Indianapolis e-Tailer Gets New Owners

Business partners Valerie Swack and Mary Masters have taken over the company and among the changes have launched a new website.

Source: Inside INdiana Business

Press Release

INDIANAPOLIS—BabyBrowns.com, a national e-tailer of fine baby parenting products, announces today it is under new ownership. Business partners and moms Valerie Swack and Mary Masters have outlined forward thinking business plan that features diaper bags and décor as the e-tail site’s niche products. Additionally the company has launched a new e-tail site featuring an updated branding campaign, easy-to-use audience-focused navigation and simple check-out process that uses a signature “shopping buggy.”

About BabyBrowns.com

BabyBrowns.com was founded under the Browns Family of Companies in 2003. Since that time the company has created an online store featuring more than 20 diaper bag brands and styles—from sleek and stylish to functional and practical. The Web site also includes a private label men’s diaper bag The Marshall by The Mustard Sprout. The dad bag is named in honor of Swack’s grandfather. She and Masters assumed co-ownership of the e-tail operation in June 2006.

BabyBrowns.com Niche: Diaper Bags and Decor

Going forward Swack and Masters, who met at Indiana University, will be supplementing the online store with top of the line diaper bags. Two of the newest brands in inventory are World According to Jesse and Dante Beatrix.

World According to Jesse

These colorful and funky diaper bags are designed by New York City designer Jesse. Founded five years ago, the products are inspired by humor and creativity. After working in the world of fashion, Jesse launched her own line creating personality drive fashion that functions. Her colorfully unique bags have attracted some of Hollywood’s biggest shoppers such as Sarah Jessica Parker, Beyonce Knowles, Gwyneth Paltrow, Jessica Simpson and Lindsey Lohan.

Dante Beatrix

These mom bags are designed by New York City designer Dante Beatrice Pauwel. Each product features a signature halo and horns logo, a wink to poet Dante Alighieri who wrote about heaven, hell and everything in between.

Décor, which now includes wall hangings, cribs, gliders, changing tables and chairs, will be supplemented to include products that complete an infant’s of child’s room affordably and elegantly.

Simplified Shopping Experience

BabyBrowns.com shoppers will now find a revised Web site that features audience-focused navigation, a signature “shopping buggy” and easy check out. Navigation tabs are listed as: Baby, Children, Dad and Mommy. Each tab has audience focused products. For example dads will find diaper bags made just for them—Diaper Dude and The Marshall.

Products will be elegantly wrapped when shipped to create an extra special branding experience featuring a signature brown and pink color scheme in fashionable boxes and tied with grosgrain ribbon.

BabyBrowns.com, owned and operated by moms Mary Masters and Valerie Swack, has been operating since 2003 under the Browns Family of Companies. The e-tail operation features one of the widest selections of diaper bags available online with 24 brands and hundreds of styles. The site also includes affordable and attractive décor for infant and children’s rooms. For more information contact Rae Hostetler (also a mom) at Rae@HostetlerPr.com or 317-733-8700.

Source: BabyBrowns.com