With a focus on style, safety, and functionality, Babyshop provides everything parents need for their little ones
LEADING WITH VISION
Ruban Shanmugarajah on Babyshop’s Commitment to Quality and Innovation
In an era where consumer expectations are rapidly evolving, Ruban Shanmugarajah stands at the helm of Babyshop, the largest omnichannel retailer for children’s products in the MENA and Southeast Asia regions. With over 23 years of experience in retail, Ruban has dedicated his career to understanding the intricacies of the market and the needs of parents. Under his leadership, Babyshop has embraced innovation and sustainability while remaining steadfast in its mission to provide the best products for children. In this interview, Ruban shares insights into his journey, the vision driving Babyshop forward, and the strategies employed to cultivate a culture of excellence and customer-centricity in a competitive landscape.
Career Journey
Can you share your career journey and what led you to your role as CEO at Babyshop Stores?
My journey as a CEO has been defined by a deep-rooted commitment to innovation, customercentricity, and the relentless pursuit of excellence. Currently, I’m privileged to lead Babyshop, the largest omnichannel retailer for children in the MENA and Southeast Asia region. This role with Landmark Group has allowed me to drive growth across diverse and dynamic markets, navigating evolving retail landscapes and pioneering initiatives that place the customer at the centre of everything we do.
Before stepping into this role, I served as the CEO of Lifestyle, another significant retail brand within Landmark Group that caters to the evolving preferences of modern women across beauty, fashion, and home. This experience strengthened my understanding of omnichannel retail and underscored the importance of meeting customers wherever they are—whether online or in-store. With over 23 years in the retail industry, I began my career in the UK, starting with operational roles at WH Smith, where I worked my way up from store management to strategic roles at the head office. My experiences in those early days, coupled with leadership roles at TJ Hughes, provided me with a robust foundation in retail operations and expansion strategy.
Seventeen years ago, I joined Landmark Group as Head of Retail Operations for Babyshop in the UAE, and my journey with the brand has been one of immense growth and learning. I transitioned through various leadership roles within the organisation, including Chief Operating Officer, where I developed my ‘Retail is Detail’ philosophy—a hands-on approach that positions Babyshop as a category leader and a multi-awarded omnichannel brand. This progression gave me a unique 360-degree perspective on the business, enabling me to shape Babyshop’s customer-focused strategies. Education has been pivotal in shaping my leadership approach. My background in Chemistry with Management from King’s College London equipped me with analytical and strategic thinking skills, while my Advanced Management Program at INSEAD reinforced my commitment to lifelong learning and adaptability in a rapidly changing retail world.
As a British national of Sri Lankan origin, my multicultural background has enriched my perspective and leadership style, enabling me to connect with diverse teams and customers. Ultimately, my career journey has been about building brands that resonate with customers on a deeper level and leading teams toward a shared vision of excellence.
Company Vision
Babyshop has grown into a leading retailer in the children’s products sector. Can you elaborate on the vision and mission that drive the brand forward?
Babyshop has a clear vision to be recognised as the number one global specialist in everything for babies and children, always keeping their best interests at heart. Everything we do is underpinned by our belief that Babyshop has a right to be in every home, ensuring every child has the best start in life.
Product Innovation
How does Babyshop approach product development and innovation to meet the evolving needs of parents and children?
As a consumer-centric retailer, product is at the heart of everything we do. We commit significant resources, investments, and talent to ensure we are constantly listening to our customers, travelling to leading industry trade shows, and understanding the latest fashion trends, so that we can bring to our customers the latest products that provide solutions to parents’ needs while helping them be the best parents they can be. The brand places paramount importance on product safety across all aspects— materials, products, processes, and usage. Recognising that safety is a salient feature for baby products, Babyshop ensures that its offerings are not only safe but also environmentally responsible.
After launching new products, we monitor customer feedback and sales data to continuously refine and improve our offerings. Through these strategies, we ensure that our product development and innovations are aligned with the changing needs and expectations of parents and children, fostering loyalty and satisfaction among our customer base.
Sustainability Initiatives
Sustainability is becoming increasingly important for retailers. How is Babyshop integrating sustainable practices into its operations and product offerings?
