Founded by Nicola Law, Cove Baby is a brand focused on creating high-quality, practical and aesthetically pleasing baby products.
Since launching in 2020, the brand has enjoyed great success thanks to its strong brand identity, organic marketing and strong focus on meeting the needs of modern parents. As a result, Cove Baby has attracted a loyal customer base and is currently setting its sights on product diversification and overseas growth.
While now positioned for long-term success, Cove Baby’s journey to business success has not always been a smooth one. It is often said that necessity is mother of invention, and this was certainly the case for Nicola.
Nicola and her family
From lockdown to launch
Nicola’s journey began in the midst of a challenging time for many: the COVID-19 pandemic. As a mother of two young children who had recently been furloughed from her job, she found herself stuck at home with a baby and a growing desire to make her life, and her family’s mealtimes, a little easier. #
When feeding her six-month-old daughter, Nicola noticed something was wrong with her highchair. Despite being a popular choice, it just wasn’t comfortable for her baby. “She looked so small in such a big chair, and feeding her felt a bit awkward,” Nicola recalls.
With the nation under a strict lockdown, access to shops was severely limited so Nicola spent hours online, hunting for the perfect solution.
And that’s how the idea for her business was born. Nicola realised that if she couldn’t find the right product, other parents were probably struggling too. “There had to be a market for a practical yet stylish cushion for highchairs,” she thought and, little did she know, this simple idea would turn into something much bigger.
She wanted a cushion that was not only pleasing to the eye, but also wipeable, practical and the right size. However, every product she found fell short. "I couldn't find anything that met my expectations. So, I thought, why not create my own?"
Developing the product
One of the first hurdles Nicola faced was finding a manufacturer that could bring her vision to life. Determined to make her vision a reality, Nicola would spend days on the phone cold calling factories. “I just picked up the phone and explained what I wanted. Most of the time, people were kind and helpful, pointing me in the right direction.”
Eventually, she found a factory in Lancashire that helped her develop the first prototypes, and the relationship flourished from there. “It was a huge breakthrough,” she explains. “We sat down and literally drew the first design together. We worked on making it wipeable and I learned so much in the process.”
While certainly a major milestone, Cove Baby’s success was far from guaranteed as Nicola had to navigate a competitive market, particularly in the face of cheap imports from overseas. “It’s tough,” she admits. “Some companies are able to sell similar products at much lower prices because they’re mass-produced abroad. It’s difficult to compete, but I’m committed to working with a UK manufacturer and maintaining the high quality of my products.”
What began as a single product—a cushion for highchairs—soon expanded into a full range of mealtime accessories for children. Footrests, placemats and leg wraps were added, all beautifully designed in the style Nicola had envisioned.
Building the brand
As the business grew, Nicola was able to use her experience to build and strengthen the brand. “Before I had children, I worked in sales for a designer shoe company for 12 years. But after becoming a mother, I knew I needed something that I could manage on my terms, around my children. When I realised there was a gap in the market for stylish, functional baby accessories, it felt like the perfect opportunity.”
The name of the business came about through a conversation with her husband. “We were thinking about places we loved, and one of our favourite spots is Mallam Cove in Cumbria. It’s a beautiful walk up to a waterfall,” Nicola explains.
“We decided to shorten it to ‘Cove’ because it felt like a safe, sheltered place, which was perfect for a product designed to make children feel secure during mealtimes.”
Her brother, a graphic designer, helped bring the brand’s identity to life, designing the logo and setting the tone for a high-quality, premium product. The support from her family didn’t stop there—during the early days, they helped Nicola pack orders and get the business off the ground.
Spreading the word
At first, Cove Baby grew primarily through organic means. Word of mouth, especially on social played a huge role in raising brand awareness. “Instagram has been a huge driver for us. Parents love to share pictures of their babies in their highchairs, and our products fit so well into that Instagram culture.”
Etsy was another key channel for growth. Initially, Nicola experimented with the platform, but it quickly became a lucrative sales avenue. “I didn’t overthink it—I just listed the products, and it worked out brilliantly. The international reach of Etsy, especially in the US, has been invaluable.”
Despite this organic growth, Nicola acknowledges that as the business matures, she’ll need to dedicate more resource towards marketing and strategic growth. “In the next few years, I’ll need to invest more in marketing, especially as competition increases and consumer expectations evolve.”
Joining GS1 UK
In order to scale the business and prepare for new challenges, Nicola turned to GS1 UK for support with future-proofing her business. “When I started selling on Amazon, I knew I needed barcodes, so I reached out to GS1 UK,” she explains. “It’s been such a simple and efficient process and having that confidence in our systems has really helped us grow.”
According to Nicola, the benefits of joining GS1 UK have extended far beyond barcodes. She says one of the proudest moments of her entrepreneurial journey came when her products were featured in a John Lewis pop-up shop after winning a GS1 UK competition ran in partnership with !NDIE.
“Being part of this competition and showcasing my products in such a well-known retailer was a huge moment for me,” she said. “Seeing customers excited about the brand and hearing them say, ‘This is the best thing here!’ was incredibly rewarding.”
The experience not only helped Nicola gain exposure but also provided valuable feedback from customers, helping her refine her products even further. “It was an amazing opportunity to interact with our customers in person and see how much they appreciated the quality and design of the products”.
What’s next?
Looking ahead, Nicola’s focus is on expanding into new channels. “After the success of the John Lewis pop-up, a lot of people have asked if we’ll be stocking in their stores again. I’m also looking into wholesaling to independent stores and other major retailers.”
The business is set to continue evolving, just as Nicola’s children grow. “As my daughter grows, I’ll continue to look for new products that meet her needs. The brand will grow with her, expanding to cater to older children as well.”
Her parting advice to other aspiring entrepreneurs is simple but powerful. “Don’t be afraid to ask questions—no matter how basic they seem,” she urges. “And don’t just copy others. Build something authentic to you, something you’re passionate about. If you do that, you’ll succeed.”