And while discount retailer Kmart has added Martha Stewart Everyday Baby bedding and accessories, the Martha Stewart name doesn't necessarily translate into high prices. The quality and the style of it is definitely upscale, but our price line is not. For example, Bellini emphasizes how the versatility of its baby furniture can be a good investment. That was a strong selling point to Geiger when she was planning her son's nursery. Geiger wanted a traditional look for the baby's room, with vintage teddy bears, a wrought-iron light fixture with frosted glass and an antique rocking chair.
Antiques only go so far.
When you're up in the middle of the night three or four times, I needed something comfortable to sit in. Baby luxe is also a natural outgrowth of the whole emphasis on the home in recent years. For example, Williams Sonoma, which produces the Pottery Barn Kids catalogue, is planning to open a chain of Pottery Barn Kids stores, which currently don't exist. Meanwhile, Neiman Marcus last year introduced NM Child, a catalogue devoted to upscale children's merchandise. Even baby lotions and potions have gone up upscale.