Travel, Car Seats & Outdoor
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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”.

From a complete indoor baby’s and toddler’s gear to a complete outdoor kit of travel equipment, bags and outdoors essentials. Baby Brands Direct wholesales high rated items like travel and safety mirrors, car & pram seat inserts, baby carries, sunglasses, car window sun shades, pram & stroller accessories, baby & child reins, tents, paddling pools & play pens, car travel accessories, changing bags, kids bags and purses.

Our partner suppliers are well-known industry leaders with reputations standing for innovative and quality driven companies. Retailers have trusted our extensive merchandise while enjoying high profits and positive customers’ feedbacks. The following pages represent you with the latest trendy goods in a diverse range of designs, colours and sizes to suit parents’ lifestyles preferences. With our quick ordering process and fantastic price points, you can also tap into the growing industry sector, offering your clients a competitive product’ assortment along with quality and value. Follow the latest trends leveraging favourite children’s TV shows characters to attract customers’ attention and turn their interest into a purchase.


Travel, Car Seats & Outdoor Categories

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.’


As a business to business dealer, we have made sure our selection comprises of functional and favourite baby products of all time. We have also strictly selected safe and reliable goods that parents trust and therefore buy into. Discover award-winning brands like Lindam, Munchkin, JJ Cole and many other experts in the baby industry. Browse our catalogue and find the Babymoov Anti UV umbrella protecting children from the sun and the rain or Tomy’s 3 in 1 carrier, allowing baby to sit forwards and backwards and even in back pack mode.

Baby Brands Direct is a worldwide distributor who gives you an access to stock that often retailers cannot find locally. With the dynamics of the industry, retailers can enjoy drop shipping services, free to use and professionally organised products’ descriptions, images and CVs files.