Merchandise: Children’s Furnishings Catch On

“The same margins are [there] in kids’ furniture as there are in furniture for the home,” says Syverson. “They are passing shipping on to the customer either by burying it in the price or adding it on through shipping and handling.

“People can look at a whole theme and buy almost everything on a page. It’s one-stop shopping. For time-pressed baby boomers, it’s great because someone else has figured out all the accessory pieces. The other side is, some love the uniqueness of the piece, so it is worth the shipping cost,” she says.