From Babies with Love

What From Babies with Love does

From Babies with Love is a UK-based social enterprise, founded in 2012 and operating as From Babies with Love Trading Ltd from Harpenden, that designs, sources, and sells ethically produced organic baby clothing and gifts under multiple themed collections (Flying Edna, Lovewall, Love, Kindness is Magic, Waves of Joy, First Kisses, Star, and a LEGO-branded range). The company's distinctive commercial model directs 100% of profits to orphaned and abandoned children through partner charities Street Child and SOS Children's Villages via the From Babies with Love Foundation, with cumulative donations exceeding $1.1M supporting 45,587 children globally.

The business runs two revenue streams on a unified Shopify e-commerce platform with worldwide shipping to 200+ countries: a direct-to-consumer channel selling individual baby gifts at $10-$136 to gift buyers, and a B2B corporate gifting channel ('Moments that Matter') serving HR and Reward departments at hundreds of large employers including the LEGO Group, Deloitte, Bupa, Virgin Money, Linklaters, Standard Chartered, M&G, and Aon. The B2B service is positioned around parental leave, return-to-work, and employee appreciation gifting and is operationally integrated into HR workflows with no minimum spend or annual commitment. A proprietary content engine — the annual Cutting Edge Family Friendly guides, the 'How HR Leaders Change the World' podcast, and the HR Changemakers community of 200+ CHROs — functions as the enterprise funnel and thought-leadership moat, with artist collaborations (Flying Edna, James Goldcrown, In No Particular Order) supplying the differentiated product design. The company has received one disclosed investment ($130K from Big Issue Invest in November 2022) and operates with 11-50 employees; no AI/ML capability, M&A activity, or proprietary technology beyond the Shopify storefront and curated product IP is evidenced.

Name

From Babies with Love

Legal name

From Babies with Love Trading Ltd

Website

https://frombabieswithlove.org

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

From Babies with Love is a UK-based social enterprise that designs and sells organic baby clothing and gifts via Shopify and corporate gifting, donating 100% of profits to orphaned and abandoned children through partner charities, serving hundreds of enterprise HR clients including LEGO and Deloitte.

Ownership category

akta.pro rank

Product category

Organic Baby Clothing and Gifts

NAICS

Gift, Novelty, and Souvenir Retailers (45942), Office Supplies, Stationery, and Gift Retailers (4594)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Kids’ & Baby Apparel Retail (CRAAABAD)

akta.pro secondary industries

Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM), Baby Apparel (0–24 months) (CRAAAHAA), Branded Merchandise & Corporate Gifts (BPAFAMAA), Greeting Cards, Wrap & Party Supplies Retail (CRALAJAE)

Keywords

• Organic baby clothing
• Corporate gifting services
• Social enterprise retail
• Ethical baby gifts
• Parental leave gifting

Headquarters

HQ city

Harpenden

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct Product Sales (B2C): Sale of organic baby clothing, gift sets, accessories, greetings cards, and candles to individual consumers via the Shopify e-commerce storefront. Products include baby grows, bodysuits, muslin shawls, joggers, bibs, hats, blankets, and gift sets ranging from $10 to $119. Free UK delivery on orders over £49.
2. Corporate Gifting Services (B2B): Enterprise gifting programs for HR departments including parental leave gift service, return-to-work gift service, and employee appreciation gift programs. No minimum spend or annual commitment required. Liaises directly with HR operations teams for seamless integration. Revenue derived from per-employee/per-gift transaction fees.
3. Gift Vouchers: Gift cards sold in denominations of £20, £30, £50, and £100 (equivalent USD pricing). Valid for 12 months from order date. Presented in stylish greetings cards with complimentary gift bag and handwritten message service.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels9 records

Core offering

From Babies with Love designs, sources, and sells ethically produced organic cotton baby clothing, gift sets, accessories, candles, and Fairtrade chocolates through themed artist-collaboration collections. It also operates a corporate gifting service for HR departments covering parental leave, return-to-work, and employee appreciation moments, with 100% of profits donated to orphaned and abandoned children via the From Babies with Love Foundation and partner charities Street Child and SOS Children's Villages.

