The Philippine government’s PhilJobNet database identifies Nursery Care Corporation, also known as Baby Company, as the corporate entity established in September 1991 from the Infant’s Accessories and Furniture section of SM Department Store.

Origins

Baby Company traces its origins to September 1991, when the Infant’s Accessories and Furniture section of SM Department Store was established as a separate corporate entity under the name Nursery Care Corporation. The business specialized in trading baby products and subsequently expanded its presence within SM Department Stores.

The company’s own history describes Baby Company as having started in September 1991 as a specialist destination for mothers—whether they were new, expecting, or experienced parents.1

Expansion of physical stores

The brand gradually expanded beyond its original department-store format and established specialty stores in major Philippine shopping centers. According to PhilJobNet, notable standalone locations included:

• Power Plant Mall, Rockwell — December 2000
• SM Cebu Mall — November 2010
• SM Southmall — December 2010
• SM City North EDSA, The Block — September 2012
• SM Aura Premier — May 2013

Baby Company also expanded into selected SM Hypermarket locations.

Today, Baby Company says it has more than 80 branches nationwide, including locations in SM The Store network and boutiques in selected major malls, as well as selected SM Hypermarket stores.

Baby Company’s central proposition is to bring many of the products required during pregnancy, infancy, and early childhood into one retail destination.

Its merchandise categories broadly include:

Feeding

Products for breastfeeding, bottle-feeding, food preparation, and infant feeding. The assortment includes bottles, breast pumps, sterilizers, feeding accessories, and related equipment.

Baby care

Everyday products used for bathing, grooming, changing, hygiene, and general infant care.

Safety

Products designed to make the home, nursery, vehicle, and other environments safer for babies and young children.

Nursery and furniture

Items for creating and organizing a baby’s living and sleeping environment.

Clothing

Baby and children’s apparel and accessories.

Travel

Strollers, car seats, carriers, diaper bags, and other products intended for traveling with infants and children.

Toys and play

Toys and developmental/play products for babies and young children.

The company says its assortment covers feeding, caring, protecting, playing, dressing up, and traveling with babies.1

One of Baby Company’s major selling points is its combination of internationally recognized baby brands and its own private-label brands.

Its website lists international brands including:

• Avent
• Chicco
• Aprica
• Evenflo
• Graco
• Dr. Brown’s
• Marcus & Marcus
• Safety 1st
• The First Years
• Nuby
• Hegen
• Béaba
• Fisher-Price

The exact assortment can vary by store and category.

In-house brands

Baby Company also identifies several brands as its own in-house labels, including:

• Baby Clean
• Bloom
• Mom & Baby
• Picolo
• Ollin
• PlaySmart
• Dwelling
• Belle & Coco

This gives Baby Company a mixture of third-party international brands and proprietary merchandise.

Baby Company primarily follows a specialty-retail model rather than operating as a general department store. Its stores are organized around the specific needs of babies, children, mothers, and parents.

This specialization is reflected in its positioning as a destination where parents can obtain multiple categories of baby products in one place.

The company has also developed an omnichannel model. In addition to physical stores, it operates its own e-commerce platform, allowing customers to shop for baby products online. Baby Company specifically promotes its online shopping service as being available 24/7.

Baby Company offers the Mom Card, a loyalty-oriented card designed specifically around mothers and Baby Company shoppers. The company describes it as providing exclusive discounts and shopping rewards.

This is part of the brand’s attempt to position itself not simply as a retailer but as a continuing shopping destination throughout different stages of motherhood and childhood.

An important part of Baby Company’s history is its close relationship with the SM retail ecosystem.

The business originated from an infant-accessories and furniture section within SM Department Store, and its physical expansion has largely occurred through SM retail locations and malls. PhilJobNet specifically describes Baby Company as continuing to open branches inside SM Department Stores.

This gives Baby Company an important advantage: access to the large customer traffic generated by SM’s nationwide shopping network.

It is worth distinguishing this from Robinsons Retail Holdings. Baby Company is not a Robinsons Retail brand. Robinsons Retail is a separate Philippine retail group founded by John Gokongwei Jr. in 1980.

Baby Company’s positioning can be summarized as:

A specialized, convenient one-stop retailer for babies, children, mothers, and parents.

Rather than concentrating on one product category, Baby Company attempts to cover the broader parenting journey—from pregnancy and newborn preparation to feeding, everyday care, safety, travel, play, and early childhood.

Its own stated philosophy goes beyond selling products: the company says its goal is to make motherhood a happier and more delightful experience while providing convenient access to baby products and brands.1

Baby Company occupies a distinctive position in Philippine retail because baby products are a relatively specialized consumer category. Parents often need products from many different categories and brands at the same time, making a specialist retailer particularly convenient.

Its combination of:

1. Specialized baby-product assortment
2. Recognized international brands
3. Private-label products
4. Nationwide physical presence
5. SM mall/store locations
6. Online shopping
7. Mother-focused loyalty programs

allows it to compete as more than a conventional baby-goods section inside a department store.

The corporate name associated with Baby Company is Nursery Care Corporation. PhilJobNet classifies the company under wholesale and retail trade and describes its principal activity as trading baby products.

The brand itself, however, is marketed to consumers primarily as Baby Company, making the consumer-facing brand substantially more recognizable than the legal corporate name.

1991 — Nursery Care Corporation, also known as Baby Company, was established from the Infant’s Accessories and Furniture section of SM Department Store.

2000 — Baby Company opened a standalone specialty store at Power Plant Mall in Rockwell.

2010 — The brand opened specialty stores at SM Cebu and SM Southmall.

2012 — A specialty store opened at SM City North EDSA, The Block.

2013 — Baby Company opened at SM Aura Premier.

Today — Baby Company operates a nationwide physical-store network and an online shopping platform, with more than 80 branches according to its official website.1

Baby Company is a Philippine baby-and-maternity specialty retailer founded in 1991 as Nursery Care Corporation. Originating from SM’s infant-accessories and furniture business, it evolved into a dedicated retail brand offering a broad range of products for babies, children, mothers, and expectant parents. Its assortment combines international baby brands with proprietary labels, while its physical stores are closely associated with the SM retail network. It has also expanded into e-commerce and customer loyalty services, positioning itself as a convenient one-stop destination for parenting and baby needs.1

1. Learn More About Us | Baby Company