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New KRU brand taking hold

It's been about a year since Kids "R" Us introduced a home selection as part of a sleeker store prototype, which initially bowed here and in 10 other locations nationwide. A total of 30 more units are projected to be revamped to the new KRU format by yearend — 15 of those by the end of this summer.

In addition to transitioning to the new "KRU" signage outside the stores, taking center stage is the chain's new approach to branding throughout all categories, from apparel to the "lifestyle shop" department of bedding, bath, decorative pillows, rugs, furniture and home decor — a new emphasis for the company.

"From producing more of our own merchandise to updating stores, to our new distinctive brand design, we are positioning Kids 'R' Us as the source for the styles kids want at the value families demand. With our updated KRU brand and one-stop shopping destination for major national brands, we offer our customers the best of both worlds," according to the recently released annual report from parent company Toys "R" Us.

As the spring/summer set was rolling out last week in the lifestyle department, all product packaging and hang tags donned the updated steel blue, green and purple KRU logo, with the product source listed as "Geoffrey Inc." — a reference to the company's giraffe mascot.

"We've changed our brand name from New Legends to KRU so that people identify our products with Kids 'R' Us and not some national brand you can find just anywhere," Tomii Krump, public relations manager for KRU, told Home Textiles Today.

New coordinated lines in home include Celestial for girls, replacing Pop Daisy, and Fire Trucks for boys, replacing Varsity.

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