Lauren Logan: Sherman Oaks Business Star

When Lauren Logan opened the Juvenile Shop on Ventura Boulevard in 1977, the competition was fierce.

"There were five other baby stores within a mile of our Sherman Oaks location when we started here 35 years ago; now all of them are gone," said Logan, standing behind the counter of her 5,000-square-foot shop, which was busy with customers looking at baby furniture, blankets, cribs and other items.

Now the competition comes from big-box stores and online retailers.

"Still, we're holding our own in a difficult economy," said Logan, whose grandfather bought the store when it offered a wide array of products for kids: shoes, clothing and furniture.

"We're one of the oldest baby stores in the country," she said.

The first Juvenile Shop, located in downtown Los Angeles, closed in 1992. The second location, in Sherman Oaks, specialized in baby furniture, cribs and other baby products.

The Juvenile Shop was voted "Best Baby Registry" in Los Angeles magazine, and the store does offer online shopping, "but almost all of my business is done in-store—people enjoy coming in and browsing," Logan said. "They get a warm and fuzzy feeling in here." She has six employees, many of whom have worked at the store for a long time, she said.

Product safety is a major concern for Logan, she said. "Thousands of products get recalled every year, so we have to keep up with what's happening when it comes to strollers, cribs and everything we sell," she said.

On the day Sherman Oaks Patch visited the Juvenile Shop, Logan had just returned from a trip to Australia.

"My husband is an Australian, and we just spent our vacation visiting children and grandchildren in Australia. Had a great time, went to the beach on most of the days," said Logan, who looked tanned and relaxed.

Now it's back to business.

"The big challenge right now is overcoming the difficult economy. People are spending less, and we're feeling it—although things appear to be picking up a bit in January."

The Juvenile Shop, 13356 Ventura Blvd., Sherman Oaks.