Baby Company: Tapping the new normal “formula” for all your baby’s essential needs



For your crib needs, Baby Company offers ‘Dwelling and Cuddlebug’ crib lines that are both safe and environment-friendly

Baby Company, a specialty brand of SM Retail, is advancing a new normal lifestyle for Filipino parents by extending the reach and providing safe and healthier options for your newborn’s essential needs.

Ahead of the full reopening of the economy, Baby Company built its digital presence and expanded its brick-and-mortar stores. In 2021, it opened stores in SM Daet and in SM Grand Central in Caloocan, bringing its total count to 90 stores to serve as the one-stop shop in these areas for all baby essentials.

“As we evolve and adapt to a new normal, we continue to be true to our commitment that goes beyond providing parents the best products and the best brands for their babies, but to make parenthood a happier and more delightful experience,” SM Retail President Ponciano C. Manalo, Jr. said.

In terms of product offerings, it added 15 new brands in the categories of nursing and feeding, furnishings, and linen as well as food, appliances, and personal care to name a few.

With families cooped up for so long during the pandemic, moms and dads also need to head out for some fresh air and one of the core essentials to bring their baby along is a sturdy and reliable stroller. It’s still best to find one that boasts safety above else. Baby Company’s Akeeva Alvis Pocket Stroller ensures security for your baby with rear-wheel locks to go with a lightweight frame for the parent’s convenience.  The Babyzen YOYO 0+ Insect Shield, on the other, as the name suggests, has additional protection against those pesky bugs during outdoor trips. As more activities open up, this stroller might be rolling next onto your shopping list.

Pamper your baby with the Apruva lightweight stroller available at Baby Company

Baby Company exclusively carries baby products from the popular TV show, Cocomelon debuted in its stores in 2021, offering a colorful assortment of nursing, feeding, linen, personal care and furnishing items for babies and toddlers.

There are far more items to choose from at Baby Company stores and online platforms from nursery essentials, highchairs to playpens and bathing necessities.

The Grand Baby Fair, an on-ground nationwide sale led by Baby Company has made a comeback as the biggest baby fair in the country that was held physically at the SMX Manila, Mall of Asia Complex in Pasay City last June 3-5, 2022. Staple exclusive deals and massive discounts from over 100 brands were featured at the event. The event was popular with new moms and well attended by dads, babies, kids and even grandparents to avail of the best deals and savings. The comeback of the Grand Baby Fair likewise introduced the hybrid setup of selling that involved live selling to cater to shoppers who can’t be at the venue and who picked up their items via curbside.

Items that proved popular were walkers (Picolo), strollers (Looping and Babyzen), feeding brands (Avent, Chicco and Pigeon), bathing, linen and pillows as well as

toiletries (Cetaphil, Tiny Buds, Naturale, Unilove) and diapers (Unilove, Huggies, Pampers, Mamy Poko).

Sustainable Parenting

Childrearing is a lifelong commitment. And as parents embark on this journey, there has been steady growth over the years of embracing a more environment-friendly approach to family lifestyle or simply green parenting.

“At Baby Company, sustainability is treated as lifelong advocacy than a trend. Cognizant of the necessary planning to become a green parent, there are many ways to raise a healthy child and help make a difference for mother Earth,” Mr. Manalo said.

On the shelves and on the screens are Mom & Baby silicone toys and weaning items that provide eco-friendly alternatives. It also offers Hey Tiger and Rascal & Friends diapers with sustainable packaging. For summer fun with your baby, Belle & Coco Swim Diapers are an eco-friendly alternative to regular swim diapers. Get those Organic Baby Wipes & Toiletries made of sustainable ingredients under Tiny Buds, Cradles, Bite Block Naturals. Infant Food with sustainable ingredients is also available under the brand’s Good Gout, Little Freddie and Baby Mum-Mum.

Sustainable snacks for your precious ones available at Baby Company

Organic material is also used for its private label, Bloom’s crib set line. For the branded apparel Enfant, products are made from sustainable ingredients.

Aside from new products and opening new stores, Baby Company further complemented its online flagship store and ShopSM by enhancing its digital footprint. Baby Company joined Shopee and Lazada and demand-on-delivery platforms such as SM Malls Online, GrabMart, Metromart and Pickaroo offering same-day deliveries in 2021. Its boutique stores also cater to The SM STORE’s Call to Deliver.  Facebook Live Selling featured an “open mic” for customer inquiries.  All these allowed the brand to better understand the needs of Filipino families.

About Baby Company

Baby Company, a specialty retail brand of SM Retail, was born in September 1991 in SM Sta. Mesa and SM Megamall as the one-stop baby specialist hub for mothers. It also offers the widest assortment of baby products for feeding, caring, playing, and traveling with your baby to name a few. It has since evolved to become the leader and most trusted brand in the baby store category, being recognized by the Reader’s Digest as a Platinum Awardee from 2016 to 2020. 

SM Retail is one of the core businesses of SM Investments Corporation, the country’s leading holding company, with a broad presence also in banking and property that continues to touch the lives of millions of Filipinos.

With sustainability at the heart of its vision, SM builds an ecosystem of sustainable businesses and continues to develop and care for the communities it serves.