Babies ‘R’ Us has announced that its new exclusive brand from Heidi Klum, Truly Scrumptious, will be available in stores across North America and online Sept. 15.“Heidi Klum is known for her undeniable fashion sense, but she’s also a hands-on mom of four who is representative of the millions of mothers who shop with Babies ‘R’ Us for the coolest mom must-haves, newest apparel and the latest gear,” says Neil Mulhall, vice president, divisional merchandising manager, Babies ‘R’ Us.
The first product line will include apparel for newborns and toddlers, bedding, décor, furniture and a stroller. Babies ‘R’ Us expects to release multiple collections from the brand each year.
“I always knew that I wanted to create great items for children, but I wanted to find a home where all of my ideas for babies and kids could be under one roof with a company that is truly the authority in the world of babies and kids,” says Klum. “I designed this first collection not only with adorable kids in mind, but I thought of all the little details to make things easier on moms, too. From cool and stylish mix-and-match apparel, to fun and colorful floor-to-ceiling room décor, my Truly Scrumptious line has it all.”
In anticipation of the brand’s launch Babies ‘R’ Us has created a dedicated microsite (Babiesrus.com/HeidiKlum) to give sneak peaks of the assortment before it’s available for purchase.