About Baby Stuff

Baby Stuff was born out of frustration. When we were expecting our first, we went looking for straightforward baby gear advice and found... 200-item registry checklists, conflicting reviews, and an overwhelming number of choices. Helpful? Not exactly.

Every family is different. Parents in a one-bed city flat with no car need completely different gear from those in a four-bed house with an SUV. But every guide gives them the same list.

So we built the tool we wished existed: a quick set of preferences that understands your actual situation and gives you a short, opinionated list of exactly what to buy. No fluff, no decision fatigue, no "here are 47 pushchairs to choose from."

Our approach

All of this started with one dad endlessly trawling Reddit threads, parenting forums, and review sites while our baby was on the way. Hundreds of hours of research distilled into a handful of clear picks per category. We figured that work shouldn't go to waste, and it could help other parents facing the same overwhelming wall of choices.

We're not afraid to have opinions. When we say "buy this one," we mean it. We also tell you when the budget option is nearly as good as the premium one, because honesty matters more than affiliate commissions.

Every recommendation links to where you can buy it. Some of those are affiliate links, which means we earn a small commission if you purchase through them. This keeps Baby Stuff free to use. We never let affiliate relationships influence our picks. We recommend first, then find the best link.

Who we are

We're Toby and Flora, first-time parents figuring it all out. We built Baby Stuff because we know what it's like to panic-buy a steriliser at midnight, to realise your pushchair doesn't fit through the front door, and to discover that half the stuff on the "essentials" list is anything but.

Got questions or feedback? We'd love to hear from you at hello@stuff.baby.