Family-owned Online4Baby nursery e-commerce business, Online4Baby has rebranded to The Nursery Store (www.thenurserystore.com).
Online4Baby was launched by sisters Christy Foster and Cheryl Blayds in 1987, the business had its self-funded beginnings on a market stall in Salford, before moving online to eBay, where Christy and Cheryl became the first UK-based female eBay millionaires.
Today, the business contributes considerably to the Greater Manchester economy. The workforce is 40+ strong; revenue in the first half of 2024 was up 25% compared to last year and the annual income has reached £40 million.
It’s still family-owned, with Christy, Cheryl and their husbands, Darren and Warren, actively running the day-to-day operations.
With a range of leading nursery products from brands including Puggle, iCandy, Mamas & Papas, Tommee Tippee, Ickle Bubba and Joie, The Nursery Store is set to continue the legacy of Online4Baby, expand upon it, and help generations of new families to start their story.
The Nursery Store ceo, Christy Foster, said: “Family will always remain at the core of our business. I’m so proud that the business Cheryl and I started almost four decades ago is making a real difference to families and the economy of the North-West.
“The rebranding to The Nursery Store will allow us to continue providing families with accessible pricing on a wide range of high-quality products that make their lives safer, more enjoyable, and stress-free.
“This modernisation will provide an easier-than-ever shopping experience for them, and provide a solid foundation for us, our partners, both existing and new, to grow and thrive from.”
Already one of the largest independent nursery retailers in the UK, changing to The Nursery Store repositions the business in the market, building a brand with enough breadth to speak to customers at all price points without losing an existing reputation for outstanding pricing.
Modernising the brand while retaining the heritage, trust and credibility built up over the course of nearly four decades was a challenge. To help create the new high-end, modern look and feel, the business kept things local and teamed up with an award-winning branding agency.
Particular attention has been paid to creating a stress-free, transparent and enjoyable shopping experience and becoming a trusted source of information for all things baby.
Chief marketing officer, Toby Gavin, said: “The rebrand is really about how we better convey our heritage and expertise to customers, to build long term trust and credibility in the market. We’ve seen strong growth this year, and we’re excited to drive the business further and faster with this rebrand. This transformation is a strategic leap forward, and we’re really excited about the opportunities it unlocks.”
With these changes in place, The Nursery Store now has a solid foundation to build the next exciting phase of the company on. With a view to building brand awareness and credibility, this will yield improved conversion rates, create a market-leading shopping experience for customers and help generations of new families to start their story.
The Nursery Store is thrilled to continue strengthening its collaborations with its existing partners but is equally excited at the prospect of inviting new brand partners to join in the next phase of growth. This will help everyone involved reach new market segments, create fresh growth opportunities, and engage new family audiences.
