Baby Einstein Opens BTB Store for Small Retailers

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Baby Einstein Co. launched a business-to-business online store for retailers with up to three store locations, the company said yesterday.

The online depot is linked to the remodeled consumer Baby Einstein site at

The Burbank, CA, provider of developmental products for babies and toddlers said the new store will provide direct, round-the-clock purchasing for local independent retailers.

Benefits for retailers include wholesale pricing; promotional and special offers tailored to independent boutiques; a personal home page detailing historical purchasing activity (including cost and product selection) to assist with record/bookkeeping; overnight fulfillment; and insight into what other stores are buying from the site.

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