Babylist Nears $1B in Sales as It Eyes IPO in 2027

Babylist, the Oakland-based platform that Natalie Gordon built in 2011 for herself when she was expecting her first child, reported 45% revenue growth in 2025, pushing annual sales past $750 million. The company is now targeting roughly $1 billion in revenue for 2026 and has begun exploring a potential IPO as soon as 2027, according to a person familiar with the discussions.

The growth extended beyond its core registry business. Babylist's health vertical, which launched in 2022 to offer insurance-covered breast pumps and postpartum products, grew 64% year over year. Media revenue climbed 35%. Adjusted EBITDA margins expanded 500 basis points, stretching what is now an eight-consecutive-year profitability streak for a company that has raised just $50.8 million in outside funding.

Gordon, a former Amazon software engineer who wrote Babylist's first lines of code for herself, credited the platform's depth of user knowledge. "When I look at our 2025 growth, it all comes back to how well we know growing families," she said. "Every product we've launched has come from a genuine belief that parents deserve better."

For anyone tracking where gift discovery actually happens, Babylist's scale matters. The platform estimates that its registry, e-commerce, and content operations influence the purchasing decisions of more than nine million people per year, generating over $1 billion in total annual commerce. That concentration of demand in a single platform shapes the entire occasion-gift conversation: when a new parent's wishlist lives on Babylist, that is where gift-givers research, decide, and buy.

Physical expansion has reinforced that position. Babylist opened an 18,000-square-foot experiential showroom in Los Angeles and a 750,000-square-foot fulfillment center in Columbus, Ohio. A second showroom, covering 20,000 square feet at 477 Broadway in Manhattan's SoHo neighborhood, is set to open in late summer 2026.

The company added Jennifer Hyman, co-founder and CEO of Rent the Runway, and Joanne Bradford, a former executive at SoFi, Pinterest, and Microsoft, to its board of directors in March, building the governance architecture a public company requires.

CFO and COO Jocelene Kwan framed the growth as structural rather than cyclical. "Forty-five percent growth and eight consecutive years of profitability are the result of building multiple revenue drivers that each reinforce the other," Kwan said. "We're building a platform that gets stronger with every addition."

Already in 2026, Babylist has launched Babylist Money, a financial education hub, and released its first original podcast, "Birth with Babylist," broadening its footprint beyond transactions into the lifestyle and media territory that sustains long-term brand loyalty. The kids and baby category represents a $235 billion market, and as gift discovery consolidates around a smaller number of dominant platforms, the companies that own registry relationships increasingly own the broader occasion-gift moment well past the nursery.