Our Story

We’re 8 years old but we’ve lived the life of a business which is so much older! Here’s a little insight into our history and what makes us who we are and what we want to be!

Where It Began:
January 2009: was born. Brought to life by two hands-on mothers with twins in common, who shared a passion for bringing innovative and quality-driven baby and toddler products to the Middle East region via an online site.

January 2009: Bubs was also born. Brought to life and nurtured by two passionate mothers, who also spotted the gap in the online market for premium contemporary products delivered with a boutique highly-personal level of service.

How we grew: 

January 2012: was lovingly adopted by another Mum (previously a loyal customer) and a team of  Dads (and their company, Xebec Venture Partners)
April 2014: and Bubs merged and became one big urban family committed to creating something really special together.

What we do:
We’re, an online store run by parents with an obsession for bringing premium products and brands from around the world to the doorstep of parents in the Middle East. Our ‘eye for great products’ comes from our experience as parents and our children - there isn’t a product which we, or our children, haven’t tried and approved before it makes it to our online store, and ultimately to your door.

As busy parents, we know that time is limited and trying to shop with little ones in tow can be quite a task! We therefore aim to bring our customers a safe, quick and hassle-free shopping experience coupled with our uniquely personal touch. Always on hand to answer any questions our customers may have, we also provide next-day delivery services in the UAE and quick turnaround times around the Middle East region through our own team, and trusted delivery agents.

As parents who care about our children’s future, we prioritize socially and environmentally responsible manufacturers. We also believe in giving back to the community and support a charity by donating with every order we receive.

What we want to be when we get bigger and taller

Being in the baby and parenting business, it’s easy to love what we do – we get to see so many beautiful new little hands and feet daily! Our dream is to change the way people view online shopping in the Middle East region, and to expect more. We believe it’s not just about the product, and we believe that the little stuff matters. 

Our customer feedback is a constant source of innovation and inspiration to us, so please always feel free to share your views and thoughts with us at