About Us

Babylist is the leading discovery and transaction destination for baby commerce, where 8 million people each year buy what they need to welcome a new baby. We serve parents as well as all the friends and family that form a community around each baby - connecting everyone who helps plan, prepare and shop for a child's arrival. From the “add anything from anywhere” registry for new parents, to the expert advice and product ideas for gift givers, there is no more trusted, go-to solution for growing families.


Webby Awards 2022

Webby Awards · April 2022

Websites and Mobile Sites: Community category - Babylist named a nominee as a site creating and facilitating online community, connectedness, and/or communication around shared interests.

The Shorty Awards

Shorty Awards · April 2022

14th Annual Finalists - Babylist was successful in creating the first-ever virtual store where parents-to-be and gift givers could discover, explore and engage with dozens of brand partners and hundreds of products in a realistic, 3D virtual home and then easily purchase or add those items to their registry.

The 2021 Modern Retail Awards Virtual Announcement

Modern Retail · February 2022

Best Customer Insight Strategy - Babylist

Inc.'s 2021 Best in Business Awards

Inc · December 2021

Babylist created a universal baby registry so anyone can help families in need, and developed video product guides for parents who didn't want to shop in person during the pandemic.

Best Places to Work in Retail

Fortune · November 2021

Employees say: “Babylist has taken a real stand in its value of social justice and is not afraid to put out content on racial and social issues even if it will not appeal to the broadest audience. I appreciate Babylist for taking this stand and living its values.”

Best Employer for Parents

Digiday · October 2021

Presented by Digiday, Glossy and Modern Retail, this year’s Worklife Awards honor organizations that have been hard at work rethinking and reimagining the workplace itself.

100 Women of Impact

Entrepreneur · October 2021

“The biggest opportunity for tech leaders is to build products that support deeper connections and strengthen communities. At Babylist, we leveraged technology to bridge the gap between IRL and virtual,” said Natalie Gordon, Founder and CEO.

Female Founders 100

Inc · September 2021

“I am more excited about the next decade than I am about the past decade,” said Natalie Gordon, Founder and CEO. “We are a beloved and trusted brand for families going through this stage of life that extends in a lot of ways that we’re really excited about.”

Babylist in the news

Setting Up a Baby Registry? Don’t Forget These 10 Things!

Cubby · April 2022

“We suggest people think about their lifestyle and what kind of person they are when they register,” says Karen Reardanz, editorial director of Babylist. “Whether you live in the city or suburbs, if you like to travel or are active — all that can guide what you register for.”

The 7 Very Best Baby Monitors

The Strategist · April 2022

According to Jennifer LaBracio, the gear editor at the baby-registry website Babylist, the right baby monitor will depend on “the space you live in and your personality and parenting style.” To help you navigate the vast universe of baby monitors, we spoke to LaBracio, King, and eight other experts — including parenting bloggers, sleep consultants, and parents — about their favorites.

17 Startup Founders Answer: What Is Your Biggest Hiring Challenge?

Forbes · March 2022

Natalie Gordon, Babylist, "At Babylist, we are focused on the long-term so we build our process and employee benefits accordingly. For example, we’re cognizant of efficiency but won’t compromise on properly screening talent and we focus on what candidates really care about – feeling valued and doing work that matters."

Babylist Blends URL and IRL Engagement with Virtual Showroom

Retail Touch Points · March 2022

For more than a decade, Babylist has helped make researching, registering and buying items more seamless, thanks largely to its robust content strategy. Now, as its users rely more on digital channels and content to make buying decisions, Babylist is reaching a new frontier of engagement with its Cribs Virtual Showroom, which builds on the success of the company’s physical pop-up experience in Venice, Calif.

Registering for your baby – in the metaverse

Chain Store Age · March 2022

Babylist is partnering with Obsess to launch the Babylist Cribs Virtual Showroom. This digital store offers a metaverse shopping experience, where consumers can discover, explore and engage with an array of products in a realistic, 3D virtual home and purchase or add those items to their registry.

The 47 Best Baby Gifts for Newborns (and Their Parents!)

Glamour · March 2022

Save the new baby from endless hours of trial and error, and gift a box of four best-selling easy-to-wrap swaddles. Variety packs like this make for some of the best baby gifts because parents and little ones can decide which option works best for them.

