Babyshop
Babyshop is a Landmark Group children's retailer serving families with products for babies, children and teenagers.
Last updated August 25, 2026
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Overview
Babyshop is a children's retail business established in Bahrain in 1973 by Mukesh Jagtiani. It became the first company under the Landmark Group and subsequently expanded across the Gulf and other international markets. The retailer's assortment is aimed at children from birth through approximately age 16, combining everyday apparel and equipment with toys, nursery goods, feeding products, travel accessories and recognized international brands. The company's early development was centered on physical retail. In 1990, Babyshop entered the United Arab Emirates by opening its first store in Sharjah. The UAE became an important operating base, and the brand later broadened its geographic footprint to 19 countries. The supplied reference describes a network of more than 235 stores and a customer base exceeding 4.8 million, although the applicable reporting date for those figures is not specified. These figures should therefore be treated as reference-period claims rather than a current audited company profile. Babyshop's commercial proposition combines branded children's merchandise with products from the wider Landmark Group retail ecosystem. Its listed assortment has included Barbie, Disney, Philips AVENT, Fisher-Price, Chicco, Juniors, Giggles, Graco, LEGO, Joie, Hauck and Ferrari, among others. The offer spans newborn and infant care, nursery equipment, car and travel products, toys, educational play, children's clothing and accessories. Some names in the assortment are global brands, while others are Babyshop or Landmark-associated labels and private-label ranges. Safety and parental education have been recurring elements of the brand's public activity. From 2005, Babyshop increased its focus on child safety and awareness. In 2011, it worked with Dubai's Roads and Transport Authority on the three-month Child Safety First campaign, which supported the introduction of child seats in taxis and sought to improve awareness of safe travel with children. In 2012, the retailer supported an AC Nielsen survey concerning parents' child-safety concerns and used the findings in roadshows intended to educate families. Babyshop also extended its role beyond merchandise in 2015 through Mom's Little Secret, a parenting book for expecting mothers and families with young children. The publication brought together 27 contributors and more than 40 articles, offering guidance from pregnancy through toddlerhood. This initiative reflected the retailer's effort to position itself as a source of parenting information as well as a seller of children's goods. The business later developed an omnichannel model. According to the supplied reference, Babyshop offered approximately 20,000 products online through an e-commerce website and iOS and Android mobile applications. The mobile application was launched on 24 November 2016. The digital channel complemented the store network and enabled the brand to serve customers beyond its physical locations. Babyshop remains associated with the Landmark Group and is described in the reference material as an active international children's retail business.
History
Babyshop was founded in Bahrain in 1973 by Mukesh Jagtiani. It was the first company established under the Landmark Group, a retail group that later developed a broad portfolio across the Middle East and other markets. The original business focused on children's merchandise and built its presence through stores serving families with babies and children. A major geographic step came in 1990, when Babyshop opened its first United Arab Emirates store in Sharjah. The UAE subsequently became an important market for the retailer and a base for initiatives directed at parents and child safety. The business expanded beyond its initial market over time, and the supplied reference describes operations in 19 countries with more than 235 stores and over 4.8 million customers. Because no reporting date is provided for these figures, they are best understood as historical reference metrics rather than definitive current totals. Babyshop's product scope broadened as the chain grew. Its assortment has included apparel, toys, nursery products, infant-care goods, feeding equipment, strollers, car seats and other products intended for children from birth to age 16. The retailer has carried well-known brands such as Barbie, Disney, Philips AVENT, Fisher-Price, Chicco, Graco, LEGO, Joie and Hauck, alongside labels identified in the source as Juniors, Giggles and Ferrari. This multi-brand approach allowed Babyshop to serve both routine household needs and larger purchases associated with childbirth, nursery preparation and family travel. From 2005, the company placed greater emphasis on child safety and public awareness. Its most visible safety initiative came in 2011, when Babyshop cooperated with Dubai's Roads and Transport Authority on the Child Safety First campaign. Running for three months, the campaign focused on safer daily transportation for children and involved adding child seats to Dubai taxis. In 2012, Babyshop supported an AC Nielsen survey about parents' concerns regarding child safety. The survey findings informed roadshows intended to communicate practical safety information to families. The brand also pursued educational activity aimed at parents. In 2015 it released Mom's Little Secret, a book for expecting mothers and parents of young children. The publication included more than 40 articles written by 27 contributors and addressed the period from pregnancy through toddlerhood. The project complemented Babyshop's retail role with a content and advice function. Digital retail became another stage in the company's development. In addition to its physical stores, Babyshop made around 20,000 products available through an e-commerce operation. The supplied reference states that its iOS and Android mobile application launched on 24 November 2016. This created an omnichannel structure in which customers could access the assortment through stores, a website and mobile devices. Babyshop's documented history therefore combines Landmark Group ownership, regional store expansion, a broad children's product assortment, child-safety advocacy and later digital retail. The available reference material does not provide a detailed account of subsequent ownership changes, senior management, financial performance or market-by-market store counts.
