Regal + Lager to lose Baby Björn distribution

By Jane Kitchen -- Playthings, 12/29/2004 12:08:00 PM

MARIETTA, Ga.—After distributing the Swedish Baby Björn baby carrier in the United States for almost 14 years, Regal + Lager has lost distribution rights effective April 30, 2005. Regal + Lager has also distributed the brand in Canada for the past five years.

Luanne Whiting-Lager, vice president of Regal + Lager, said she is disappointed in Baby Björn’s decision, but that Regal + Lager plans to continue business as usual with the brand through the end of April.

“We are trying to make this as smooth a transition as possible,” she said. “Baby Björn has every intention of continuing to fulfill product in the U.S. (after April 30), but at this time we don’t know if that will be done through another distributor or through their own internal organization.”

Regal + Lager will focus on its other brands, including Diaper Dekor, AeroSleep, Noukie’s, Lascal and Second Nature, which Whiting-Lager said are all growing.

(Jane Kitchen is editor of “Kids Today,” a sister publication of “Playthings” magazine)

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