GoodHeart | Baby Thrift connects families with quality pre-owned baby items

In a world where parenting often comes with a hefty price tag, Baby Thrift, an e-commerce platform that has become a marketplace for families to shop and sell pre-owned baby gear, is transforming how families access well-needed products. Launched in 2023 by Gena-Marie Waugh, a resourceful mother, and seasoned business development professional, Baby Thrift aims to bridge the gap between affordability and sustainability, by connecting parents who need to declutter, with those seeking quality pre-owned baby items.

As a mother of two, Waugh understands the challenges parents face and the importance of having access to affordable, reliable baby gear. Her firsthand experience as a buyer and seller on the platform provides valuable insights into what parents need at different stages of their child’s growth.

“I too am a customer of Baby Thrift. I sell and purchase items as my baby grows. This firsthand experience helps me understand what parents are looking for and allows me to improve our processes continuously. As my baby grows her needs change and so I get to experience firsthand what parents are looking for and at what stage. I also apply my considerations when purchasing or selling a pre-owned item and use that knowledge to improve processes and create an even better buyer/seller experience,” Waugh said.

The foundation of the company lies in its innovative business model that not only provides an affordable alternative to purchasing brand new items, but also promotes the sustainable practice of reusing and recycling. With the high cost of raising children, parents often find themselves overwhelmed by expenses. Baby Thrift provides a solution by offering gently used, high-quality baby gear at a fraction of the cost of new items.

“Our model reduces the environmental and financial impact of raising a child. Parents are now being intentional about maximising the lifespan of their baby gear by maintaining their items in good condition,” explained Waugh. “After all, the better the condition, the greater the resale value. We specialise in pre-owned items; some items are brand new, some open box and some gently used. All items must be in good condition and fully functional to be accepted.”

Detailing the gratification of the business’ success so far, the head mom in charge celebrates each win as a success story, “Connecting the dots to help not one, but two people (buyer and seller) meet their needs always feels rewarding. But, there are many times when the process comes full circle and the buyer becomes the seller or the seller becomes the buyer,” she passionately expressed. “I’ve had instances where customers clear out all their baby gear and then months later find out they are expecting and they come right back to the website to source what they need. Not to mention the moment when what was once expecting parents have transitioned to being ready to sell and declutter because their baby has outgrown the gear.”

The company’s website provides both buyers and sellers with the opportunity to sign up and receive alerts from delivery to payment status. With innovation at the core of its goal to empower smarter shopping decisions and put parents in control of their time, space, and budget, Baby Thrift hopes to improve the baby gear market by making it more efficient, reliable, and accessible for all families.

“We’re shifting the discourse and expectation on thrift by showing that pre-owned items can be just as reliable and valuable as store-bought items,” Waugh shared, continuing, “Parents can feel proud of their smart, sustainable choices without sacrificing quality. We’ve created a win-win for everyone by empowering smarter shopping decisions and putting parents in control of their time, space, and budget.”