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Online store CMS Nursery rebrands as Baby-Central

Central Medical Supplies has rebranded CMS Nursery, its consumer-facing website, as Baby-Central, reinforcing the company’s reputation as pregnancy and baby specialists.

The new-look site – which can now be found at – will continue to feature all previous best-selling products such as Dr Brown’s, Dreamgenii, Cantaloop, Ameda and Steri Bottle.

Social media channels will also be rebranded, while other new additions include a regular blog section giving unique baby care tips and advice from experts.

“At CMS we are experts in pregnancy and baby products and in a crowded market we wanted to position ourselves effectively to reach mums-to-be and parents, who are our important core target audience,” stated Jasmine Clowes, digital marketer at Central Medical Supplies.

“This fresh, modern new brand will enable mums to find a huge range of pregnancy and baby care essentials quickly and easily as well as giving them advice and tips to help navigate their parenting journey.”

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