About Us

Baby Brands Direct is a leading UK wholesaler and distributor for many multi awarding winning global baby, nursery and toy brands. The Company stocks over 80 brands offering retailers access to supply of approximately 2,500 product lines from its own on site warehouse. Great perks such as loyalty credit, volume discounts, ongoing promotions and a strong after care service are available to all retailers as well as help with specific packing or paperwork requirements. You can read more about us and view our corporate video below.

We are a multi award winning baby products distributor and take pride in offering registered customers a variety of services including:

  • No minimum order value requirement
  • Carriage FREE shipments to mainland UK address over £350 (see postcode exceptions here)
  • Efficient same day dispatch for next working day delivery to mainland UK
  • Drop ship facility in the event of an oversell or for high value or large items
  • Access to approximately 50 leading nursery manufacturers; many of which are exclusively distributed by Baby Brands Direct
  • Access to popular children licence characters in baby, nursery and pre-school products
  • Continuous new product launches throughout the year
  • Transparent online Volume purchase discounts
  • Loyalty Credit Scheme offering annual rebates according to spend (average 2.5%)
  • Promotions Page with new BOGOF style offers each week
  • SALE Page with new monthly special offer discounts
  • Online Competitions where you can Test Your Knowledge and win some great in store offers worth up to £250.
  • Stock Updates page with lead time on out of stock items
  • Deletions tab with lists of discontinued items
  • Contact preference centre with options to change and set e-mail notifications for items back in stock, price changes, invoices and marketing.
  • Online catalogue for easy viewing through brands and categories
  • Blog covering industry news to interviews with leading brand personnel
  • Access to branded Point of Sale Material including brand leaflets, shelf wobblers, posters, podiums, display stands and models (subject to manufacturer availability)
  • Online account tools to download all invoices, credit notes, statements and loyalty credit receipts
  • Regular e-shots on promotions, new product launches, competitions, blogs, brand awards and developments

Some of the tailored website facilities that are offered to our customers include:

  • Quick order form facility by previously ordered items, favourites, brand or category
  • Quick order Excel file import facility
  • Quick order completion by typing product code into live online order form
  • Favourite products shortcut link for quick review and ordering
  • Easy to navigate site by brand or category with corresponding information resources for each
  • Live link to inventory system that is updated every 15mins
  • If all ordered quantities of items cannot be sent, new backorders over £40 will be kept and an e-mail notification sent for any product cancellations.
  • E-mail notification 2 days before back ordered stock is due into the warehouse will be sent with the option of amending order
  • Order status check screen and add to back order facility (up to £150)
  • Full account autonomy to download by date range all invoices, credit notes, statements and loyalty credit receipts
  • Comprehensive system for reporting faulty items and enquiry status track
  • Resource centre where retailers can download product image zip files and product data files
  • Update account details (name, address, telephone and contact numbers), password and add multiple delivery addresses
  • Test Your Knowledge centre (quizzes) to build brand knowledge and develop confidence when talking to customers
Exclusive Brands

Munchkin is a loveable and very popular brand with consumers attracting over 1,000,000 Facebook fans! Their feeding and bath products are practical, in fun colours and at a great price. 2013 has brought the introduction of click lock patented technology to their cups and bowls giving a further point of difference.

Read More
Summer Infant
Summer Infant knows that once baby arrives, everything changes. Though that tiny new person in parent’s arms won’t always be so small, through every age and stage, they’ll always have them.
Read More
Infantino, the globally recognised multi-awarding winning brand committed to 24/7 happy parenting, has a thorough range of innovative products across multiple nursery categories.
Read More

Internationally recognised - Lindam is the nursery safety brand. They offer safety gates in a variety of materials, designs and styles to suit a wide range of custom at affordable prices. They stock equally recognisable and leading child home proofing solutions, night lights, safety reins and monitors.

