The launch of the new and extended range is particularly interesting as it is using the well-recognized and respected brand name to front a life-style brand designed around mother and child, going beyond cosmetic baby care products, into linens, educational toys and even furniture.
Currently Burt’s Bees carries an extensive range of baby care products that touches on six different individual sub-categories that include washes and soaps, moisturizers, ointments and care, together with sun care.
Expanding from baby care into multiple categories
According to the company, the move will see the business expand beyond baby care products, into multiple categories that will include home and lifestyle, touching on all aspects of parenthood and baby-rearing.
The company has just debuted and launched the new product lines at select Target stores across the US and the range is also available on the mass retailer's website, target.com.
As from August 1st, the new line will be available at buybuy Baby retail outlets, as well as being available on BabiesRU.com. Burt’s Bees is also launching its own dedicated web portal in September.
Ayablu provides helping hand to realise the brand extension
Michelle Visser, CEO of Ayablu, the company that specializes in developing and branding baby and toddler products, said that the new venture built on Burt’s Bees reputation in the naturals category and its commitment to both the environment and consumers’ health.
“With the creation of Burt’s Bees Baby we are building on that tradition by offering families a high quality, organic line of products that starts with babies and expands to the entire family,” she said
Burt’s Bees says that the newly extended baby care line aims to be the world’s premier organic baby brand, while trying to make an entire range of organic baby products financially viable to mass market consumers.