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About Us

Babylist is the leading vertical marketplace and commerce destination for baby, driving purchase decisions for more than 9 million people each year. Utilizing robust proprietary data, patented technology, and unbiased editorial guidance, Babylist recommends expert-tested products to those starting their parenting journey so loved ones can offer their support. Babylist registries connect new parents and their community of family and friends who help plan, prepare, and shop for a child's arrival. Babylist is the generational brand in baby, leading the $88 billion baby products market as the trusted go-to solution for growing families.


Best Consumer Insights Strategy

Modern Retail · 02/2023

Babylist utilized panel discussions with customers to develop a solution catering to a common question and concern many new parents have: registering for a set of bottles, which can be expensive, only to realize that their baby doesn't like them. The result: the Babylist Bottle Box, saving new parents time and money through a variety of shapes and styles to try out with their baby.

B2C Company of the Year

Best in Biz Awards · 12/2022

This year’s judges highlighted the winning companies’ visionary leadership, innovative strides particularly in the uses of AI technologies, laudable employee diversity and inclusion programs and workplace best practices, and many winners' continued community involvement and monetary and time investments in their environment and corporate social responsibility programs.

Best Workplaces in Retail

Fortune · 12/2022

Employees say: “Everyone truly cares about each other and wants to see each other succeed. I have never been turned away when I've asked for help and can always rely on my coworkers to be welcoming and friendly. Additionally, everyone here truly cares about the customer and their experience not only with the site but in their lives as new parents.”

Best Female Entrepreneur, Consumer Services (11 to 2,500 Employees)

Stevie Awards · 11/2022

The Stevie Awards for Women in Business recognize the achievements of women executives, entrepreneurs, and the organizations they run.

Most Innovative TikTok Channel by or For Women

Stevie Awards · 11/2022

The Stevie Awards for Women in Business recognize the achievements of women executives, entrepreneurs, and the organizations they run.

Best Metaverse Marketing Campaign

Digiday · 11/2022

The Digiday Awards celebrate excellence in advertising and marketing over the last year with a full slate of winning brands, publishers and platforms.

Influential Women in Business

San Francisco Business Times · 10/2022

The award honors female business leaders making a difference in their companies and communities.

Female Founders 100

Inc · 07/2022

"I am more excited about the next decade than I am about the past decade," said Natalie Gordon, Founder and CEO. "We are a beloved and trusted brand for families going through this stage of life that extends in a lot of ways that we're really excited about."

Webby Awards 2022

Webby Awards · 04/2022

Websites and Mobile Sites: Community category - Babylist named a nominee as a site creating and facilitating online community, connectedness, and/or communication around shared interests.

The Shorty Awards - Winner

Shorty Awards · 04/2022

Virtual guests of the Babylist's Metaverse experience travel through the entire house checking out a curated selection of baby products, clicking to learn and interact just as they might with items in a physical store. Visitors can also watch videos, read articles and dive deep into Babylist's expert guides as they navigate the virtual store to make sure they have all the necessary information to make product decisions and add items to their registries.

Inc.'s 2021 Best in Business Awards

Inc · 12/2021

Babylist created a universal baby registry so anyone can help families in need, and developed video product guides for parents who didn't want to shop in person during the pandemic.

Best Employer for Parents

Digiday · 10/2021

Presented by Digiday, Glossy and Modern Retail, this year's Worklife Awards honor organizations that have been hard at work rethinking and reimagining the workplace itself.

100 Women of Impact

Entrepreneur · 10/2021

"The biggest opportunity for tech leaders is to build products that support deeper connections and strengthen communities. At Babylist, we leveraged technology to bridge the gap between IRL and virtual," said Natalie Gordon, Founder and CEO.

Babylist in the news

The Scramble to Take Over What Bed Bath & Beyond Left Behind

The New York Times · 05/2023

Babylist, an online registry business, said the number of registries created on its platform in the last few weeks since Bed Bath & Beyond filed for bankruptcy was 35 percent higher than a year ago.

Babylist: A Growth Mindset Journey to Inspired Success

Retail Corner · 05/2023

In this episode of Retail Corner, listen to Lee Anne Grant, Chief Growth Officer at Babylist, talk about how Babylist has been successful in simplifying baby registries with an inspired growth mindset.

Create your own milestones, w/Babylist’s Natalie Gordon

Masters of Scale · 03/2023

For over a decade, Babylist has grown from a baby registry site to an e-commerce tentpole, content hub, and healthcare resource for parents. By 2022, over 50% of first-time parents in the U.S. used Babylist for their registry. As the U.S. baby market is set to become an $88 billion industry over the next five years, Babylist is primed to crawl its way to dominance.

