SM Retail expands presence of Baby Company

Published June 29, 2022, 2:37 PM

by James A. Loyola

SM Retail’s specialty brand Baby Company has built its digital presence and expanded its brick and mortar stores to provide for newborns’ essential needs in preparation for the full reopening of the economy.

In a statement, SM Retail said Baby Company has recently opened stores in SM Daet and in SM Grand Central in Caloocan, bringing its total count to 90 stores to serve as the one-stop shop for all baby essentials in these areas.


“As we evolve and adapt to a new normal, we continue to be true to our commitment that goes beyond providing parents the best products and the best brands for their babies, but to make parenthood a happier and more delightful experience,” SM Retail President Ponciano C. Manalo, Jr. said.

In terms of product offerings, it added 15 new brands in the categories of nursing and feeding, furnishings, and linen as well as food, appliances and personal care to name a few.

Aside from new products and opening new stores, Baby Company further complemented its online flagship store and ShopSM by enhancing its digital footprint.

Baby Company joined Shopee and Lazada and demand-on-delivery platforms such as SM Malls Online, GrabMart, Metromart and Pickaroo offering same day deliveries in 2021.

Its boutique stores also cater to The SM STORE’s Call to Deliver. Facebook Live Selling featured an “open mic” for customer inquiries.

Baby Company exclusively carries baby products from the popular TV show, Cocomelon debuted in its stores in 2021, offering a colorful assortment of nursing, feeding, linen, personal care and furnishing items for babies and toddlers.

There are far more items to choose from at Baby Company stores and online platforms from nursery essentials, highchairs to playpens and bathing necessities.

The brand also embraces a more environment-friendly approach to family lifestyle or simply green parenting.

“At Baby Company, sustainability is treated as lifelong advocacy than a trend. Cognizant of the necessary planning to become a green parent, there are many ways to raise a healthy child and help make a difference for mother Earth,” Manalo said.

On the shelves and on the screens are silicone toys and weaning items that provide eco-friendly alternatives. It also offers diapers with sustainable packaging as well as an eco-friendly alternative to regular swim diapers.