(Bloomberg)—Crate and Barrel is relaunching its brand for kids known as Land of Nod. The home furnishings retailer is moving the Land of Nod merchandise into Crate and Barrel stores and online to CrateandBarrel.com to capture shoppers’ attention before they start a family. Crate and Barrel is renaming Land of Nod, which operated five standalone stores and two outlets, to Crate & Kids, according to a company representative.
The new Crate & Kids will debut March 7 online when LandofNod.com will “come home” to CrateandBarrel.com. All Land of Nod product also will be integrated into more than 40 Crate and Barrel stores by early April. All Land of Nod stores will be closed by the end of May.
Crate and Barrel, owned by Hamburg-based Otto Group and No. 78 in the Internet Retailer 2017 Top 500, is making the move to broaden its customer base.
With a thriving wedding registry business, the retailer sees children as the next phase in many of its customers’ lives.
“It was natural to welcome kids into the mix,” Crate and Barrel CEO Neela Montgomery said in an emailed statement. The move will give customers “the ability to shop and register for everything in one place.”
Home goods is the fastest‑growing product category online in 2016, according to Internet Retailer 2017 Home Goods Report. And Crate and Barrel ranks third in the home accessories category based on its 2016 web sales, which grew 10.5% in 2016 over 2015. Additionally, online sales for Crate and Barrel accounted for approximately 44% of the brand’s revenue, according to the Otto Group’s 2016/17 annual report.
As consumers invest in their residences as U.S. home prices rise, Crate and Barrel faces an expanding competitive landscape, from legacy retailers like Williams-Sonoma Inc. (No. 23) to Target Corp.’s (No. 20) new home lines and TJX Cos Inc.’s (No. 127) HomeGoods chain.
Land of Nod was founded in 1996 and acquired by Crate and Barrel in 2001.
Putting the brands under one roof could also help boost sales. People shopping for kids’ furnishings might “discover some things they may just want for themselves, too,” Montgomery said.