When we launched Gro Baby, our modern cloth diaper line in April 2009, we had no idea how much it would transform our business model. We started The Natural Baby Company in 2005 with three product lines--WonderWraps, Pocket Change and DreamEze. Now our successful little company, with a mere 50-plus retailers, was about to experience a boom in business.
Within months of the Gro Baby launch, we had wholesale distributors on three continents and were supplying 500-plus retailers worldwide. It was abundantly clear that the Gro Baby brand name would outsell our other products, and it was starting to define our company. Customers and retailers no longer knew us by our company name, The Natural Baby Company. They knew us as Gro Baby.
In early January 2010, our team sat down and started strategizing. We asked ourselves some very simple questions: Who are we? Who are our customers? Where is our company going? Over the course of a few weeks, we took the time to brainstorm ideas, names and mission statements. We eventually decided to pick a single brand name that all of our products would be sold under. The name chosen was GroVia. Our brand mission: Simplifying the way parents nurture baby, naturally.The amount of work that goes into a rebrand is substantial, to say the least. Timing is so important, and scheduling and meeting deadlines are mind-boggling. Continue reading