This past week Bed Bath & Beyond announced the introduction of its first-ever children’s furnishings private brand, Marmalade. The exclusive collection offers a stylish and fun assortment of well-priced and good quality kid’s furniture and décor that is designed to transition seamlessly from toddlerhood to tweendom.

Marmalade offers an assortment of durable home furnishings and décor including furniture, lighting, rugs, wallpaper and decorative accents. Meant to spark a sense of wonder and whimsy, the new collection updates sophisticated and timeless silhouettes with bold patterns, eclectic prints, and vibrant color schemes. Each versatile design boasts playful details, cohesive layers and retro-cool style to create an authentic, joyful atmosphere that can be used and loved through every stage of childhood.

“We are beyond excited to bring Marmalade to life and into the homes of our customers who desire to outfit their little one’s space with just as much style and care as the rest of their home,” says Debbie Propst, Chief Brand Officer. “This collection encourages curiosity and creativity to be present throughout the home design. With Marmalade, we are providing customers with the pieces necessary to create a space for their children that is functional, fun and uniquely their own.”

The collections within the brand draw inspiration from urban, mid-century, global and traditional design influences. The Jensen collection is a contemporary take on mid-century modern design featuring subtle colors with contrasting details. Time honored silhouettes are hallmarks of the Kingsley collection with thoughtful details such as gingham lined dresser drawers that offer ample storage and are paired with refined hardware and interesting finishes. Classic yet imaginative design details are on display in the Ellis collection creating picture-perfect settings. Rounding out the collections are whimsical upholstery pieces, teepees, wallpaper and pillows all in playful prints that are sure to delight.

Marmalade will be the third of six private brands and the retailer’s first-ever children’s home furnishing collection. Marmalade ranges in price from $14.99 for decorative accessories and starting at $79.99 for furniture pieces.

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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.