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July 18, 2012
By: TOM BRANNA
Editor
Having a child is a indeed a lifestyle—and leading natural personal care brand Burt’s Bees is cashing in on the opportunity. Burt’s Bees Baby launches nationwide through a licensing venture with an independent licensee, Ayablu, Inc., with a collection of newborn essentials. The line includes apparel, accessories, bath linens and gift sets, and will soon expand into multiple categories across baby, home and lifestyle. It has recently launched at select Target stores, Target.com and will be available Aug. 1 at buybuy Baby and BabiesRUs.com. The brand will launch its website, www.burtsbeesbaby.com, in September 2012. According to the company, the project is a “natural” evolution of the iconic Burt’s Bees brand with an entirely new genre into the natural, organic markets as a lifestyle brand for babies and moms.
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