- 2016
Mobile commerce expands
[1]Babyshop launches iOS and Android shopping applications on 24 November 2016.
- 2015
Mom's Little Secret is published
[1]Babyshop releases a parenting guide containing more than 40 articles from 27 contributors.
- 2012
Child-safety survey and roadshows
[1]The retailer supports an AC Nielsen survey on parental safety concerns and related educational roadshows.
- 2011
Child Safety First campaign
[1]Babyshop works with Dubai's Roads and Transport Authority on a three-month taxi child-seat and awareness initiative.
- 2005
Greater focus on child safety
[1]The company increases its child-safety and public-awareness activities.
- 1990
First UAE store opens in Sharjah
[1]Babyshop expands into the United Arab Emirates with a store in Sharjah.
- 1973
Babyshop is founded in Bahrain
[1]Mukesh Jagtiani establishes Babyshop in Bahrain as the first company under the Landmark Group.
Products and positioning
A multi-brand children's retailer combining physical stores and digital commerce, with an emphasis on convenience, recognized international brands, nursery essentials and child safety.
Clothing
Baby and children's apparel
Babyshop's clothing offer serves children from infancy through approximately age 16. It forms part of the retailer's broader multi-brand assortment and is presented alongside footwear and accessories for different stages of childhood.
Nursery and baby care
Nursery and infant-care range
The nursery assortment covers products used in the preparation and day-to-day care of babies, including feeding, nursing and nursery equipment. The reference specifically identifies Philips AVENT among the brands carried by Babyshop.
Child transport and safety
Travel and child-safety equipment
Babyshop sells travel-related products such as car seats and strollers. Child-safety merchandise also connects with the company's public campaigns concerning safer transportation for children.
Toys
Toys and games
The toy assortment includes products associated with major entertainment and toy brands, including Barbie, Disney, Fisher-Price and LEGO. It supports play and gift purchases across multiple childhood age groups.
E-commerce · 2016
Digital assortment
Babyshop's online channel has offered approximately 20,000 products through its e-commerce website and mobile applications. The iOS and Android apps, launched in 2016, extended the store-based business into mobile commerce.
Marketing campaigns
- 2015Mom's Little Secret
International
Babyshop published a parenting book aimed at expecting mothers and families with toddlers. It brought together 27 contributors and more than 40 articles.
Outcome. The publication broadened Babyshop's parent-facing activity beyond retail into advice and educational content.
- 2012Child-safety survey and roadshows
United Arab Emirates
Babyshop supported an AC Nielsen survey exploring parental concerns about child safety and used the results as a basis for educational roadshows.
Outcome. The survey findings were translated into public education activities, although the available source does not provide attendance or outcome measurements.
- 2011Child Safety First
United Arab Emirates · Dubai
Babyshop partnered with Dubai's Roads and Transport Authority for a three-month campaign focused on child safety during everyday travel. The initiative included adding child seats to taxis and raising awareness among parents and the wider public.
Outcome. The campaign increased the visibility of child-safety issues in taxi travel and supported the availability of child seats in Dubai taxis.
Brand decisions
2016
Move into mobile commerceStrategyBackground
Babyshop was extending a large physical-store assortment into e-commerce and needed additional digital access points for customers.
Action taken
The company launched shopping applications for iOS and Android on 24 November 2016.
Aftermath
The apps complemented the retailer's website and store network, supporting an omnichannel shopping model.
2011
Child-safety advocacy through taxi travelStrategyBackground
Parents and children faced safety concerns during daily transportation in Dubai.
Action taken
Babyshop cooperated with the Roads and Transport Authority on a three-month campaign that promoted child safety and supported the addition of child seats to taxis.
Aftermath
The initiative strengthened the brand's association with practical child-safety awareness.
1990
Expansion into the United Arab EmiratesStrategyBackground
After operating in Bahrain since 1973, Babyshop sought to extend its physical retail presence into another Gulf market.
Action taken
The company opened its first UAE store in Sharjah.
Aftermath
The UAE became an important market in Babyshop's subsequent regional and international store development.
Sources1 sources
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