A prominent Oldham-based nursery e-commerce business, with an impressive annual turnover of £40 million, has announced a significant rebranding initiative, unveiling its new identity as The Nursery Store.
Originally launched as Online4Baby by sisters Christy Foster and Cheryl Blayds in 1987, the company faced numerous challenges in its early days. Both women had personal hurdles, including neurodiversity and difficult home environments, which they overcame to establish the business.
Starting their entrepreneurial journey on a market stall in Salford, the business transitioned online and gained significant traction on eBay, where Christy and Cheryl became the first UK-based female eBay millionaires. Today, the company significantly contributes to the Greater Manchester economy, supported by a workforce of over 40 employees. The first half of 2024 saw a 25% revenue increase compared to the previous year.
The business remains family-owned, with Christy, Cheryl, and their husbands actively involved in daily operations. It offers an extensive range of nursery products from leading brands, catering to various price points while maintaining a reputation for competitive pricing. The rebranding to The Nursery Store aims to reposition the business in the market and resonate with a broader customer base.
Stockport branding agency Create8 was engaged to assist with modernising the company’s image while preserving the heritage and trust built over nearly four decades. This strategic move is intended to continue and expand the legacy of Online4Baby, providing an enhanced shopping experience for new generations of families.
Chief Marketing Officer Toby Gavin commented on the rebrand, stating, “The rebrand is really about how we better convey our heritage and expertise to customers, to build long term trust and credibility in the market. We’ve seen strong growth this year, and we’re excited to drive the business further and faster with this rebrand. This transformation is a strategic leap forward, and we’re really excited about the opportunities it unlocks.”
Chief Executive Officer Christy Foster added, “The rebranding to The Nursery Store will allow us to continue providing families with accessible pricing on a wide range of high-quality products that make their lives safer, more enjoyable, and stress-free. This modernisation will provide an easier-than-ever shopping experience for them, and provide a solid foundation for us, our partners, both existing and new, to grow and thrive from.”
The evolution to The Nursery Store marks a new chapter for the business, building on its rich heritage and positioning it for future growth and success. The rebrand reflects a commitment to enhancing customer experience and supporting families with high-quality, affordable nursery products.