Babylist Opening First Store to Fill Retail Void

Bloomberg · 02/2023

"Now, Babylist is expanding into the physical world with an 18,000-square-foot flagship that Chief Executive Officer Natalie Gordon is betting will put it on the path to becoming a major retail presence. The space, slated to open in Beverly Hills, California, this summer, will be focused on letting shoppers test products."

Babylist focuses on content with Expectful deal

Axios · 01/2023

Babylist's acquisition of Expectful, a health and wellness app for expecting and newly minted parents, will expand its content offerings and deepen its relationship with its customers.

Why some high-value baby products are ‘recession-proof’

Modern Retail · 01/2023

Babylist, the registry service that operates a shop of curated items, saw a 380% increase in spend from 2019 to 2022. In that same timeframe, gift-givers are spending 19% more on registry items. And the average value of a registry has increased by 56%.

Babylist makes an even bigger bet on baby products with Expectful acquisition

TechCrunch · 01/2023

Having a baby is so wonderful — it’s also overwhelming and isolating,” CEO Natalie Gordon said. With Expectful, she said, the company can talk to its audience in a way that doesn't make sense for the tech-powered registry side of the business.

‘We really want to be helpful’: Why Babylist is getting into breast pumps and wellness services

Modern Retail · 01/2023

For more than 10 years, Babylist has provided a unique service to expectant parents with the ability to build an online registry that spans products from multiple retailers. But this year, it’s launching into a new area: health and wellness support.

Babylist acquires SourceMD, launches Babylist Health

Axios · 12/2022

Babylist, the Oakland, Calif.-based baby registry business, acquired medical equipment supplier SourceMD and is launching a new business called Babylist Health.

Babylist Holiday Survey: Shoppers Seeking Both Value and Values in the Gifts They Buy

Retail Touch Points · 11/2022

"We're great at helping people give great gifts when someone is having a baby — we've done that for a decade. But now we're trying to be great at supporting families in a very similar way during key events — and that includes the holidays. We sit at the center of this family graph, and we have relationships with all the people who support the baby, so for us, we wanted to learn about how people make product decisions."

Watch Out, Strollers: Status Wagons Are Gaining Traction

Wall Street Journal · 09/2022

Still, even at dizzying prices, the online registry site Babylist said the number of people adding stroller wagons to their baby registries increased about 40% from 2020 to 2021, and increased another 55% from 2021 to 2022.

Babylist Rolls Out The Push Studio to Deliver Customized Partner Content

Ad Week · 07/2022

The vertical marketplace and ecommerce platform for all things baby and beyond has launched a full-service content studio, called The Push. It joins Babylist’s suite of offerings for brand partners looking to connect with the platform’s 8 million customers, 3 million email subscribers and more than 1.7 million followers across YouTube, Facebook, TikTok and Instagram. Made up of a team of in-house editors, designers and social media experts armed with heaps of proprietary data and boasting a reported 55 million unique monthly pageviews, the studio will work with brand partners to deliver customized campaigns. The service will offer written guides, quizzes, original videos, dedicated emails, social media campaigns, influencer partnerships and in-person experiences.

The Best Baby Bottles To Encourage Happy Feedings

Forbes · 07/2022

Here’s the thing: Babies can be incredibly picky. And, even if plenty of other parents swear by a particular bottle, your baby may handily reject it. If you’re unsure of which way to go and don’t feel like ordering and reordering different bottle types to try to find a good fit, Babylist’s Bottle Box is a good option to check out. It features five different bottles—from nanobébé, Comotomo, Nuk, Dr. Brown’s and Olababy—so you can cycle through the various options until baby finds one she likes. Bonus: They’re all BPA-free and dishwasher safe.

The Best Baby Registry Services for New Parents

HGTV · 07/2022

Expecting a new baby is one of the most exciting occasions in a person's life. So naturally, your parents, siblings, friends, co-workers and more will want to celebrate you and your growing family with a special gift. Plus, as a first-time parent, you'll need all of the gear you can get! If you've already done your research and have a specific stroller or sound machine in mind, then the next step is to start a registry. Many companies will even send you a welcome box packed with free samples and coupons just for signing up. Here are the best baby registry services on the market and what to know before creating your own.

