Nugget

Company Overview

Ikea

A multi-billion, international company,

IKEA is the largest furniture company in
the world. The Swedish furniture is known
Nugget is a new, one-product,
for its unique and modern design, as well
online-only company that is selling as low prices. People who have one of
a unique couch geared toward
the roughly 40 American stores nearby go
children. The couch, called a
there not just to shop, but for the
Nugget and made from pool
experience: IKEA is known for serving
noodle foam, is light, durable,
good food and making furniture shopping
easy to clean, and fun.
fun.

Land of Nod
The Land of Nod is owned by
Crate & Barrel and acts as a
children's furniture line for the
company. Landofnod.com
receives about 900,000 page
views per month. The name ties
into the whimsical picture the
company paints of childhood;
Land of Nod positions itself as a
company that contributes to that
image of childhood.
Advertised on Crate & Barrel's
website, which receives about 2
million page views per month;
seems to try to fill a niche of
creative and outgoing designs for
children that keep childhood fun
and fanciful

Pottery Barn Kids

Launched in 1999, PB Kids serves
as an inspirational destination for
creating childhood memories by
decorating nurseries, bedrooms and
play spaces. PB Kids offers
exclusive, innovative and high
quality products designed
specifically for creating magical
spaces where children can learn
play and grow. (Williams Sonoma
10-K)
Linked to Pottery Barn and PB
Teen, which also have a large
following. Brick and Mortar store
locations in 32 states (including
District of Columbia). Also in
Canada. Offer an assortment of
products that can be personalized.

The product is unique and not sold Creative and niche designs that make
anywhere else. Shipping/delivery customers feel unique; at-home assembly
Competitive Advantage is easy.
that makes shipping cheaper and easier
The target market isn't by age, race, or
gender, and instead focuses on the
middle-class financial demographic. The
company boasts "low" prices that are
cheap, but not as cheap as other options. Middle to lower-upper class
The difference is that IKEA's positioning is families who want creative
Middle to upper class families who
Middle class mothers with children for a bargain price that doesn't
furniture for their children; Prices care about product quality. Prices
Target Market
no older than 14
compromise the quality.
tend to be mid-range
are mid-range
Offers a "Children's IKEA" section that it
The company's only product - the splits between three groups: Baby, Ages Land of Nod offers a wideNugget couch - is usable by
3-7, and Ages 8-12. The selection is
ranging selection of children's
anyone but being marketed
robust and integreated into the rest of their furniture, bedding, storage,
Offers a wide selection of children's
Childrens Market
toward children.
website as one of the main menu items.
lighting, and more.
furniture.
The company doesn't offer any
child-focused couches, but does
offer a wide range of unique and Offers bean bags and "anywhere
fun seating choices, including
chairs" both of which can be
foam chairs low to the ground
personalized. The anywhere chairs
that can look like a stuffed
resemble the nugget more closely
animal, high-end beanbag chairs, than any other product offering.
(based on the US website) The selection poufs, floor cushions, and wicker They are essentially miniature
for children-focused playroom seating
chairs. These range in price
armchairs. They appear to be
doesn't include couches. The chairs are from $39 for products such as
popular as there are two subgroups
$279; will possibly decrease to
both traditional and creative (hanging
the floor cusions, to $136 for the the "anywhere chairs" and "my first
Related Childrens
$199 if Nugget can decrease
seats, rocking chairs) and cost between
foam chairs and up to $146 for
anywhere chair." These chairs run
Products and Pricing costs
$14 and $69.
the beanbag chairs.
about $100 to $149.
Website, paper catalogue, five
brick and mortar locations
brick and mortar (with in-person pickup), (Illinois, California, and Seattle,
Distribution Channels Website only
website, phone app, paper catalogue
WA)
brick and mortar, website

Toys R Us

Toys R Us is the leading global

specialty retailer of toys and
juvenile products as measured
by Net sales. Actually began as
a baby furniture store under the
moniker Children's Bargain
Town though it is more known
for its wide selection of toy
categories.
Enjoy high brand recognition.
1,540 stores located in 36
countries (as of 2013). HUGE
selection of children's seating.
Pricing of this seating ranges
from very low to numbers more
comparable to PB Kids and the
Land of Nod.

