High Street names ‘less popular’ than smaller brands for baby items

Larger High Street names like John Lewis and Boots are less popular than smaller brands for baby products in the UK, according to Which?.

The consumer champion surveyed over 3,000 people about their experiences using shops that sell a range of baby products, rating companies based on product quality, staff helpfulness / knowledge, and value for money.

The research found that Oldham-based Online4Baby and Silver Cross were the most popular brands, each receiving the highest score of 81 per cent.

It also revealed that three-quarters of shoppers made their most recent baby-equipment purchase online.

John Lewis received a customer score of 79 per cent, while Mamas and Papas was another strong performer at 78 per cent.

Bottom of the table was Baby Monitors Direct, which was given only two stars for product quality and value for money and scored 65 per cent.

The Range received a slightly higher customer score of 67 per cent, being awarded two stars for product quality and staff helpfulness and three stars for value for money.

“Most people now buy baby products online rather than going into a physical shop, but our research suggests that mums and dads-to-be still value excellent customer service in addition to good-value and high-quality products," said Ele Clark, Which? retail editor. “It’s great to see several retailers ticking the boxes for their customers, proving to be reliable retailers for a range of must-have baby products."


The full survey results were as follows:


Online4Baby (81%)
Silver Cross (81%)
Maxi Cosi (80%)
John Lewis (79%)
Mamas & Papas (78%
Next (78%)
Smyths Toys (78%)
Amazon.co.uk (77%)
Halfords (77%)
Joe Baby (76%)
Asda/George (75%)
Boots (75%)
Littlewoods.com (75%)
Argos (73%)
Baby Planet (73%)
Bugaboo (73%)
JoJo Maman Bebe (73%)
Cosatto (72%)
Direct4Baby.co.uk (72%)
Baby and Child Store (70%)
Currys (69%)
Very.co.uk (69%)
Bella Baby (67%)
The Range (67%)
Baby Monitors Direct (65%)

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