Understanding The Baby & The Baby Category: The Key To Balboa Baby’s Success

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Despite a poor year in retail, Balboa Baby, a newcomer in the juvenile category, experienced sales increase of more than 300% in 2009! This year they are predicting an additional 200% growth.

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Millions of babies are calmer and better adjusted as a result of being carried in baby slings closer to their parents and more aware of their parents’ own bio rhythms. I would never minimize the tragedy of the recent death of babies in slings; however, it is imperative that parents know the proper way to use slings.

Despite a poor year in retail, Balboa Baby, a newcomer in the juvenile category, experienced sales increase of more than 300% in 2009! This year they are predicting an additional 200% growth. The company’s unique combination of knowing the consumer coupled with an understanding of the category positioned them for success, even in a down economy.

Balboa Baby was started in 2007 initially focusing on baby slings and slowly expanding to include other must-have products for new parents. Company president Noel Pepys is from a family very familiar with the juvenile category; however, marketing know-how was only part of the equation. The company also aligned itself with one of the country’s leading pediatricians, Dr. William Sears, whose expertise was constantly tapped as new products were developed to meet the needs of babies.

The Pepys Family: Experts in the Juvenile Category

The Pepys family is a family of brand builders, and they have all had an incredible impact on the juvenile industry, responsible for generating revenues of millions of dollars. Matriarch Shirley Pepys is an icon in the industry as the innovator behind one of the first coordinated juvenile bedding companies, NoJo, Inc. Her philosophy of combining style and function is a quality that is evident in all Pepys family businesses. Daughter Renee Pepys created CoCaLo, Inc. ten years ago, a manufacturer of infant bedding and accessories where brother Max Pepys is in management. Both mother and daughter built their businesses from scratch, growing them to the point of becoming attractive acquisitions by publicly traded juvenile companies. Youngest daughter Tiffany Pepys has recently opened her own design studio following a 20 year stint at St. John Knit.

Dr. Sears, “America’s Leading Pediatrician” Joins forces with Balboa

But it was the addition of Dr. William Sears to the Balboa Baby management team that launched the company to the forefront in the juvenile category. He is actively involved, along with his family of medical professionals, in the creative development of many Balboa Baby products, including slings, nursing cover and nursing pillow. “Although I have been a physician for over 30 years, it’s probably my hands on experience with our eight children that lead me to work with Balboa Baby,” comments Dr. Sears. “My wife Martha, a childbirth educator and lactation consultant, and my daughter Hayden Sears Livesay who has three young children are also part of the team that works with Balboa Baby to create products that parents not only want, but ones that also work to fill a real need in everyday life with baby.” Son Dr. Robert Sears is also a pediatrician and co-author of the Sears Parenting Library, and Dr. James Sears, pediatrician, is host of the popular syndicated show, “The Doctors!”

Dr. Sears’ strong belief in the physical aspect of the baby/parent connection as a critical part of a newborn’s life has lead him to become one of the most outspoken proponents of babywearing and the use of baby slings. “Millions of babies are calmer and better adjusted as a result of being carried in baby slings closer to their parents and more aware of their parents’ own bio rhythms. I would never minimize the tragedy of the recent death of babies in slings; however, it is imperative that parents know the proper way to use slings.” The Sears family has used slings for over two decades, beginning with ones sewn by Mrs. Sears herself. The Dr. Sears Adjustable Slings have been on the market for 25+ years, and there have been no reported injuries associated with the slings or with the new Balboa Baby Dr. Sears Adjustable Sling.

For more information on Balboa Baby, visit http://www.balboababy.com. To learn more about Dr. Sears, visit http://www.askdrsears.com.

Contact:
Alise Kreditor
516-482-4866
afkkmc(at)aol(dot)com

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