The company was established by husband and wife, on falling pregnant with their first child. The couple had a frustrating experience annoying to locate a store with an extensive range of quality baby goods.
The founders had a dream to open a baby store with that little extra something that was not there in the baby industry. They also required to provide the parents with some extra comforts such as a feeding and altering area and a refreshment station. Especially they wanted to give knowledge and information and peace of mind to new parents. Through all effort, the company was formed in March 2000.