Babies”R”Us® today announced that it has partnered with world-renowned model, fashion icon and mom of four, Heidi Klum, to create an exclusive collection of affordable luxuries for little ones. This is an interesting development for the brand at a time where British baby and childrenswear retailer Mothercare has recently announced closure of a substantial number of stores. The move to release the range solely in North America and online is clearly a considered one.
This new collection, Truly Scrumptious by Heidi Klum, will be available at Babies”R”Us stores across North America and online at Babiesrus.com beginning this fall.
From apparel and accessories perfect for mixing and matching, to furniture, bedding, room decor and gear featuring fun, colourful patterns as well as optimal functionality, the collection is being designed for newborns, infants, toddlers and growing kids. The fall apparel assortment will include layette for little ones up to 24 months as well as whimsical playwear and separates for kids from 2 to 5 years.
With nearly a decade of mum know-how and a unique perspective from her work in the fashion and entertainment industries, Heidi Klum is drawing upon her own experiences to create a line of distinctive baby products with a fresh look, feel and practicality that mothers will love. Klum has personally conceptualized and designed the Truly Scrumptious collection and applied her very own “mum stamp of approval” to each item that will be available at Babies”R”Us.
Further details on the product assortment will be announced at a later date.
Source: Toys”R”Us, Inc.