The place for parents to be
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For everyday travel
For growing families
For all terrain comfort
For city living
Created for a life in motion
Engineered to rise with your child from birth to 12 years
Developed for slumber and play wherever you go
Combine Coast, our strong and durable pushchair designed for everyday strolls, with a Simplicity Plus infant carrier & base
Add an award-winning Dream i-Size Infant Carrier & Base with your Coast pushchair, designed for everyday strolls
Everything you need with your Wave pram including Dream i-Size infant carrier & base, changing bag, footmuff, phone holder and snack tray
Turn your Wave pram into a Travel System with an award-winning Dream i-Size infant carrier
Everything you need with your Reef pram including a First Bed Folding Carrycot, Dream i-Size infant carrier, changing bag, footmuff, phone holder and snack tray
Add a First Bed Folding Carrycot and an award-winning Dream i-Size infant carrier on to your Reef pram
Everything you need with your Dune pram including a First Bed Folding Carrycot, Dream i-Size infant carrier, changing bag, footmuff, phone holder and snack tray
Add a First Bed Folding Carrycot and an award-winning Dream i-Size infant carrier on to your Dune pram
Everything you need with your Dune pram including a Compact Folding Carrycot, Dream i-Size infant carrier, changing bag, footmuff, phone holder and snack tray
Combine your Dune pram with a Compact Folding Carrycot and an award-winning Dream i-Size infant carrier
For compact travel
For families on the go
For everyday strolls
For everyday comfort
Awarded the safest infant carrier for your newborn by ADAC, when used with the Dream i-Size base
The only 360° rotating car seat you need, suitable from birth to approx. 12 years
The multi-stage car seat, growing with your child from 15 months to approx. 12 years of age
Our high-back booster seat from 4 to 12 years old, approved to the latest R129/03 safety standard
<p>Simple and beautiful, the Bromley nursery furniture collection offers the perfect canvas for crea...
<p>Create the best nursery for your little one to nap, play and grow with the Bromley Oak 3-piece nu...
<p>Create a sense of calm with our 3-piece Alnmouth nursery set with a washed oak finish. The multi-...
<p>Create your dream Scandi-inspired nursery with the Westport nursery furniture collection. The pre...
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25 years is certainly a milestone as an independent baby goods retailer! The whole industry has changed and evolved so much across the years with the loss of national retailers and the movement to online, meaning expecting parents were desperate to see and experience baby goods in the flesh.
We started with the idea of owning a small shop in Rotherham with a mission to show amazing nursery items and save customers money, hence the name Affordable Baby. This was certainly part of our growth over the years, and still prevails today. Silver Cross was a key brand we focussed on very early on due to its historic name and quality.
At Affordable Baby we always focus on our product knowledge along with our customer service and experience, plus we adapted our range of brands to offer something customers could not see elsewhere.
We later opened a home store near our travel store to show more home products and nursery furniture ranges. Just last year we opened our latest and larger (over two floors) baby store in Sheffield, near the Meadowhall Shopping Centre.
Over the years we have seen many changes and improvements to all aspects in the world of baby goods – more functionality, improved safety and certainly, as lifestyles change, different tastes in colours and fabrics. The latest trend is the use of beige or stone colours with softer eco-friendly fabrics, plus greens, which are coming back in popularity for a more outdoorsy look and feel.
Sounds corny but true – the people! Being part of a customer’s journey into baby goods (especially for the first time) is brilliant as you can advise them and feel a part of these important decisions. We also love the network of independent retailers, as we get to share views and information to help the independent sector continuously grow stronger. They are just like us – down to earth businesspeople, trying to offer the best in their area.
We held an event for our key suppliers with giveaways and experts on hand for our customers. It was a very busy day but well worth it! Plus, we treated our staff to a celebration meal – some of whom have been with us for nearly all our journey – to raise a glass or two and get ready for the next 25 years!
We’re now serving three generations of customers – new grandparents, new parents, newborns. It’s brilliant when we hear a grandparent say they bought the mum-to-be’s pram from us and a great sign of trust which makes us proud. Even some of our staff, including our daughter-in-law, have been ‘brought up’ with our products.
With that in mind, we’re also starting to hand control over to our ‘next generation’ Danny and Emma, so we can get to a point of semi-retirement. They have lots of exciting ideas and plans to grow and drive our success for new and returning customers alike. Watch this space!