Indigo launches Indigobaby Registry with top baby brands and must-haves for parents

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Indigo launches Indigobaby Registry with top baby brands and must-haves for parents

Indigo is a haven for baby gifts – everything from picture books to plush, stuffed animals and cute onesies, it never disappoints. This is largely because the retail chain has implemented a deliberate diversification strategy, essential in the age of Amazon.

The company’s latest innovation is its baby gift registry. Indigobaby Registry is easy to navigate and beautifully designed, and is now available in-store, online and through the Indigo mobile app.

Kirsten Chapman, president at Indigo, describes the company’s motivation. “Our customer research indicated that expectant parents are looking for support on what they truly need to prepare for a new baby. Understanding this, we set out to design a solution that would make registering an easy, streamlined – and fun – experience.”

The registry features a wide assortment of more than 6,000 baby products available online, including strollers, swaddles, car seats and carriers. Gift-givers will feel confident in the products they purchase, as Indigo carries the most coveted baby brands – Baby Björn, Skip Hop, Happiest Baby, Stokke and Medela. While browsing the collection, one eye-catcher is Pehr’s handcrafted baby mobile with dangling sheep, and the double-sided play mat by The Pieces. Both would make gorgeous gifts.

Of course, helping to build baby’s first library is an affordable option for gift-givers, and Indigo has no shortage of choices. Why not gift an expectant mother with a Heather’s Pick – a copy of The Happiest Baby on the Block, by Harvey Karp, MD, or with a classic copy of What to Expect the First Year, by Heidi Murkoff?

True to its customer-centred philosophy, Indigo goes the extra mile for expectant mothers. Those who register receive an Indigobaby Memory Book, perfect for documenting their baby’s first year. Indigo is also offering registrants a 20-per-cent discount on all items remaining on their registries and hassle-free returns and exchanges within 90 days. As well, a user-friendly mobile app allows users to create and update their registries anywhere, anytime.

The Indigobaby Registry will also be a valuable resource for expectant parents, with advice and tips from parenting experts and authors. Any mother-to-be will appreciate the insider tips and tricks, such as inspiration on how to design a soothing nursery and blog posts such as “Dr. Karp’s five Ss to get fussy babies to sleep.”

“We know that being an expectant parent is an incredibly joyful time, but it can also be overwhelming,” says Chapman.

Indigo’s curated collection and convenient features aims to make shopping a breeze, and may eliminate some of the stress for expectant parents.

For more information, visit

Shawna Wynne is a GTA-based freelance writer and recent graduate of Humber College’s Professional Writing and Communications Graduate Certificate program.


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