What drives a successful rebrand in the retail world?

Oldham-based nursery retailer, Online4Baby, has rebranded to The Nursery Store, marking a new chapter for the family-owned business with a £40m turnover.

This rebrand is designed to modernise the company’s image while maintaining its legacy of nearly four decades in providing high-quality nursery products at affordable prices. The change comes amid a successful year for the company, with a 25% rise in revenue and strong community involvement in Greater Manchester.

The Nursery Store, formerly known as Online4Baby, has undergone a significant rebrand to reflect its evolving position in the nursery retail market. Founded by sisters Christy Foster and Cheryl Blayds, the company started as a small market stall in Salford and has grown into a £40m turnover business, employing over 40 people. The rebrand is not just a name change, but a strategic shift to enhance the company’s image, making it more relevant and appealing to today’s consumers.

This rebranding effort, led by Stockport-based agency Create8, aimed to retain the trust and credibility built over the years while providing a modern, high-end shopping experience for new and expectant parents. The focus has been on creating a transparent, stress-free shopping experience, featuring market-leading brands like Puggle, Mamas & Papas, and Tommee Tippee.

The leadership team, including Christy and Cheryl, remains actively involved in both the day-to-day operations and charitable activities within Greater Manchester. The company’s contribution to the local economy and community continues to grow, with donations to local charities like Mahdlo Youth Zone and ongoing partnerships to support families in the area.

Christy Foster emphasised that “family will always remain at the core of our business” and that the rebrand would help the company continue providing affordable and high-quality nursery products. The rebrand positions The Nursery Store as one of the largest independent nursery retailers in the UK, with plans for future growth and expansion.

Chief Marketing Officer Toby Gavin highlighted the importance of the rebrand, stating that it allows the company to better convey its heritage and expertise to customers, aiming to build long-term trust and credibility. With ambitious plans over the next three years, The Nursery Store is well-positioned to continue its upward trajectory in the competitive nursery retail market.

The decision to rebrand was driven by the company’s desire to modernise its brand while staying true to its roots. The Nursery Store’s journey started with humble beginnings as a small market stall, but over the years, it evolved into one of the UK’s most respected nursery retailers. This rebrand represents more than just a new name; it’s a strategic leap that allows the business to grow and reach new customers without losing the reputation for affordable pricing and excellent customer service.

One of the main focuses of the rebrand is providing a more transparent and enjoyable shopping experience for customers. The Nursery Store has invested in creating a user-friendly online platform that offers a wide range of nursery products from well-known brands. This new platform allows parents to find everything they need for their child’s early years, from pushchairs to car seats, with the assurance of quality and competitive pricing.

The rebrand also introduces a new visual identity for the company, one that reflects the modern values of today’s parents. Stockport-based branding agency Create8 was brought in to design the new look and feel for the company. The design team worked closely with the leadership at The Nursery Store to ensure that the rebrand would modernise the company’s image while preserving its long-standing reputation for trustworthiness and affordability.

One of the key elements of the rebrand was the focus on family. As a family-owned business, The Nursery Store wanted to ensure that this value remained at the heart of the company. Christy Foster, one of the co-founders, spoke about the importance of family in their business model: “Family will always be at the core of everything we do. This rebrand is not just about growing the business but about continuing to provide families with the products they need to make their lives easier and more enjoyable.”

Community involvement has also remained a key priority for The Nursery Store. The company has been active in supporting local charities, including donations to Mahdlo Youth Zone. Christy Foster and Cheryl Blayds have made it a point to give back to the community that helped them build their business from the ground up. This dedication to the local community will continue as The Nursery Store grows and evolves.

The rebrand marks a new chapter for The Nursery Store, one that promises continued growth and success. With ambitious plans for expansion over the next three years, The Nursery Store aims to become an even bigger player in the nursery retail market. The company’s leadership team is excited about the future, and they believe that the rebrand will help them better connect with their customers and continue providing the high-quality products that parents have come to expect.

The rebrand of Online4Baby to The Nursery Store is a significant milestone in the company’s journey. It reflects the company’s growth and evolution while staying true to its core values of family, trust, and affordability. With a modernised brand and an improved shopping experience, The Nursery Store is well-positioned for future success. The company’s commitment to providing high-quality nursery products at accessible prices remains strong, and its involvement in the local community continues to grow.

The future looks bright for The Nursery Store as it embarks on this exciting new chapter.

“Family will always remain at the core of our business, and the rebrand will help us continue providing families with accessible pricing on high-quality products.”

Discover The Nursery Store’s wide range of nursery products and experience a stress-free shopping experience. TheNurseryStore.com.