LA Celebrity Moms Top Baby Picks + Babylist Cribs

Moms LA · February 2022

If you’re expecting a baby in Los Angeles, we hope you got a chance to check out Babylist Cribs while it was open. Located in a home in the Venice neighborhood, Babylist Cribs was a shoppable, in-person experience, designed for new parents and parents-to-be. And there were LA Celebrity Moms in attendance!

California special education teacher gets surprise of a lifetime

Good Morning America · February 2022

"GMA" and Babylist celebrate Morgann Teeter, known as Miss Havig in class, who works with students with moderate to severe disabilities.

Jamie Chung Says Postpartum Depression Is 'So Real,' Therapy 'Really Helped' Her Prepare

People · January 2022

With Babylist, Chung was able to create a warm and vibrant environment for her babies, which meets all her motherly needs and provides tools to help with her newborns' development. She mirrored many of those qualities in her Babylist Cribs space, a reservation-only experience that brings the brand's online convenience to an intimate, immersive setting in a Los Angeles home.

New Twin Mom Jamie Chung Didn't Want 'Tons of Baby Things,' but Now She Knows How Much She Needed Them

Parents · January 2022

But now that she's a parenting veteran of three months, Chung has a better handle of just how important certain baby products are, and how nice it is to have other parents around to give advice and lend a hand, especially with multiples. That's why she's one of the celebrity moms who have curated their own Babylist Cribs shoppable showrooms in Los Angeles. From now until January 30, expecting parents can make an appointment to visit the showroom, where they can test out products and see them in a home-like setting before adding them to their registry.

911 Operator and New Mom Reunion

Today · December 2021

When Charlotte Fatoma suddenly went into the final stages of labor while driving to the hospital, 911 operator Elyce Rivera calmly coached her through delivering her own baby in her car by the side of the highway. TODAY’s Sheinelle Jones reports and, as TODAY’s Season of Giving continues, the two women meet for the very first time live on air. Elyce meets the baby she helped deliver, and says yes when Charlotte asks her to be the child’s godmother.

Baby Registry Must-Haves: The Ultimate Guide According To New Moms

Forbes · December 2021

Consider this your ultimate baby registry checklist, comprised of standout products that have risen to the challenge and met seasoned moms’ exacting standards. From changing pads to diaper bags, these items score high marks for efficiency, comfort for parent and baby, and of course, style.

Parenting Platform Babylist Raises $40 Million, Expects To Hit $250 Million In Annual Revenue

Forbes · November 2021

"We’ve successfully operated in an overlooked, yet massive category, serving an unmet need for millions of new parents and their extended families,” says Natalie Gordon, founder and CEO of Babylist.

Natalie Gordon | How to Get Over Your Fear of Starting

Behind Her Empire · November 2021

We’ll talk to Natalie about how her “failure” with her first business set her up for success with Babylist, how she balanced new motherhood with growing a new company, why you shouldn’t compare yourself to others, steps she took to scale her company without significant VC funding, and so much more.

Here's the 15-slide pitch deck that helped Babylist nab a $40 million Series C from investors such as Norwest Venture Partners and Jay-Z's Marcy Venture Partners

Business Insider · November 2021

Natalie Gordon, Babylist's founder and CEO, said the company decided to raise a fresh round of funding this fall because it would help to accelerate its plans for growth over the next decade, including expanding internationally and creating an in-person brand experience.

Universal Baby Registry Babylist Raises $40 Million Series C

Cheddar News · November 2021

The company says it aims to be a one-stop solution for first-time parents who don't know what they need to buy for their new child. Babylist also says it wants to expand to address the needs of the entire family.

This Baby Registry Makes Thousands of Products Easily Accessible in Just a Few Simple Clicks

Parents · November 2021

This year, my friend created a registry for her firstborn on Babylist, a website that lets you add any product from nearly any online store. Less than five minutes into browsing her registry, I said: "I wish I'd known about this back when I was pregnant."

How to Structure Your Tech Team for Scale

Built In · October 2021

"Today’s market is very competitive for hiring great engineers. They can work anywhere. After founding Babylist, I asked myself what would make me work here in the long term, rather than growing at all costs or simply quitting when times were hard. As a result, we’re really serious about building for the long term at a sustainable pace, which we believe leads to better work, less burnout and less team churn," said Natalie Gordon, Founder and CEO

36 Sweet Baby Shower Gift Ideas Any Expectant Mom Would Love

Cosmopolitan · October 2021

If ya didn’t already know, babies are pretty picky about the bottles they like. The Babylist Bottle Box sampler set will let the parents try out five different kinds before stocking up on a bunch that the baby refuses to take.

