Let us introduce you to the Robinson brothers – Nick, Jamie and Ashley.

This superstar trio are the founders of super-cool brand Bababing!  The brand’s mission? To create baby products that look good and work great, at common-sense prices. Bababing! began back in 2004, when the brothers loved dancing to House and Techno, and hiking in the Yorkshire Dales.  Here’s the story behind the brand.

Can you start by telling us who you are and how long you’ve been running your business?

I’m Jamie Robinson (pictured above – Jamie is centre with his two brother). I run Bababing! alongside my brothers Ashley and Nick and we’ve done so for 16 years. The three of us own Bababing! together. I’m Sales Director, while Ashley and Nick are Product Designer and Design Engineer, respectively.

Tell us a little about Bababing! How did it come about? 

16 years ago, Ashley came up with the brand name, Bababing! Nick and I thought it was really catchy name so we registered it and decided to launch a company. We chose nursery and baby products because we saw a hole in the market for design-led items and frankly, we thought we could do a better job than what was out there at the time. The rest is history, and we are still developing our own products to this day.

We have a mantra in our business that “PRODUCT IS KING!” We believe that if we get that part right, usually everything else will fall into place.

Was there a turning point when you thought ‘yes, we’re now really onto something’?

That moment for us was when we received our first order from John Lewis! Simply being stocked by such a respected retailer was huge for us. But what really hit home was how well our products sold at John Lewis — we received repeat orders almost straight away! That made it clear to us that Bababing! really resonated with parents

Baby in swing seat rocker

What has been your proudest moment in business, so far?

We’ve had so many proud moments like being stocked in some of the world’s most exclusive retailers like John Lewis and JoJo Maman Bébé, or winning many awards for our products. But probably the thing we’re proudest of is the relationship we have with our customers.

It’s such a good feeling to be trusted by parents across the world. I’m a dad myself so I know what that means for a parent. It’s really an honour to have people rely on our products when they have a child and especially to then see them come back to Bababing! when they have more kids.

What advice would you give to other people thinking of starting a business?

It’s easier said than done, but try not to overthink things. However, it’s important to assess your market and understand your customers. You need to work out the gap that you can fill in your chosen space. But once you’ve done that, just go for it! If you’re second-guessing yourself forever, you’ll never start.

What does an average day look like to you?

As a busy family-run business our days can be very varied as we all need to get stuck into different areas. It could be getting involved in new product development, speaking to buyers and showing them new products, or visiting our distribution partners around the world. It is important that the three of us keep our fingers on the pulse daily so that we can make decisions quickly and efficiently whether it be new product development or speaking with current or new retail/distribution partners.

Raffi Travel System and Erin Tote Bag from Bababing!

How do you relax?

Good question! Having two kids at home, I don’t get too much ‘me time’. But when I do, I try to get out for a run or bike ride. But most likely, I’m relaxing by just watching my kids playing, and joining in with their games.


What’s your top tip when it comes to juggling family life and running a business? 

Honestly speaking for me, it’s having a great wingman who I absolutely couldn’t do it all without! My wife Sarah is amazing, and I have no idea how I’d be able to juggle it all without her. She’s also a frontline NHS worker, so just a hero all round. So, I guess my answer to the question is teamwork!

Bababing! Vivo Premium Leather Changing Bag

What’s your top parenting tip?  

My top tip has to be: don’t forget to enjoy every moment. Kids grow up so quickly and, before you know it, they’ll be out of the house and making their way on their own. Even with all the mess and stress, cherish the time you spend when they’re still little.

What or who inspires you?

If you’d asked me some time ago, I’d have given a very clichéd answer of a famous athlete or a successful businessperson. But now the answer is simple: my family inspires me every single day.

What’s new for you and the business?

We’re really excited to have just launched the Lusso Collection — our new range of leather changing bags! We have the stylish Vivo bag and the Santo backpack. They are both made from sustainably sourced, full-grain leather and have helpful features like detachable bottle holders and convenient stroller attachments so you can strap them on while you’re on the go.

We’ve always been passionate about making good quality thoughtful products that look great and these two new bags are exactly that. It’s all about convenience for us, so these have everything you’ll need when you’re out with your baby, but the elegant, minimal design means you could easily take them to a work meeting or a nice restaurant without missing a beat.

Head over to the Bababing! website to check out the whole collection.

Big thanks to Jamie for answering our questions, it’s been great to get to know a little more about your amazing business.

And don’t forget that we’ve got a fab Bababing! Backpack in gorgeous marl grey to give away. Plus you can win some of our award-winning ice lollies too! Head over to Instagram to be in with a chance of winning. Best of luck!

Competition artwork showing Claudi & Fin and Bababing!