Merchandise: Children’s Furnishings Catch On

Andrea Syverson, president of catalog consulting firm IER partners, says the allure for consumers is the uniqueness of the line, which wasn’t offered when baby boomers were young.

“Theming in kids’ decor wasn’t available [when they were kids]. [The parents] have taken a designer approach to kids’ rooms like they have taken to the whole house,” says Syverson.