Bassett Gives Birth To Baby Products Alliance

August 13, 2007  by in UnCategorized   

By Home Furnishings Business in Case Goods on August 2007 Bassett Furniture, Bassett, Va., is teaming up with baby products maker Babylicious Gear Ltd. to create a line of bedding and other products under the Bassettbaby brand name. The companies plan to unveil new Bassettbaby products at the ABC Kids Expo in Las Vegas next month.

“Our new relationship with Babylicious is outstanding from a product and conceptual standpoint of branding,” said Lex Bendall, vice president of Bassett Juvenile. “We will work with Babylicious in creating exciting designs in infant bedding and essentials. Bassett has one of the most trusted and recognizable names in the infant furniture business, and this partnership is a major step in leveraging that trust and brand recognition to other infant product categories.”

Bassettbaby’s partners in branded products include Babylicious for infant bedding and accessories, and Kids Preferred for plush. Bendall said the brand plans to add more product categories in the near future.

“This new partnership is a perfect marriage between our burgeoning baby bedding company and a well-established baby furniture manufacturer,’’ said Tina Barkley, president of Vancouver, B.C.-based Babylicious Gear Ltd., whose products are available in more than 350 boutiques across the country, as well as Target.com and FAO Schwartz.

Bassettbaby cribs and case goods are sold through specialty stores and mass merchants.