Strategic partnership launches as OKBaby celebrates its 50th anniversary, strengthening support for independent retailers.
PEG and OKBaby are proud to announce a new strategic partnership, with Peg Perego UK appointed as the exclusive distributor for OKBaby across the UK and Northern Ireland, effective from May 2026.
This collaboration marks an exciting new chapter for PEG and OKBaby in the UK market. The agreement reflects a natural alignment between two historic Italian nursery brands, built on a shared heritage, mutual trust, and a common vision for future growth.
Both companies are family-owned businesses with production firmly rooted in Italy since their foundation. PEG, established in 1949, and OKBaby, founded in 1976, have each built strong reputations for quality, design, and innovation within the nursery sector. Both brands also share a long-standing history in the UK market.
The partnership will focus strongly on supporting independent retailers, providing them with access to OKBaby’s specialised range of bathing and potty-training products, backed by Peg Perego UK’s established distribution network and extensive market expertise.
“We are delighted to bring OKBaby into our portfolio for the UK and Northern Ireland,” said Phil Howe, Country Manager UK & Ireland at Peg Perego UK. “This partnership brings together two brands with shared values and heritage, and we see significant opportunities to support our retail partners with a complementary and highly specialised product offering.”
A spokesperson for OKBaby added: “Partnering with Peg Perego UK represents a key milestone in our international growth strategy. Their strong reputation and established retail network make them the ideal partner to further develop the OKBaby brand in the UK and Ireland, particularly as we celebrate our 50th anniversary.”
A series of activities is planned to support the launch and ongoing development of the brand across the UK. PEG and OKBaby will exhibit at The Baby Show, NEC Birmingham, from 8th to 10th May 2026, offering consumers the opportunity to discover the range first-hand. The brands will also participate in the Harrogate International Nursery Fair, from 18th to 20th October 2026, alongside further marketing initiatives throughout the year.
For further information contact:
Phil Howe
Country Manager UK & Ireland
Peg Perego UK
Email: phil.howe@pegperego.com
