Infant feeding line to quench Babies R Us thirst for store-brand items

Retail giant sees creation of its own brand as a sensible step to building on goal of becoming a one-stop shop for parents.

Of all of the products being launched by Babies R Us, a branch of Wayne-based toy giant Toys R Us, this fall, Larry Azar said he’s most excited about the infant and toddler feeding line being expanded.

Azar, vice president of product development for juvenile and apparel, said the company is building off its success in store-brand products — which started three years ago with diapers and formula — by launching additional 1,600-plus products this fall. The line ranges from strollers and car seats to bedding and apparel.

Calling it a “labor of love,” Azar said the infant and toddler feeding line is something the company is very proud of.

“It’s an entire system,” Azar said. “It’s got great style, great design elements to it, an incredible value proposition behind it. It’s definitely something that we believe is a true game changer for us, because that’s something you don’t see in the industry.”

The system, labeled under the “Purely Simple” brand, offers everything from drying racks for bottles, sanitizers, pacifiers, formula and even a food processor designed to create purees. The company also packaged a “starter set” for new parents that includes a bottle brush and two bottle sets.

“It certainly speaks to our overall company strategy of offering a differentiated product that is exclusive to us that our consumers and guests can’t get anywhere else,” Azar said. “The results have been really, really exciting for us, and (have) allowed us to look at the different categories of business that we felt made sense based upon having an overall comprehensive look to our brand.”

Azar said adding comprehensive lines of products to the Babies R Us stores, particularly the locations with a combined retail space for Toys R Us, will help the retailer become the “one-stop-shop” for moms and leverage the company’s entire portfolio for every customer.