Sears Holdings is sub-leasing the property for the first store, and Colaianni says this is another reason why launching a big-box is a good idea today. "It's a great opportunity to recycle these properties, there are quite a number of big boxers standing empty in good demographic areas," he says. "

Out of any retail environment, if there is any that should be completely about passion and creativity and experience, it should be the children's [store]," Christensen says. "What I saw was a tremendous white space in a maturing industry - I think the big players have survived due to scarcity of competition rather than quality of offering and we intend to change that.

Every time a parent comes into our store, we want them to walk out with a smile," he says. "We are going to build this brand as a destination." - Shane Christensen