Multi-function Confusion

It is actually amazing how much I have learned in the last 3.5 years of owning These Two Girls, LLC. and running our brand Rain or Shine Kids. When I have conversations with industry people, or even business folks not from the children's industry, I can hold my own now. I understand terminology and processes I had no idea about even 2 years ago. It is very rewarding.

One big thing I have learned about when dealing with large stores (REI, Target, Babies-R-Us, etc.) is that a multi-functional product has a much harder time being placed with these big boys than specific use products. Here is why. Buyers from big box stores have what they call an 'open to buy', i.e., their budget for buying product in their specific category. So a blanket/bedding buyer will only be looking at products that fit into blankets and bedding. Say a blanket product can also be used as a nursing cover, stroller accessory, etc. the buyer is more likely to skip that product and focus on something that fits nice and neatly within their category description. Should they decide to choose the product for the online store, it can be very difficult to have it placed in any other category than that which the buyer purchases for. So although a product might be a stroller blanket, if the blanket/bedding buyer purchased it, good luck getting it listed as a stroller accessory, or carrier accessory. It's crazy. Also, multi-functional products cause problems with big-box stores when they try to merchandise it. Does it belong with strollers, blankets, carriers, nursing covers? This alone can keep buyers from picking up the line.

So, although all the research says parents are searching for good quality multi-functional products for their babies, getting these products on the shelves is harder than you would think. I guess we need to stop thinking outside the box people. OR, you can design both multi-functional and specific...hmmmm.