buybuy Baby Debuts Exclusive Collection
Buybuy Baby is launching ever & ever, the retailer’s second exclusive brand that is now available in stores and online.
The new collection includes apparel, bedding, furniture and more, and reflects a modern interpretation of classic styles for everyday play, inspired by the sweetness of early childhood, the retailer said.
"Our customers have shared that they're eager to parent in their own way, while calling on some of the sweet, nostalgic aspects of their own childhood," said Patty Wu, executive vice president and brand president of buybuy BABY. "We're harnessing that nostalgia through ever & ever – to deliver classic style with modern details through quality, style-led designs that can be passed down between siblings and generations for years to come."
The collection includes Greenguard certified furniture, featuring coordinating items such as convertible cribs, chests, nightstands and dressers in grays, browns, and classic white. Decor offers whimsical watercolor artwork, detailed braided rugs and storage bins and hampers made from rope and ruffled fabric.
Apparel ranges from soft and earthy tones to classic prints, and includes ruffle and pocket detailing in sizes preemie through 4T. Bedding collections and bath items round out the line in a variety of themes and patterns. Select products within bath, bedding and apparel are OEKO-TEX certified from more than 300 harmful substances.
ever & ever products are available exclusively at buybuy BABY stores and online at buybuyBABY.com.
In November, buybuy Baby debuted mighty goods, its initial exclusive brand that includes apparel, hooded bath towels, blankets, bibs, washcloths and bodysuits.
The launch of ever & ever comes as buybuy Baby’s parent company, Bed Bath & Beyond, struggles to stay afloat following a 33% drop in year-over-year sales in the company’s fiscal year third quarter. Officials with the retailer have previously said they are exploring various options to secure the company’s finances, which includes the possibility of a bankruptcy filing.
The retailer has taken several steps as part of its effort, which includes revamping its product assortment to include more national brands and reducing its assortment of private label collections at Bed Bath & Beyond flagged stores.