Retailers welcomed Creations, a division of SLF, with open arms at the ABC Expo last week.


The company, founded by industry veteran Mike Shaffer, brought new aesthetics to juvenile furniture with collections featuring high-end details at retail price points ranging between $399 and $799 for cribs.

“There are no looks like these in the market,” said Baby’s & Kid’s 1st Furniture owner Larry Muller. “The price points are incredible; the small details like the drawer glide systems and touch lights on the hutches make it unique.”

Muller was one of fewer than a dozen retailers Shaffer invited to give input into the developmental process of the lines and already has committed to the collections. The group met several times to provide feedback, making Creations a true retailer-inspired line.

“We didn’t want to be another ‘me too’ look in juvenile furniture,” Schaffer said. “We’ve put a lot of detail into these pieces, whether it’s a 7- to 10-step finishing process (which is unheard of in our industry) or the guardrails for the cribs or galleries for the changing tables.”

Styles range from the more modern art deco looks in April to a Tuscan feel in the shapely Santa Barbara, and the silhouettes and designs across the collections are sophisticated.

Each collection has about 7 to 10 SKUs and all of the cribs convert to a day and full bed. Finishes are reminiscent of those found on adult furniture lines and range from antique white and black to cherry, walnut and golden maple.