By  on February 10, 2010

When it comes to children’s wear, Bergdorf Goodman isn’t kidding around.

A 1,200-square-foot shop on the seventh floor for infants to size 6, with a floor-to-ceiling tree house, opened Tuesday. It’s called Little BG and displays a mix of traditional and contemporary styles and designer brands, which suggest you’re never too young to be chic.

For a relatively small department, there’s a wide range, from suitings to casual sportswear, as well as Steiff mohair stuffed animals, sterling silver gifts from Monica Rich Kosann, rattles, rocking horses and keepsake boxes. The department is particularly comprehensive in layette, with a collection of hand-embroidered footies and playsuits made from soft Pima cotton, Italian-made cashmere booties, onesies and receiving blankets, and Moses baskets and gift sets.

Special occasion dressing for boys and girls are either off the rack or can be custom-made-to-order, including dresses from Isabel Garreton and Joan Calabrese, boy’s suits from Hickey Freeman, ties and bow ties and dress shirts from Charvet, and christening gowns by Baby Dior.

On the classic side, there’s Papo d’Anjo, a spirited line from Portugal exclusive to BG, selling seersucker dresses, priced at $90, as well as dresses with smocking, in gingham and Liberty prints, among other items. There are also styles from Loro Piana, including $725 sweaters, and products from Florence Eiseman.

On the Euro-Boho side, there’s Bonpoint’s contemporary palette including pleated short skirts, priced $125, and tie-neck cotton tops at $120, as well as Antik Batik, Phillip Lim and Chloé.

The department also features exclusive collections from Le Guignol, Le Nouveau Né and the private label Bergdorf Goodman Collection, in layette and girls sizes. Boys private label will be introduced in about a month.

Other brands carried are Tartine et Chocolat, Little Marc Jacobs, Junior Gaultier, Baby Cz by Carolina Zapf, Vilebrequin, Isabel Garreton, Joan Calabrese and Petit Bateau.

In creating Little BG, the objective was to “keep in step with the rest of the store….There’s classic merchandise and, for sure, an injection of fashion,” said Nicholas Manville,vice president and divisional merchandise manager of children’s and decorative home, which is also on seven.

Previously, Bergdorf operated a leased Best & Co. children’s shop on the floor, and before that sold mostly children’s gifts and a limited age range up to size 2. “The closing of Best & Co. was a great opportunity to do children’s ourselves,” said Margaret Spaniolo, senior vice president and general merchandise manager ofdecorative home, children’s, men’s, beauty and jewelry. “Parents and grandparents never stop buying for children.”

In addition to taking over the space occupied by Best & Co., which declared Chapter 7 liquidation last year, Little BG grabbed 200 square feet of storage area enabling the creation of the diverse boy’s section. “It’s like a little clubhouse,” Manville said.

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