Read More

For over 60years Milton products have been used in hospitals as an advanced and most effective sterilisation method resulting in saving many lives. Their tried and tested formula is available in liquid, tablet and spray format and compatible with not only their own versatile baby sterilisation products.

Read More

Who would have thought….

That nearly two decades have passed since Diono first stepped out into the world and started a business dedicated to family travel.

Read More

Janod is a toy and games brand whose products are predominately made from natural sources such as wood and cardboard. Louis Janod founded the company in the 1970s from Orgelet, France and 50 years on the company now trades its high quality wooden toys internationally with the recognition of multiple prestigious awards including the Progressive Pre-school 2018 award for best preschool gift range.

Read More

Celebrating 20 years in 2018 since its first creation, Kaloo offers a French-style passion to its incredibly soft and charming plush toys alongside a high specification of quality and presentation.

Read More
Vital Baby

Over the last 35 years, the Tollman family has been innovating and developing ideas and products for the baby product industry ranging from leading mail order catalogues in the 80’s through to launching the worlds' first co-moulded baby feeding products in the 90’s. In late 2003, Steve (Vital Baby’s® founder and CEO) and Dean (Steve’s son and Product Development and Marketing Director) decided to take the bull by the horns and develop a full range of baby feeding accessories which would be sold under the Vital Baby® brand. In early 2005 the Vital Baby® range of infant feeding products was born!

Read More
Little Bird Told Me

Simple, traditional, high quality, beautiful toddler toys were the characteristics on which the Little Bird Told Me brand was developed. The range encourages creative and imaginative play for toddlers in contrast to new age technology toys. It is a high end brand that includes a stunning range of rockers ideal for gifting and special occasions.

Read More

This brand is about one product invented to keep Mum’s modesty while breast feeding. It’s just like a normal vest but the top section starts below just below the bra line so that when breast feeding Mum’s post- birth tummy is not exposed to the world. This is a great confidence booster and endorsement of natural breast feeding for Mums.

Read More

Braun ‘Designed to Make a Difference,’ is the number 1 trusted brand by doctors (according to an IPSOS study) and associated with accuracy, design, reliability, engineering and innovation. Such Professional confidence has aided the brand’s credibility as it has experienced huge success with its baby and child friendly thermometers that parents trust and depend on. The Germany brand was established in 1921 by Max Braun and currently employs approximately 4,000 people and operates 2 European and 1 Chinese production plant.

Read More

Vicks have been caring for the family for more than a century and is a very well known brand for its Vaporub used in the treatment of colds and coughs, helping to relieve congested airways.

Read More
Leap Frog

LeapFrog is the leader in innovative solutions that encourage a child's curiosity and love of learning throughout their early developmental journey.

Read More
VTech is a leading brand in both the manufacture and design of baby toys that are high quality, innovative and deliver smart play through electronic formats. Originally called Video Technology Ltd, it is a Hong Kong based supplier of electronic products suitable from birth to preschool and offering a wide selection of good value, innovative and educational electronic toys.
Read More
Widdop Bingham

Five generations on and over 130 years of history, Widdop Bingham is a truly special company in a world of ever changing business. The gift manufacturer was founded by William Widdop in 1883, and today has its own design team, and imports huge volumes of giftware from around the world whilst still maintaining its founding principle of its ‘focused commitment to customer service and its strong family traditions.’ At Baby Brands Direct, their beautiful and competitively priced baby and nursery ranges including Button Corner, Bambino and Disney, are available to retailers at trade price in as little as single units.

Read More
Rainbow Designs

They are known for their superb high quality plush and wooden toys in traditional British children’s story characters. Their signature licences being Peter Rabbit and The Very Hungry Caterpillar with ranges including rattles, soft character plush, books, teethers, peg puzzles and cot mobiles.

Read More

We work hard to negotiate the best offers for our retailers to support in store and online sales as much as possible. Press the Highlights tab to make the optimal use of a mix and match of our offers, discounts and promotions to maximise your profits.

