CHICAGO, June 23 (UPI) -- Sears is redesigning its children's departments and joining forces with Gerber to add a line of baby clothes and accessories called Gerber Beginnings.
The Gerber Childrensware apparel will available exclusively in all 870 full-line Sears stores by July, Hoffman Estates, Ill.-based Sears said. The line will include gowns, bibs, blankets, burp clothes, cap and bootie sets, and coordinated pants, jacket and "sleep 'n play" outfits selling for $9 to $18.
The collection will debut with three pastel colors "Blueberry ice," Pink Parfait" or "Lemon Sorbet" and include prints with embroideries.
Sears is cutting clutter by removing 15 percent of the clothing racks from the children's department so parents can push strollers through the aisles, Les Townsend, divisional merchandise manager for kids told the Chicago Sun-Times.
Sears hopes Gerber Beginnings will help increase its share of the highly competitive $47 billion newborn, infant and toddler clothing market.
