Launch of Second Story Home taps broader market for furniture industry leader Baby Appleseed

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New flagship brand to focus on stylish design for all areas of the home

Baby Appleseed and Karla Dubois, veteran brands of juvenile furniture manufacturing, have announced their entry into the full-home market with the launch of Second Story Home.

Company leaders expect Second Story Home to become their new flagship brand, strengthening their mission of making exceptional home decor more accessible to today’s modern families. After 18 years in the juvenile furniture market, they sought to continue the company’s legacy of versatile, unique designs by reaching beyond the nursery to every corner of the home.

According to CEO and Co-founder Neill Herbert, Second Story Home designers are committed to breaking through the clutter to ensure great style is within reach.

“We didn’t want to be another personality our customers had to follow or try to be exclusive with crazy markups,” he explained. “We felt the best way to serve our audience was just to make amazing furniture at fair prices. Let’s give them that first great piece that inspires them and reassures them that they are capable of creating a space they love.”

In its first significant step, Second Story Home enters the adult furniture space with two new living room sets: the mid-century Holloway collection and the simple contemporary Remy Collection. Each features a sofa, loveseat, and armchair. Other offerings are also anticipated, including the ultra-modern Noah accent chair and a classic wingback rocker for the nursery in a salute to their industry roots.

Herbert said he is enthusiastic about the company’s new chapter, adding: “After decades bringing satisfaction to new parents, it’s fulfilling to serve those customers through multiple phases of their lives. With a legacy of inspiring design and an eye towards the future, Second Story Home is a brand that pushes through the noise to help today’s consumers create a home that they can be proud of.”

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Katie Gerdts
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Mid-Century living room featuring the Holloway Sofa and Armchair in Burnt Orange