Another baby on board for Aussie childrenswear market
Frustrated by cartoon designs in baby clothing and bedding, the company will release its "grown-up" collection through Australian retailers and boutiques in October.
Distributed by ACT-based company Cinnamon Bear Distributors, the range will be stocked at stores in Sydney, Bowral, Coffs Harbour and at online retailer The Hip Infant. Director Louise Dalglish Smith said that while local operations are still growing, the brand is experiencing an expedential boom in the North American and Canadian market. With major stockists now including Target USA and Amazon in Canada, the company has been eyeing the ripe Australian market for some time.
"An Australian retailer advised me that there was a Canadian company looking for a distributor in Australia, " Dalglish explained. "I had just come from a holiday on the West Coast of Canada visiting my in-laws and had seen Babylicious. I thought the fresh designs were a nice change to ABC and teddy bears and the rest, as they say, is history."
While the collection features a wide range of bedding apparel and sheets, it also includes basic, teething, eating and wash-and-wear bibs, slippers, accessories and sleepwear. Employing an theme of spots and stripes, the range is split into four categories: groovy blue and pink, posie, happy and islands and is priced from $10 to $320.
Manufactured in China and made from 100 per cent cotton, nylon and polar fleece, the brand is targetted at mothers and ideally packaged for baby showers. Dalglish said the brand's main emphasis is simple design and packaging at a "descent price."
"The ultimate goal is to have every baby in Australia have at least one piece of Babylicious."