Upmarket US furniture retailer Ethan Allen has opened its first Kids store in an effort to capitalise on the growing homewares market.
The retailer, which opened its first UK shops in Bromley and Kingston last year, will open a further Ethan Allen Kids shop in the US by Christmas.
Chief executive officer Farooq Kathwari said: 'As the success of the Ethan Allen Kids collection continues in the full-line stores, the Kids store was developed to seize the opportunity to grow the business in juvenile furniture.'
At the centre of the 2,000 sq ft (185 sq m) shop at Westfarms Mall in Farmington, Connecticut, will be an Ethan Allen Kids design center.
Kathwari said: 'Kids are invited by the Ethan Allen Kids store staff to take part in the decorating process. The collection is displayed in design vignettes, making it easier for kids to focus on the products that appeal to their personal style, and enables them to create their own space.'
The outlet, Ethan Allen's 10th in Connecticut, also includes an Ethan Allen Baby area, stocking cots, changing tables and bedding.
A national TV and press campaign will back the children's range.
There has been a boom in US home furnishings over the past two years, driven by consumer 'nesting' post-September 11. But, despite a rise in retail sales at Ethan Allen last year, sales through its wholesale channel fell, leading to an overall drop in turnover of 1.3 per cent to US$892 million (£570.6 million).
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