Our company was established by husband and wife team, on falling pregnant with their first child the couple had a frustrating experience trying to locate a store with a wide range of quality baby goods. Larger retail stores had some range but a significant lack in service, with no trained staff and usually inexperienced attendants. Most other retail stores they visited were quite small with pictures of products displayed in catalogs, all with 6-8 week waiting terms. The couple then had a vision to open a baby store with ‘that little extra something’ that was missing in the baby industry. The vision was to have a baby store with the largest range of product from toys, to strollers to cots and car seats. They also wanted to provide ‘parents to be’ with some extra comforts such as a feeding and changing area and a refreshment station. Most of all they wanted to provide knowledge and information to give new parents peace of mind. By putting all this together, the company was created in March 2000.