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Morning sickness: Competition from online outlets will threaten growth from a rising birth rate


Durable Baby Goods Stores

The release of pent up demand caused by a low birth rate and low spending during the years prior to 2010 has manifested in increasing sales over the past five years. Over the period, this industry has also benefited from the rise in baby fashion. This trend, for the most part inspired by celebrities' babies, has attracted the attention of many apparel and accessory designers and has also crept into the durable baby goods market. This development was especially beneficial for industry operators as it gave them a chance to distinguish themselves as specialty stores. Nonetheless, this industry faces tough competition from mass merchandisers and department stores and competition has intensified over the past five years. Revenue growth is expected to slow down and will trend closer to its historical average over the next five years. Stable increases in the birth rate and the number of children aged nine or younger are expected to increase the size of the market served by this industry. Competition for this industry is also expected to grow.

This industry comprises stores that retail durable goods for babies and toddlers up to 4 years old. Examples of primary products this industry sells include cribs, strollers, dressers, changing tables, car seats and other similar items. Though operators may sell some toys and clothes, retailers that primarily sell toys or clothes are captured in the Hobby and Toy Stores (IBISWorld report 45112) and Children’s and Infants’ Apparel Stores (44813) industries, respectively.

This report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecasts, growth rates and an analysis of the industry key players and their market shares.

Related Reports

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Children's & Infants' Clothing Stores in the US

Table Of Contents

Durable Baby Goods Stores - Industry Market Research Report


Industry Definition
Main Activities
Similar Industries
Additional Resources


Executive Summary
Key External Drivers
Current Performance
Industry Outlook
Industry Life Cycle

Supply Chain
Products and Services
Demand Determinants
Major Markets
International Trade
Business Locations

Market Share Concentration
Key Success Factors
Cost Structure Benchmarks
Basis of Competition
Barriers to Entry
Industry Globalization


Capital Intensity
Technology and Systems
Revenue Volatility
Regulation and Policy
Industry Assistance

Industry Data
Annual Change
Key Ratios



Williams-Sonoma Inc.

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