Babyshop: Redefining Children’s Retail for Over Four Decades

Babyshop was first created by Mukesh Jagtiani in Bahrain in 1973, since then it has become a children’s retail brand that has gained an exceptional reputation. The stores became a rage very fast because of the availability of such wide ranges of products all under one roof for children from 0 to 16 years of age. From apparels, toys to strollers and car seats, the store started becoming a household name for parents searching for brands like Barbie, Disney, Philips AVENT, and Fisher-Price.

By opening the first store in the UAE in 1990 and setting up a store in Sharjah, the brand took its first giant stride. This marked the initial stage of Babyshop’s expansion into the Middle East, where it was gradually spreading across the region and beyond. Today, the company boasts more than 235 stores across 19 countries, making it a giant in the children’s retail space.

In 2005, Babyshop focused intensely on child safety, an area that would become much of the focus for the brand in the near future. Emphasizing how parents require more than just clothes and toys, the company shifted its attention to child safety awareness in all the environments but especially while traveling. The best campaign conducted by the company was the “Child Safety First” awareness campaign launched in collaboration with the Roads and Transport Authority of Dubai in 2011. The campaign was a child safety seat usage awareness activity, done for three months. Babyshop assisted in fitting child seats in cabs all over Dubai. The customers were educated as well as provided with a practical solution through baby shop. This, therefore was a sharp reflection of the commitment shown by Babyshop towards child well-being and goes beyond just the aspects of mere retail to drive change.

In 2012, Babyshop further deepened its role as the voice of child safety by joining forces with a survey carried out by AC Nielsen to explore parental concerns with the issue. The findings from this survey led Babyshop to host roadshows during which the brand presented to families about their importance in ensuring child safety while on vehicles. This was instrumental in cementing Babyshop as a brand that genuinely cares for the welfare of its customers.

Though Babyshop is still a group company famous for its widespread number of physical outlets, the company embraced the digital revolution as a way to enhance its customer experience. In November 2016, Babyshop launched its e-commerce platform and mobile app with the possibility for customers to shop from anywhere with internet connectivity. Today, Babyshop’s online store serves approximately 20,000 items, putting at the fingertips of customers enormous children’s products. The Babyshop application is available on iOS as well as Android, making shopping easier and quicker for busy parents. Features of the app include easy navigation, quick checkout, and accessing great deals exclusively. It has become an essential tool for the modern parent.

Child safety and parental support do not end when it’s about products and campaigns for Babyshop. In 2015, the company published the book Mom’s Little Secret, a baby advice book for expectant mothers and helpful tips to guide parents in the baby’s first few years. The company received contributions from 27 experts and more than 40 insightful articles in making the book one quick resource to many of its readers. Useful advice has been the way of life that Babyshop has been adhering to, just in a bid to hold its core customer group-parents seeking reliable resources plus helpful guides. Over the years, Babyshop’s ever-changing nature made it relevant in the challenging and changing market. Today, from its small beginnings in Bahrain to being today’s children retail power house, Babyshop happens to thrive based on many approaches regarded as customer-centric. Whether it is high-quality goods, care in ensuring the protection of children, or advice in raising a child, it has dedicated itself to providing the best possible service with the utmost care and responsibility for families.

Long-term relationships with companies like Chicco, Lego, and Joie also depict the care taken to offer the best to the little ones and their parents. Babyshop allows the hassle-free buying of newborn basics or teen apparel through both in-store and online shopping.