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Baby&More
Mum Inspired Baby Solutions

Background and Company Philosophy

Having sold over 150,000 Wonder Bibs in the UK, Baby&More has established itself as the world's number one distributor of this now famous brand. This incredible phenomenon is the result of four years of dedicated commitment by inspiring mumpreneur Katie Murphy. In 2007 she set up Baby&More to provide practical solutions for UK parents by offering innovative, new-to-market products, designed by mums who were motivated by the need to find a solution to their own parenting problems.

As a mother of two young children herself, Katie has been able to combine the insight and understanding that motherhood brings with her professional background in commercial marketing to create a unique and distinctly modern business, that she describes as: "Maternally inspired, commercially savvy and ethically oriented".

Baby&More now exclusively distributes a range of internationally renowned, branded baby products on behalf of manufacturers including Mum2Mum and Lots To Say Baby. Most recently she has also been selected by leading US manufacturer Booginhead to launch their unique products into the UK. Her nationwide network of leading retail and e-commerce customers includes 150 premium independents as well as Waitrose and the NCT.

Baby&More: Philosophy for Success

The success of Baby&More is built on Katie's appreciation of the importance of trust, expertise and advocacy in the Mother and Baby market. She will only take on products that are best-in-class. They must be finished to a high standard, provide value for money (quality at an affordable price), offer a practical solution to parents and most importantly be designed by mums who felt inspired to find a solution to their own parenting problems.

Equally, she will not enter into any retailer business partnerships which she believes could damage the reputation of either Baby&More or the brands she distributes. Instead she has sought to develop a direct partnership approach with her trade customers that delivers mutual benefit, commercial reward and loyalty.
Key to the Baby&More distribution development strategy is the implementation of:

• Added Value Customer Services, including a 'free to try' service so that they can test out new ranges at no risk, and free attention grabbing point-of-sale materials, including a brand new consumer display unit (cdu) for its most popular product - the Bandana Wonder Bib.
• The Baby&More 'Fair and Profitable' Trading Charter, that transparently sets out the company's commercial strategies for retail customers, including its policies on pricing and margin generation, focusing on developing a premium stockist base and its procedures to ensure non-conflicting trading environments between its retail partners and its own online direct to-customer sales operation
• A Commitment to Growth through Reinvestment, in logistics, infrastructure and stock management. Baby&More holds large volumes of stock and so is able to ensure quick, friendly responses and speedy delivery times. It also offers low carriage costs and multiple ways to place an order at customers convenience (phone, email, on-line).

Comments Katie: "Baby&More is a proven specialist at successfully bringing new products to the UK baby market. Our mission is to improve family life by providing exciting new products, created by mums which genuinely fill a gap in the market in providing practical solutions for everyday parenting problems.

"Equally, the exclusive distribution deals we strike with our suppliers ensure we are able to keep providing our retailers with new concepts and ideas to engage and excite their customers which they won't find anywhere else."

Concludes Katie: "Since launching four years ago, we've succeeded in becoming the number one distributor world-wide for the top selling brand, Wonder Bib. We've also built up significant and valuable trade distribution channels through prestigious independent retailers, leading online shops and secured a nationwide on-shelf presence within the high-end multiple retailer Waitrose. However, the philosophy remains the same, based on sustainable growth, developed in an organic and evolutionary way that always keeps in mind our mission to improve and enhance the quality of family life."

 

My son dribbles for Britain and having tried a few bibs can only recommend Mum 2 Mum ones. On a typical day, if he was wearing bog standard cotton ones he could go through 5 or 6 but with the wonder bib he goes through about 2. They do what they say on the tin, catch and soak up a lot of liquid.  For the money these are great, colourful and he cannot yank them off (he really doesn't mind wearing them at all whereas velcro or normal studded ones he just yanks off and discards).

 

A great product, perfect for the eternal teething dribble! The choice of colours are good and they look much better than traditional fabric bibs, popular with my son's friends too.

I bought two of the royal blue and two of the baby blue bibs (as well as some other types). These are great - they keep their colour when they are washed are really look great. My 9 month old thought they were a bit odd to start with, but because of the popper he can't pull them off and soon ignored them. I love the fact that they are lined and close fitting (two widths so don't worry about them being too tight). It means that they work - yah, I no longer have to change his top twice or three times a day because it gets drenched. Also, had a load of mums say how much they loved the look - very stylish and if you are so inclined, you can colour coordinate with your baby's outfit!

 

This bib is great. I use it for baby led weaning and the cuffs are tight enough to stop sleeves getting mucky. Lots of other fabric sleeve bibs seem to have white on them somewhere which as soon as anything tomato like goes near it stains. They end up moldy and orange where as the navy blue bibs still look smart even though I have used them on my eldest daughter. It has been tumble dried with other bibs by mistake and while they all shriveled up to nothing and I had to throw them away this one came out just fine.