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Publisher's Column

Add Maternity...

I have often wondered why more juvenile product stores do not add maternity apparel to their inventory. Retailers do not have to start off by offering a wide range of maternity fashions. You can start off by offering basic maternity tops and jeans. Once you develop a certain comfort level, add more to the line.

There are many reasons for adding maternity to your offering:

1. Mark up on clothing can be very attractive.
2. Displaying maternity does not take up much space as compared to furniture, thus your per square foot profit will be higher. Effective merchandising can help you utilize wall space that traditional juvenile products stores do not use efficiently.
3. New moms start purchasing furniture and other accessories just when they need maternity clothing as well. Why not offer then something for themselves that they need right then?
4. With more women working, the demand for stylish maternity clothing is skyrocketing.
5. The hardest part of selling is identifying a buyer and getting them into your front door. You already do this ...why not capitalize on it?

We have been doing a supplement entitled "& Maternity Boutique" in recent issues of Baby Shop magazine. In this issue, we provide you with a fairly extensive listing of maternity manufacturers and suppliers. Please refer to page 68 to review this. Consider this a nudge to add maternity!

~ Naresh Dewan, Publisher