BABY Company, a specialty brand of SM Retail, is advancing a new normal lifestyle for Filipino parents by extending reach and providing safe and healthier options for your newborn’s essential needs.

Ahead of the full reopening of the economy, Baby Company built its digital presence and expanded its brick and mortar stores. In 2021, it opened stores in SM Daet and in SM Grand Central in Caloocan, bringing its total count to 90 stores to serve as the one-stop shop in these areas for all baby essentials.

“As we evolve and adapt to a new normal, we continue to be true to our commitment that goes beyond providing parents the best products and the best brands for their babies, but to make parenthood a happier and more delightful experience,” SM Retail President Ponciano Manalo Jr. said.

In terms of product offerings, it added 15 new brands in the categories of nursing and feeding, furnishings and linen, as well as food, appliances and personal care to name a few.

On the shelves and on the screens are Mom & Baby silicone toys and weaning items that provide eco-friendly alternatives. It also offers Hey Tiger by Rascal & Friends diapers with sustainable packaging. Organic material is also used for its private label, Bloom crib set line. For the branded apparel Enfant, products are made from sustainable ingredients.

Aside from new products and opening new stores, Baby Company further complemented its online flagship store babycompany.ph and ShopSM by enhancing its digital footprint. Baby Company joined Shopee and Lazada and demand-on-delivery platforms such as SM Malls Online, GrabMart, Metromart and Pickaroo offering same day deliveries in 2021. Its boutique stores also cater to The SM Store’s Call to Deliver and Facebook Live Selling that features an “open mic” for customer inquiries.