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Online4Baby targets £100m revenue following rebrand


Ecommerce brand Online4Baby has seen a surge in sales following a comprehensive rebrand and website redesign.

The Oldham etailer’s brand overhaul features a new logo, a ‘Power to Parents’ strapline and a new colour palette, while improvements to the website make it more mobile friendly and give it a more premium appearance.

The overhaul is already paying dividends, with year-on-year conversion rates up 64 per cent in the first two weeks since launch. Sales have increased by 12 per cent year-on-year and the average order value is up by seven per cent. The project is the latest phase of a multi-million pound investment programme to digitally transform the business.

Online4Baby sells nursery and baby items directly to consumers across the UK. Its product lines range from prams, buggies and car seats to cots, high chairs, nursery furniture, baby walkers, swings and playpens. It sells leading brands such as Joie, Graco and Cybex alongside its own brands, Puggle and 4Baby.

Managing director Christy Foster said: “Most of our sales come through mobile devices, so it’s important to get the design of the website right for smaller screens. Research shows how important visual content is when buying online, and therefore we have overhauled how products are displayed so shoppers can always see the product from all angles.”

As part of its digital transformation, the retailer has focused on increasing it followers on social media, and last year launched a TikTok channel which is attracting over 1.2m monthly views.

Online4Baby has seen revenues surge from £11m in 2018 to £45m in 2021, and aims to reach £100m within three years.

Online4Baby hopes its investment will also help it achieve greater penetration of target market segments such as parents-to-be and grandparents, as well as reinforce its standing among new parents.


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