Sullivan Street Partners Invests £250,000 in Baby Concierge

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Sullivan Street Partners, a recently established active investment firm, has invested £250,000 in Baby Concierge, a company which advises parents-to-be on choosing and purchasing baby products.

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Sullivan Street Partners, a recently established active investment firm, has invested £250,000 in Baby Concierge, a company which advises parents-to-be on choosing and purchasing baby products. Baby Concierge was founded in 2003 by Caroline Cosgrove, co-author of the bestselling book “What To Buy For Your Baby”, and has grown steadily in the seven years since, moving to a new showroom in West London in 2006.

The new funds, being made available in return for an undisclosed equity stake, will be used to expand the service Baby Concierge offers, extending the opening hours and providing additional showrooms to accommodate simultaneous consultations, as well as enhancing the online offering. Caroline Cosgrove will continue to lead the business with day-to-day operational and strategic support from Sullivan Street.

The Baby Concierge service prepares expecting couples for the arrival of their new baby through personal comprehensive consultations in its private showroom. It combines this with follow-up impartial advice all designed to improve choices and minimise unnecessary spend. In addition to their extensive range, Baby Concierge will source any products required by customers which are available (and sometimes unavailable) in the UK, and offers all products at normal high-street prices, with consultation cost redeemed against purchases.

Deliveries are scheduled to minimize inconvenience and product lists can be collated into one single installation or multiple stages as required. Once the baby has arrived Baby Concierge is a constant source of advice and support for key development stages such as weaning, child-proofing and toddling.

Caroline Cosgrove said, “The array of choices today for parents to be is bewildering, and over the last 7 years we have been able to help many couples navigate these choices and distinguish what is helpful and necessary from what is not. With the investment coming in we will now be able to expand that help to cover far more parents in London and elsewhere around the country.”

Sullivan Street, an investment firm that specialises in taking a hands-on role in developing the companies it acquires, was established in 2009 by Layton Tamberlin, ex-TDR Capital and Richard Sanders, the former Group Strategy Director at the John Lewis Partnership. Baby Concierge is added to their current portfolio, which includes Samedaydoctor, a nationwide private primary healthcare group, and Carbon River, a carbon footprint consultancy.

Layton Tamberlin, a partner at Sullivan Street Partners, commented “Baby Concierge identified an indispensible yet cost-effective service to parents-to-be and delivers it in a way that high-street stores, with their partial range and crowded shop floors, simply cannot. The way that Caroline has run the business to date is hugely impressive and we are excited to be working with her to grow it further. The investment we are bringing will now enable it to extend its hours, consultation availability and follow-on services, as well as helping it continue to attract products unavailable on the high street.”

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Layton Tamberlin
Sullivan Street Partners
020 7317 3140
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