Babymore

What Babymore does

Babymore, trading under the legal entity Baby More Limited, is a UK-based designer, distributor and retailer of nursery furniture and baby transport equipment, headquartered in Basildon, Essex. Its core products include cribs, cots and cot beds, mattresses, nursery furniture, travel systems, pushchairs and child car seats, with the Air Motion Gliding Crib and the Shea 360 Spin i-Size car seat cited as flagship SKUs. The product line is built on conventional nursery hardware engineered to mandatory UK safety standards, including BS EN 716 for cots and cot beds and i-Size (R129) for child car seats; the offering is physical goods rather than software or platform infrastructure.

The company runs a hybrid go-to-market combining a direct-to-consumer e-commerce site with placement across UK nursery and mass-market retailers, supplemented by the Babymore Club loyalty program. Pricing spans roughly £129 to £699, positioning Babymore in the mid-market UK nursery segment. The brand has accumulated third-party validation through the UK Enterprise Awards' "Best British Nursery Brand 2020" recognition and multiple MadeForMums and Mother & Baby product awards, which it leverages in both DTC and retail channels.

Operationally, Babymore employs between 11 and 50 people and has not disclosed revenue or external funding; its footprint is UK-only, with content marketing and product launches (including the 2026 Shea 360 Spin i-Size car seat) pointing to continued category extension rather than geographic expansion. The business model is fundamentally transactional retail with consumer-facing marketing, and there is no public evidence of B2B or enterprise contracts, software subscriptions, or AI-driven product capabilities.

Name

Babymore

Legal name

Baby More Limited

Website

https://babymore.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Babymore is a UK-based designer, distributor and retailer of nursery furniture and baby transport equipment — including cribs, cots, mattresses, travel systems and i-Size car seats — sold via DTC e-commerce and multi-retailer channels to UK parents of newborns and young children.

Ownership category

akta.pro rank

Product category

Nursery Furniture

NAICS

Furniture Retailers (449110), Furniture Retailers (44911), Mattress Manufacturing (337910), Mattress Manufacturing (33791), Home Furnishings Retailers (44912), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712), Household Furniture (2510), Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Kids & Nursery Furniture Retail (Cribs, Toddler Beds, Changing Tables, Bunk Beds) (CRAIAAAE)

akta.pro secondary industries

Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids) (CRAIABAG), Kids’ & Nursery Storage Retail (Toy Storage, Closet Organizers) (CRAIAJAL)

Keywords

• Nursery furniture
• Baby cots
• Baby mattresses
• Baby travel systems
• Infant car seats

Headquarters

HQ city

Basildon

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Product Sales - E-commerce: Direct-to-consumer online sales of nursery furniture and baby transport products through the company website, including cribs, cot beds, mattresses, pushchairs, travel systems, and car seats
2. Product Sales - Retail Distribution: Distribution of products through retail stores and big-name retailers

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Babymore designs, manufactures and sells British-branded nursery furniture (cribs, cots, cot beds, mattresses, nursing chairs, wardrobes, chest changers and pre-configured furniture sets) and baby transport products (travel systems, pushchairs/prams, and i-Size car seats). Products are sold direct-to-consumer via babymore.co.uk and through physical retail stores and major retailer partners across the UK.

Product overview

Babymore is a British nursery furniture and baby transport brand offering a comprehensive portfolio of award-winning products. The core offering includes cribs (such as the Air Motion Gliding Crib), cots and cot beds in multiple collections (Caro, Dante, Eva, Kimi, Luno, Mona, Stella, Velvet), baby mattresses, and nursery furniture including nursing chairs, chest changers, and wardrobes. The baby transport range encompasses travel systems, pushchairs/prams, and car seats featuring i-Size compliance and 360-degree rotation. Products are sold as individual items or in pre-configured 2-piece and 3-piece nursery furniture sets. The company also operates a Babymore Club loyalty program. All products are available for purchase online or through retail stores and major retailers.

