Baby Goes Retro is a family-run Australian online store specialising in high-quality baby and kids’ clothing from Scandinavian and UK brands. Their range is carefully chosen for parents and gift buyers who want pieces that last, feel beautiful and are made responsibly. They look for products that are produced in ethical conditions and backed by trusted certifications such as GOTS or OEKO-TEX, and they are unapologetically here for colour – bold prints, playful patterns and clothes kids actually want to wear.
The passion: What inspired you to set up your business?
When I first became a mum, I found it so hard to find truly high-quality baby clothes that I could trust were ethically made and low-tox. And when I did find options that met those standards, they were often very plain and neutral. I kept thinking, surely we can do better than choosing between ‘good values’ and ‘fun’.
A friend introduced me to some beautiful Scandinavian and UK brands like DUNS Sweden and Frugi. They were vibrant, joyful and still ticked all the right boxes. The problem was sourcing them in Australia. They were either hard to find or only available in tiny drops that disappeared instantly.
So we built Baby Goes Retro to be the kind of place I wished existed when you’re shopping for little ones: offering soft, high-quality baby clothes with a strong focus on organic and ethical production, and designs that are colourful and full of life. As my girls have grown, our range has grown with them too. We’ve added more and more sizes over time, and we’re now proud to stock clothing all the way up to age 10.
The launch: How did you start out in the beginning?
Very simply and very hands-on. We’re a family-run business, so in the beginning it was me doing everything: setting up the website, choosing products, photographing items, packing orders and answering messages. There’s something quite grounding about starting that way – you learn quickly what matters, and you feel every part of the customer experience.
I started with the essentials I knew parents actually use on repeat: bodysuits, rompers, comfy layers and everyday kids clothes that make mornings easier, especially for daycare. I wanted the range to feel useful first, and then build out from there into outfits and seasonal pieces as the store grew.
The innovation: What was the biggest breakthrough for you with your business?
The biggest breakthrough was realising that parents want two things at once: practical basics and pieces that feel fun. So we’ve focused on building ranges that are easy to wear, easy to wash and made to last – but still have personality. A great print can turn an ordinary Tuesday into something brighter, and that matters.
We also leaned into unisex options, because so many families want clothes they can hand down. That became a really natural part of our range, especially for newborns and infants. And behind the scenes, having a clear standard has helped us stay consistent: we prioritise brands that are made in ethical conditions and that carry either GOTS or OEKO-TEX certifications.
Yin and Yang: How do you balance work and family?
It’s always a juggle, but we try to keep it realistic. I batch work where I can, keep routines simple and protect family time as best as possible. Some seasons are busy and some are calmer, and I’ve learned to work with that rather than fight it.
Being family-run means the business is never far from daily life, so we try to set small boundaries that actually stick – a few non-negotiable family moments and a focus on doing fewer things well, instead of trying to do everything at once.
