Coe gives home ample play at Babies‘R’Us

When a designer comes up with a new program, frequently apparel gets the greatest visibility. However, the new Amy Coe line at Babies“R”Us has home furnishings at its heart.

The line’s history could be traced to 1983, when Coe began using vintage cotton textiles to produce unique throw pillows. After her daughter’s birth, Coe concluded that the juvenile marketplace lacked sophisticated patterns that moms needed to establish stylish nurseries, so she expanded her line to include baby bedding and accessories.

In many ways, the Amy Coe Collection at Babies“R”Us centers on bedding sets and infant furniture. Coe also offers a bath collection, room decor and mealtime accessories.

The Babies“R”Us partnership marks a Coe first. “This is my first foray into furniture,” the designer told Retailing Today. Two furniture collections including cribs, dressers and changing tables are mounted under the titles Westport and Stamford. Stamford is constructed in dark walnut, while Westport is in white with pecan accents. Also available are an ottoman and a rocker/glider in chocolate brown. Graphic artwork, colorful rugs and storage items are offered to accessorize the nursery.

The Coe Collection features four new bedding designs: Pink Pop, Dot 2 Dot, Zoo Baby and Simply Swirl. Each has its own identity, combing stripes, dots, swirls and patterns. Accessories, such as frames, albums, bibs, towels and washcloth sets, burp cloths and splat mats, provide fashionable accents.

Beyond home furnishings, the Coe collection includes layette and diaper bags, infant and toddler apparel and plush.

With friends and relatives in mind, Coe incorporated gift giving into the line with fun presents like piggy banks that can be used as bookends and baby books that can be accessorized with elements such as folders. Coe also worked with American Greetings on a wrapping paper and gift bags line.

Babies“R”Us prices the Coe collection to be broadly affordable, but individual price points can reach $429 for a dresser. So, the spending tolerances of grandparents, aunts, uncles and gift registry participants, which may be greater than that of mom and dad, come into play.

Coe asserted that the line helps create a fashion statement at Babies“R”Us that will enhance its position as a destination for the full range of baby needs.