Gordon: Babylist rejected expanding into weddings to focus on new parents
Natalie Gordon · Babylist: Natalie Gordon. How a new mom used nap time to build a $500M business. · Nov 3, 2025 · at 48:20
Natalie Gordon, founder of Babylist, explains the strategic decision to remain vertically focused on baby and parenting rather than expanding horizontally into wedding registries.
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“And the really obvious choice was, like, we should now go into a wedding. We're this tech company. We've created this fantastic baby registry. The technology would apply to wedding registries. Like, that's what we are. We're this tech company. And the other option was the most valuable thing we've really created is this trust and engagement with women and parents when they're having a baby. And everything we do should be really serving them in more and more ways. This was a big decision. I think I learned a lot about weddings. I talked to a lot of people and really made the clear decision. We're not doing that. We are going to be this company. Everything we're going to do is going to be for expecting and new parents”
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