ARTICLE by Natalie Brown

Natural Baby Shower’s 15 Birthday Brands!

 |  Reading time: 7 minutes
B_for_Blog | Natural Baby Shower

It's our 15th birthday!

From the kitchen table to a 43,000 sq ft HQ, 10 brands to 125, and just 2 employees (including our founder Vics!) to 75! We've achieved lots of award-winning milestones over our 15 years and we couldn't be more chuffed!

We're inviting you to celebrate this milestone with us and enjoy 15% off 15 very special guests...

1. aden + anais 

Specialists in organic muslins, bibs and blankets, we started stocking aden + anais early on in the NBS journey, and just before we expanded into our Chertsey boutique in 2010. The a + a story begins with founder Raegan Moya-Jones, who started the brand after learning about a centuries-old Australian tradition of swaddling babies in soft and breathable fabrics.

It was when our own founder Vics couldn't find the same, supersoft muslins in the UK that she had been given by her midwife in New Zealand, that aden + anais first caught her eye. Soon after they came on board, Prince George was pictured leaving hospital swaddled in aden + anais too! 

2. Babiators 

In 2016, Babiators became one of two 'sister brands' here at Natural Baby Shower. Babiators were already a much-loved brand on the site and in the store, so when the opportunity to become a wholesale partner came up, we jumped at the chance! The quality of Babiators sunglasses has always been incredible, and we love how stylish yet durable they are. 

Since we joined forces, our UK Babiators crew has grown massively, meaning more kid's eyes are now being protected while out exploring this awesome world. Plus, these award-winning sunnies have been spotted in lots of press and even adorned by celeb families too!

3. Tonies

Tonies has been a wonderful addition to the NBS family, with the Toniebox hero product loved and adored by parents and little ones alike. The Tonies-talk first began a few years ago, after it was voted best Christmas present by several trusted publications, and it’s no surprise why these audio devices are now so popular! We loved how the Toniebox offered screen-free family time and how all products are designed and manufactured with high-quality and recyclable materials – making them a perfect fit for the NBS family.

Now in 2022, nearly every child, niece, nephew, godson etc. of the NBS team own a Toniebox – it’s truly a phenomenon! 


One of the first pushchair brands to join Natural Baby Shower, Joolz has always shared the same strong eco-values as us. With sustainability at the heart of all its operations, and an amazing collection of pushchairs and strollers, we were SO excited to become a Joolz stockist in 2015!

We love their lifetime warranty scheme, which stresses the importance of product longevity to help the planet and their “Birth Forest “campaign which sees them plant a tree for every pushchair sold. 

5. Maxi-Cosi

Designed for the modern family, Maxi-Cosi has been creating products for parent, baby and the home for decades. When we first started chatting to the Maxi-Cosi team in 2018, we were stunned to learn that their car seats had carried 50 million babies’ home from the hospital, and knew then they were going to be a firm customer favourite!

We soon found out just how popular their infant stage car seats were, with nearly every customer asking about them whilst visiting our Surrey store! Even now, we love that all their products, whether a car seat or a highchair, are always designed and manufactured to the very highest safety standards.


Since 2015, MORI has strived to create products that help to welcome little ones into the world and beyond. They use only sustainable, organic textiles which means their high-quality items are made of sturdy yet super soft fabric. It was actually once Vics had felt how soft the products were that she was totally sold and wanted to stock MORI on NBS!

Over the years, their seasonal favourites and cosy comforts have become bestsellers for us, and we love that every piece is crafted thoughtfully and only manufactured in trusted factories. 

7. The Little Green Sheep

The Little Green Sheep was actually born the same year as us - 2007! Not only do we share a birth year, but we also share very similar values. We're both passionate about natural and organic materials, and see the value in creating beautiful, long-lasting products that stay away from nasty chemicals. It was an absolute no-brainer for us to start stocking the brand! 

Back then, The Little Green Sheep's hero product was the brilliant SnuzPod but over the years they've grown alongside us, and now offer a gorgeous and luxurious range of mattresses, bedding, sheepskins, play products and more. In fact, The Little Green Sheep moses basket is one of our most tagged products over on the NBS Instagram - truly the perfect addition to any newborn's nursery.  

