About us



About Wow Baby

Wow Baby is an Australian online retailer committed to offering Australian families a range of quality baby and mothercare products at fantastic prices with fast, reliable delivery.

We know you only want the best for your baby; so do we.

That’s why Wow Baby sells products from well-known brands and works closely with suppliers to ensure all products meet Australia’s high safety standards.

At Wow Baby you can be assured of great pricing across a wide range of products. As we’re an online retailer, you can browse and shop from all the big brands and your purchase will be delivered straight to you.

Easy, right? Less time shopping, more time for you and baby.

For the Wow Baby customer service team, your satisfaction is our number one priority and we aim to provide you a hassle-free shopping experience.

The team is based in Melbourne and we’re here to help with any questions or just chat about your order.

If you’d like to know more about us, or should you have any specific questions, feel free to check out our FAQs section, or give us a call on +61 3 7009 0708.

Established in 2010, Wow Baby is now owned and operated by the TradeXperts Pty Ltd (ABN: 85 726 977 810).  

Wow Baby mumma

Wow Baby is owned and run by Melbourne based mum Helen Witton who took over the Wow Baby business in 2019.

Helen has a background in Communications, but she wanted the freedom associated with running her own business to enable her to spend more time raising her son. She is also a Mum to a newborn in 2022. 

Owner of Wow Baby

As a busy mum myself with limited time to go shopping, she wanted to offer Australian families all the best products for babies, toddlers and mammas from the convenience of their own home.

When preparing for being a new mum, she found it overwhelming making sure she had all the right products to know she was prepared to look after not only her baby, but herself in becoming a new mum. 

She personally sources the range of products that she knows are great quality and will assist families in caring for their new baby, which is such a special phase of their lives. Many of the products or brands she has used personally or know someone who has used these products.

Helen also started the Women's Bags website in May 2022 at womensbags.com.au to sell a range of stylish, unique and practical bags for the modern women on the go. 

Helen is also a partner in restaurant chain Bobby Dre’s, which serves up Mexican food. They have four restaurants in Newtown, Geelong, Werribee, Sunbury and South Morang, Melbourne. 

Our motto at Wow Baby is love, laugh and play.