By parents, for parents
Following the birth of their daughter, Jan Raedschelders and his wife struggled to find adequate quality and sustainable baby products. Jan also noted that after-sales service and support for parents often left a lot to be desired. With this experience in mind, he founded Blabloom. From the start, Jan chose to only stock products that he, as both a parent and a consumer, would wish to buy himself. Today, the retailer’s product range boasts some 12,000 items, each extensively researched and often self-tested before going on sale.
An experience-oriented retailer that puts customers first
Each Monday for the last 10 years, the team at Blabloom have run calls for product testing. To date, this has seen them hold almost 600 calls. Parents are able to test products and share their own experiences, allowing them to feel a clear connection with the products they choose, while also addressing any concerns. Experts are always on hand to offer parents both online and in-store assistance when it comes to using their products. What’s more, Blabloom guarantees outstanding service after purchase. While consumers are legally entitled to return any product without providing a reason within 14 days of purchase, Blabloom has opted to extend this period to 365 days. Finally, the shop also serves as a central hub, hosting workshops, information sessions, coffee mornings, acting as start and finish points for family walks, and even putting on consultations (e.g. on breastfeeding, baby carriers and nappies). By doing so, Jan and his team are helping to create a thriving community of parents who feel supported in their new role. At the same time, he is giving this community a boost through partnerships with various hospitals and funds that use Blabloom products, offering another avenue through which parents are able to become acquainted with the retailer.
A conscious choice for eco-friendly and sustainable
The second pillar of Blabloom’s purpose is sustainability. Firstly, this is reflected in its own operations. Working closely with an expert within the sector, Blabloom is actively working on measuring, reducing and offsetting its ecological footprint. Such initiatives include the use of eco-friendly vehicles, green energy, LED lighting for offices, warehouses and stores, as well as the promotion of pick-up points for online orders.
Secondly, Blabloom maintains a strict selection process when it comes to its product suppliers, choosing only to work with those displaying high standards in terms of sustainability and wellbeing. Consequently, many of these suppliers hold B Corp Certification, including Naïf, Klean Kanteen and The Good Roll. Blabloom is also resolute in its commitment to stocking products manufactured in Europe. Additionally, it actively engages with suppliers themselves to explore ways of making their products and business processes even more sustainable.
What’s more, every product included in the range is always subject to an extensive selection procedure, to ensure that it contains no harmful substances. Consequently, Blabloom often finds itself 2 to 4 years ahead of any relevant legislation. It also means they are able to provide highly detailed information on their products, both in store and online. The result? Increased customer satisfaction, as well as a low return ratio, which has remained consistently below 2%.
What are the keys to success?
Blabloom embodies how having a clear and deep-rooted purpose can serve as a guide to success. This makes them an inspiration to others striving towards sustainability and engagement at every level of their organisation.
- The business was founded based on a personal quest for sustainable and high-quality products for young families, leading to its unwavering commitment to only offering products that the founders would fully endorse as parents themselves.
- As well as forming the basis for product selection, this purpose permeates every customer interaction and supplier relationship and even their corporate culture.
- Their pursuit of sustainability, their focus on customer experience through their unique concept store, and their careful selection of suppliers who share the same values are all evidence of Blabloom’s purpose-driven approach.
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