With over 20 years of expertise, Turkish baby and parenting brand, Ebebek, is now bringing its market-leading stores and Babyology philosophy to families across the UK. Aiming to redefine parenting retail, it has three new UK sites, including a flagship location at Peninsula Retail Park in Greenwich. Having opened in February, the 20,451 sq. ft flagship store is being hailed as the UK’s largest one-stop destination for babies, parents, caregivers and families. CWB learns more.
Ebebek was founded in Turkey in 2001 as an online nursery retailer at a time when ecommerce was still in its early stages. The vision was to support parents and make their lives easier by providing everything they needed for their baby’s journey, all in one place. Before delving deeper into the company’s backstory, it’s important to first understand Ebebek’s Babyology philosophy, which is at the heart of everything it does. Babyology defines Ebebek’s approach to understanding and supporting babies and parents, but it’s more than just selling products. It’s about educating, guiding, and creating a community where parents feel supported. Simply put, Babyology is the science of understanding and caring for babies.
As part of this philosophy, Ebebek has redefined its language. For example, it doesn’t refer to ‘customers,’ instead, it uses the term ‘barents’ – a blend of ‘baby’ and ‘parents’ – symbolising the bond they share and the role in nurturing and supporting a baby’s development. Driven by a parents-first approach, Ebebek works to ensure every family, regardless of budget, has access to high-quality baby and maternity products, expert guidance and a sense of community. Meanwhile, Ebebek’s team, known as Babyologists, are trained in-store specialists who assist parents in selecting the appropriate products based on their individual needs. To further reinforce its philosophy the company also invests in digital content, expert-led workshops and interactive in-store experiences.
Back to the history. In 2003, Ebebek expanded into physical retail and today boasts over 271 stores across Turkey, making it a market leader in the baby and maternity sector.
The company’s international journey began in 2022 with the launch of its UK ecommerce platform, which was closely followed by a mobile app in 2023, and in December 2024, Ebebek opened its first UK store. “We are thrilled to strengthen Ebebek’s presence in the UK and introduce our unique Babyology philosophy to British families with our physical stores,” says Halil Erdogmus, Group CEO of Ebebek. “The opening of our flagship store at Peninsula Retail Park, Greenwich marks a significant milestone in our global expansion and reinforces our commitment to making parenthood simpler, more accessible, and more joyful.”
With the opening of its flagship store, Ebebek is poised to set a new standard for the baby and parenting retail sector in the UK. Located at Peninsular Retail Park, it is being promoted as the largest one-stop destination for parents and babies, offering an experience that brings together high-quality products and expert guidance within a welcoming community space. Other key features include interactive zones where products can be tested out before purchase, as well as an indoor play area and a family-friendly café.
As Ebebek believes in fostering a strong community among parents, the UK flagship store will also host a variety of engaging events and initiatives. These include ‘barenting’ workshops, expert Q&A sessions and product demonstration days where parents can learn more about the latest innovations in baby care. Additionally, it will organise baby meetups and interactive sessions to give parents a space to connect, share experiences and receive advice. The aim is for the store to be more than just a retail space, instead providing a hub where parents can feel supported and informed and can connect, learn and share experiences.
In terms of products, the flagship offers a comprehensive range covering everything from maternity essentials to items for children up to four years of age.
Stocking more than 100 brands alongside exclusive in-house collections sees over 7,000 products feature across 11 key categories, including nursery furniture, feeding products, pushchairs, car seats, toys, baby care essentials, and baby and toddler fashion. The goal is to provide everything parents might need in one place, making shopping as convenient as possible. As a retailer, Ebebek is keen to provide both choice and quality, which is why it offers a carefully curated selection of brands and products that cater to different needs and budgets.
Whether it’s everyday essentials or something more specialised, it works to ensure the right solution is available. All of the store’s children’s clothing and footwear products are part of Ebebek’s own private label collections, which are developed exclusively by the company. In Turkey, it has a dedicated textile division where an expert team focuses solely on designing and sourcing the best materials, technologies and innovations for the fashion range. The team conducts in-depth seasonal research, follows global fashion trends, and collaborates with leading manufacturers to ensure the best quality at the most affordable prices, with fashion and footwear currently among Ebebek’s best-performing categories in the UK market.
For families beyond the reach of an Ebebek store, the brand’s shopping experience and support remain accessible online. Through its user-friendly website, parents can explore thousands of products with the convenience of free next-day delivery. The UK-exclusive app (Ebebek UK), available on iOS and Android, further enhances the experience with seamless shopping, exclusive online discounts and secure payment options. Beyond retail, Ebebek offers a suite of expert-led resources, including webinars, product guides and parenting advice.
Ebebek’s UK expansion is just the beginning.
Following the opening of its first store at Lakeside Shopping Centre in December and its flagship opening in Greenwich, it is launching a third UK store in The Mall Wood Green, London in April 2025. It is also actively exploring further expansion opportunities across the UK, with a focus on high-footfall shopping destinations where it can make the biggest impact.
“The UK market is vibrant and dynamic, and we are excited to bring our extensive product range, competitive pricing, expertise and customer-first approach to parents across the country,” concludes Erdogmus. “We look forward to building strong relationships with both customers and industry partners as we expand further in the UK.”
While the company’s UK launch is an important milestone, there are many more to come. Having established itself as a market leader in Turkey, international expansion is a key part of its future strategy. Following on from its successful UK entry, Ebebek is now exploring opportunities in other overseas markets. Its goal is to become a globally recognised, trusted partner for parents while maintaining the personalised, community-driven experience that sets it apart.