Natural Baby Shower: Sustainable growth and family values at the heart of eco-friendly success
Natural Baby Shower, founded 18 years ago by Clifton Vaughan and Victoria Hampson, has seen a remarkable 75% increase in sales, soaring to £28 million.
The couple, driven by their commitment to eco-friendly nursery goods, started the business when they couldn’t find sustainable products for their children in the UK.
From humble beginnings at their kitchen table, the family firm has grown exponentially. Staff numbers at their Bracknell headquarters have more than doubled from 35 to 75 to meet the surge in demand. The turnover has skyrocketed from £16 million in 2020 to £28 million last year, with projections exceeding £30 million this year.
Clifton Vaughan shared, “After having our first child, Dylan, we couldn’t find the natural, sustainable baby products available in New Zealand, where we lived before. Our goal was to curate the very best products for parents, babies, and the planet, all under one roof.”
The couple recently moved into a new, spacious warehouse in Bracknell to accommodate the growing business. Vaughan emphasised their commitment to sustainability, saying, “We carefully choose the very best products from more than 130+ brands and pride ourselves on the very best customer service.”
Their website, responsible for 95% of sales, is complemented by a physical babycare shop in Bagshot. The couple, residing in Ottershaw, Surrey, with their three children, strives to create family-friendly work patterns for their staff, with most employees working three days in the office and two days from home.
Recognising the challenges of parenthood and running a business, Vaughan highlighted their dedication to customer service, extending support until 8 pm to cater to the evening rush after babies are put to bed.
Automation has played a pivotal role in their success, with Brightpearl and Inventory Planner managing ordering and stock control. Vaughan explained, “Our whole sales process is automated through these two key pieces of software. Improved forecasting has really added to our efficiency, preventing over-ordering and ensuring accurate stock control.”
Reflecting on the journey of balancing business and family life, Vaughan said, “Our journey into parenthood not only led us to discover some of the best products but also having our kids at home kept our energy levels high.”
Natural Baby Shower’s success story intertwines a commitment to sustainability, a focus on family-friendly practices, and the strategic use of technology for efficient business operations.