8. Snüz

Snuz was created out of The Little Green Sheep in 2014 with the vision of providing stylish and safe sleep solutions for parents, starting with the now iconic and award-winning bedside crib, SnuzPod

They’ve since grown to lead the way in the nursery sector, selling beautiful furniture, décor, mattresses, bedding, sleep aids and play. Plus they've even been awarded the prestigious Queens Award for Innovation!

We love that just like The Little Green Sheep, Snuz has likeminded business ethics and sustainable values, so fitted perfectly into our family of brands from day 1.

9. Elvie


Since launch, Elvie has taken the mama care market by storm, championing women's health and providing high-tech, high spec products for females across the globe! 

We absolutely loved how their revolutionary wearable breast pump made everyday life for women easier, including breastfeeding mamas on our own team, and we were so excited when they joined NBS in 2019. With innovation and female empowerment at the core of Elvie's operations, it’s no wonder we welcomed this brand with open arms! 

10. Ergobaby

Our founder Vics has always loved the benefits that babywearing offers. In fact, she wore an Ergobaby carrier on a daily basis with her little ones, as did many of her friends with their own children. So back in 2011 it was an easy decision to bring Ergobaby on board, and they were displayed front and centre in our Chertsey boutique! 
Ergobaby's mission has always been to provide the highest quality, safest, most ergonomic baby carriers in the world and they feel so confident in their range, that they even introduced their ErgoPromise; their 10 year guarantee! 

11. Babymel

Founded in 2006, Babymel set out to fill a gap in the changing bag market, and started creating beautiful, stylish, sustainable but affordable accessories for all parents. Their products offered incredible durability, lasting from one baby to the next, and being passed on from friend to friend! 

That's why it was a natural fit for Babymel to join our family of brands, especially as one of our biggest driving forces was to provide quality products that last a lifetime. We loved the functionality their bags offered for family life and adored every design! 

12. Liewood

When the Scandi-style aesthetic started to take off, we fell in love with it too and there was one company that was doing it so well…Liewood! They were a fairly new name to the nursery industry, but we were amazed at how they were creating such beautiful products and using even better quality materials. When we discovered that our eco-values aligned with theirs, we knew they would be perfect for Natural Baby Shower.

Now a global superstar in Scandi-inspired clothing, toys and more, our customers are very happy that we house such a huge collection from Liewood's range! 

13. Stokke

Since 1932 Stokke has been combining a love for design and a passion for nurturing family bonding by creating products that bring families closer together. Stokke has been at the forefront of innovation in the nursery industry from the start, with the invention of the fantastic Tripp Trapp chair, which even made its way into Vics and Clifton's home to use with their young family! 

We love how Stokke focus on product lifecycle to lower its environmental impact, and that's why the Tripp Trapp is designed to grow with your child and beyond. Now in 2022, their furniture, pushchair and accessories range has grown big time but they still remain a best-selling, customer favourite!

14. BabyBjörn

By 2018, BabyBjörn had become a trusted name across Europe and we noticed everyone was coming into the store asking if we stocked it! So they joined the NBS family, offering innovative and intelligently designed carriers and bouncers. We loved all of their fashion-forward collections, which took into consideration not only mums, but dads too!

BabyBjörn has always been dedicated to making a difference to families and the brand are constantly looking for new solutions with safety and quality in mind. Their product range has since evolved to include travel cots, kitchen and bathroom items, and we are always excited to see what they'll launch next! 

15. Merino Kids 

The Merino Kids story is one that is very special to us! Vics loved the natural and organic properties offered by merino wool when she was living in New Zealand with her little one, and she wanted to bring it back to UK parents. Merino wool is not only super soft, but it offers temperature regulating properties, and is much kinder to the planet as it requires little to no energy to wash.

Merino Kids, which was also founded in New Zealand, had been creating wonderful wool garments for babies to sleep safely and soundly for years, so it was a match made in heaven to bring them to Natural Baby Shower. Not only did Merino Kids become one of the earliest brands we stocked, but a few years later, it was our first ever "sister wholesale brand" too!

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