New Zealand organic baby-wear company Nature Baby celebrated its 25th anniversary this year and launched a new initiative, Worn Again, to keep high-quality baby clothes in circulation longer.
Worn Again will see customers return their children’s pre-loved Nature Baby clothes to the store for a credit on their next purchase. In turn, Nature Baby will resell these items at lower prices.
Founders Jacob and Georgia Faull started Nature Baby 25 years ago, in 1998, as an avenue to create natural and innovative products for their first child. This new chapter has coincided with a successful quarter-century at the helm of babywear in New Zealand.
Jacob Faull said it had been an organic progression of the Nature Baby ethos, continuing the brand’s quest to strike a harmonious balance between cause and commerce.
“Worn Again is a natural expansion of our continuous focus on sustainability and longevity. We’re so happy to give people’s beloved Nature Baby pieces another lease on life through this initiative.”
The company looked at retail circularity models worldwide before finding the right fit. In the process, it also struck up an ongoing collaborative relationship with America’s first circular retailer, Manymoons, which has informed the new offering.
“This project has been in the works for years now. We’ve been searching for the right model and are pleased to launch this pilot programme during such a significant milestone for the company.”
In New Zealand, 52,000 tonnes of clothing are sent to landfills each year, and so another aspect of this offering has been in response to the rampant issue of textile waste. Nature Baby’s core mission has been to make items well, giving them the inherent quality and durability to stay in circulation through multiple wearers.
“The durability and quality of organic, natural fibres is a great metaphor for how we see our business. Our baby essentials and brand will stand the test of time by weaving together high-quality products with a practical yet caring approach.”
While many retailers face challenges, Nature Baby has continued to succeed, reflecting its measured internal approach.
“As a company, we have always been about considered growth, ensuring we can focus on a sustainable approach while also maintaining a thriving business. It’s not the route everyone takes in business and not without its challenges, but 25 years on, I can say it’s worth it.”
The couple now have three children and oversee a staff of 55. The brand has a thriving online platform, three New Zealand stores, and a recently opened Sydney flagship. It is also stocked internationally, from the USA to Amsterdam and Hong Kong.
“Nature Baby has become a cultural beacon of sorts; we represent a wider ethos of respect for people and the planet, which starts from birth,” said designer and co-founder Georgia Faull.
“Our goal has always been to create meaningful change and bring sustainable, organic, natural baby products to the mainstream while doing so as a profitable business.”
Nature Baby has exciting plans for the future, including expanding into the USA next year while continuing to champion its Worn Again programme on home soil.
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