(Mill Valley, CA; October 6,
2003) Loom, an accessory company located in Mill
Valley, California today announced the launch of its
flagship product, the Marsupial diaper bag. Specifically
designed to meet the needs of today's multi-tasking
parents, the Marsupial reflects Loom's unique "One
Hand/No Eyes" design that ensures contents stay within
easy reach, allowing attention to stay focused on the
task at hand.
According to Loom founder Johanna
Leestma LaFleur, the Marsupial steps in where traditional
diaper bags have failed by combining the intelligence of
outdoor gear design with a modern silhouette and original
fabrics to create a bag system that serves the needs of
new parents better than any existing offering.
The Marsupial carries the distinctive
look of Loom design with original color combinations and
eye-catching prints. It is stain-proof, has a sturdy
base that prevents tip-overs and content spills, it has
an adjustable, stay-put shoulder strap, magnetic closures
for quick access, large multi-use pockets and an
ingenious magnet closure changing pad system. There is
not a single zipper on the Marsupial as zippers take two
hands to operate.
"The most defining characteristic of
new moms is anxiousness: about their appearance, new
demands on their time, and most importantly their
inexperience with parenting," explained Leestma LaFleur.
"Diaper bags have to work triple duty as purses, baby
supply bags and often, mobile offices. The Loom brand is
all about arming parents with stylish and useful tools
that will help make their early parenthood days a lot
less stressful and perhaps even more fun."
Stacie Jacobs, mother of two and CEO
of Baby Blossoms, Inc. (based in San Francisco) sites the
streamlined design as the most striking element of the
Marsupial: "Loom has created a bag that doesn't look or
feel like any diaper bag I've ever used. The Marsupial
has a sleek shape and really smart features. Holding my
daughter Anna with one arm, I can find whatever I need
without even looking into the bag."
The Marsupial is positioned to
capitalize on the booming market for baby products in the
US. Four million babies born in the US each year, for
which parents spend an average of $6,200 annually. The
distinct needs of mature, increasingly affluent parents
and baby-boomer grandparents have created a $5.39 billion
annual market for baby products in the U.S alone.
The Loom collection will officially
debut on October 19 at the opening of the three day
Children's Club industry show at New York City's Javitz
Center. Loom will offer two different bag styles in five
different color combinations: the Marsupial diaper bag
($130 expected retail) and the Watermelon, a simple
grab-and-go clutch ($22 expected retail). The bags will
be available at select women's boutiques, baby and
maternity stores in California by October 2003. These
bags will also be available in stores in New York and
elsewhere by Christmas 2003. For store listings and show
information, call Loom at 415-381-2820.
Loom printed textiles and bags are
designed in Mill Valley, California and produced in
China.
About Loom's target
market
Four million babies are born in the
U.S each year, for which parents spend an average of
$6,200 annually. The distinct needs of mature,
increasingly affluent parents and baby-boomer
grandparents have created a $5.39 billion annual market
for baby products in the U.S alone.
Double or single income, the
Marsupial's target customers have the annual household
income of $70,000 - $200,000 to buy top of the line
products for themselves and their families. These women
and their partners are part of the 30-34 and 35-39 age
segments that are enjoying the largest growth in
birthrates in history (up 14% and 28% respectively from
1990 figures). (TIME, July 2003)
Loom's audience, Gen Xers and soon,
Gen Yers as well as their Baby Boom parents expect
versatility, strong design, and superior functionality in
all their products. Though Loom customers might include
grandparents, aunts and girlfriends of the new mom, our
core buyer is Mom herself.
About Loom Founder Johanna Leestma
LaFleur
Most recently, Leestma LaFleur was a
co-founder and partner in Fleurville, a company she
launched in 2002 to develop and market diaper bags. In
April 2003, she sold her interest in Fleurville to launch
Loom, Inc.
Leestma LaFleur has been playing with
fabric, print, and color since her early childhood in
Chicago's Lincoln Park neighborhood. Her experiences
living in Senegal, Sweden, Thailand and Hong Kong fed her
interest in textile and pattern. As a result, her designs
for Loom reflect a quirky mix of no-nonsense Northern
European simplicity, spunky California ruggedness, and a
rich spice-route inspired palette.
Leestma LaFleur began her career in
1989 in Hong Kong, managing sales and marketing of
California wines. In 1991 Leestma LaFleur moved to San
Francisco, working in the apparel industry in both retail
(at GAP) and production management (at Jessica McClintock
and Joe Boxer). Concurrently, Leestma LaFleur launched
her first line of purses and accessories under the Baked
Alaska label.
Working in Internet consulting from
1995 - 2001, Leestma LaFleur helped develop consumer
marketing strategies for clients such as Bank of America,
Sun Microsystems, Palm, Nations Banc/Montgomery
Securities, Chevron, and Virgin Records. Leestma LaFleur
earned a Masters of International Management degree from
the American Graduate School of International Management
(Thunderbird) in 1995.
For more information visit
www.loomlife.com.