NEW YORK – The goal for new direct-to-consumer brand Nurture& is to create thoughtful and inclusive nursery furniture for modern parents. Havenly co-founder Emily Motayed launched the brand this year when she decided many current products for new moms and dads aren’t designed with the needs of Millennial parents in mind.
The company’s first product is a glider that sold out in weeks during its soft launch a few months ago.
“The glider chair has sold out two times already,” Motayed said. “This piece of furniture is often overlooked by nursery brands. We talked to parents and came up with a glider that has an adjustable headrest, power reclining function, a spacious seat and wider arms so parents are able to find a comfortable position while holding their children.”
Motayed, who co-founded Havenly with her sister in 2013, said she was ready for a new challenge after seven years with the online interior design company. “I saw there was a massive white space when it came to nursery furniture for modern parents,” she said.
The glider chair is available in a choice of ivory, gray or navy fabric that contains no harmful chemicals and no aftermarket treatments are required.
“One of the things we wanted for the glider chair was stain resistant fabric and water repellent properties,” Motayed said. “Our company has made a commitment to beautiful design and using high quality construction and materials.”
Motayed said many glider purchases, which retails for $899, are due to word-of-mouth testimonials, which is a good indicator of a strong product. Nurture& has frequent conversations with its customers to find out what the needs of modern parents are for the nursery.
Nurture& plans to launch several new products in the first quarter of next year with a goal of developing several nursery products that work seamlessly together.
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