Colaianni, CEO of the company, tells GlobeSt.com that the duo decided that even though many retail chains have cut back on stores, they hope to open 19 Wonder stores in five years and up to 120 stores nationwide. There are a few reasons why they think a store catering to children ages 0-7, selling items such as clothing, strollers, diapers and toys, will stand up to the competition. "It was our thinking that in down times people will still spend money on children's needs," Colaianni says. "Also, if you look at the statistics, live birth rates were up 1.2% each year in 2006, 07, and 08. The potential customer base is growing at a rapid rate."

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.

The new store will carry products to older children up to 7 to 8 years old, and will be designed to be attractive to adults, Colaianni says. "The design will be more tasteful than just primary colors," he says. "We want to speak to the parent and make this a good experience." The store will include a healthy restaurant and coffee shop, as well as activities for children to allow mom or dad to finish shopping room. The rooms can be rented for any conceivable party, and the park will roll along with 21,000-square-feet of activity space.

The company has raised $4 million to start the chain, and needs another $10 million for the first four stores by 2013, though the first store funding is ready, Colaianni says. "It's never easy to get financing, but we are pleased with our progress to date. Also, we are happy that the majority of financing has come from Chicago sources."