Startup Story
NoolaBaby (formally known as NulaBaby) is a South African online retailer founded by Tatum Billson that specializes in baby strollers. Since launching the brand, the range has expanded to over seven different strollers (including a twin stroller), and now also sells nursery furniture, rocking chairs, as well as 360-degree rotation car seats and accessories.
LoA chatted to founder Tatum to learn more about her entrepreneurial journey and her experience of brand building in such a competitive sector.
What does your company do?
We are an online retailer that specializes in baby strollers.
“We offer an incredible product at an even better price.”
“Our team is what has made NOOLA what it is today! they are like-minded, hardworking individuals who will always go out their way to assist.”
What inspired you to start your company?
After my two-year journey, myself and my husband (then boyfriend), fell pregnant with our first born, Kai. Facing the worries of new parents-to-be, naturally we wanted the best for our child, but the best comes at a price. We were in search for a stroller, and soon realized that financially this was going to be a setback, as strollers or travel systems that we had viewed at the time were priced between R12000-R25000. Now whereas having a travel system is not the start and end of life as we know it, it was an important part of practically improving day-to-day life with baby and being mobile is what gives parents their sanity, so we needed to get one.
I started browsing the internet abroad and came across a few sites that offered suppliers of travel systems. After enquiring and doing the necessary admin, I soon realized that we were able to bring in a sample with a few changes of our choice for a fee. Seeing as we were in the market to buy one, I allocated our small budget to purchasing the sample. Two weeks later it arrived… After using the stroller for a couple of days in public, putting it through its paces and turning a few heads, I said to my husband ‘I can sell this’. Naturally being entrepreneurs, we agreed to give it a try and placed a minimum order of 50. Our 50 were sold on pre-order before they landed. It’s been an emotional crazy journey since then and three years later we’ve sold over 2000 NulaBugs… Since then our range has expanded to over 7 different strollers (including a twin stroller), we now also do nursery furniture, rocking chairs as well as 360-degree rotation car seats and accessories.
Why should anyone use your service or product?
We offer an incredible product at an even better price.
Tell us a little about your team
Our team is what has made NOOLA what it is today! they are like-minded, hardworking individuals who will always go out their way to assist.
Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?
I do, my parents and uncles are all self-employed which is a start. I always used to help during school holidays with admin for pocket money which allowed me to be in the heart of where customers queries and feedback ended up. I studied at the incredible FEDISA school of fashion where I did my BA degree in fashion design with a diploma in business marketing which helped with learning how to deal with crazy pressure as well as understanding fabrics and manufacturing which assisted massively when I had to deal with my suppliers.
“We are going global! We’re been registered our trademarks in the USA and our product is EU approved which helps with Europe. Once the world gets back to normal this will be priority number one.”
What are your future plans and aspirations for your company?
We are going global! We’re been registered our trademarks in the USA and our product is EU approved which helps with Europe. Once the world gets back to normal this will be priority number one.
What gives you the most satisfaction being an entrepreneur?
The most incredible people I’ve met along the way. We meet the pregnant mommies who need advice and someone to trust. That for me is one of the highlights like when they will come up to us at a show and tell us how much they love our product. So much love, care, dedication has gone into producing our product, it’s so motivating to see our consumers enjoy it as much as I do.
What's the biggest piece of advice you can give to other women looking to start-up?
Just say yes! Go for it. ASK for help. Don’t be scared to ask and to network. Build those relationships and nurture them.
Saying yes will take you out of your comfort zone, allow you to meet new people, and help you to make a difference in your own life and the lives of others.
Contact or follow NoolaBaby
WEBSITE | FACEBOOK | INSTAGRAM | EMAIL tatum@silverlinebrands.co.za
Why LoA loves it….
Encountering a challenge or problem that needs to be solved in life at a personal level is often the motivation that entrepreneurs use to launch a business. For Tatum Billson, that need was finding the perfect, affordable and great looking stroller for a new baby on the way. Today, Tatum is meeting the needs of other parents who find themselves in a similar position, and as a result, she is building a brand and a product range that really resonates with her fellow parents in the marketplace. This is definitely a growing brand to watch as it goes global over the coming months and years. — Melanie Hawken, founder & ceo, Lionesses of Africa