Monthly Parenting Magazine

Best online retailer: SmallSmart


We are, an online baby boutique that has been helping parents choose smart and innovative products for their little ones since 2010. We specialise in a range of high-quality products for babies, toddlers, and kids aged 0-8 years from leading brands without compromising on price.

In addition to stocking products from leading brands, we have also designed and manufactured our own baby products under several in-house brands, which we are sure you will enjoy. We stock a wide range of products from travel accessories to mealtime and bathtime products. We work hard to ensure that the items we stock across our whole range of fashion, toys, and textiles are environmentally friendly and sustainable.

Our mission is to serve the needs of parents by providing them with easy and enjoyable one-stop shopping to make parenting simpler while making no compromises on quality and affordability.

Our online store, which is what we are entering into the awards, is built around the following values:

Safety – Our priority is to source items that are safe and well designed with product specifications and safety recommendations.

Mindful – We always aim to put our customers first, we endeavour to provide friendly, efficient service in-person, or by phone, email, chat, and social media.

Adventure – Having a baby is life’s biggest adventure, and we strive to guide you through the most crucial stages of parenthood by making it special, simple, and enjoyable.

Recyclable – We care about the environment and are 100% committed to reducing our carbon footprint. We continually strive to deliver environmentally friendly products and packaging.

Time-saving – We believe that the best thing your little ones can get is your time and attention. So we’ve always focused on finding and creating the products thus saving you time. Whether that’s by helping you find an easy-fold stroller or a no-tools installation dollhouse.

We use our extensive background in art & design to come up with stylish, innovative products for our own in-house brands that make parenting easier.

We use our own experiences as parents to help us understand the challenges of bringing up a child so we make sure you are presented with only the best products, at competitive prices.

We search the globe to find products where outstanding design combines with smart features to help make the joys of parenting as simple as possible.

We only choose sustainable and eco-friendly products that help us reduce our carbon footprint. Our packaging is eco-friendly and we try our hardest to not include plastic in any of our products, instead opting for other materials such as wood.

Our website has been created with simplicity and functionality in mind, so you don’t have to spend ages trying to find the perfect products for your baby.

As well as stocking a wide range of baby products, we also have a blog that guides parents through the difficult challenges of parenting with helpful and useful advice.

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