Creations Baby, a division of Home Meridian and Pulaski Furniture, has called it quits, several industry sources tell Baby Bargains. One large East Coast dealer for the brand said the company has pulled the plug on its nursery furniture business after struggling to gain traction in the segment.
Creations was launched in 2007 amid much fanfare, as Home Meridian International sought to expand into juvenile furniture, following the footsteps of other adult brands like Stanley (Young America). But the production problems and management turnover hobbled the brand, which never gained significant market share in the hotly competitive $500 to $700 price range for cribs and dressers. Creations did land a few exclusives at Buy Buy Baby, sold under Lullabye CoCo Bear, but this didn’t produce enough sales to continue the brand.
Part of Creations undoing was its lack of original styling—much of its furniture featured me-too designs found in other lines, often for lower prices. Creations was outflanked on design by Munire at the high end and by Young America by Stanley in customization options.
The upper-end furniture market has never quite recovered from the 2008-09 recession and baby bust that followed. Young American by Stanley sales, for example, suffered a massive 56% decline from 2008 to 2012. And sales are continuing to slide, dropping another 5.8% in 2012 from 2011. Young America would have posted a $9 million loss last year if it wasn’t for subsidies from the U.S. under the Continued Dumping and Subsidy Act.