MDB Brand Analysis

Million Dollar Baby Co competes in the nursery furniture niche. They own several brands including: DaVinci, Carter’s by DaVinci, Babyletto, Namesake, Monogram, Nursery Works, & Ubabub as listed on their website. There are other companies in the space that have several brands including M Design which owns: Oxford Baby, Soho Baby, Ozlo Baby, and Oxford Home. The company DOM Family also owns several brands including: Dream on Me, Evolur, Sweetpea Baby, Slumber Baby and Kidiway (source).

Who are the main competitors of MDB?

Those are the brands: Delta, Graco,

What we will do for this first analysis is look at the monthly traffic to websites. Here is table that shows website traffic.

Nursery Furniture Brands Competitive Landscape

Organizing brands underneath Parent companies helps us to get a better idea of the competitive landscape on Amazon. These are the metrics for the Crib Niche on Amazon from the Product Opportunity explorer which every Amazon seller has access to

It does appear that perhaps Graco and Storkcraft are owned by the same entity as for this listing for the Graco Remi crib both of those brands are shown.

Newell Brands is publicly traded so looking at whether the companies are private or public is useful. https://finance.yahoo.com/quote/NWL/. Over the last 5 years Newell has lost over half it’s value

I excluded Baby Delight from the competitor website comparison because they don’t sell a wooden crib. Instead they sell a mesh type of crib and a beside bassinet. I’ll include the mesh crib in the Amazon crib niche analysis.

Something interesting to note with Baby Delight is they are getting A LOT of impressions on their TikTok content that showing their bassinet in use to hold a baby next to a bed.

DOM is a larger parent company that has these brands in their portfolio. Source

Looking at the social media content of the brands in Million Dollar Baby’s Portfolio there is some easy low hanging initiatives the brand can take.

1. Use what is working on social channels to integrate into the Amazon listings. A simple example is this video showing people of different sizes sitting in the recliner.
2. This video shows other people sitting in another recliner chair as well - this is a great way to communicate how someone looking at the product online may fit in the chair and have a clearer expectation on the size of the furniture piece.

Supporting Documentation

Here is the supporting sources for this write up.

Babyletto Website Traffic

DaVinci Website Traffic

(this would also encompass the traffic for Carter’s by DaVinci)

Interestingly DaVinci doesn’t run any google ads to their website

Carter’s Website Traffic Stats

DaVinci has a partnership with Carter’s for the “Carter’s by DaVinci” nursery furniture line. Thus it makes sense to take a look at what their website traffic is like.

Carter’s, Inc. is the largest branded marketer in the United States and Canada of apparel and related products exclusively for babies and young children. The Company owns the Carter’s and OshKosh B’gosh brands, two of the most recognized brands in the marketplace. These brands are sold in leading department stores, national chains, and specialty retailers domestically and internationally. They are also sold through nearly 1,000 Company-operated stores in the United States and Canada and on-line at www.carters.com, www.oshkosh.com, and www.cartersoshkosh.ca. The Company’s Just One You, Precious Firsts, and Genuine Kids brands are available at Target, its Child of Mine brand is available at Walmart, and its Simple Joys brand is available on Amazon.com. The Company also owns Skip Hop, a global lifestyle brand for families with young children. Carter’s is headquartered in Atlanta, Georgia. If you dream of working with innovative colleagues who support and inspire you, Count on Carter's.

Namesake Website Stats

They are running paid google ads

Delta Children Website Traffic

Delta Children Products specializes in high-quality nursery furniture, strollers, and a wide range of baby and toddler products within the children's goods sector. The company offers a variety of items including nursery sets, cribs, mattresses, gliders, dressers, changing tables, toddler beds, playroom furniture, and baby gear like strollers, bassinets, and highchairs. Delta Children Products primarily serves the needs of parents and families looking for safe, durable, and comfortable children's furniture and accessories. Delta Children Products was formerly known as Delta Enterprise. It was founded in 1968 and is based in New York, New York.

Graco Website Traffic

Dream on Me Website Traffic

dadada website traffic

Storkcraft Website Traffic

Oxford Baby Website Traffic

Baby Delight Website Traffic

Sorelle Furniture Website Traffic

Amazon Competitive Landscape for Cribs

Using the Product Opportunity Explorer Data in Amazon for the Niche called “Crib” we have to clean up the data a bit to remove irrelevant, non-crib ASINs from the Products section which includes bassinets and Playards which are not Cribs. Doing that as of 7/22/2024 we see this