There's a new Kid in town.

"The response has been unbelievable," Jack Morgan said. "Over 50 people were waiting outside for the grand opening. We had three lines for the cash registers."

They have customers come from Eagle Mountain, Saratoga Springs, Lehi, American Fork, Highland, Alpine and even as far away as Springville. Store hours are Monday through Saturday, 9 a.m. to 7 p.m.

"One of the fun things about Kid to Kid is we don't order inventory," Ele Morgan said. Each store, there is one in Provo and another in Lindon in Utah County, has a different variety of children clothing and accessories.

Tucked away in The Meadows West, a complementary Lehi retail center next to The Meadows, the latest Kid to Kid was also the first shop to open there with a Smoothie King opening in the same plaza in September, Cookie Cutter scheduled for October, and an Anytime Fitness planned by the end of 2008.

The Morgans chose The Meadows location based on statistics. Utah State has the most children per capita, and north Utah County has the highest per capita in the state.

Ele Morgan became sold on Kid to Kid when she found an outfit for $80 at a retail store that she "just fell in love with."

"I found the same thing for eight bucks at Kid to Kid," she said. "I was so excited that's all I talked about for two weeks."

As the latest Kid to Kid, Morgans' store has the latest design for Kid to Kid with large pastel dots decorating the walls, a children's play area complete with an LCD flat screen television for movies, a dressing room and six aisles featuring double-sided racks.

Of course, there is also Kid to Kid's signature pink door for "kids only".

"Which is funny because adults use it all the time," said Jack Morgan.

Thousands of items have filled their store in just a few short days.

Kid to Kid specializes in like-new clothing, newborn to size 14 (up to size 10 in some locations), maternity wear, shoes, boots and dance shoes, coats and gloves, hats, socks, toys, DVDs, board games, puzzles, cribs, cradles, bassinets, toddler beds, dressers, glider rockers, strollers, joggers, high chairs and baby swings.

"It's pointless to pay full price when they are going to grow out of it so quickly," said Ele Morgan of the Kid to Kid advantage.

Kid to Kid sells name brand items below retail prices and gets its inventory from the consumer. They pay cash or in-store credit using a state-of-the-art computer program to appraise items and automatically get a purchase and resale price determined by the brand, style, condition and demand for the items they buy.

Accepting two laundry basket-size bins at a time, they in-take Monday through Saturday, 9 a.m. to 4 p.m. and are looking for fall and winter season clothing as well as toys, equipment and furniture.¬ 

The Morgans are a close-knit team for their Kid to Kid business. Jack Morgan has a strong marketing background and Ele Morgan said with five kids and the oldest 5 years old, she has become a professional shopper.

"Ele has always been a Kid to Kid shopper," said Jack Morgan. "She understands clothing, shopping."

"Four kids in four years is hard on the budget," she said and jokes. "We had to open the store so we wouldn't go broke."