Owner Philip Gangi has operated Babysupermarket.com for 14 years and owned its tangible companion shop, Cullen's Play Pen, since 1989. When interviewed by Kids Today's Susan Dickenson, Philip held that his success comes from his ability to "work every day, keep the wagon full of merchandise, keep advertising ... and listen to the business." To this end, the entrepreneur and baby-supplies purveyor keeps his stores' stock of equipment and accessories for tykes rotating constantly, always ready to respond to customer requests and newborn gurgles by bringing in new merchandise.

Babysupermarket.com and Cullen's Play Pen combine to hold 43,000 square feet of gear, accessories, and toys for little ones, from the just born to world-wise toddlers. The stores' full complement of nursery gear includes bedding and furniture along with durable carriers, such as strollers and slings, to move babies swiftly and safely from one destination to the next without the need for catapults. Brand-name toys also populate the retailers' shelves, including toddler delights such as Gund stuffed animals, Schylling musical instruments, and Prius car keys.