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Crate & Barrel Relaunches Kids Division Inside Existing Stores

Crate & Barrel is relaunching its brand for kids, moving merchandise inside stores to capture the attention of shoppers even before they consider starting a family.

The closely held home-furnishings retailer is renaming Land of Nod, which operated five standalone stores and two outlets, as Crate & Kids, according to a company representative. It will debut March 7 and be integrated into more than 40 Crate & Barrel stores by early April. All Land of Nod stores will be closed by the end of May.

Crate & Barrel, owned by Hamburg-based Otto Group, is making the move to broaden its customer base. With a thriving wedding registry business, the company sees children as the next phase in many of its customers’ lives.

“It was natural to welcome kids into the mix,” Crate & Barrel Chief Executive Officer Neela Montgomery said in an emailed statement. The move will give customers “the ability to shop and register for everything in one place.”

As consumers invest in their residences as U.S. home prices rise, Crate & Barrel faces an expanding competitive landscape, from legacy retailers like Williams-Sonoma Inc. to Target Corp.’s new home lines and TJX Co.’s 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.

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