Babies 'R' Us, Apparel, Heidi Klum
Babies"R"Us® announced that its exclusive line, Truly Scrumptious designed by Heidi Klum, will be introduced in more than a dozen countries outside of the U.S. beginning in early 2013. This distinctive and unexpected collection of apparel and accessories for kids (sizes newborn to 5T) was launched in Babies"R"Us stores across the U.S. this fall and was met with an enthusiastic reception. The global rollout of Truly Scrumptious represents the next step in the collaborative partnership between Klum and Babies"R"Us.
"Designing and launching my Truly Scrumptious collection with Babies"R"Us has been one of the most exciting and fulfilling projects I've worked on, because I'm a mom of four, and I just love creating adorable fashions for kids to enjoy," said Heidi Klum. "I'm so excited to expand the availability of Truly Scrumptious products to families around the globe, including my home in Germany. I hope this global audience will, too, find the styles to be the perfect combination of cool and comfortable for the little ones in their lives."
Along with the U.S. launch this fall, the collection debuted in Babies"R"Us locations in Canada, as well as stores in China, Hong Kong, Singapore and Malaysia. By March 2013, stores in Australia, Austria, France, Germany, Japan, the UK, UAE andSwitzerland will carry Truly Scrumptious by Heidi Klum apparel and accessories.
"We knew that Heidi Klum's undeniable fashion sense and mom know-how would translate to great products and choices for Babies"R"Us customers when we first launched the collection in our stores across the U.S.," said Ira Hernowitz, Senior Leader, Global Juvenile Brands,
Toys"R"Us, Inc. "Now, we're delighted to bring her fresh, fun and one-of-a-kind designs to shoppers in our stores on a global basis. This next phase of the Truly Scrumptious brand and our partnership with Heidi Klum is part of our ongoing strategy to offer trend-right and differentiated product offerings to our customers around the world."