Hayneedle

Ashley Furniture
#117 of Forbes' List of America's largest
companies. The company was started in
1945 by Carlyle Weinberger in Chicago.It
Founded in 2002, Hayneedle is originally specialized in wall systems and
an online furniture retail company tables and has now expanded to living room,
based in Omaha, Nebraska.
bedroom, dining room, entertainment, and
Hayneedle.com is currently
home office furniture. It's stores are
second on the list of Hot 100 E- individually owned and they sell only AshleyRetailers for 2014. Boasts on its furniture branded items. Largest
ability to help consumers "find
manufacturer of furniture in the world. In
what [they] love from where
house design team who create the look
[they] live."
without expensive design fees.

Allow consumers and

prospective consumers to
consider a wide range of product
offerings at one location.
Middle class families who enjoy
the ability to consider a wide
Middle class families who want variety of brands. Are also
a bargain. Prices veer towards comfortable with making large
the lower end of the scale.
furniture purchases online.

Extremely wide selection of

children's furniture, bedding,
toys etc.
Offers childrens seating that
includes upholstered chairs,
kids sofas and flip sofas, bean
bags and rocking chairs. The
retailer offers several flip open
sofas which resemble the
nugget most closely. These
sofas are about $39.99. Also
offer a sofa sleeper which is
$179.99

Offers a baby and kids section.

Offers a large breadth of
childrens seating that ranges
from the expected bean bags,
upholstered sofas and rocking
chairs, to fun and whimsical
products such as director's seats
and video game chairs. Offer a
wide range of kid-sized sofas and
sofa sleepers, which range from
$59 to $252.

brick and mortar, website

website

Serena and Lily

In 2004, Serena and Lily began as a retail
furniture store that depended mostly on
online sales and catalogue circulation for
sales. By 2012, the circulation reached 1
million households. The company opened its
first brick and mortar store in the summer of
2013. Serena and Lily began as a wholesaler
of crib bedding before moving to providing
products for the entire house. In May 2004,
Serena and Lily sent out crib bedding
catalogues to baby decor stores nationwide
and received 100 orders within two weeks.

Offer creative room decor ideas on the site.

One of the partners is an artist. Her artistic
touch can be found throughout the website.
Serena and Lily boasts a "cult following" that
Middle class families who want a wide range ranges from aspirational shoppers who covet
of product offerings at their fingertips. In
it's upscale yet far from stuffy home decor to
addition, Ashley furniture is for people who
celebrities like Jennifer Garner and Princess
want a good deal
Haya of Dubai.
Wide breadth of children's furniture, bedding
and other decor. Their website includes tabs
for different rooms of the house, including
boys rooms, girls rooms and the playroom.
The playroom page shows several playroom
decor ideations and allows the visitor to shop
Offer a kids section of the website
the room.
Wide range of product offerings made
exclusively by Ashley Furniture

Doesn't offer a wide selection of children's

seating in particular. Only offers desk chairs
and a stool. These product offerings are
between $100 and $200.

Serena and Lily offers a few options for

children's seating and poufs. However, all of
the options are individual seating. Seating
options range from less than $100 to over
$400.

Website, brick and mortar

brick and mortar, catalogue, online, iPad app

Rooms to Go
Rooms to Go, Inc. is an Floridabased, with about 100 stores in the
southeast United States and Puerto
Rico. Rooms To Go sells low to
moderate- and discount-priced
furniture and accessories, either as
individual items or as a complete
room package. The company's
Rooms To Go Kids stores, which
opened its doors in 1997, specialize
in children's furniture.

Amazon

Restoration Hardware

Walmart

Launched in 1994, American

e-commerce company
headquartered in Seattle,
Washington. Amazon began
as an online bookstore and
evenutally spread its product
offering to a wide range of
products such as electronics,
various accessories, furniture
and clothes.

Founded in 1962 by Sam Walton,

Walmart is a multinational retailer
that operates a chain of discount
stores. The retailer now boasts
11,000 stores in over 27
Restoration Hardware's vision is to
countries. In the US, Walmart
house disparate categories of a design stores model the US mass
district under one roof, giving access
merchant concept. The store is
and pricing transparency to all
known for its discounts and
customers.
financial services for customers.
Highly fragmented segment known as
"to the trade" design centers which are
accessed exclusively by interior by
interior design professionals or
individuals with resale license. CEO
Walton was pivotal in creating
believes this target market is
low cost culture. This culture is
Restoration Hardware's big opportunity constantly reinforced by
in both volume and margin.
Walmart's current leaders.

