International baby and parenting retailer ebebek is continuing its ambitious UK expansion with the opening of a new store at Merry Hill, Birmingham, marking the brand’s first location outside the South East and a significant next step in its national growth strategy.
The retailer has secured a prime 9,689 sq ft space at the West Midlands shopping and leisure destination, adjacent to Asda in the Lower Mall. The new store will bring ebebek’s one-stop parenting offer to families across the region, with quality products spanning car seats, pushchairs, nursery furniture, clothing, toys, feeding and weaning, alongside a wide range of leading baby and parenting brands.
A Significant Step in ebebek’s UK Growth
Since entering the UK market, ebebek has continued to invest in both its physical stores and omnichannel offering. The Merry Hill opening extends the retailer’s reach beyond its existing South East presence and forms part of wider plans to grow across key UK markets throughout 2026 and beyond.
Merry Hill was selected for its strategic importance in the West Midlands, extensive regional reach and strong family demographic. The centre attracts nearly 15.5 million visitors each year and is home to more than 175 brands, making it an established destination for major national and international retailers.
More Than Just a Baby Store
At the heart of ebebek’s proposition is its aim to give parents practical confidence at every stage of early childhood. Supporting families from birth to four years, the retailer brings together quality products, value for money, expert guidance and dedicated after-sales support.
With options across accessible, mid-range and premium price points, ebebek’s carefully selected range is designed to meet the differing needs, preferences and budgets of today’s families. Whether parents are looking for dependable everyday essentials, enhanced features or premium products, they can compare and choose the right option for their family in one place.
Across its wider offering, ebebek carries more than 7,000 products in 11 categories, including baby clothing, travel essentials, nursery furniture, feeding, bathing and toys. Its in-store Babyologists provide trusted guidance to help parents make informed purchasing decisions, while Click & Collect, UK delivery and the brand’s loyalty programme support a seamless shopping experience both in-store and online.
Connecting with Families Across the West Midlands
Faruk Giray, UK Country Director at ebebek, said: “Opening at Merry Hill, Birmingham is an important milestone for ebebek as we take our stores beyond the South East for the first time. We know preparing for a baby and navigating the early stages of parenting can feel like a minefield, especially for first-time parents, so our aim is simple: to bring quality products, genuine value for money and knowledgeable support together in one place.
“Every family has different needs, priorities and budgets, which is why we offer trusted options across a range of price points, from reliable everyday essentials to products with enhanced features and premium choices. We’re very excited to welcome families from across the West Midlands to ebebek.”
The opening underlines ebebek’s commitment to building a broader national presence and bringing its specialist nursery retail proposition, expert support and extensive range of quality products closer to more families across the UK.
Jonathan Poole, centre manager at Merry Hill, added: “We’re proud to welcome another international brand to Merry Hill this week, further strengthening our offer and expanding the range available for families taking those exciting, memorable steps into parenthood.
“We’re committed to continually improving Merry Hill to meet the needs of our visitors, introducing new brands and experiences that complement what’s already a vibrant line-up. The arrival of ebebek, and their store designed for growing families is a great example of this, and we’re excited to see the store open its doors.
“We hope visitors enjoy the activations planned across opening weekend, and everything ebebek has to offer in the months ahead.”
