Our Story

The arrival of a baby is a very special time. And naturally, you want only the best for your little one. But searching for the right products can be overwhelming. There’s so much choice, countless product reviews and endless blogs to wade through, and often conflicting advice. How do you find the safest and highest quality products? Ones that will also suit your individual needs and lifestyle? Babylicious is happy to help.

Expert Advice and Guidance

Babylicious is on a mission to put the enjoyment back into your nursery shopping experience. We take the stress out of your product search, leaving you free to focus on the exciting times ahead.
We offer a personalised customer experience. We listen carefully to your story and suggest the perfect products for you and yours. And with over 30 years’ experience, we have a wealth of product knowledge to offer. Our expert advice and guidance give you the peace of mind that you have made the right choices.

A Fabulous and Unique Range

As a small independent business, we have the freedom to carefully select our range. We seek out the best for you, visiting local and international trade fairs for fabulous finds.
Our range features prams, strollers, car seats, nursery furniture and more, hand-picked from a select number of trusted brands. We also offer products you won’t find in department and chain stores. We have everything you need - from the essentials to little luxuries and perfect gifts.

From our Family to Yours

We have served generations of families since our store was established in 1988 - some are now second or third generation Babylicious customers. We truly value their custom and recommendations.
Babylicious itself is a family business. Our story began when husband and wife, Joan and Anthony opened the original store in Moreton on the Wirral. As the business grew, we moved to larger premises in Hoylake. Sadly, Anthony passed away in November 2012. This was a time of reflection for our family; a time to look back on our many years in business.
Our passion for Babylicious and its customers kept us going. A new chapter began when Joan and Anthony’s children, Ian and Sharon, took the helm. Joan, now semi-retired, still spends lots of time at the store. She loves welcoming our customers, having a chat and passing on her invaluable words of wisdom.

The Latest and Best Products

Keeping up to date with exciting new product developments and current safety standards is vital to the service we offer.
Ian is always ahead of the trends. He has a unique eye for new and innovative products and a flair for spotting eye-catching designs (you could say, the boy knows how to shop!).
His product knowledge is well-respected in the nursery industry. Ian is the only independent retailer to sit on the Baby Products Association (BPA) committee and helps to judge the BPA’s Concept & Innovation Awards. He is also a member of the judging panel for the prestigious Baby and Nursery Trade Awards (BANTA), where he helps to select the cream of the crop of the year’s products.

So, if you’re looking for a fabulous product range, expert knowledge and the care and attention you deserve at this amazing time in your life, please call us or visit our store.
We look forward to welcoming you to the Babylicious family!

Ian and the Babylicious team x