Babies “R” Us Redesigns Private Brand Diapers

babies r us diapersBabies”R”Us has redesigned its namesake private brand diaper line to better deliver on parents’ needs for their little ones. The enhanced assortment of diapers, features better leak protection and fit with a competitive price as low as 15 cents per diaper. The diapers offers improved absorbency that helps keep baby drier – even through the night – and a flexible, stretch waistband so baby is comfortable and the diaper secure. New designs also add a touch of fashionable fun that won’t break the piggybank. Available in newborn through size six, the disposable line is offered in “jumbo,” “super” and “value” packs ranging in price from $7.99-$29.99.

“Babies”R”Us is the destination and reliable resource for baby essentials, and as the industry authority, we continually strive to enhance the benefits of products that matter most to parents and that impact their everyday lives,” said Reg McLay, Senior Vice President, Babies”R”Us Business. “The redesigned diapers provide our value-conscious shoppers with a lower-priced alternative that matches the quality of other diapers found on the market.”

The collection of Babies”R”Us private brand products, including Babies”R”Us diapers, first arrived on shelves in late 2009 with the introduction of a variety of essentials, such as wipes, laundry detergent and purified water. Since that time, the company has continued to innovate its proprietary products in an effort to offer families alternative, affordable options that provide the benefits they want and the care their children deserve.

Additionally, for toddlers making their way out of diapers, the company redesigned its training pants with a “Wetness Indicator,” alerting parents with a design that fades when their little one is wet. They also come with easy open sides for smooth, quick changes.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.