Babies R Us Acquisition will Accelerate Attack on Wendy Bellissimo Bedding

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The recent acquisition of Babies R Us, with its Wendy Bellissimo crib bedding, has caused Brandee Danielle to accelerate the roll-out of its new BD Baby brand of crib bedding. Encouraged by the high level of interest shown by consumers, Brandee Danielle intends to swiftly expand the line, move it out to the floors of hundreds of stores, and launch a national advertising campaign.

The announced acquisition of Babies R Us by an investment group has encouraged Brandee Danielle to alter plans for its new BD Baby brand of crib bedding. BD Baby was launched in January 2005 to compete head-to-head against the Wendy Bellissimo line recently introduced by Babies R Us. The new BD Baby brand swiftly overtook all other brands of crib bedding being marketed by Baby Supermall, the internet retailer that led the initial product launch. Brandee Danielle reported that demand for its BD Baby merchandise from hundreds of baby specialty stores, national baby store chains (including Baby Depot and JC Penney), and internet retailers has been overwhelming, convincing them to expand the brand far beyond the ten patterns originally planned. The recent acquisition of Babies R Us has given Brandee Danielle further reason to expand the line and begin an intensive national marketing effort.

Robert Meier, President of Baby Supermall, is amazed at the consumer interest in BD Baby merchandise after only two months: “My four best selling crib bedding patterns are BD Baby crib bedding collections; ten of my top fifteen are BD Baby. This success is in spite of the absence of any national consumer or industry advertising programs that are generally necessary to cause this level of consumer demand. This must be negatively affecting sales of Wendy Bellissimo bedding at Babies R Us.”

More important than the success of BD Baby crib bedding, is the long-term implications on the future of crib bedding merchandising. Manufacturers have historically spent months developing new crib bedding patterns and marketing them to retailers, forcing retailers to guess which patterns would appeal to consumers. In contrast, BD Baby was launched directly to consumers through the Baby Supermall website. The consumer preference information gained was invaluable to Brandee Danielle when speaking with other retailers – knowing, not guessing, which patterns would be popular with consumers.

Said Michael Wolfe, President of Brandee Danielle: “Baby Supermall is redefining the marketing of crib bedding. Their website has been carefully designed to satisfy customer needs throughout their process of shopping for crib bedding. Not just a simple online catalog, they have developed a unique customer-friendly shopping experience that enables them to show and market our merchandise like no other internet retailer. The swift success of the BD Baby brand launch has caused me to totally rethink my approach to introducing new crib bedding patterns.”

First released to compete against four new Wendy Bellissimo patterns introduced by Babies R Us, the BD Baby brand has swiftly moved from being a spoiler to being an industry leader. Brandee Danielle now intends to offer dozens of new BD Baby crib bedding patterns – launching them through Baby Supermall, and swiftly rolling out successful patterns to other interested retailers. Anticipating some distractions at Babies R Us as it deals with the effects of its recent acquisition by an investment group, Brandee Danielle sees this as a perfect opportunity to help competing retailers launch an offensive in the nursery décor product category. Said Meier: “I have seen four new BD Baby patterns that will be released on Baby Supermall within two weeks. Each looks like a potential blockbuster. Brandee Danielle plans to present them to the rest of the industry at a JPMA (Juvenile Products Manufacturers Association) conference in May - already knowing the level of consumer interest.”

Brandee Danielle and BD Baby are trademarks of Brandee Danielle, Inc. (, a private company that has manufactured premium crib bedding for over twenty years. Baby Supermall is a trademark of Baby Supermall, LLC; its website,, has been selling baby products on the internet since 1998.

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 or Brandee Danielle.

Use the following links to access various resources at Baby Supermall:

Brandee Danielle Bedding

Baby Bedding

Crib Bedding

Nursery Bedding

Infant Bedding

Nursery Themes

Baby Nursery Decor

Nursery Decorating Ideas

Baby Room Decorations

airplane bedding

animal bedding

butterfly bedding

car truck transportation bedding

chenille bedding

duck bedding

fire truck bedding

gingham bedding

monkey bedding

moon star bedding

nautical bedding

plaid bedding

jungle safari bedding

snoopy bedding

sports bedding

toile bedding

train bedding

turtle bedding

western cowboy bedding


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Robert Meier
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