"This is our baby - we love this car, " he proudly proclaims.

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And that sporty coupe parked out front inevitably makes way for something more practical, or at least more amenable to strapping Baby into a rear-facing car seat without prompting a visit to the chiropractor.

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For Soap.com, Lore and Bharara will employ the same merchandising strategy that they used to grow Diapers.com: lure in customers with fast delivery on low-margin goods--like baby formula and now, toilet paper--and then profit from higher-margin products like car seats and, with Soap.com, vitamins and beauty products.

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Orbit Baby is the only company to provide BFR-free fabrics and foams for car seats and strollers.

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Houses here loomed over the street, and we saw a middle-aged woman get out of her car and take a baby stroller from the rear seat and unfold it.

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Another company, Evenflo, which sells car seats, saucers and baby bottles, among other products, via retailers like Wal-Mart, K-Mart and Target, was a bit ahead of the trend.

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