Differentiator

Problem solved

Functional benefit

Products and services

• Cribs Baby cribs including the Air Motion Gliding Crib, a self-gliding crib that responds to the baby's movement to provide soothing motion for infants. Targeted at parents of newborns.
• Cots & Cot Beds Range of cots, mini cot beds and cot beds sold across named collections (Caro, Caro Urban, Dante, Eva, Luno, Stella, Kimi, Mona, Velvet), including sleigh-style designs and drop-side mechanisms. Designed for parents furnishing a nursery.
• Baby Mattresses Cot and cot bed mattresses, including the Premium Core Pocket Sprung Cot Bed Mattress (140 x 70 cm), sized to fit Babymore and standard cot beds. Sold to parents as a complementary sleep product.
• Nursery Furniture Nursery furniture including nursing chairs with footstools (Freya, Lux, Ida, Callie), chest changers, wardrobes and cot top changers across collections such as Lux, Caro, Luno, Veni, Mona, Aston, Eva, Stella and Velvet. Designed for parents setting up a nursery.
• Nursery Furniture Sets Pre-configured 2-piece and 3-piece nursery room sets (e.g. Dante, Mira, Kimi XL Acrylic, Kimi Acrylic, Mona, Eva, Caro, Luno, Veni collections) combining a cot bed with a wardrobe and/or chest changer for parents seeking a coordinated nursery.
• Baby Travel Systems Complete travel system bundles including pushchair frame, carrycot, i-Size car seat, ISOFIX base and adapters, in Chia, Kai, Mimi and Memore collections. Targeted at expectant parents and parents of infants needing an integrated transport solution.
• Pram Pushchairs Pram pushchairs and strollers available in Chia, Kai, Mimi and Memore collections and various colourways. Designed for parents of newborns through toddlers as standalone or as part of a travel system.
• Car Seats i-Size (R129) and R44 compliant car seats including 360-degree rotating seats, infant carriers and multi-stage seats from birth to approximately 12 years (Shea 360, Macadamia, Pecan, Kola models), with ISOFIX compatibility. Targeted at parents needing compliant child car seats.
• Babymore Club Free loyalty/membership program offering exclusive discounts, product launch alerts, coupon codes, parenting support content and Babymore news to subscribing parents and parents-to-be.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• John Lewis Nursery: Major UK department store with a substantial nursery, pram, and car seat assortment that competes with Babymore's range and serves as a potential stockist channel. A broader incumbent rather than a nursery specialist.
• IKEA: Global home furnishings incumbent that offers cots, mattresses, and nursery furniture as part of a much broader product portfolio. Competes with Babymore in the value-to-mid nursery furniture segment but does not specialize in the category.
• Mothercare: Historic UK nursery and maternity retailer selling cots, prams, car seats, and nursery furniture across multiple markets. A broader category incumbent that competes with Babymore in cot beds, prams, and travel systems.

Direct peers

• Cosatto: UK nursery brand offering car seats, pushchairs, highchairs, and nursery furniture with a strong design-led value proposition. Comparable in target customer (UK new parents), product breadth, and multi-channel distribution model.
• Mamas & Papas: UK-headquartered nursery furniture, prams, and car seat specialist. Direct competitor to Babymore across cribs, cot beds, mattresses, travel systems, and nursery furniture, with a similar multi-channel DTC plus retail store model and overlapping product range.
• Tutti Bambini: UK nursery furniture and baby products specialist selling cots, cot beds, mattresses, and prams. Direct product overlap with Babymore in the cot and nursery furniture categories, with similar pricing and UK-focused DTC-plus-retail distribution.
• Obaby: UK nursery furniture and pram brand offering cots, cot beds, mattresses, changing units, and travel systems. Directly comparable product range and price points to Babymore, serving the same value-to-mid segment of UK new parents.
• Snüz: UK nursery brand specializing in bedside cribs, cots, mattresses, and sleep-related products. Closely comparable in the crib and nursery sleep categories, with a similar premium British-brand positioning and DTC-led model.
• Silver Cross: Iconic British nursery and baby transport brand selling prams, pushchairs, car seats, and nursery furniture. Directly comparable product portfolio and premium British-brand positioning to Babymore, particularly in the travel system and pram categories.
• Boori: Australia-origin nursery furniture brand selling cots, cot beds, mattresses, and nursery furniture sets in the UK and globally. Comparable in product range, convertibility features (cot-to-bed), and sustainability-positioned premium branding.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/babymoreuk
• YouTubeyoutube.com/channel/UCv9YpNGmkIhY5RNtSNZTj1g
• Facebookfacebook.com/babymoreuk
• Instagraminstagram.com/babymore_uk
• Pinterestpinterest.com/babymoreuk
• LinkedInlinkedin.com/company/babymore

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Babymore