Babies ‘R’ Us Unveils Cynthia Rowley Baby Collection

This summer, Babies ‘R’ Us quietly launched the Hooray by Cynthia Rowley collection, the first-ever baby line by the New York-based women’s wear designer, made exclusively for the chain. Last week, the full fall/winter collection was revealed, showcasing mix-and-match layette and playwear pieces plus a sampling of holiday styles.

Rowley didn’t want to just dabble in children’s wear, which is why a partnership with a major retailer appealed to her, reported Maureen Watson, senior vice president and chief merchandising officer for Babies ‘R’ Us. Teaming with the major retailer also helped Rowley reach as many parents as possible, and she was adamant that her line be accessible—the collection retails for $7.99 to $29.99. “I think that baby clothes should be reasonably priced,” the designer stated. “People can’t believe the combination of the quality, the price and the style—it makes everything so easy.”

“It’s differentiated, specialized product,” Watson added said, noting Rowley’s separates reflect an adult sensibility and can be put together to create traditional or funky outfits. Fall options include layette, denim, chunky grandpa sweaters, plaid flannel coveralls, polka dot dresses and metallic motifs for holiday. Several styles are unisex, and some feature trompe l’oeil imagery or heart-shaped elbow patches. Tights, shoes, bibs, blankets and diaper bags are also available, and Watson noted the accessories options will expand in the future with room décor items, strollers and more.

Layette sizes run from 0 to 24 months; playwear comes in sizes 3 months to 48 months. The line is available at 155 Babies ‘R’ Us locations. Visit www.babiesrus.com.

Read the August issue and learn more about: Behind the scenes of the upcoming spring season Recession-busting tips from veteran retailers A statistical analysis of the Canadian market Swim fashion Plus: The Little Steps Spring ’10 shoe supplement Coming In September: A Spring ’10 trend report A spotlight on new products bowing at ABC Kids Expo The top launches from the New York shows Catching up with the Kids In Distressed Situations charity Plus: Infant and toddler fashion