GroVia Blog

You can't just flip a switch. The Natural Baby Company discovered firsthand that rebranding is an intensive process.

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.

This entry was posted in Articles, Cloth Diapers, Hybrid Diapers, News on July 9, 2010 by .

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 →

Impending parenthood is a nerve-racking time. Decisions—big ones, little ones, life-changing ones
and even relatively insignificant ones (like what color to paint the nursery)—fill up your days and nights. Not sure where to start? Well, forget pink or blue—green is the way to go when it comes to getting ready for your little one. If you start from green, you can rest assured that your choices will be sound ones, which is why we asked Sue Brown and the staff of Satara Baby for some advice on her favorite organic baby gear options on the market today.

Sue, who's been in the green game for eight years, having bought her first brick-and-mortar (then called Home Environment) in Madison, Wis., in 2002 with her partner Tyrone Bell, and her staff are on a mission to educate all people on the benefits of eco-friendly products and empower them to make the right choices for themselves and the planet.

Here, Sue and the Satara Baby family give you their tips for the easiest ways to make your days with baby safer (and more stylish), naturally.

Continue reading →

Ormsby originally founded the company as “Montana’s Diaper Store” in 2003 as a small online retail store operating from the laundry room in her home. Montana’s Diaper Store grew each year and today, it is known as The Natural Baby Company.

Ormsby was among a number of outstanding businesses and business advocates in Montana who were recognized for their achievements at a celebration in Gallatin Gateway sponsored by the regional office of the US Small Business Administration. Continue reading →

GroVia, by The Natural Baby Company, is the rebrand GroBaby and makes everything you need to go completely green when it comes to cloth diapers. I’ve been testing their Hybrid Shell and Soaker set (as well as their Cloth AIO, more to come later), and I love it. This diaper is truly different from everything else on the market. It’s beautifully made and has awesome design. A lot of thought went into this diaper and I definitely appreciate that! Plus, the cotton is buttery soft, organic, and impressively absorbent. I love that the soaker snaps out and is easily replaced with a new, fresh soaker. Or if you’re cloth diapering on the go, there’s also innovative BioSoakers, which stick right into your GroVia shell and can be composted, flushed or just plain thrown-out. I’ve rarely had to wash my shell due to the gathered edges and absorbency of the soaker and less laundry is also a plus. Although the initial price tag may seem a bit on the higher end of cloth diapering, remember that you can use one shell with at least 2 soakers (in my case 3+, but this all depends on your baby), which quickly brings down the cost of cloth diapering to the lower end. Score. The soaker does take longer to dry than some other cloth diapers, but as I’ve mentioned before, this just proves to me that the soaker will soak up a ton!

Continue reading →

Once in a while you come across a diaper that is totally different from all of the others, GroVia from The Natural Baby Company is one of those diapers. Formerly known as the GroBaby with the rebranding comes some great new changes. GroVia aims to change the disposable diapering industry and make cloth diapering even easier for existing cloth diapering families, which is no small task.

Like most awesome cloth diaper companies, The Natural Baby Company was founded by a mom. Kim Ormsby started the business out of her laundry room, never realizing that her small ideas would revolutionize the industry. Since 2008, The Natural Baby Company has grown by introducing ultra useable and innovative products for natural parenting families. I was lucky enough to get one of the new GroVia All In 2 diapers for review. When I heard about the re-branding from GroBaby diapers to GroVia, I figured it was simply a name change but I was so wrong. GroVia made some marked and fabulous changes to their already great diapers.

I should start by saying that I was also lucky enough to pick up a GroBaby All In 2 diapers from the gently used section of my local diaper store, The Diaper Lab. Since we have had it the GroBaby has been on the top of my favorites list. I’m glad I got it because I was able to clearly see the improvements that were made when GroBaby became GroVia. So, let’s get on with talking about the fluff! Continue reading →

You heard right: Buh-bye Gro Baby — oh how we loved you. But wait, what’s that? A newer, better version of the well-loved, one-size cloth diapering system just launched under their new name, GroVia.

It’s the same great design as Gro Baby — which grows with your child and snaps together without stuffing or doublers – except for a few noticeable differences: There’s a better selection of shell colors and patterns (more light and summery!), and the organic cotton inner is so much softer. I haven’t tested its absorbency to its full capacity, seeing that it takes a good 10 washes to really be at its best, but you won’t ever want to use a disposable diaper after feeling this cloth pad. And like the Gro Baby system, GroVia offers their similar BioSoaker pads as a more convenient, eco-friendly option.

Don’t worry, Gro Baby users. All of your current shells and pads are interchangeable with the new GroVia system. Consequently, The Natural Baby Company is having a big sale on their Gro Baby inventory!

After trying a few different cloth and hybrid systems, Gro Baby was my personal choice for everyday wear (convenient, absorbent and cost-effective), so I can personally vouch for the design’s performance.

Find the revamped, renamed diapers at Gro-Via.com. Continue reading →

Mothers Day was extra special this year when celebrities and VIP guests were invited to the Silver Spoon Dog and Baby Buffet held at the Hyatt Regency Century Plaza. The hottest must haves for moms with little ones with either two or four legs were featured buffet style. Celebrities such as Minnie Driver, Amy Smart, Marissa Jaret Winokur, Beverly Mitchell, Jodie Sweetin and Mackenzie Phillips were among the long list to enjoy the luxury event.

This entry was posted in Articles, Events, News on May 10, 2010 by .

On May 9, Audrina Patridge celebrated her 25^th birthday at Las Palmas. She was serenaded by her boyfriend Ryan Cabrera and joined by friends who enjoyed cocktails with ALMA Tequila and TY KU Liqueur. The amazing floral arrangements were by It’s a Blooming Business and cupcake tower by Sweet E’s Bake Shop.

Dean McDermott gives Tori Spelling a custom designed darkened diamond eternity band to symbolize their eternal love and in their tradition of renewing their wedding vows every year.

On May 4, Christina Ricci and some friends were in the L.A. Dodgers Dugout Club.

On May 7, at a L.A. Dodgers game, New York Jets Quarterback Mark Sanchez announced over the PA system it was “Time for Dodgers Baseball”.

On May 4, Robert Downey Jr. grabbing coffee at Infuzion Café in Santa Monica.

Dean Cain drinking new Gatorade Natural at an E League Super Saturday game in L.A.

Eve buying a Global Glam dress by Dolce Vita at the W Hotels’ store at the W Hollywood. Continue reading →