Natalie Gordons Babylist: From Personal Registry to Billion-Dollar Business
Natalie Gordon, a former software engineer for Amazon, started Babylist in 2011 to meet her own needs as a new parent. The platform quickly distinguished itself from other baby registries by offering a more modern and inclusive aesthetic, appealing to new parents in the early 2010s.
Fourteen years later, Babylist has evolved from a personal registry to a profitable ecommerce destination for new parents, with annual revenue exceeding $500 million. The platform now serves a broader market of parents, offering everything from baby bottles to high-end nursery furniture.
One of the key factors in Babylist's success has been its focus on serving the Medicaid population. Two years ago, the company secured licenses to operate a health vertical, where parents can order breast pumps covered by insurance, including Medicaid. This vertical is already a $50 million business, and Babylist aims to serve 80% of the U.S. population born under Medicaid by 2027.
Gordon's aversion to traditional fundraising has also played a role in the company's growth. She raised less than $50 million over the past 14 years, but she believes this has been a blessing in disguise. "We always treated it as a business, not a startup," she says.
Babylist's evolution from a personal registry to a profitable ecommerce destination is a testament to the power of meeting customer needs and adapting to changing markets. As Gordon notes, "There are so many parts of having a baby that are truly universal."
Emma Hinchliffe [email protected]
The Most Powerful Women Daily newsletter is Fortune's daily briefing for and about the women leading the business world. Today’s edition was curated by Nina Ajemian. Subscribe here. This story was originally featured on Fortune.com.