Babylist's Baby Registry, Online Marketplace Aims to be One-Stop Shop for Baby Products

Cheddar News · 06/2022

Natalie Gordon, founder and CEO of Babylist. joins Cheddar News' Closing Bell to discuss the latest with the company.

Why Babylist Is One Of The Most Interesting Ecomm Plays

AdExchanger · 06/2022

Babylist's retail biz is helping it transform into an "audience company," Gordon says. Rather than expanding into other registry moments, like weddings, Babylist wants to provide a "Family Graph" (Ben Thompson of Stratechery's term), focusing on new mothers, new grandmothers and new aunts and on understanding women at a particular – for Babylist, particularly lucrative – moment in their lives.

Babylist's Newest Brooklyn Crib Will Take Your Shopping Spree to the Next Level

House Beautiful · 05/2022

If you're racking your brain for the perfect gift to bring to your favorite parent-to-be's baby shower, we have the perfect solution: Babylist. With a wide market of products available, Babylist helps take the pressure off by connecting consumers to a community of expecting parents. As the saying goes, it truly takes a village to raise a kid so you can happily rely on Babylist to be the extra hand.

Natalie Gordon (Babylist) - How she combined content and commerce to better serve expecting parents, her approach to raising capital and creative product partnerships

Consumer VC · 05/2022

In this episode, we focus on why Natalie decided to start Babylist when she just became a new mother, how reading The Lean Startup impacted her decision making to solving the chicken and the egg problem of marketplaces, finding product-market fit and a unique approach to partnerships.

52 Best Baby Shower Gifts for New Parents in 2022

Country Living · 05/2022

A few choice products are mentioned on parenting forums, Facebook groups, and during daycare pick up again and again. The Babylist Bottle Box is an incredibly useful product, as new babies are quite particular. Let baby try out a few different bottles and decide what works -- it includes five popular bottle brands for troubleshooting.

Babylist's Editorial Director Shares Her New Parent Must Haves

Momtastic · 05/2022

Karen Reardanz, the editorial director at Babylist, gave us an exclusive look at some of the items she – and the users at Babylist – consider must-haves.

Here are the 18 best pregnancy apps for parents-to-be

Today · 05/2022

Best app to help with your baby registry -- Babylist: Create a one-stop-shop registry that has everything you'll need for your pregnancy, newborn and beyond. Get expert reviews on products and make gift-giving easy by adding items from any store to a universal registry.

Halsey's Baby Registry Introduced Us to This Must-Have Gift for New Moms

Us Weekly · 05/2022

Halsey made a registry via Babylist last year, working together with non-profit Baby2Baby to create The Great Group Gift, a registry that lets people help families in need. Luckily, the registry is still available and still inspiring Us.

Setting Up a Baby Registry? Don't Forget These 10 Things!

Cubby · 04/2022

"We suggest people think about their lifestyle and what kind of person they are when they register," says Karen Reardanz, editorial director of Babylist. "Whether you live in the city or suburbs, if you like to travel or are active — all that can guide what you register for."

Registering for your baby – in the metaverse

Chain Store Age · 03/2022

Babylist is partnering with Obsess to launch the Babylist Cribs Virtual Showroom. This digital store offers a metaverse shopping experience, where consumers can discover, explore and engage with an array of products in a realistic, 3D virtual home and purchase or add those items to their registry.

California special education teacher gets surprise of a lifetime

Good Morning America · 02/2022

"GMA" and Babylist celebrate Morgann Teeter, known as Miss Havig in class, who works with students with moderate to severe disabilities.

LA Celebrity Moms Top Baby Picks + Babylist Cribs

Moms LA · 02/2022

If you're expecting a baby in Los Angeles, we hope you got a chance to check out Babylist Cribs while it was open. Located in a home in the Venice neighborhood, Babylist Cribs was a shoppable, in-person experience, designed for new parents and parents-to-be. And there were LA Celebrity Moms in attendance!

New Twin Mom Jamie Chung Didn't Want 'Tons of Baby Things,' but Now She Knows How Much She Needed Them

Parents · 01/2022

But now that she's a parenting veteran of three months, Chung has a better handle of just how important certain baby products are, and how nice it is to have other parents around to give advice and lend a hand, especially with multiples. That's why she's one of the celebrity moms who have curated their own Babylist Cribs shoppable showrooms in Los Angeles. From now until January 30, expecting parents can make an appointment to visit the showroom, where they can test out products and see them in a home-like setting before adding them to their registry.

