Active Baby

What Active Baby does

Active Baby is a family-owned Canadian specialty retailer of baby and children's products, founded in 2009 in North Vancouver, BC by parents Chen and July. The company sells strollers, car seats, baby clothing, nursery furniture, feeding and nursing products, toys, and health and safety items, carrying an assortment of more than 150 premium third-party brands including UPPAbaby, Bugaboo, Nuna, and Clek. It also operates an in-house private-label brand, Belan.J, focused on bamboo baby clothing, representing its first move into vertical product development beyond resale.

The business runs a hybrid omnichannel model. Customers can shop in two physical retail stores located in North Vancouver and Langley, BC, or through a Shopify-based e-commerce storefront that ships across Canada from a dedicated Surrey, BC warehouse. Active Baby integrates MyRegistry.com to provide a universal baby registry experience, allowing expectant parents to consolidate gift purchases across retailers within the Active Baby ecosystem. The store is positioned as a curated alternative to mass-market baby retailers, leaning on specialist staff knowledge of premium juvenile products.

The company is bootstrapped with no external funding disclosed and operates with a small team (11-50 employees). Revenue, unit economics, and growth metrics are not publicly disclosed; the financial profile is inferred from footprint, headcount, and category signals rather than verified statements.

Name

Active Baby

Legal name

Active Baby

Website

https://activebaby.ca

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Active Baby is a family-owned Canadian specialty retailer (founded 2009, North Vancouver) selling strollers, car seats, nursery, feeding, clothing, toys, and safety products across 150+ premium brands via two BC stores and a nationwide Shopify e-commerce site.

Ownership category

akta.pro rank

Product category

Baby Products Retail

NAICS

Hobby, Toy, and Game Retailers (459120), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Hobby, Toy & Game Shops (5945), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Baby, Kids & Maternity Online Retailers (CRAFADAI)

akta.pro secondary industries

Kids’ & Baby Apparel Retail (CRAAABAD), Outdoor & Ride-On Toys Retail (CRALAFAC), Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids) (CRAIABAG)

Keywords

• Baby gear retail
• Strollers and car seats
• Baby clothing
• Nursery products
• Baby registry services

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Physical and online retail of baby gear including strollers, car seats, clothing, nursery furniture, nursing/feeding products, toys, and health/safety items. Revenue generated through one-time product purchases at varying price points from budget to premium.
2. Private Label (Belan.J): In-house brand products sold under Belan.J label, offering bamboo sleepwear, daywear, blankets, and sleep sacks. Differentiated proprietary products commanding brand premium.
3. Registry Services: Baby gift registry services with 10% completion discount after $300 in purchases and 3+ items added. 120-day registry expiration from event date.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Active Baby is a Canadian baby products retailer that sells strollers, car seats, baby carriers, bouncers, playards, highchairs, balance bikes, baby and adult clothing, nursery and sleep products, nursing and feeding supplies, toys, and health and safety items through two physical stores in British Columbia and a nationwide Shopify-powered e-commerce site. The company carries 150+ brands alongside its in-house Belan.J bamboo clothing line and offers free in-store services including baby registry consultations, car seat fittings, and stroller demos.

Product overview

Active Baby is a family-owned Canadian baby products retailer offering a curated multi-category portfolio of baby gear, apparel, nursery products, and essentials. The store operates both physical retail locations in North Vancouver and Langley, BC, and a nationwide online store powered by Shopify. The product assortment spans major gear categories including strollers (full-sized, travel, double, jogging, all-terrain), car seats (infant, convertible, booster), baby carriers, bouncers, swings, loungers, playards, highchairs, balance bikes, and bike seats. Apparel offerings cover newborn through adult sizes across daywear, sleepwear, outerwear, and accessories, with the company's proprietary in-house brand Belan.J specializing in bamboo-based clothing and sleep products. Nursery and sleep products include cribs, bassinets, mattresses, blankets, and swaddles. Nursing and feeding, toys, and health and safety products round out the catalog. The company also provides a free baby gift registry service powered by MyRegistry.com, offering a 10% completion discount and extended return windows for registrants.

