US’ Bed Bath & Beyond has announced that Buybuy Baby, a baby and toddler specialty retailer, has launched its second exclusive brand, Ever & Ever. An exclusive collection of high-quality, long-lasting apparel, bedding, and more, Ever & Ever reflects a modern interpretation of classic styles for everyday play, inspired by the sweetness of early childhood.

Available now across Buybuy Baby stores, five star-rated app and online, Ever & Ever delivers a fresh take on traditional style and was designed to grow and stay with the family so they can spend more time savouring life moments that matter most, the company said in a media statement.

The collection includes Greenguard certified furniture, featuring durable, coordinating items such as convertible cribs, chests, nightstands and dressers in greys, browns, and classic white. Decor offers whimsical watercolour artwork, detailed braided rugs and beautifully crafted storage bins and hampers made from rope and ruffled fabric. Apparel ranges from soft and earthy tones to classic prints, and includes ruffle and pocket detailing in sizes preemie through 4T. Bedding collections and bath items round out the line in a variety of themes and patterns. Select products within bath, bedding and apparel are Oeko-Tex certified from more than 300 harmful substances. 

“Our customers have shared that they're eager to parent in their own way, while calling on some of the sweet, nostalgic aspects of their own childhood. We’re harnessing that nostalgia through ever & ever – to deliver classic style with modern details through quality, style-led designs that can be passed down between siblings and generations for years to come,” Patty Wu, executive vice president and brand president of Buybuy Baby, said.