About Us
Discover the story behind our brand, our values, and the heart that drives everything we do.
Welcome to the family
We’re Vics and Clifton and we started Natural Baby Shower nearly 20 years ago, inspired by our time in New Zealand and a desire to make parenting a little easier.
We wanted one place where families could find the best products that are safe, sustainable, and made to last...without the overwhelm.
That’s still what drives us today.
We’re so proud to bring you a curated selection of trusted baby brands, expert help when you need it, and a shopping experience that feels a little more human.
Thanks for joining us,
2024 was a big year!
1 millionth order since launching in 2015
100,000 Instagram followers
13 new partnerships with leading brands
Won 3 awards, Best Online Retailer, Retail Business of The Year + Baby, Children and Family category
Over 2000 5* service reviews on Trust Pilot
30 million views on Tik Tok
Over 180,000 parcels shipped from our warehouse
NBS Through The Years
It all started from one Mum's passion for parenting, the environment and desire to make baby shopping simpler.
2025
We celebrated our 18th birthday! NBS is now a grown-up.
2023
Expansion in team, infrastructure and marketing.
2022
We're awarded Best Independent Retailer at Loved By Parents and winner of Parenting Brand Of The Year at Made For Mums.
2021
We said hello to our biggest family home yet - the new 43,000 sq ft. NBS HQ!
2020
We had a big makeover and launched our new website and brand.
2018
Our family grew to a whole new warehouse and office space under one roof for the first time.
2017
We tripled the size of our Bagshot store for our big 10th birthday,
2016
Our sister brands arrived, Merino Kids sleepwear and Babiators sunglasses.
2015
We moved to our upgraded two-floor store in Bagshot.
2007
Natural Baby Shower was born at Vics' + Clifton's kitchen table!
Our Product Guarantee
We take product selection seriously, because when it comes to your baby (and the world they’ll grow up in), only the best will do.
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Sustainability at NBS
From picking brands to packing orders to championing Preloved, we turn good intentions into everyday actions.
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Visit our Surrey Store
Our lovely store in the heart of Surrey has been welcoming families since 2015.
Spread across two spacious floors, it’s brimming with parent and baby essentials. Plus, our nursery specialists are always on hand to offer personalised, expert advice to make shopping feel easy and enjoyable.
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We choose only the gentlest, safest products to give every baby the best start in life.
We’re here for you with expert advice, helpful guides, and products parents can trust every step of the way.
We put sustainability first, offering eco-friendly choices that care for the world they’ll grow up in.
