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Overview
Babylist is a universal baby registry platform that lets expecting and new parents add baby products from multiple stores into one registry, rather than being tied to a single retailer. Parents create a registry, browse items from partner retailers like Amazon, Target, and Etsy, and add products from different stores in one place, aided by expert-vetted guides, an interactive checklist, and curated kits. It differentiates itself by enabling cross-store registries with practical planning tools and curated offerings, supported by affiliate commissions, exclusive kits, and advertising partnerships. The goal is to simplify shopping and planning for new parents, helping them feel confident about having everything they need while driving ongoing engagement for the business.
About Babylist
Industries
Consumer Software
Consumer Goods
Company Size
1,001-5,000
Company Stage
Series C
Total Funding
$40M
Headquarters
Oakland, California
Founded
2011
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Simplify's Take
What believers are saying
- $750M revenue with 45% YoY growth and eight consecutive profitable years in 2025 demonstrates operational strength.
- Health division growing 64% via Expectful acquisition and Early Investor education savings expands revenue beyond core registry.
- Over 10 million purchases in 2025 and 22% US baby-family penetration provide massive transaction volume and market share.
What critics are saying
- Amazon's 15% completion discount and 1-year free returns undercut Babylist's 9-month window, driving registry abandonment within 6–12 months.
- Forcing guests to contact parents for returns on duplicates creates high friction, causing 60–75% registry shifts in 6–12 months.
- Amazon integrating universal registry with URL addition would collapse Babylist's core differentiator and eliminate its $750M revenue base in 24–36 months.
What makes Babylist unique
- Babylist is the only universal registry allowing items from any store including Amazon Target and Etsy in one place.
- Patented technology and 40% first-time parent penetration in the US enable objective editorial advice and private data insights.
- Unique add-any-gift feature supports non-store items like babysitting meals and cash funds beyond traditional product registries.
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Funding
Total Funding
$40M
Below
Industry Average
Funded Over
1 Rounds
Industry standards
Benefits
Health Insurance
Dental Insurance
Vision Insurance
Parental Leave
401(k) Retirement Plan
401(k) Company Match
Health Savings Account/Flexible Spending Account
Paid Vacation
Paid Sick Leave
Remote Work Options
Flexible Work Hours
Wellness Program
Mental Health Support
Company Equity
Growth & Insights and Company News
6 month growth
↑ 0%1 year growth
↑ 0%2 year growth
↑ 3%Babylist, the leading platform for expecting and new parents, has appointed Jill Cress as chief marketing officer, effective May 2026. Cress will report to founder and CEO Natalie Gordon and oversee brand, performance, content and experiential marketing. Cress brings over 20 years of experience transforming major brands. She previously served as chief marketing and experience officer at H&R Block, where she led the company's evolution into fintech. At PayPal, she repositioned the company from a checkout button into a digital wallet platform, supporting over 100 million new users. The appointment comes as Babylist reports 45% year-over-year revenue growth to over $750 million in 2025, marking its eighth consecutive profitable year. The company plans to open a New York showroom in late summer 2026, following its Beverly Hills flagship location.
Babylist, the leading platform for expecting families, will open its second Showroom in New York City's Soho district at 477 Broadway. The 20,000-square-foot experiential space is expected to open in late summer 2026. The showroom will offer families immersive, expert-led experiences to explore baby gear, build registries with consultants, and attend educational classes. The space will feature product curation tailored to city living, including solutions for small apartments and navigating New York with babies. It will include a dedicated education area and podcast studio. The expansion follows success at Babylist's 18,000-square-foot Beverly Hills flagship, which opened in August 2023. The company recently surpassed $750 million in annual revenue, marking 45% year-over-year growth and its eighth consecutive year of profitability.
Babylist, a platform for expecting and new families, generated over $750 million in revenue in 2025, marking 45% year-over-year growth. The Oakland-based company achieved its eighth consecutive year of profitability whilst expanding adjusted EBITDA margins by 500 basis points. The company serves 22% of US families having a baby, with more than 10 million people making purchases through its platform in 2025. Babylist has diversified beyond its core registry business into health services, retail showrooms and media, with its Health division growing 64% and Media revenue up 35%. Babylist has appointed Jennifer Hyman, co-founder and CEO of Rent the Runway, and former SoFi, Pinterest and Microsoft executive Joanne Bradford to its board of directors. The company operates in the $235 billion kids and baby market.
PlantBaby, a Marin, CA-based plant-based nutrition company, raised an undisclosed amount in Seed funding, led by B2 Partners at a post-money valuation of $20 million. Participants included Big Idea Ventures, Everywhere Ventures, X Factor Ventures, Women’s Equity Lab Silicon Valley, and Babylist. The funds will be used to expand retail distribution, accelerate innovation, and grow the team, making products more accessible through Sprouts, Wegmans, Amazon, Thrive, and their Kiki Milk website.
Lalo, a New York-based baby and toddler brand, raised $10.1M in Series A funding.The round was led by Spin Master Ventures, with additional participation from Babylist, Kevin Durant and Rich Kleiman’s 35V and ILIA Beauty Founder Sasha Plavsic’s Untold Holdings.The company intends to use the funds to accelerate growth, driving product innovation, increasing brand reach and further enhancing the customer experience. Led by CEO Greg Davidson, Lalo is committed to designing smart, functional, and stylish products for modern families. The company plans to launch several new products in the coming year and expand its footprint in both domestic and international markets.FinSMEs13/06/2023
Babylist is Hiring for 28 Jobs on Simplify!
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About Babylist
Industries
Consumer Software
Consumer Goods
Company Size
1,001-5,000
Company Stage
Series C
Total Funding
$40M
Headquarters
Oakland, California
Founded
2011
Babylist is Hiring for 28 Jobs on Simplify!
Find jobs on Simplify and start your career today