market. Originally thought to be available only to baby specialty stores and selected internet retailers, the decision by Brandee Danielle and Baby Depot to sell BD Baby (http://www.babysupermall.com/main/browse/by-brand-brandee-danielle-bd-baby.html) through this national chain of stores will significantly increase the crib bedding line’s visibility to consumers.

Robert Meier, President of Baby Supermall, indicated that consumer interest in the BD Baby merchandise has been high: “We have received orders for BD Baby crib bedding within hours of first displaying the merchandise on our website. We have received inquiries from customers about BD Baby crib bedding sets that we don’t even have on our website because we don’t yet have pictures. I’ve never seen anything like it.” Baby Supermall will carry the entire line of BD Baby crib bedding and has placed orders with Brandee Danielle for all of the new patterns. “I was confident that BD Baby would be an effective counter to Wendy Bellissimo. I now believe it will also challenge Kidsline (http://www.babysupermall.com/main/browse/by-brand-kidsline.html), Lambs & Ivy (http://www.babysupermall.com/main/browse/by-brand-lambs_ivy.html), and Cocalo (http://www.babysupermall.com/main/browse/by-brand-cocalo.html), who are my primary brands at this price point.” said Meier.

Brandee Danielle is pleased with the industry’s response to BD Baby crib bedding. Michael Wolfe, President of Brandee Danielle, was reluctant to make BD Baby available to Baby Depot when approached by them: “I had told Bob Meier of Baby Supermall that distribution of this merchandise would be limited to baby specialty stores and his website. But Bob was quick to encourage me to seek wider distribution, saying: ‘Don’t worry about me; focus on Babies R Us.’ ”

The addition of Baby Depot as the exclusive national retailer of BD Baby crib bedding will increase the line’s impact on Babies R Us’ Wendy Bellissimo bedding. Baby Depot, a subsidiary of Burlington Coat Factory Corporation, a public company, operates baby products departments that can be found in most of Burlington Coat Factory’s national department store retail chain, with over 350 stores in 42 states. “When combined with the national reach of Baby Supermall’s and Baby Depot’s websites, and hundreds of baby specialty stores, this will put BD Baby in front of all moms; they will be able to see the differences for themselves,” said Wolfe.

The BD Baby line of merchandise will eventually be expanded to over twenty bedding collections in a wide variety of baby room decorating (http://www.babysupermall.com/bedding-themes/baby-nursery-decorating-ideas.html) themes, including: sports bedding (http://www.babysupermall.com/main/browse/sports-bedding.html), frog bedding (http://www.babysupermall.com/main/browse/frog-bedding.html), bugs (http://www.babysupermall.com/main/browse/bugs-bedding.html) and bees (http://www.babysupermall.com/main/browse/bumble-bee-bedding.html), farm animal themes (http://www.babysupermall.com/main/browse/farm-animal-bedding.html), and jungle safari bedding (http://www.babysupermall.com/main/browse/jungle-safari-bedding.html).

Brandee Danielle and BD Baby are trademarks of Brandee Danielle, Inc. Brandee Danielle, a private company founded in 1980, has manufactured premium crib bedding for over twenty years. In January, 2005, they launched three new lines of crib bedding, including the BD Baby collections. Baby Supermall, a private company, is an online retailer of baby products, including: nursery decor (http://www.babysupermall.com/bedding-themes/baby-nursery-decor.html), cribs (http://www.babysupermall.com/main/browse/by-brand-pali.html), and baby safety gates (http://www.babysupermall.com/main/browse/safety-gates.html).

Wendy Bellissimo is a trademark of Wendy Bellissimo Media, Inc.; Babies R Us is a registered trademark of Geoffrey, Inc. Neither of these trademarks is in any way associated with the products or services of Baby Supermall, Brandee Danielle, or Baby Depot.

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