# Babylist

> Babylist is the operating system for new parenthood — a universal baby registry that grew into an ecommerce destination, a content engine, a healthcare brand, and now a chain of experiential showrooms. Founded in 2011 by ex-Amazon engineer Natalie Gordon, the company hit $750M in 2025 revenue while staying founder-led, profitable, and unapologetically focused on the parent.

- **Founded:** 2011
- **Headquarters:** Emeryville, California, United States
- **Founders:** Natalie Gordon (Founder & CEO)
- **Team size:** ~1,100-1,200 employees, remote-first across US, Canada, Mexico, and the Philippines
- **Products:** Babylist Registry, Babylist Shop, Babylist Health, Babylist Showrooms, Babylist Money
- **Notable:** Crossed $750M in revenue in 2025, growing 45% year-over-year, Profitable while many DTC peers burned cash, Reaches more than half of US expecting parents annually

## Products & services

- **Babylist Registry** — Universal baby registry that lets parents add products from any store, plus services and cash funds.
- **Babylist Shop** — Direct ecommerce store curated by Babylist editors and parent reviewers.
- **Babylist Health** — Insurance-covered breast pumps, postpartum recovery products, and HSA/FSA-eligible essentials.
- **Babylist Showrooms** — Experiential physical stores in Beverly Hills and Brooklyn for hands-on gear testing and registry consults.
- **Babylist Money** — Financial education hub for expecting and new parents, launched in 2026.
- **Birth with Babylist** — Original podcast covering pregnancy, birth, and early parenthood.
- **Babylist Guides & Editorial** — Free expert-vetted product guides, checklists, and parenting content reaching millions of parents annually.

## Achievements

- Crossed $750M in revenue in 2025, growing 45% year-over-year
- Profitable while many DTC peers burned cash
- Reaches more than half of US expecting parents annually
- Opened first physical showroom in Beverly Hills (2023) and Brooklyn (2025)
- Launched Babylist Health after first acquisition in 2023
- Named to 2024 Inc. Best Workplaces

## Latest updates

- **2026-03** — Babylist announces $750M in 2025 revenue, up 45% YoY, with Health up 64%.
- **2026-01** — Launches Babylist Money, a financial education hub for new parents.
- **2025-11** — Opens 20,000 sq ft NYC showroom in Brooklyn.
- **2025-06** — Fortune profiles Natalie Gordon and the $500M+ business she built without going public.

## Links

- Website: https://babylist.com
- LinkedIn: https://www.linkedin.com/company/babylist
- Twitter/X: https://twitter.com/babylist
- YouTube: https://www.youtube.com/@babylist
- Instagram: https://www.instagram.com/babylist
- Facebook: https://www.facebook.com/babylist
- TikTok: https://www.tiktok.com/@babylist

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Profile page: https://yespress.io/babylist
Published by YesPress — https://yespress.io
Last updated: 2026-05-29