Product overview

From Babies with Love is a social enterprise offering ethically sourced, organic baby clothing and gifts through multiple themed collections (Flying Edna, Love, Kindness is Magic, Waves of Joy, Lovewall, First Kisses, Star), alongside B2B corporate gift services for parental leave, return to work, and employee appreciation. The company donates 100% of profits to orphaned and abandoned children through its parent charity, the From Babies with Love Foundation, supporting over 45,000 children globally. Products include organic baby clothing (bodysuits, baby grows, joggers, hoodies), muslin swaddles, blankets, accessories (bibs, hats), gift sets, greetings cards, candles, and Fairtrade chocolates. Corporate services help employers transform ad-hoc gifting into strategic employee engagement programs aligned with family-friendly and gender balance goals.

Differentiator

Problem solved

Functional benefit

Brands

• Flying Edna x From Babies with Love: Collaboration collection featuring Flying Edna's art on organic baby clothing and gifts
• #Lovewall Collection
• Kindness is Magic Collection
• Love Collection
• Waves of Joy Collection
• Star Collection
• First Kisses Collection
• Moments that Matter
• Cutting Edge Guides

Products and services

• Flying Edna x From Babies with Love Collection Collaboration collection with artist Flying Edna featuring nature-inspired artwork on organic cotton baby clothing and gift sets, including gift sets, bodysuits, baby grows, joggers, and muslin shawls, sold direct-to-consumer via the Shopify storefront.
• Love Collection Collaboration collection with artist In No Particular Order (INPO) featuring love-themed prints on organic cotton baby clothing, gift sets, muslin squares, bandana bibs, knot hats, baby grows, and t-shirts.
• Kindness is Magic Collection Organic and upcycled collection featuring kindness-themed designs across baby clothing, blankets, accessories, gift sets, and a co-branded LEGO gift set, with proceeds supporting vulnerable children.
• Waves of Joy Collection Collection celebrating the joy babies bring and acts of kindness, featuring wave-inspired organic cotton baby grows, bibs, knot hats, muslin shawls, and gift sets.
• #Lovewall Collection by James Goldcrown Collaboration collection with artist James Goldcrown featuring his signature Lovewall heart artwork on organic baby clothing, joggers, hoodies, bodysuits, bibs, knot hats, muslin shawls, and natural soy candles.
• First Kisses Collection Collection featuring kiss-themed prints on organic cotton baby clothing and accessories including mini, large, and jumbo gift pouches, baby grows, bodysuits, muslin shawls, bibs, and knot hats.
• Star Collection Star-themed collection featuring organic muslin blankets, Winter Warmer and Warmest Wishes bundles, Hot Chocolate bundle, Fairtrade chocolate gift sets, individual chocolates, and pin badges.
• Parental Leave Gift Service B2B service for HR and Reward departments that transforms parental leave gifting into a strategic, consistent, and inclusive employee engagement tool, with custom branding and HR operations liaison.
• Return to Work Gift Service B2B service providing meaningful welcome-back gifts for employees returning from parental leave, supporting talent retention and gender balance initiatives.
• Moments that Matter Gift Service B2B gift service covering ten key employee moments including parental leave, return to work, appreciation, and work anniversaries, with customizable corporate branding and no minimum spend.
• Employee Appreciation Gift Service B2B service featuring the You're a Star collection for employee recognition and appreciation, with products including organic and Fairtrade chocolates.
• Gift Vouchers Gift vouchers available in £20, £30, £50, and £100 denominations, valid for 12 months, presented as stylish greetings cards with a complimentary gift bag and handwritten message service, with 100% of profit donated to charity.
• LEGO x From Babies with Love Products LEGO-branded toys and gift sets including wild animal families, number trains, and daily routine sets, co-branded with From Babies with Love, with profits supporting vulnerable children.

Quantifiable outcome

• Over $1,102,533 donated to vulnerable children globally, supporting 45,587 children across multiple countries
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

26 partnerships are on record, tiered flagship, core and minor.