Differentiator

Problem solved

Functional benefit

Brands

• Belan.J: In-house brand carrying clothing in buttery soft bamboo material and the softest blankets and sleep sacks.

Products and services

• Strollers A core product category encompassing full-sized, travel, double, jogging, and all-terrain strollers from UPPAbaby, Bugaboo, Nuna, Thule, Maxi-Cosi, Silver Cross, and BabyZEN YOYO, intended for parents and caregivers of infants and toddlers.
• Car Seats Infant car seats, convertible car seats, and booster seats from Clek, Nuna, Britax, UPPAbaby, Maxi-Cosi, and Chicco for parents of infants through older children; free in-store car seat fittings are offered.
• Baby Gear Parts & Accessories Replacement parts and add-on accessories for strollers and car seats from Bugaboo, UPPAbaby, Thule, and other carried brands.
• Baby Carriers Ergonomic and structured baby carriers designed to transport infants and toddlers hands-free, intended for parents and caregivers.
• Bouncers, Swings & Loungers Baby bouncers, swings, and loungers from Baby Bjorn, Snuggle Me Organic, Babymoov, Maxi-Cosi, UPPAbaby, and Stokke, intended for soothing and entertaining infants.
• Playards & Playpens Portable playards and travel cribs from UPPAbaby, Bugaboo, Maxi-Cosi, Nuna, Baby Bjorn, Phil & Teds, and Silver Cross for travel and at-home use.
• Highchairs & Booster Chairs Highchairs, table booster seats, and convertible feeding chairs from Stokke Tripp Trapp, Bugaboo Giraffe, Bumbo, Maxi-Cosi, UPPAbaby Ciro, and Phil & Teds, for infants and toddlers transitioning to solid foods.
• Balance Bikes & Child Bike Seats Balance bikes, child bike seats, helmets, and protective gear from Thule Yepp, Scoot & Ride, Kinderfeets, and Nutcase for toddlers and young children.
• Baby & Children's Clothing Baby and children's apparel from newborn through adult sizes, spanning daywear, sleepwear, outerwear, accessories, and footwear from brands including Belan.J, Quincy Mae, Kyte Baby, and Goumikids.
• Nursery & Sleep Products Cribs, bassinets, mattresses, bedding, dressers, change tables, baby blankets, swaddles, sleep sacks, mobiles, and sound and light machines for setting up a nursery.
• Nursing & Feeding Products Breastfeeding essentials, bottle feeding supplies, feeding utensils, food storage, bottle warmers, sterilizers, backpacks, lunch kits, and pacifiers for nursing and infant feeding.
• Toys & Gifts Age-appropriate toys and gift items including rattles, teethers, plush toys, wooden toys, activity gyms, bath toys, gift sets, keepsakes, books, and Jellycat plush animals for infants and children.
• Health & Safety Products Baby monitors, thermometers, nasal aspirators, humidifiers, air purifiers, grooming tools, bath and skincare products, prenatal and postpartum items, cleaning and hygiene supplies, and outdoor sun protection for infant care and home safety.
• Belan.J (In-House Brand) Proprietary in-house brand offering bamboo-based baby clothing and sleep products including sleepers, sleep sacks, swaddles, receiving blankets, daywear, and newborn gift sets in buttery soft bamboo material.
• Baby Gift Registry Free baby gift registry service powered by MyRegistry.com for expectant parents and gift-givers, offering a complimentary newborn checklist, in-store item scanning, social/email sharing, and a 10% completion discount after $300 in purchases and 3+ items added.

Quantifiable outcome

• Free shipping on orders over $89.99
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• myregistry.comcoreTechnology or IntegrationGift registry platform powering Active Baby's baby registry functionality. Enables customers to create registries, scan items in-store, share via social media/email, and track purchased items. Provides completion discount automation.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Market position

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@ActiveBabyVancouver
• Facebookfacebook.com/share/1AuVVspeiw
• Instagraminstagram.com/activebaby_ca
• TikToktiktok.com/@activebaby.ca?_r=1&_t=ZS-93hitXdEyQq
• LinkedInlinkedin.com/company/activebaby

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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 Active Baby