Welcome to our family

Home to beautiful eco-friendly products all carefully handpicked for you and your little ones.

Take a closer look into what makes us an award-winning, trusted independent retailer and the story behind Natural Baby Shower over on our Journal.

Where it began

Inspired by their time in New Zealand, founders Vics + Clifton wanted to provide parents with natural and sustainable baby products that were the very best for parent, baby and the planet, all under one roof.

Where we are now

In 14 years, we have grown from a team of 2 at the kitchen table to a team of over 75 employees at our HQ in Bracknell. Now home to over 125 of your favourite and trusted baby brands.

Who we are

We're a trusted award-winning retailer offering environmentally-friendly, long-lasting products and giving support at every stage of the parenting journey through our tailored guides and 5 star, personal service.

Best for baby

Inspired by their time in New Zealand, founders Vics + Clifton wanted to provide parents with natural and sustainable baby products that were the very best for parent, baby and the planet, all under one roof.

Best for parent

In 14 years, we have grown from a team of 2 at the kitchen table to a team of over 75 employees at our HQ in Bracknell. Now home to over 125 of your favourite and trusted baby brands and lots of awards under our belt.

Best for environment

We're a trusted award-winning retailer offering environmentally-friendly, long-lasting products and giving support at every stage of the parenting journey through our tailored guides and 5 star, personal service.

We're award winning!

We are so proud to have won a number of special awards that not only acknowledge our retailer excellence and trusted service, but also recognise our positive social and environmental impact! Whilst every award means so much to us, some of our highlights include winning "Parenting Brand of the Year" at the Made for Mums Awards 2022 and “Best Independent Retailer” at the Loved By Parents Awards 2022.