About Us


The idea for baby luno really came from my own frustration which led me to see a gap in the market. I was living in New Zealand at the time and was on maternity leave with my 6-month old. I didn't have a car so I was limited to the shops that were walking distance and I could not find the things I was looking for as a mother. For example, I was hunting for a stylish baby bag online as I couldn’t find one near me. However, I only came across American websites who did not ship to my location or had expensive shipping costs. This is where the idea popped up that there must be more frustrated mothers like me, as well as businesses who actually have these amazing products. My website simply pairs these groups together. I want to make it easier for all mothers to find what they are looking for by creating ONE online store that has everything and especially help small businesses reach their audience better.


We will not have exactly "everything" today but that is the goal for the future - to stock everything you need for when you have a baby. We want to become the only place you need to shop at - the ASOS of the baby world :). Our goal is to make it easier for mothers and also to give extra exposure to different brands that might have trouble getting their products out there. I love working with small businesses, many run by amazing mumpreneurs, and we try and grow our brands together.

I, Louise Norell Carter, the founder of baby luno, am currently located in Melbourne, Australia but am originally from Sweden and therefore we stock products from brands from all around the world as I like to source the best products that I have fallen in love with throughout the years no matter where they are located. I came to Australia when I was 18 and met my Aussie husband and we now have a 4-year old and a 2-year old, both boys (they grow up so quick!). I LOVE babies! I would love to connect with you so please follow us - Facebook Twitter Instagram

If you are looking for a certain product and we don't have it, please let us know and we would love to look into it! Chat to us on Facebook Messenger or contact us at hello@babyluno.com 

Do you have your own baby brand and want to feature your products on baby luno? Please contact me at louise@babyluno.com