911 Operator and New Mom Reunion

Today · 12/2021

When Charlotte Fatoma suddenly went into the final stages of labor while driving to the hospital, 911 operator Elyce Rivera calmly coached her through delivering her own baby in her car by the side of the highway. TODAY's Sheinelle Jones reports and, as TODAY's Season of Giving continues, the two women meet for the very first time live on air. Elyce meets the baby she helped deliver, and says yes when Charlotte asks her to be the child's godmother.

Parenting Platform Babylist Raises $40 Million, Expects To Hit $250 Million In Annual Revenue

Forbes · 11/2021

"We've successfully operated in an overlooked, yet massive category, serving an unmet need for millions of new parents and their extended families," says Natalie Gordon, founder and CEO of Babylist.

This Baby Registry Makes Thousands of Products Easily Accessible in Just a Few Simple Clicks

Parents · 11/2021

This year, my friend created a registry for her firstborn on Babylist, a website that lets you add any product from nearly any online store. Less than five minutes into browsing her registry, I said: "I wish I'd known about this back when I was pregnant."

Here's the 15-slide pitch deck that helped Babylist nab a $40 million Series C from investors such as Norwest Venture Partners and Jay-Z's Marcy Venture Partners

Business Insider · 11/2021

Natalie Gordon, Babylist's founder and CEO, said the company decided to raise a fresh round of funding this fall because it would help to accelerate its plans for growth over the next decade, including expanding internationally and creating an in-person brand experience.

36 Sweet Baby Shower Gift Ideas Any Expectant Mom Would Love

Cosmopolitan · 10/2021

If ya didn't already know, babies are pretty picky about the bottles they like. The Babylist Bottle Box sampler set will let the parents try out five different kinds before stocking up on a bunch that the baby refuses to take.

This Product Bundle From Babylist Is a New Parent's Dream

The Everymom · 10/2021

Babylist has done the work for you and created boxes that feature a handful of popular items in one category so you (and your baby) can try each of them out before committing to a stockpile of bottles, swaddles, and pacifiers.

Babylist Announced It Will Pay For U.S. Olympians To Bring Their Babies To Tokyo

Romper · 07/2021

"When we heard that there were some athletes faced with the choice between competing at the highest levels or caring for their baby, we knew we had to get involved," Lee Anne Grant, Babylist's VP of Marketing tells Romper. "Core to our mission at Babylist, we strive to help parents during the hectic, stressful, and uncertain time of becoming a new parent. This is why we're committing to providing resources and support to new mothers heading to Tokyo."

Press Releases

Babylist Acquires Expectful, Expanding Its Award-Winning and Fast-Growing Media Business

Business Wire · 01/2023

Babylist, the leading vertical marketplace and commerce destination for baby, announced today that it acquired Expectful, a health and wellness app and media site.

Babylist Enters the Healthcare Industry Following Its First Strategic Acquisition

Business Wire · 01/2023

Launch of Babylist Health helps parents get products covered by health insurance, building on the retail company’s decade+ helping people get everything they need for a new baby.

Babylist Releases Future of Family Report

Business Wire · 11/2022

Surveying nearly 7,000 shoppers, Babylist finds that dynamics within the family graph and the social causes brands align with have the greatest influence over product purchasing decisions.

Babylist Releases Third Metaverse Experience, Babylist Land - Gifting Edition, in Time for Holiday

Business Wire · 11/2022

The new interactive and whimsical world, developed in partnership with Afterpay, offers editorial- and real parent-tested gift ideas for everyone from baby to grandparents this holiday season.

Babylist Introduces The Push, A Full-Service Content Studio that Offers Brands Unprecedented Access to Parents and the Whole Family Surrounding Baby

Business Wire · 07/2022

The Push offers a customizable suite of creative solutions and measurable results from Babylist’s platforms and channels.

Babylist Welcomes the Whole Family to Step Into Its Dream Home With 'Cribs,' an Immersive, Shoppable Pop-up Experience in Los Angeles

Business Wire · 01/2022

A trusted education and shopping destination for million of families, Babylist designed Cribs to inspire and empower growing families with a curated collection of users' favorite products.

Babylist Secures $40 Million Series C Funding

Business Wire · 11/2021

Babylist announced it has raised $40 million in Series C funding led by new investor Norwest Venture Partners, with participation from Halogen Ventures, 500 Global, Next Play Capital, and Marcy Venture Partners. Utilizing robust purchase data and expert-led guidance, Babylist helps parents, family and friends buy best-in-class products at a critical, deeply personal moment in their lives.