Provides convenience factor

to consumers because
Amazon offers them a wide
Offers affordable furniture options for rand of products at their
families
fingertips.
Lower to middle class families
who enjoy the convenience of
having a wide range of
Middle to lower class families who
product offerings at their
want a bargain. Offers a lot of
fingertips. Amazon also often
financing options for families who
offers products at lower prices
might not be able to pay for the
than can be found in brick and Middle to upper middle class families
furniture outright
mortar stores.
who care about product quality.

Lower to middle class families

who may have trouble affording
higher-quality furniture. Also, this
target might need help financing
higher-priced products
Walmart's website features a
Special tab for playrooms on the
special tab for children's furniture.
No tab for children's furniture. website. On this page, you see
Within this tab, are links to lowRather, you must search
ideations for several elaborately
priced furniture, playroom
Tab for Kids and Children on their
specifically for what you are
designed playrooms. You can shop the furniture, seating, bedding and
website.
trying to find.
rooms.
many other categories of the like.
Walmart boasts a plethora of
related products from bean bags
to mini arm chairs to sofas, all of
Bean bag lounger-- $449 Distressed
which are created by different
Offer a wide range of bean
canvas bean bag that you can
brands. The prices for furniture
bags and other children's
personalize with your name. elepjant
start low. With some bean bags
Offers a wide rand of bean bags and seating. Product offerings are chair, salon chairs, salon bench, bean costing around $20. Prices
other seating options of the like.
offered at an extremely wide bag chair. Some of their products are
reached as high as $150 for an
Prices range from $50 to $300.
range of prices
personalizable.
extra large bean bag.
brick and mortar, catalogue, online

online

online, catalogue, brick and mortar

online, brick and mortar

Ethan Allen
Ethan Allen has 295 Design Centers and
Studios, six manufacturing facilities
including two sawmills, six wholesale
distribution centers, 29 retail service
centers, one hotel, and sales of $980
million located across the United States.[3]
It is one of the largest furniture companies
in the United States. he company makes
customized furniture domestically (
Maiden, NC ), such as upholstered
furniture, sofas and chairs; custom made
in a selected fabric.

Target
Target is a general merchandise store
founded in Minneapolis in 1902. Target
is one of the largest discount retailer in
the United States, second only to
Walmart. Target's mission is to to
make Target the preferred shopping
destination for its guests by delivering
outstanding value, continuous
innovation and an exceptional guest
experience by consistently fulfilling its
Expect More. Pay Less. brand
promise.
Target is among the most recognized
retailers in the United States with its
signature color, bullseye logo, and
mascot. The experience of shopping at
Target sets the bar when it comes to
Ethan Allen boasts that its products are
discount stores. And, those who shop
livable luxury. All Ethan Allen products are at Target rarely recognize it as a
created by the brand and are meant to be discount store. Rather they think of it
as much a part of your style as your little as a one stop shop. The in-store
black dress. Ethan Allen products are
experience encourages you to spend
exclusive and ecclectic.
more than you had planned to.
Ethan Allen is rebranding and is now
targeting generation X. Before, it had been Target's current consumer base has a
baby boomers. Todays customer is more median age of 40 years old, a median
style conscious and looking to live more
household income of approx. $64K. In
comfortably. Ethan Allen is now trying to
addition, about 43% have children at
sell luxury-looking products at a more
home and about 57% have completed
affordable price.
college.
Target has a separate tab for baby and
children on its homepage. From there,
Tab for children and teens on their
you can find all products related to
website.
children, including furniture.
Ethan Allen doesn't have many seating
Target's seating options for children
options for children and teens. Rather,
mainly consist of bean bag products.
they only offer a few stuffed chairs,
There are approximately 130 bean bag
ottomans and gliders. These products
products you can choose from on the
range in price from $450 to just over
website. Prices of these bean bags
$1000.
range from around $30 to $150.
online, brick and mortar

online, brick and mortar