When Kim Ormsby was pregnant with her second child, she realized how difficult it was to shop for organic baby products. “There was no physical place to buy cloth diapers or wooden toys, and even online stores were pretty nonexistent,” she recalls. Kim launched The Natural Baby Company out of her home on Earth Day 2003 to fill this need for eco-friendly parenting goods.
“From there, we just grew,” she remarks. “We went from packing orders in my kitchen to moving into a warehouse.”
Today, the company has a robust online store, runs a storefront in Bozeman, wholesales to over 300 retailers worldwide, and manufactures their own cloth diaper line called GroVia. And now as a mother of seven, Kim continues to only sell products she can personally vouch for. “If I can’t speak to the quality and usefulness of the product, we don’t carry it.”
“About 70 percent of our online growth can be attributed to Google tools.”
Kim Ormsby, Founder and CEO
Related: Artificer Wood Works [Google Case Study]
From the beginning, Kim has used the internet to connect with like-minded parents.
“The web is pretty much where all of our growth is happening,” she says.
The company earns most of their revenue via online sales, which has averaged 32 percent annual growth over the past three years. They use AdWords, Google’s advertising program, to attract customers around the world to their virtual storefront. Google Analytics helps them optimize their online marketing campaigns. And through YouTube, they share product demonstrations and reviews with a global audience.
Overall, they’ve found Google tools to be, as Kim describes, “extremely beneficial to our e-commerce operation,” and e-commerce is a boon for their customers. “New parents aren’t dragging their kids out to shop. If they’re home rocking the baby to sleep, they’d rather shop online.”
The Natural Baby Company has 15 employees.
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The Natural Baby Company has grown to be more than just a store. “We’re a resource within the community,” Kim explains.
They offer car seat certification at their Bozeman location to make sure parents know how to safely secure their babies. They donate cloth diapers to families who can’t afford them through their GroVia Gives program. They also lead fundraising efforts for those in their community, either locally or online, who are in need of support.
And as they continue to grow, Kim hopes to provide even more services and programs that contribute to families. For her, it is and will always be about “being a part of everyone’s parenting journey.”
For more information on the Natural Baby case study, visit https://economicimpact.
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