ABOUT US
Welcome to The Nursery Store
We've been a
Family-owned business
since 1987, when sisters Christy and Cheryl started their business on market stalls in Oldham, Manchester. The business grew as Online4baby, becoming a leading retailer of baby and nursery products in the U.K., before rebranding to The Nursery Store in 2024.
We’re privileged to have helped thousands of families through life’s early adventures since that time.
With over
50,000 Trustpilot reviews
we’re the go-to for baby essentials for many families, stocking a huge selection of nursery products from market-leading brands like Puggle, Joie, Ickle Bubba and Mamas and Papas.
Our Story
The Nursery Store was launched by sisters Christy Foster and Cheryl Blayds in 1987, but it was an inauspicious start. The two Manchester born-and-bred women had significant personal challenges to overcome, including Christy’s neurodiversity and a difficult home environment. But rather than let these challenges hold them back, they used them to propel themselves forward.
The business had its self-funded beginnings on a market stall in Oldham, only selling prams and buggies at first. This quickly expanded to include market stalls further afield and a wider range of products. It was while attending local trade fairs that Christy and Cheryl made connections with direct suppliers, giving them the ability to bulk-buy for the first time.
In the late 1990s, they embraced the digital revolution and moved all trade to the fledgling online auction site eBay. This proved to be a major turning point for the business, leading to the sisters being recognised as two of the most successful female eBay entrepreneurs in the UK.
Fast-forward to today, and the business is still family-owned, with Christy, Cheryl, and their husbands, Darren and Warren, actively running the day-to-day. Now based in Oldham, we sell 1,700 products, and the workforce is 40+ strong with plans for further expansion in the near future. In September 2024, the business rebranded from Online4baby to The Nursery Store.
The one thing that hasn’t changed through the years, and never will change, is that families like yours will always remain at the core of our business.
Our Brand
We've been a family-owned business since the 1980s, and we’re privileged to have helped thousands of families through life’s early adventures during that time.
With over 40,000 Trustpilot reviews, we’re the go-to for baby essentials for many families, stocking a huge selection of nursery products from market-leading brands like Puggle, Joie, Ickle Bubba and Mamas and Papas.
We understand how high-quality products, value for money and consistently excellent service can make a huge difference when shopping for your growing family. That’s why we encourage you to give us feedback; to help improve our products and services and make your lives safer, more enjoyable and stress-free.
Welcome to The Nursery Store; we’re excited to be a part of your story!
Our values
Helpful
We’re passionate about making a difference.
We believe that by providing parents and caregivers like you with the best products and services for their little ones, we can positively impact your parenting journey.
We always select high-quality, safe, and innovative baby products that can simplify your life and bring joy to your family, and our commitment to exceptional customer service ensures that we’re always here to support you, answer your questions, and assist with your needs.
Inclusive
We support families of all shapes and sizes.
We actively celebrate the diversity of modern families and strive to meet the unique needs of each one. Our wide range of products is carefully curated to cater to various family structures, preferences, and lifestyles. Whether you’re a single parent, a multiracial family, or have a multi-generational household, we’re here to provide the resources, support and welcoming community every family deserves.
Expertise
We’re experts at all things babies.
Your baby’s well-being is our top priority, and we’re here to support you with reliable, expert advice and exceptional products that meet the highest standards of safety and quality. Whether you need advice on baby gear, nutrition, or developmental milestones, you can trust our expertise to guide you every step of the way.
From newborn essentials to toddler must-haves, we stay informed about the latest trends and research to ensure our offers are always current and beneficial.
Pioneering
We always try to lead by example.
The Nursery Store sets the standard in the nursery industry by offering cutting-edge products and innovative solutions. We continually explore new ways to enhance our product range and improve the customer experience.
By prioritising sustainability, safety, and quality, we demonstrate our dedication to creating a better future for families and the environment, and through our actions and choices, we aim to inspire others in the industry to follow suit and join us in making a positive impact.