'Child of Mine' born at Wal-Mart - infant products from Carter's - Brief Article

DSN Retailing Today, Sept 8, 2003 by Emily Scardino

BENTONVILLE, ARK. -- Wal-Mart and Carter's have just given birth to a new line, Child of Mine. A broad range of infant sleepwear, layette, bedding, toys and room decor is rolling into all stores this back-to-school season. Like Kohl's and Target, Wal-Mart views value-priced national brand exclusives as key to its future, and this Carter's line is the latest addition to its staple of department store names. It will also help grow the $7.2 billion current share of the infants' wear market currently held by mass retailers.

"We are pleased to introduce the Child of Mine collection to customers," said Celia Clancy, senior vp, gmm for Wal-Mart Stores Inc. "From head-to-toe apparel to everything for the nursery, this trusted brand allows us to continue offering the quality products that our customers have come to expect from us."

Quality is a trait that both Wal-Mart and Carter's emphasize with regards to their new line, and is one of the reasons Carter's has remained a top name in infantwear for more than 135 years. Despite the lower price points, both partners are focused on keeping product premium.

"The Child of Mine brand makes quality children's apparel more accessible to millions of consumers," said Fred Rowan, chairman and ceo of Carter's. "This launch has the potential to grow the $19 billion-plus category by tapping into consumer needs that are unfulfilled by current product lines."

These needs translate to high-quality fabrications, embellishments and constructions that differentiate Child of Mine from the fine-gauge jersey boxed sets and onesies common on the mass market. It is truly a lifestyle line of apparel and nursery decor items, a very distinctive program for a mass retailer. Apparel and layette items are coordinated to one another, making Wal-Mart a one-stop resource for infant needs.

Child of Mine includes apparel for 0 to 24 months, and sleepwear encompasses toddler sizes as well. Apparel is pastel stud classic in design, with a higher-end construction than is typically found at mass. The line also includes bibs featuring a broad array of patterns, caps, booties, hooded bath towels and layette gowns. The extensive line also includes a wide assortment of decor and accessories, from bedding to memory books, lamps, plush, mobiles and even diaper bags.

The combined forces of the top name in infant products and America's top retailer, as well as 4 million births in the United States annually, are certain to grow the category.