Baby City retail owner goes into liquidation, five stores under new management

Baby City Retail Investments has gone into liquidation. Five stores are now under new management. Photo / Richard Robinson

The company that owned baby product retailer Baby City has gone into liquidation, with five stores being transferred to new management.

The shareholder for Baby City Retail Investments appointed insolvency specialists Iain Shephard and Jessica Kellow of BDO Wellington on December 31.

The company is 100% owned by Campbell Gower and its sole director at the time of liquidation was Anzac Dawson.

Three former shareholders — Ian Stirling and Lorraine and Trevor Douthett — stood down as shareholders on December 20, according to Companies Office records.

On that same day, a new company called Baby City was incorporated with Gower as the sole director and shareholder.

Gower said in an email response to questions from the Herald that the liquidation of Baby City Retail Investments was due to a combination of a deep recession and falling birth rates in the aftermath of Covid.

The company has more than 50 staff, although most work less than full time for the business, Gower said.

“Three stores are closed and the other five are operating under new management. I’m sure with supplier support that a NZ-owned and -focused Baby City could do really well in future.”

Baby City’s website lists stores in Hamilton’s Te Rapa, Fraser Cove mall in Tauranga and in Petone and Invercargill. Its LinkedIn profile says it has between 51 and 200 employees.

The company said on LinkedIn it is all about family.

“We’re committed to providing parents with peace of mind through our advice that focuses on wellbeing, safety and lifestyle; offering quality products, premium brands and extensive product solutions that suit both parents and baby.”

Gower is also the chairman, chief executive and self-described chief cook and bottle washer at baby buggy maker Phil & Teds and is managing director of private equity business Most Excellent Investments.

That company has investments in pest control company Goodnature, coffee business Mojo, roof racks business Hubco, workwear company Argyle, funds management through the Gower Family Office, toy distribution firm Voodle and in-home brewing business Beer Barista.

Gower has co-owned the Wellington Phoenix Football Club since September 2011.

He has Bachelor of Laws and Bachelor of Commerce degrees from the University of Auckland.

The Herald has contacted Jessica Kellow for comment.