Mumpreneur Profile: Antonia and Karen of KiddieBase

Hello!  We are Antonia and Karen and our company is KiddieBase – imagine an online baby show, extend it to cover children too and that’s us – a site packed full of interesting stores and useful information.  KiddieBase sells gifts, toys, clothes, shoes, accessories, art, travel products, slings, maternity and nursing wear, books, jewellery, stationery, personalized items and much more!We are both in the 35-40 age bracket (enough said!) and live in Buckinghamshire. Antonia has 2 sons, and Karen has 4 sons.  Karen’s fourth baby was actually born just a day after we launched on 24th September!

Before starting KiddieBase, Karen used to work in retail and Antonia in IT consulting.  Karen put a hold on her career just before she had her first son, and Antonia took a career break after the birth of her second son finding the long hours and travel involved with her job even less compatible with two children than it was with one!

The fundamental idea behind our business came from our own experiences of trying to find lovely things for our own children and friends’ children online – we found that there were so many fantastic products out there but so often we ended up visiting multiple websites in the process.  That combined with the ongoing appeal of baby shows, led us to the idea of an online version that brought all of these fantastic small stores together in one place.

Two key things that have worked well for us to date are as follows:

  • Twitter – this has been fantastic for meeting retailers in our sector – many of our first stores were Twitter friends!
  • Press Release – we wrote a press release about “Delivering a Business and a Baby” and sent it out to the Parenting Media database.

Our biggest challenge to date has probably been coping with the combination of launch and Karen’s baby happening so close together.  Antonia has also been having some major building work done at home that has made her working environment very interesting!  However, despite all that just 2 weeks after we launched, we already had 50+ stores and 1000+ products on the site and these numbers are rising daily!

If anyone out there is making / selling quality, innovative products in the ‘bump to 12’ range and think that their products would be a good addition to, please email us at so we can discuss whether your products would be a good fit.

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