This Product Bundle From Babylist Is a New Parent’s Dream

The Everymom · October 2021

Babylist has done the work for you and created boxes that feature a handful of popular items in one category so you (and your baby) can try each of them out before committing to a stockpile of bottles, swaddles, and pacifiers.

Baby Registry Tips for Budget Moms

Parents · September 2021

Babylist's own Bottle Box saves new parents money by offering a variety of baby bottle shapes and styles to try out in one kit. "This a great solution for people who tend to register for, or buy an entire set of bottles, which is often expensive, only to realize their baby doesn't like them," says editorial director Karen Reardanz.

An Oakland e-commerce site just named its first CFO. An IPO could be next.

BizJournals · July 2021

"Newbery's charge is to grow the company's multiple revenue streams, which include its own e-commerce platform, partner sites and advertising adjacent to its content aimed at new mothers. She will also test public investor appetite for a company with growth potential in an undervalued market segment."

Babylist Announced It Will Pay For U.S. Olympians To Bring Their Babies To Tokyo

Romper · July 2021

“When we heard that there were some athletes faced with the choice between competing at the highest levels or caring for their baby, we knew we had to get involved,” Lee Anne Grant, Babylist’s VP of Marketing tells Romper. “Core to our mission at Babylist, we strive to help parents during the hectic, stressful, and uncertain time of becoming a new parent. This is why we’re committing to providing resources and support to new mothers heading to Tokyo.”

7 best jogging strollers of 2021, according to experts

NBC News · May 2021

“If you’re running up a lot of hills and you have a 20-pound baby in there, that’s a lot of weight to push while you’re running,” said Karen Reardanz, executive editor at Babylist.

Pregnant Halsey Shows Off Baby Bump as They Raise Money for Other Soon-to-Be Parents in Need

People · June 2021

The pregnant "Without Me" singer, 26, posted a video on Instagram Thursday announcing their partnership with Babylist to compile a baby registry of some of their favorite items. With Babylist, Halsey is also asking for donations in support of Baby2Baby via The Great Group Gift initiative, to which the artist and Babylist already donated $100,000.

Dream Home Makeover Star Shea McGee Shares Her Baby Must-Haves

Architectural Digest · June 2021

“In the beginning, you and your baby are just getting to know each other, so there is a lot of trial and error! I am so excited about these sampler boxes—I don’t have to buy full sets of different bottles and pacifiers and end up with lots of extras, but can still figure out what works best for us,” says Shea.

Tiny Organics Raises $11 Million In Series A To Shape The Palates Of Babies With Whole Vegetables

Forbes · June 2021

Babylist's founder and CEO Natalie Gordan added: "As the leading parenting platform and baby registry destination for millions of new parents and their little ones, Babylist is deeply in tune with what today's modern parents need the most. We are proud to support the women-led team at Tiny Organics in their mission to provide the highest quality organic options for first foods and baby-led weaning."

Press Releases

Babylist Welcomes the Whole Family to Step Into Its Dream Home With ‘Cribs,’ an Immersive, Shoppable Pop-up Experience in Los Angeles

Business Wire · January 2022

A trusted education and shopping destination for million of families, Babylist designed Cribs to inspire and empower growing families with a curated collection of users’ favorite products.

Babylist Secures $40 Million Series C Funding

Business Wire · November 2021

Babylist announced it has raised $40 million in Series C funding led by new investor Norwest Venture Partners, with participation from Halogen Ventures, 500 Global, Next Play Capital, and Marcy Venture Partners. Utilizing robust purchase data and expert-led guidance, Babylist helps parents, family and friends buy best-in-class products at a critical, deeply personal moment in their lives.

Babylist Names Michelle Newbery As First Chief Financial Officer

Business Wire · July 2021

Babylist, the leading parenting platform that combines commerce, content and connection, today announced a key addition to its executive leadership team with the appointment of Michelle Newbery as Chief Financial Officer. This hire is a significant milestone for the business and indicates a concerted effort towards further growth and profitability.