NEW YORK--(BUSINESS WIRE)--This July 2012, BURT’S BEES BABY launches nationwide through a licensing venture with Ayablu, Inc., a “natural” evolution of the iconic Burt’s Bees brand. BURT’S BEES BABY introduces an entirely new genre into the natural, organic markets as a lifestyle brand for babies and moms. The line debuts with a collection of newborn essentials, including apparel, accessories, bath linens and gift sets, and will soon expand into multiple categories across baby, home, and lifestyle. BURT’S BEES BABY has recently launched at select Target stores, Target.com and will be available August 1st at buybuy Baby and BabiesRUs.com. BURT’S BEES BABY will launch its website, www.burtsbeesbaby.com, in September 2012.
“Nearly 30 years ago, the Burt’s Bees brand grew out of a love of nature and a strong commitment to do what’s right by the planet. Now, a leader in natural health and beauty care products, we care for the entire family – including Mama and Baby - from head to toe. We are pleased to extend this beloved brand broader in the lives of our consumers with the Burt’s Bees Baby launch, working with experienced partners that share our values,” says Jim Geikie, Burt’s Bees VP Global Marketing.
“The Burt's Bees brand is a leader in the natural category, upholding a commitment to the environment and to providing healthy choices for its consumers,” says Michelle Visser, CEO of Ayablu, Inc. “With the creation of BURT’S BEES BABY we are building on that tradition by offering families a high quality, organic line of products that starts with babies and expands to the entire family.”
BURT’S BEES BABY will grow beyond newborn essentials to offer additional size zones in apparel and accessories for toddlers and children. New categories will include Gifts, Linens (towels and bedding), Gear (canvas diaper bags, etc.), Health and Safety (for mother and child), Bath and Grooming (expanding existing assortment), Play-time (educational toys, play-mats, indoor and outdoor toys), Seasonal (holiday cards, gifts, décor), Furniture and additional product offerings for the family including Mom, Dad and Sibling.
While high prices and lack of availability often exclude many consumers from the “organic” marketplace, BURT’S BEES BABY will provide high quality, trusted, organic product that is accessible and financially attainable for the mass consumer. For example, a 100% organic three piece newborn apparel set (bodysuit, bib and hat) will retail for $9.99; a 100% organic baby knit terry coverall: $14; a 100% organic cotton hooded blanket: $16; a seven piece "Better Bath Time Basket" (includes a 100% organic cotton robe, hooded towel, two washcloths, and Baby Bee® shampoo, wash and nourishing lotion): $39.99.
The BURT’S BEES BABY's brand mission is to be the #1 organic baby brand in the world, inspired by the tradition of integrity set forth by Burt’s Bees. The line will establish a higher standard in the children’s marketplace, with impeccable quality, outstanding customer service, innovative design and working in harmony with the environment. The culture of caring and ensuring greater good deeply rooted in the corporate tradition of Burt’s Bees will be the epicenter for all BURT’S BEES BABY products and practices. BURT’S BEES BABY will exude the character and spirit of the brand --whimsical, carefree and intent upon doing things in a “better way” -- in a way that is accessible to all.
In addition to e-commerce, www.burtsbeesbaby.com will serve as an educational platform with original editorial content and as a forum for moms and moms-to-be.
About Burt’s Bees Licensing, LLC
Burt’s Bees Licensing LLC is a wholly-owned subsidiary of Burt’s Bees Inc., which has been offering distinctive earth-friendly, natural personal care products for 25 years. From a beekeeper’s backyard in Maine to the leading edge of natural, Burt’s Bees Inc. knows natural body care solutions from head-to-toe, creating products for total skin health that keep The Greater Good® top of mind. Burt’s Bees Inc. products are available in the United States and nearly 20 markets worldwide as well as on its website www.burtsbees.com.
About Ayablu, Inc. Leadership
With over two decades of experience in children’s brand building and product design, the Ayablu, Inc. leadership team has extensive knowledge of how to create and produce high quality merchandise.
Michelle Pergament Visser, CEO: Michelle has more than 20 years of experience in the kids market. She launched childrens brands for Ralph Lauren, Tiffany & Co, and Lucky Kids. She also held Senior Executive posts at such brands as Pottery Barn Kids as well as Nike for Kids.
Maria Nyline-Asker, President: Maria first worked with Michelle over 15 years ago and also has almost 20 years of design, product development, licensing, operational and merchandising experience. She held senior positions at Perry Ellis International, Gruppo GFT, Joseph Abboud and Waterworks, Inc.
With their experience in retail, passion for sustainable brands and expertise with the baby and children’s markets, they will position the brand as the leading authority on all natural needs surrounding a baby, from pre-natal through toddler.
Burt’s Bees Baby™ is a trademark of Burt’s Bees, Inc. and used under license by Ayablu, Inc., an independent licensee.