• The LEGO GroupflagshipGTM or Marketing Partner · 1 January 2025The LEGO Group is a flagship corporate client that rolled out From Babies with Love's parental leave gifting program globally in 2025 for all LEGO parents. VP Reward Kent Hviid Frederiksen and Senior Global Reward Manager Irmina Szczepaniak publicly endorse the partnership. LEGO's 33,000+ global employees receive gifts on parental leave.
• Merck GroupcoreStrategic or Co-development Partner · 1 January 2025Merck Group introduced their new Global Caregivers Leave Benefit in January 2025 and partnered on the Cutting Edge Update 2025: Carers Leave, sharing behind-the-scenes insights on building the business case and designing the policy.
• Street ChildcoreStrategic or Co-development PartnerStreet Child is a charity partner receiving donations from From Babies with Love's profit. The charity helps children who have nobody to turn to, providing family homes, education, healthcare, and support to overcome trauma in areas affected by war, famine, disease, or poverty.
• SOS Children's VillagescoreStrategic or Co-development PartnerSOS Children's Villages is a charity partner receiving donations from From Babies with Love's profit. The organization provides family-based care for orphaned and abandoned children, enabling them to grow up in safe, loving environments with access to education and healthcare.
• Flying EdnacoreStrategic or Co-development PartnerFlying Edna is an artist collaboration partner. The Flying Edna x From Babies with Love collection features nature-inspired artwork on organic baby clothing and gift sets. Flying Edna's stories and art bring themes of nature and human spirit to the product line.
• James GoldcrowncoreStrategic or Co-development PartnerJames Goldcrown is an artist collaboration partner for the #Lovewall collection. His signature heart artwork appears on organic baby clothing, joggers, hoodies, bodysuits, and soy candles in the Lovewall Collection.
• In No Particular Order (INPO)coreStrategic or Co-development PartnerIn No Particular Order is an artist who collaborated on the Love Collection, featuring distinctive multi-print designs on organic baby clothing and gift sets. The collaboration channels all profit to vulnerable children.
• Sarah Jackson OBEcoreStrategic or Co-development PartnerSarah Jackson OBE is a leading authority on flexible working, women at work, and the gender pay gap. Former Chief Executive of Working Families. Collaborates with From Babies with Love on the 'Five Pillars Your Working Parents Policy Must Include' guide and broader HR Changemakers content.
• How Do You Do ItcoreStrategic or Co-development PartnerHow Do You Do It is a specialist international coaching company working with working parents, carers, and organizations. Collaborates on the 'Five Key Elements for Exceptional Experience - Returning to Work' guide and is a launch partner for the Cutting Edge series.
• LGBT GreatcoreStrategic or Co-development PartnerLGBT Great partnered with From Babies with Love on the Cutting Edge Update: Surrogacy & Adoption guide, bringing expertise on LGBTQ+ family inclusion in the workplace.
• Fertility Matters @ WorkcoreStrategic or Co-development PartnerFertility Matters @ Work partnered on the Cutting Edge Update: Surrogacy & Adoption guide, contributing expertise on fertility support in workplace policies.
• Deloitte UKflagshipGTM or Marketing PartnerDeloitte UK hosted the launch event for the 2025 Cutting Edge Family Friendly Policy & Practice Guide, attended by hundreds of HR Changemakers. Global Inclusion Lead Emma Codd is featured in the parental leave gifting program materials.
• Insurance Families NetworkminorGTM or Marketing PartnerInsurance Families Network is a launch partner for the Cutting Edge Family Friendly series, supporting the distribution of family-friendly workplace resources to the insurance industry.
• Virgin MoneyflagshipGTM or Marketing PartnerVirgin Money is featured alongside Deloitte and Linklaters in the 'How HR Leaders Change the World' podcast series discussing parental leave gifting and retention strategies.
• LinklatersflagshipGTM or Marketing PartnerLinklaters is featured alongside Deloitte and Virgin Money in the parental leave gifting case studies in the 'How HR Leaders Change the World' podcast series.
• Elliott Rae (MusicFootballFatherhood)minorStrategic or Co-development PartnerElliott Rae, founder of MusicFootballFatherhood, contributed to the '5 Fundamentals to Encourage Men to Take Parental Leave' guide, sharing expertise on changing culture for men taking parental leave.