  • The Promotions page is updated each week with new offers including a multiple purchase of something and receiving a free corresponding item, bundle deals, and extra percentages or money off at checkout.
  • Most months we have a voucher code percentage off a brand ranging from 5% to 20%, this code is shared via e-mail
  • The Sale page includes great offers from our nursery, toy and feeding manufacturers all incentivising efforts and floor space from dedicated independent retailers.
  • Participate in the online Quizzes; not only will you learn but each correct entry goes into a draw with a retailer winning a significant prize each time.
  • Take advtange of our FREE point of sale material to brand in store, educate customers and display products

There are various options available on how you place your orders online. You can browse through products by category or brand, and either click into a product or press the eye icon for a pop up of the item details or tick the 'compare' multiple products and then press 'compare product' to see details on each item on one page. In product details you can read about the product, view product images, watch video clips, view pack sizes, the Suggested Retail Price, trade price and view further volume discount pricing. Enter the quantity you require either whilst viewing the product details or from the overview page and press 'Add to Bag' or 'Add Quick Buy' respectively. The system will then put the item in your cart at the price in line with quantity bought and or promotion applied (excluding voucher codes which must be added on the checkout screen). Retailers can also use the 'Quick Order' tab which lists products in a gird which can be displayed by All, Previously Ordered and Favourites and then further filtered by brand, category or code. Retailers can the fill the grid with quantities required for products of interest and press 'Add Quick Buy'.

Please note that all prices listed are trade prices and if VAT is applicable to the product and your store this will be displayed and applied at checkout. Please note certain products such as clothing are VAT exempt, others such as gift baskets may have a composite VAT rate. These products have a sign on them to highlight this. Export customers within the EU, with a VAT number will be exempt from VAT on all products but must provide a copy of this documentation prior to order placement.

Retailers can download a price list in either PDF or excel format and information includes item code, description, pack size, trade price, barcodes and the manufacturers' suggested retail price. Simply click on the price list tab when logged in and select which price list you require; this can be filtered by brand and category.

Customers are reminded that first orders must be over £200 net and that this will entitle carriage free shipping. On completion of the first order you will also automatically be issued with an account number which will have a prefixed BBD -it will be most helpful to quote this going forward in any communication and payments. All accounts are proforma and you can make payment at checkout or choose to pay by bank transfer.

At checkout you will have the option to select a delivery address which can be the same as your invoice address or from any of your stored delivery addresses or you can type in any other unique delivery address at that point. In addition, there is a box available for you to enter your reference number and a box for any special instructions that we should be aware of e.g. your courier is collecting the order, packing instructions, unusual shop opening days/time.

Baby Brands Direct offers a drop shipping service to registered customers and recommends this service for large or high value items that retailers cannot always keep in stock. As goods are dispatched, the retailer will receive an e-mail notification with the invoice and the tracking number will be detailed within it; the goods going to the consumer will be shipped with no paperwork. Please include the customer telephone number in special instructions if you wish for them to receive delivery notifications by text.

Our product price does not change for drop shipping, but our administration, packaging and carriage fee is slightly higher than if you were placing an order to be delivered to your store. Carriage is quoted per delivery address and not per product but larger items like cot beds, dressers and wardrobes may be subject to a per box surcharge applied automatically at checkout. Please note we do not ship to BFPO addresses. Overseas customers are always charged carriage per box and the fixed rate will depend on the Zone your country falls in. Drop shipping is usual at a surcharge of £5 per box (in addition to the standard country rate). Retailers will automatically be charged for one box at checkout on which VAT is applicable. We will contact you for payment on additional boxes (if applicable) once your order is packed.

Please note that we would advise against planning to sell items that are sold in pack quantities for drop shipping as we are unable to break down sets. If dispatched goods cannot be delivered by our courier (either because no-one was at home or the wrong address details were given), we will attempt to contact you before the goods are routed back to us. If they do come back we will need to re-charge for a re-attempt at delivery.