Lullaby Baby, a high-end retailer for baby-related merchandise, opened up last week in the space that was last occupied by teen-centric clothing store Fresh on Fifth, on Fifth Avenue between 11th and 12th Streets.
Co-owner Yossi Rapoport showed me around, and it's clear that they've put a lot of work into it. "We did our homework to make sure that we put the safest, best possible product out there," he said.
The owners envision the store as a "one-stop baby shop," a place to stock up on clothing, strollers, carriers, and just about every other type of baby supply you can think of, from shoes to blankets to toys, monitors, books, potty training stuff, car seats... you name it.
A look around confirms that not only can you get just about everything you'll need, but it's all seriously high-quality and earth-friendly (a perfect match for the neighborhood, really). Pacifiers are made of natural latex, all plastics are BPA free, and so on. There are also some interesting hard to find items, like a nightlight lamp from Boon that's cool to the touch and has portable glowing balls, and flexible leather shoes from Boumy.
They also sell a nice selection of cribs and strollers, and will both build and deliver them to you.
Lullaby Baby, 488 Fifth Avenue Brooklyn NY 11215. 718-499-2742.