Project Nursery

Baby & Toddler · Nursery & Decor

Project Nursery sells baby furniture, bedding, décor, lighting, and tech-enabled nursery gear such as Wi-Fi baby monitors and smart humidifiers. Price points sit in the mid-range—cribs $400-$900, bedding sets $80-$180, décor accents $20-$60—positioned between big-box bargain and high-design luxury. The brand is e-commerce first, shipping throughout North America from its Los Angeles warehouse, with select items also sold through Amazon and Target.com. Founded by design bloggers, the company built its reputation on room-reveal photography and turnkey “nursery bundles” that pair furniture with color-coordinated accessories. Its 3-in-1 convertible cribs, acrylic “Vinyl” rocking horses, and Bluetooth-enabled baby monitors have been featured in People and on the TODAY Show, reinforcing a tech-meets-style identity. Core shoppers are style-conscious millennial parents who want a Pinterest-ready nursery without hiring a designer; 70% of site traffic arrives via mobile and Instagram. They value safety certification, gender-neutral palettes, and products that photograph well for social sharing. Project Nursery competes with mass retailers that lack curated aesthetics and with boutique studios that charge premium prices. It differentiates by combining editorial content—step-by-step mood boards, 3-D room planner—with moderately priced, safety-certified products shipped directly, bridging inspiration and one-cart execution.

Design your dream nursery, no designer budget required