Cadets Peddle Custom Baby Bedding, Get Fortune’s Attention


When the baby bedding business is booming, you have to wonder how bad the economy really is., the website of baby linen manufacturer Carousel Designs, was featured in the August 2009 issue of Fortune Small Business.  As part of the magazine’s makeover series Babybeddingcom will receive  a complete business strategy consult from the Fortune team.

Fortune Small Business generally chooses makeover subjects that are high potential companies with at least one million dollars in annual gross revenues. Carousel Designs has that and more. Jonathan Hartley bought the family business from his parents in 2007 and then hired former West Point classmate, Allan Sicat, to be the company’s President. Drawing on their rigorous West Point training and subsequent business experience Hartley and Sicat have set out to help transform the company into an Internet success story.

Hartley and Sicat hope the Fortune makeover will help them build the brand awareness and stronger operational framework they’ll need to go up against the big names in baby bedding – like Pottery Barn Kids. Currently they leverage advanced search engine marketing techniques and innovations such as “Design Your Own Custom Crib Bedding” feature to grow the business.

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The magazine enlisted three of the top business minds in the country, free of charge to consult on these matters. For the makeover, the experts toured the Carousel Designs’ factory and held discovery sessions before imparting insights and advice in the areas of brand marketing, finance, operations and customer loyalty programs.

“It was invaluable to spend the day with experts hand picked by Fortune Small Business,” said Mr. Sicat. “We hope to apply many of the ideas drawn from the makeover in the coming year.”

In addition to valuable consulting services, Carousel Designs received feature-length coverage in the August 2009 Fortune Small Business, available at newsstands and bookstores this month, as well as on And that’s something money can never buy.

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