BabyUniverse Now The Parent Co.

A year after BabyUniverse, an online marketer of baby/maternity products, merged with toys merchant eToys Direct, the combined company has a new name: The Parent Co.

With the name change, which had been discussed ever since the two entities joined forces in spring 2007, “we want to communicate our focus on parents and children from pre-conception to teenage years,” says Sheliah Gilliland, spokesperson for the Denver-based Parent Co.

In addition to Baby Universe and, the Parent Co.’s brands include, a maker/marketer of personalized dolls and accessories, luxury baby apparel and furnishings sites and, and content sites,, and, which provide resources for new and expectant parents. When the merger was announced, sales projections for the combined company hovered around $160 million.

Gilliland says everyone associated with the company is excited about the name change. “We feel we offer a comprehensive resources with our e-commerce sites and the new name is intended to communicate that focus,” she says.

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.