Boosters, Seats & Highchairs
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The East Coast Group was established in 1960 in the UK manufacturing of plastics and expanded with application of their distinction in high quality plastics to baby changing mats and highchair insert cushions. In recent years they have acquired the licences of nursery favourites: Fisher-Price, Tiny Tatty Teddy and The Very Hungry Caterpillar; catapulting sales in these categories. The Company’s success led to the formation of the East Coast Nursery division, which still operates from the original site in Norfolk, UK and is managed by the same family.

The Company is also well known for its beautiful, high quality, modern nursery furniture that is produced from sustainably sourced timber. It offers a wholesome co-ordinating collection of cot beds, cots, cribs, dressers and wardrobes at a range of price points, colours and designs. Wholesaler, Baby Brands Direct appreciates the heritage and caring approach to product development and quality of the award-winning nursery brand; ensuring supply is readily accessible to approved retailers.

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

The Company boasts a series of nursery awards particularly for their highchairs and design features encouraging longevity of product use including dressers with removable changing frames so that they can be used once baby is out of nappy.

Baby Brands Direct wholesales and supplies the range of East Coast Nursery products directly to independent retailers and offers a drop ship service on the wooden furniture items. Phil Bosher, Account Development Manager at East Coast Nursery comments, ‘We have worked with Baby Brands Direct since 2008 and continue to strength our relationship in order to deliver the best service to our retailers in selling these quality products.’


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.