Babies R Us Bedding Under Attack from Baby Depot Brandee Danielle and Baby Supermall

February 1, 2005 -- Brandee Danielle reported that Baby Depot will sell the entire BD Baby line in their nationwide chain of stores and on their website (www.bcfdirect.com). Launched to compete head-to-head against the Wendy Bellissimo line recently introduced by Babies R Us, the new BD Baby crib bedding sets were announced by Brandee Danielle and Baby Supermall in January, 2005, to challenge Babies R Us' entry into the premium crib bedding market. Originally thought to be available only to baby specialty stores and selected internet retailers, the decision by Brandee Danielle and Baby Depot to sell BD Baby through this national chain of stores will significantly increase the crib bedding line's visibility to consumers.
   
Robert Meier, President of Baby Supermall (www.babysupermall.com), indicated that consumer interest in the BD Baby merchandise has been high: "We have received orders for BD Baby crib bedding within hours of first displaying the merchandise on our website. We have received inquiries from customers about BD Baby crib bedding sets that we don't even have on our website because we don't yet have pictures. I've never seen anything like it." Baby Supermall will carry the entire line of BD Baby crib bedding and has placed orders with Brandee Danielle for all of the new patterns. "I want to be able to ship all of these patterns to customers within the next two weeks," said Meier.

Brandee Danielle is pleased with the industry's response to BD Baby crib bedding. Michael Wolfe, President of Brandee Danielle, was reluctant to make BD Baby available to Baby Depot when approached by them: "I had told Bob Meier of Baby Supermall that distribution of this merchandise would be limited to baby specialty stores and his website. But Bob was quick to encourage me to seek wider distribution, saying: 'Don't worry about me; focus on Babies R Us.' " The addition of Baby Depot as the exclusive national retailer of BD Baby crib bedding will increase the line's impact on Babies R Us' Wendy Bellissimo bedding. Baby Depot, a subsidiary of Burlington Coat Factory Corporation, a public company, operates baby products departments that can be found in most of Burlington Coat Factory's national department store retail chain, with over 350 stores in 42 states. "When combined with the national reach of Baby Supermall's and Baby Depot's websites, and hundreds of baby specialty stores, this will put BD Baby in front of all moms; they will be able to see the differences for themselves," said Wolfe.

Brandee Danielle and BD Baby are trademarks of Brandee Danielle, Inc. Brandee Danielle, a private company founded in 1980, has manufactured premium crib bedding for over twenty years. In January, 2005, they launched three new lines of crib bedding, including the BD Baby collections. Baby Supermall, a private company, is an online retailer of crib bedding, nursery decor accessories, and other baby products. Its website, www.babysupermall.com has been selling baby products on the internet since 1998.

Wendy Bellissimo is a trademark of Wendy Bellissimo Media, Inc.; Babies R Us is a registered trademark of Geoffrey, Inc. Neither of these trademarks is in any way associated with the products or services of Baby Supermall, Brandee Danielle, or Baby Depot.




Babies R Us Bedding Under Attack from Baby Depot Brandee Danielle and Baby Supermall

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