New Zealand retailer Nature Baby will open its first Australian flagship store in Paddington, Sydney on March 31.
The move follows two successful pop-up spaces launched in Melbourne in Sydney in 2018 and 2019 respectively. The flagship store will open in the Paddington shopping district.
Nature Baby was founded by husband and wife Jacob and Georgia Faull.
Jacob said the new space uses natural and sustainable materials such as wood, linen, natural oils and sustainable paint in hues of green, terracotta and dusty pink from Melbourne-based Tint.
“We want to make parents feel calm and supported while they look to navigate this sometimes full journey of parenthood,” he said. “Our Nature Baby stores are always developed with a sensitivity to the customer, brand and place. It’s very much about the consciousness of all three, building a space where things are not just sold but places where customers come to be part of a community and purpose.”
The store will sell everyday apparel essentials for newborn to four years, and organic bedding, natural toys, and botanical skincare for mothers and babies. Materials used in production include organic cotton and merino wool.
To mark the opening, Nature Baby is partnering with Byron Bay-based photographer Amelia Fullarton to offer 20 families the opportunity to have their portrait taken on opening day.
Nature Baby was founded in 1998 with sustainability and ethical sourcing as part of its core mission.