Online4Baby has seen a double-digit rise in sales since its rebrand and the unveiling of a new-look website

Ecommerce retailer Online4Baby has taken another big step forward on its growth journey by rebranding and refreshing its website to emphasise its credentials as a caring yet rebellious disruptor fighting on the side of parents.

Online4Baby’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 the 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 effect a digital transformation for the business.


Online4Baby sells a vast array of 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 and has its own brands, Puggle and 4Baby.

The website has been re-designed to provide a more premium appearance and a better user experience, with a strong mobile-first emphasis

Managing director Christy Foster said: “Most of our sales come through mobile devices, to 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.”

Other features of the new look and feel for the brand include:

·         A new strapline of ‘Power to Parents’ as part of a strategy to position Online4Baby as a caring company with a rebellious streak – the ‘revolutionary’ fighting the good fight for parents;

  • A new logo which incorporates an exclamation mark in the number 4;
  • A brighter tone of voice, with a punchy new colour palette of cookie cream, candy pink, yellow and blue;
  • New graphics such as a banner, a flag, a placard and a megaphone – which are all items associated with revolution and rebellion.

Christy said: “Our mission is to bring Power to Parents through exceptional customer service and quality products. We’re building a community where parents from all backgrounds can share their experiences and find support from other parents. Online4Baby is their trusted, one-stop destination for all things baby.

“We aim to be the number one destination for high-quality nursery goods, all sourced by a team whose decades of experience and knowledge enable us to constantly evolve our offering to keep pace with changing consumer tastes and needs.

“Our goal is to ensure that we can be counted on to give our customers a helping hand at a time of great change in their lives, giving them one less thing to worry about when they bring new life into the world.

“We are extremely pleased with our new brand identity and website. They have been well-received by customers, judging by the feedback we have had as well as the improved conversion, revenue and average order value rates we have seen.”

Christy added: “This new brand identity gives us a strong platform for further growth but without losing our human, personal qualities. Customers will always be able to find a real person at the end of the line or over live chat, with product experts on hand to help demystify the world of nursery and baby products.”

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

As part of its digital transformation, the retailer has focused on increasing its number of followers on social media such as Facebook and Instagram, 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.