Kmart targeting juveniles with four RTA bedrooms
By Carole Sloan -- Furniture Today, March 5, 2006
Hoffman Estates, Ill. — Kmart is moving into juvenile furniture with four ready-to-assemble bedrooms, launched in the discount chain's Sunday circular late last month.
"We never offered juvenile furniture before," said Marie Brown, divisional sales manager, Kids World for Kmart. "We saw a great opportunity to bridge our assortment between infants furnishings and adult."
Kmart last year expanded its adult RTA furniture beyond the Martha Stewart Everyday program, adding a Kmart Essentials line of living room, bedroom, dining room and kitchen furniture.
The new juvenile collections include Logan, a clean-lined, four-piece boys group in blue and toffee that retails at $550.
Madison is designed as a girl's first bedroom — a traditional style with white and gold accents — and retails for less than $650.
Shown in the infants area, Geneva is a natural-finish contemporary style, while Lexington is a traditional style with a cherry finish.
The cribs in both groups will convert to daybeds or full-size headboards.
"We see the furniture growing with the child," Brown said. She said the furniture has "done very well. We're very excited about it."
Dorel Asia is the key furniture supplier, she said.
Kmart also is selling mattresses for the beds, and carries top-of-bed products for youth bedrooms.
"We're offering a complete bedroom — a one-stop shopping opportunity," Brown said.
Mattresses aren't physically shown on the floor, but can be ordered in the stores and are promoted on in-store signage and in the circular. The twin-size mattress is $39.99.
All mattresses comply with California flammability regulations and will be compliant with new federal regulations by January 2007, six months before the rules take effect, Brown said.
The complete juvenile program is offered online at kmart.com.
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