New Naperville store starts at the bottom -- literally
Laurie Auld and Laura Smith have diapered a half-dozen children between their two families, and they've heard all the arguments about convenience and comfort and leakage.
Disposable diapers have it all, some parents say - no messing with pins, no need for extra leak-proof coverings. And when you're done with 'em, you just throw the little stinkers away.
But as the Naperville moms see things, that's exactly the problem. The diapers spend mere moments wrapped around a baby's bottom but will still be sitting in a landfill when the baby's own great-grandchildren are being swaddled.
Cloth diapers are kinder to the environment and - in the long run - to the wallet, the women say. And they're staking their business on it.
Earlier this year, Auld and Smith took over Comfy Bummy Diapers, an online seller of cloth diapers and a resource for parents. Things have gone so well, they're opening a bricks-and-mortar shop in downtown Naperville. The store is set to open Aug. 1.
Auld explains how and why the duo has made it their mission to cover baby bums in cotton.
Q. What is your background in the industry?
A. We have six kids between us, so we know both the joys and challenges of the diapering years. Beyond that, we both have experience with new business ventures within larger organizations. Even though the industries were very different, many of the practical business applications carry over.
Q. When and why did you strike out on your own?
A. We purchased the Comfy Bummy Web site four months ago. Laura was looking for an opportunity to get back into the workforce after being home with her children for several years. I was looking to do something on my own after working for larger corporations for most of my career.
Laura and I share the entrepreneurial spirit and talked on and off for the last several years about a joint venture. That opportunity finally presented itself when we found Comfy Bummy Diapers.
It had a great business foundation with a lot of opportunity to expand, while being in an industry that supports the green movement. We both wanted something that we could grow and make our own. And we wanted to be in an industry that we could feel good about.
Q. How did you know you could be successful?
A. The timing for cloth diapers is perfect. Not only are people becoming more environmentally responsible, but the economy is forcing people to rethink what they do and where they are spending their money. Cloth diapers can make a substantial and positive impact in both of these areas.
When we learned about the wide variety of cloth diapering options available to parents today and when we saw the diapers first hand, we realized the Web site alone doesn't do these products justice. That's why we are opening the store.
Q. What milestones are you looking for that indicate you've made it?
A. We hope to be a resource for families to learn about cloth diapering. Most people still believe the only choice is what our moms and grandmas used - the old cotton prefolds with pins and plastic pants. So much has changed - these diapers can be fleece, velour, traditional or organic cotton, and the colors and styles are unbelievable.
So one of our goals is to bring cloth diapering into the mainstream. We'll know that happens when the store is successful and there is enough demand to open more locations.
Q. What sets your business apart from competitors? Who are your competitors?
A. Locally, we are the only store that specializes in cloth diapers. Our selection is fabulous, but beyond that we can be a resource for parents interested in cloth diapering. We plan to have seminars, like Introduction to Cloth Diapering, and our Web site is full of information and videos for those new to cloth.
Our competitors are other online cloth diaper stores and small, niche baby boutiques that might carry one or two brands. We currently have 13 brands of diapers, diaper covers and potty training pants.
Q. How broad is your customer base?
A. With the Web site, we serve the entire United States. We have some Canadian customers as well.
Q. What changes are you making in this economy?
A. We are expanding our business in the face of these hard times. We want parents to understand this option so they can save money while having a positive impact on the environment. Our Web site, comfybummy.com, provides parents with a savings calculator that will show them just how much they can save by using cloth instead of disposables.
Q. Where would you like to see your business in five years?
A. We'd like to have multiple locations to make this a viable option for more families.
Q. How has technology changed your industry?
A. Ten years ago, when Comfy Bummy Diapers was started, it was hard to find cloth diapers. Many women made their own - in fact, this is how many of today's manufacturers got started. Since then, cloth diapering has changed significantly.
While cotton prefolds are still available and are the most economical choice, pins have been replaced by velcro and snaps. Some cloth diapers have an outer waterproof layer, so it's as easy to use as a disposable. Soaker pads can be sewn in, snapped in or tucked in a pocket in the diaper.
There are ways to change the absorbency level based on an individual baby's need. And the diapers come in a huge variety of colors and prints - from aqua to candy pink to cheetah print. You've got to see them to believe it! The Internet has allowed these diapers to be available to everyone.
Q. What trends are you seeing in the industry?
A. There's definitely the ongoing trend to reuse these diapers again and again - both from a convenience and cost-efficiency standpoint and an environmental one. Several manufacturers now offer a "one size" diaper, which adjusts as your baby grows, so you can use the same diaper from newborn until potty training.
Also there's continued emphasis on natural materials. We see more and more unbleached products, natural dyes and organic materials being used.
And, believe it or not, as it becomes more mainstream, we see these diapers become part of baby's wardrobe - colors and prints for any occasion!
Q. How does your business support the community?
A. We hope to fill a need for a segment of the population that wants to explore cloth diapering but needs more than a picture on a Web site.
Laura and I also believe in cloth diapering as a way to keep waste out of landfills that literally takes hundreds of years to decompose. The more cloth diapers we can get into households, the more we further that cause.
We also support local environmental organizations and efforts. For example, a portion of our proceeds from our Earth Day sale went to the Morton Arboretum in Lisle.
<p class="factboxheadblack">Comfy Bummy Diapers</p> <p class="News"><b>Business type:</b> Retail sales </p> <p class="News"><b>Niche:</b> Cloth diapers and baby and mom essentials</p> <p class="News"><b>Years in business: </b>10 years as a Web retailer, store to open Aug. 1</p> <p class="News"><b>Number of employees: </b>Two full time</p> <p class="News"><b>Hours:</b> 10 a.m. to 4 p.m. weekdays, 10 a.m. to 5 p.m. Saturdays, 11 a.m. to 4 p.m. Sundays</p> <p class="News"><b>Address:</b> 231 S. Washington St., Naperville; entrance is off the alleyway</p> <p class="News"><b>Phone:</b> (630) 428-7900 or (866) 475-4610 </p> <p class="News"><b>E-mail:</b> <a href="mailto:questions@comfybummy.com">questions@comfybummy.com</a></p> <p class="News"><b>Web:</b> <a href="http://comfybummy.com" target="new">comfybummy.com</a></p>