Babyshop: Al Umobuwah – Parenthood Rephrased

Babyshop, a baby retail brand, used a multichannel approach and created a new Arabic word to drive brand meaning and sales in the Middle East.


Babyshop is the leading children's retailer in the Middle East. It has stood for "Celebrating parenthood". Its primary consumers are Arab mothers.

Now, in the Middle East, owing to a challenging socio-economic environment, retail brands shelved building equity and affinity, and instead, play the price-offs and discounts game. In the race to temporarily win share of wallet, the long-term importa