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Brixy, New Specialty Retailer Organization, Sets Member Criteria
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Brixy, New Specialty Retailer Organization, Sets Member Criteria

Brixy, the new specialty retailer organization established as a separate entity under the auspices of All Baby & Child (sponsor of the ABC Kids Expo) was introduced to the industry at the recent ABC Show and has now announced criteria for membership.


Brixy logoBrixy is a play on the organization's mission to serve the specialty bricks-and-mortar juvenile specialty retailer. Jill Cartwright is the executive director of the organization and was selected by the eight members of the board of directors appointed earlier in 2012.

The organization will begin accepting membership applications on January 2 and by that date will make available its by-laws, committee structure, and initial benefit package for members. To encourage membership, Brixy is allowing dual membership in Brixy and existing buying groups as part of the transition. Membership dues and member cost savings will be available by December 7.

To join Brixy, a juvenile store 1) must have owners who are actively involved in the day-to-day operations of the store; 2) must be privately held (as opposed to publicly traded); 3) must have a legitimate brick and mortar store (more than just a warehouse) in a retail area with a bona fide retail staff; 4) must have cash wrap, exterior retail signage, etc.; 5) must conduct business online soley under the name of the bricks and mortar store; 6) must have at least 75 percent of its square footage dedicated to an assortment from at least two of the following categories: furniture, bedding, gear, toys, and gifts; must have at least 90 percent of its assortment be new goods, and 7) must generate at least 70 percent of its annual revenue through its brick and mortar storefront.

Any store that was a member in good standing of Baby News, BFPA, NINFRA, or USA Baby as of December 31, 2012, will be grandfathered in to qualify for Brixby, whether the store meets the guidelines or not. The group will also be reaching out to retaiilers who are presently not affiliated with any group.

All Baby & Child and the Juvenile Products Manufacturers' Association support  the new organization. "Since its inception, All Baby & Child, the parent company of the ABC Kids Expo and spring educational conference and trade show, has provided millions of dollars to support the industry's specialty stores in terms of both educational events and consumer oriented programs," according to a recent ABC press release. "Beginning January 1, 2013, All Baby & Child will provide funding to one ‘retailers for retailers' organization, Brixy, and will no longer provide funding to individual independent retail associations, including Baby News, Baby Furniture Plus, NINFRA and USA Baby."

Mike Dwyer, executive director for the JPMA, recently said JPMA's member manufacturers are committed to helping make Brixy a success, adding "We strongly encourage all manufacturers to fully support this new unified independent retail specialty organization to the fullest extent possible. It is essential that the independent specialty retail market remain strong and, along with ABC, we fully support their efforts."

For more information call 617/ 275-4046 or visit



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