• Blake Woodward (Dads&)minorStrategic or Co-development PartnerBlake Woodward, co-founder of Dads&, collaborated on the '5 Fundamentals to Encourage Men to Take Parental Leave' guide, bringing expertise on father-inclusive workplace culture.
• The Co-operative Group (Co-op)coreStrategic or Co-development PartnerCo-op partnered on the Cutting Edge Update: Pregnancy Loss Policy, with Kerry Allison (People Policy Manager) sharing insights on developing and implementing a pregnancy loss policy in the workplace.
• BupaflagshipGTM or Marketing PartnerBupa's Wellbeing Benefits Consultant Hannah Meredith is featured providing testimonial on the impact of parental leave gifting. Bupa has transformed ad-hoc HR spend into a strategic parental leave gift program contributing to engagement and gender balance goals.
• Sarah Jackson OBEcoreStrategic or Co-development PartnerCollaborated on the Gender Action Plan Checklist and Cutting Edge Family Friendly guides, providing expertise on flexible working and gender pay gap issues. Contributing to HR Changemakers resources on inclusive workplace policies.
• The LEGO GroupflagshipGTM or Marketing PartnerThe LEGO Group shared behind-the-scenes insights at the 2024 Cutting Edge guide launch event on global parental leave policy and neonatal leave practices.
• Standard CharteredflagshipGTM or Marketing PartnerStandard Chartered hosted the 2024 Cutting Edge Family Friendly guide launch event and shared practitioner insights on global parental leave policy.
• M&GflagshipGTM or Marketing PartnerM&G shared behind-the-scenes features at the 2024 Cutting Edge guide launch on global parental leave policy and neonatal leave practices.
• AonflagshipGTM or Marketing PartnerAon was a launch event partner and contributor to the 2023 Cutting Edge Parental & Family Leave guide, sharing practitioner insights on gender-inclusive culture and childcare costs support.
• Sony MusicflagshipGTM or Marketing PartnerSony Music shared behind-the-scenes features in the 2023 Cutting Edge guide on gender-inclusive culture and neonatal leave practices.
• William HillflagshipGTM or Marketing PartnerWilliam Hill contributed practitioner insights to the 2023 Cutting Edge Parental & Family Leave guide on gender-inclusive culture and childcare costs support.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Not On The High Street: UK curated marketplace for personalized and gift products from independent makers. Comparable on curated gift sets, premium pricing, and target consumers seeking meaningful gifts with a story.
• Gift Up: Digital gift voucher and stored-value platform widely used by UK independent retailers. Comparable on the gift voucher product category sold in £20-£100 denominations as part of From Babies with Love's offering.
• aden + anais: Global premium baby textiles brand known for muslin swaddles and baby gift sets. Comparable on baby gift sets, muslin shawls, and corporate baby gifting programs offered to enterprise customers.
• Snappy Gifts: Corporate gifting platform enabling enterprises to send personalized gifts at scale. Comparable on the B2B corporate gifting motion, transaction-based revenue, and HR/Reward department buyer.
• Toby Tiger: UK-based ethical and organic children's clothing brand. Comparable on organic cotton baby/kids apparel, ethical supply chain, and UK DTC distribution model targeting gift buyers.
• Frugi: UK-based organic children's clothing brand. Closest direct peer in organic baby/kids apparel with overlapping customer base (ethical/eco-conscious parents), similar GOTS-certified supply chain, and comparable premium pricing positioning.
• Liewood: Premium Scandinavian children's brand spanning organic baby accessories, bibs, blankets, and gift sets. Comparable on organic baby accessories, premium aesthetic, and DTC gifting range.
• Mori (formerly Babymori): Organic baby and sleepwear brand with strong UK and global DTC presence. Comparable on organic cotton product range, premium baby gifting positioning, and direct-to-consumer e-commerce model.

Broad incumbents

• Moonpig: Large UK greeting cards and gifting platform. Comparable on the greeting cards and gift voucher product lines sold via From Babies with Love, though Moonpig serves a far broader (non-baby) market.
• The White Company: UK premium lifestyle brand with a substantial baby and gift range. Comparable on premium baby gift sets, candle line, and brand-led gifting positioning; broader portfolio dilutes focus on the baby segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/upliftingpeople
• Xx.com/frombabies
• Facebookfacebook.com/frombabieswithlove

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about From Babies with Love