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A trusted brand within Dorel Juvenile's portfolio, Safety First’s mission is to provide innovative products designed to make a family safer and life easier. The origins of the company date back to the early 80s, when Founder, Michael Lerner created a ‘Baby on Board’ sign following a fearful trip driving his 18 month old nephew home. This sign is still part of the collection and has to date sold millions of units globally.

The brand expanded its collection to support baby through its development stages and activities, giving parents peace of mind that they do so safely. Baby Brands Direct wholesales Safety First products from nursery categories including Bathtime, Safety Gates, Home Proofing and Travel Accessories, covering items such as their iconic swivel seat, to baby grooming kits, to independent retailers. The brands states, “We attribute our continued success to an unwavering commitment to child safety, innovation, quality and value. It’s what parents look for from Safety 1st, and what we are proud to continuously deliver”.

Baby Brands Direct only stocks the highest quality furniture and furnishings from reputable brands in the industry, including: Bright Starts, Babymoov, East Coast and Mothercare. We offer retailers a variety of styles and price points with quality guarantees. Browse through our extensive catalogue of blankets, mosses baskets & stands, baby cribs, junior beds, swaddles, safety rails, cots, dressers, drawers & nursery furniture, sleepsuits, sleep bags & gowns, positioners & pillows, cot top changers and mattresses. As an award winning wholesaler, Baby Brands Direct also supplies matching wardrobes, drawers and room sets.

Expectant parents spend a lot of time in decorating the baby’s nursery as this is one of the biggest financial investments they make. Offering variety is fundamental; however safety and quality are even more important buying factors from a parent stance. We have made sure we offer diverse range and long-lasting furniture items so your customers buy from you and recommend you to others. Essentially, furniture and furnishings are inventories with high profit margins. Retailers can benefit from a complete list of décor ideas at unquestionably good prices.

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Dorel Industries Inc. is a world class juvenile products and bicycle company that takes prides in its mission to create style and excitement in equal measure to safety, quality and value. The Company’s lifestyle leadership position is pronounced in both its Juvenile and Bicycle categories with an array of trend-setting products. Their Juvenile division houses powerfully branded products including Safety 1st, Quinny, Cosco, Maxi-Cosi and Bébé Confort.

Commenting on the distribution of Safety First baby and nursery products through wholesaler Baby Brands Direct, Keith Belch of Dorel Group says, ‘We are confident that independent retailers will have great success with the brand that is competitively priced, well packaged and recognised.’


Baby Brands Direct is a drop ship supplier to a global clientele. Our furniture and furnishings category showcases high in demand and fast moving items.From the classic Very Hungry Caterpillar to the baby giant Mothercare, our blankets are made with real quality and care for your wholesale needs. Our partnership with the renowned brand Lindam means we can bring you the latest products in their range of baby safety rails. Over 50 years the UK based brand East Coast has been bringing you evergreen classics with innovative twists. You will find solid hardwood nursery furniture like customers’ favourites oak dressers and drawers. With the ease of ordering you get, you can even more easily diversify your product’s line.