NowBaby has partnered with one of the leading nursery brands Joie Baby to launch a free, comprehensive antenatal course available to all expectant parents across the UK.
The initiative marks a significant strategic move within the parenting sector, combining trusted midwife-led education with brand-backed accessibility at a time when many families face reduced access to in-person NHS antenatal services and increasing financial pressures.
For retailers and industry stakeholders, the partnership reflects a growing trend of brands investing in value-added educational resources to build long-term relationships with expectant parents earlier in the purchasing journey. By removing the cost barrier traditionally associated with antenatal classes, the initiative increases engagement opportunities during a critical decision-making period for nursery purchases.
David Salem of NowBaby comments: “Our mission has always been to provide clear, evidence-based guidance and reassurance to the widest possible audience of new and expectant parents. Through our partnership with Joie, we’re able to remove financial barriers and ensure all families can access trusted midwife-led support at this pivotal life stage.”
The collaboration reinforces Joie’s commitment to supporting families beyond product provision, strengthening brand trust and visibility during pregnancy.
As digital education continues to expand within the parenting sector, this launch signals further convergence between content platforms and nursery brands seeking meaningful consumer engagement in an increasingly competitive marketplace.
