Boori

Baby & Toddler

Boori sells convertible nursery furniture—cots that become toddler beds, wardrobes, changers and room accessories—priced in the mid-to-premium bracket (£400-£1,200 per piece). The range runs from compact cribs to full-size cot-beds, dressers and toy-storage systems. Products are sold through the UK site, John Lewis, Mothercare, Amazon and a network of circa 150 independent nursery retailers. The brand’s USP is “grow-with-me” joinery: each cot-bed converts at least twice and is backed by a 5-year manufacturer’s warranty. Timber is sustainably sourced Araucaria or European Beech finished with low-VOC nursery-safe coatings; many pieces are Greenguard Gold certified. Signature lines include the Classic, Sleigh and new Tidy collections, all flat-packed with reversible rails and optional storage drawers. Core buyers are design-conscious first-time parents aged 25-40 who want furniture that lasts beyond the newborn stage and value eco credentials. They typically live in urban or suburban homes where space efficiency and neutral Scandi styling matter more than short-term price. Boori competes with mass-market flat-pack nursery chains on one side and high-end European boutique makers on the other. It differentiates by offering hardwood construction, convertible hardware included as standard, and carbon-neutral shipping, positioning itself as a longer-term investment between disposable flat-pack and bespoke carpentry.

Furniture that grows up with your child, beautifully

• Sustainable
• Independent