Finding the right baby products can be overwhelming for new parents, but one Kiwi company is on a mission to make the process easier. Babies.co.nz has grown from a nappy delivery service into one of New Zealand’s most trusted online baby retailers. Sales Manager Marwan Kubaisy to discusses the company’s evolution, its focus on customer care, and how it continues to innovate in a fast-changing and competitive market.
Babies.co.nz first launched in 1998, delivering nappies and baby essentials to homes, supermarkets, and childcare centres. As the needs of Kiwi parents evolved, so did the business.
“Over the years, we expanded our product range to make parents’ lives easier and children’s lives more enjoyable,” says Marwan.
“Our commitment to quality brands, high safety ratings, and innovation has been a cornerstone of our success.”
Today, Babies.co.nz is a one-stop shop – online or in-person at the its store in East Tamaki – for everything from nursery furniture to strollers and car seats. Marwan says that parents don’t need to browse multiple websites or visit several stores, they can find trusted brands, expert advice, and seamless service all in one place.
Creating a seamless shopping experience
While running an online store does have its advantages, Marwan says that it does come with unique challenges too, particularly around building trust with customers. With this in mind, he says that the website has been designed with a parent-first approach.
“Our website was designed to be intuitive and easy to navigate. Parents can browse by product category, read detailed information, and make confident, informed purchases.”
The company has also created multiple support channels for parents, such as LiveChat during business hours, a dedicated phone line, and responsive social media engagement – ensuring parents can access help when they need it most.
Marwan says that shipping and payment flexibility have also been key. Orders over $200 receive free nationwide delivery via reliable courier partners like Aramex, NZ Post, and PBT Freight. To further reinforce trust, Babies.co.nz applies stringent data protection measures to ensure every transaction is secure.
Marwan says that Babies.co.nz has built a loyal customer base by focusing on what matters most to parents: quality, trust, and support. “Trust is everything in the baby industry. Parents need to know they’re buying safe, high-quality products from a company that stands by them.”
The company only stocks products that meet strict safety standards, such as the popular Maxi-Cosi Pria All-in-One car seat, which exceeds federal safety benchmarks and includes advanced GCell® side-impact protection. In-store staff are also Child Restraint certified, giving parents the confidence that they’re receiving expert advice tailored to their child’s needs.
It’s this commitment to customer service that Marwan says reflects that 97 percent of reviewers recommend Babies.co.nz. Beyond products, the company supports parents through a well-maintained parenting advice blog that covers practical topics like nappy changing, sleep routines, and car seat safety. This educational approach is backed by a strong digital presence, with regular updates and parenting tips shared across Facebook, Instagram, and other platforms – helping to build community and keep parents informed every step of the way.
The trend of parents being more sustainability-conscious and selective with their purchases has seen Babies.co.nz expand its range of eco-friendly and premium products. “We’re seeing increasing demand for items like biodegradable nappies, organic skincare, and sustainably sourced nursery furniture,” says Marwan.
At the same time, as birth rates decline globally, parents are prioritising quality over quantity, driving the popularity of high-performing brands which combine innovative design with long-term value.
Smart marketing strategies
Marwan has been a part of the team who’ve worked on developing a robust marketing and loyalty strategy designed to attract, engage, and retain customers. One of the most successful initiatives he says is its Loyalty Rewards Programme, launched in late 2024.
“We give customers five percent of their order value back as store credit. It’s a simple but effective way to reward repeat purchases and encourage long-term loyalty.”
The store’s Price Match Promise further strengthens customer trust by ensuring they always receive the best possible deal. “We know parents are time-poor and budget-conscious. By offering price matching, we remove barriers to purchase and make Babies.co.nz the obvious choice.”
Behind the scenes, the company has also focused on inventory transparency and reliability – key to maintaining trust in a time of global supply chain disruption. By balancing stock levels and offering features like pre-orders and ‘notify me when back in stock’ alerts, the store helps parents plan ahead while minimising frustration. “We aim to prevent overstocking while ensuring popular items remain available. And we’re upfront when products are temporarily out of stock – customers appreciate that honesty.”
Marketing efforts are also driven by a strong content and SEO strategy. The company’s parenting advice blog serves a dual purpose – helping parents make informed decisions while increasing organic site traffic. It positions Babies.co.nz as more than just a retailer, Marwan says, “we’re a trusted source of knowledge”.
Social and digital marketing round out the strategy, with regular email campaigns, targeted advertising, and engaging content on Facebook and Instagram keeping the brand top-of-mind. “We’re not just pushing promotions. We share expert advice, product launches, and parenting tips to create a sense of community and keep parents coming back.”
Together, Marwan says that these strategies form a powerful ecosystem that not only attracts new customers but builds lasting relationships.
“To stay ahead, we are investing in AI-driven personalisation, expanding our product range, and enhancing the in-store and online shopping experience. Our goal is to continuously evolve to meet the needs of modern parents.”
