Boosters, Seats & Highchairs
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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”.

Seats for babies, whether they are for eating in, playing in, or just simply sitting in, are a vital part of the learning and developing process. They are essential buys for every parent with a young child, from the booster seat in the car to the highchair in the kitchen. Choose from a variety of brands and products, including booster seats from Munchkin and Babymoov, and high chairs from East Coast and Tiny Tatty Teddy. Baby Brands Direct offers fantastic wholesale prices on all of these items.

Our clients are delighted with our stylish solutions that fit any home décor. Discover eye-catching, functional and safe range of bestselling baby seating products. You can now become a retailer of the top rated highchairs and boosters by industry experts, critics and most importantly parents. Versatility in shape, colour scheme and sizes allow every retailer to provide customers with items that fit their clients’ lifestyles and preferences.



Boosters, Seats & Highchairs 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.’


It is important to understand what makes a good booster, a seat or a high chair. Surely quality and safety play a crucial role. Yet it is all about meeting clients’ needs.

Reviews show that parents often jump into buying an item that simply does not fit their indoor spaces. Offering a variety to you means you are offering a variety of choice to your clients. Baby Brands Direct understands that retailers value their clients and strive to assist them in making the right choice when it comes to making the right purchase. Our high-end selection suits even the fussiest styles’ preferences. From boosters and baby seats, to height adjustable and reclining highchairs we also have highchair accessories like cushions and inserts. To make the seating an interactive process, you can also stock from our fantastic ideas of trendy high chair toys.