Living up to its vision of “to be recognised as the number one global specialist in everything for baby & child and always have their best interests at heart,” Babyshop, as the one-stop shop for children’s fashion, essentials, and accessories, is committed to advancing sustainability in the children’s retail sector.
A significant portion of Babyshop’s raw materials is derived from all-natural and sustainable fibres. To further enhance its sustainability efforts, the brand is transitioning to eco-friendly materials and has introduced a range of sustainable options, including durable, recyclable, and biodegradable silicone and wooden toys. Babyshop’s private label for basic non-apparel, Giggle & Juniors, demonstrates its commitment to safety by being entirely BPA-free, thus free from harmful chemicals. The Giggle’s Cycle collection is specially made from post-consumer plastic bottles.
Babyshop upholds ethical and sustainable sourcing practices by ensuring that all suppliers are SEDEX and OEKO-TEX compliant (more than 80% of suppliers are OEKO-TEX compliant), confirming adherence to global social responsibility, health, and safety standards.
As Babyshop continues to refine its sustainability practices, it plays a crucial role in Landmark Group’s broader mission to foster a more sustainable retail environment for future generations.
Customer Experience
How does Babyshop ensure a positive and engaging shopping experience for its customers, both in-store and online?
As part of our strategy, we have prioritised understanding the needs and preferences of parents. Based on the feedback and insights received, we have explored how to reimagine the in-store experience for our customers. We have recently opened a model store in Dubai, where many of these insights have been incorporated. This store has been well received by consumers and industry experts alike (video incorporated).
We know that service is an integral part of our offering; that’s why we have an award-winning personal shopping service called “My Baby Expert” across our stores.
As a truly omni-channel retailer, we ensure a frictionless experience across online and offline channels, allowing customers to easily switch between shopping methods while maintaining consistent service. All of this is underpinned by our market-leading loyalty program, SHUKRAN!
Market Strategy
How does Babyshop adapt its marketing and product strategies to cater to the diverse markets across the regions it serves?
We place significant emphasis on consumer research, constantly listening to our customers and adapting our marketing and product strategies to cater to the diverse markets across the region. We tailor our marketing campaigns to reflect the cultural values, preferences, and languages of different regions. This includes using local influencers and adopting messaging that resonates with specific demographics. We also align our marketing and promotions with local holidays and cultural events, creating campaigns that engage customers. Through these strategies, we effectively address the diverse needs of the markets we serve, ensuring relevance and fostering strong connections with families across these markets.
Challenges in Retail
What are the key challenges Babyshop faces in the retail industry today, and how are you addressing them to ensure continued success?
The evolving retail landscape changed dramatically with the onset of the pandemic across the globe. Consumers became digital-first, far more conscious of what they were buying, and more demanding of retailers to deliver a seamless, right-first-time experience.
While the digital-first approach will not change materially as we move into a post-pandemic world, we are clearly seeing consumers return to physical stores, wanting to immerse themselves in the retail theatre and experience they have always loved. Retail wasn’t called therapy for no reason! In today’s retail world, the in-store customer journey, communication, and inspirational product displays, coupled with outstanding customer service, are just as important as a strong digital approach. The real winners will be those who can excel on all these fronts. Providing an unrivalled choice of products at great quality and at an affordable price has always been the cornerstone of Babyshop’s brand DNA, and we believe this will serve us well today.
We’ve seen increased fragmentation in the competitive landscape, with more players entering the region and increased cross-border shopping. However, this only motivates my team and me to remain at the top of our game and continue to innovate and evolve with the consumers.
Digital Transformation
With the rise of e-commerce, how is Babyshop leveraging digital platforms to enhance its customer reach and service delivery?
We have a footprint of over 250 stores across 13 countries globally; however, we understand that a strong digital offering is just as important. With this in mind, we have invested heavily in our digital platforms, offering the widest choice by partnering with trusted global brands. We have recently launched Babyshop Partner Plus, a marketplace model that allows globally recognised brands to onboard and trade via the Babyshop platform in the GCC market, leveraging Landmark Group’s scale through a pay-as-you-trade model.
Future Vision
What are your future plans for Babyshop in terms of expansion, innovation, and maintaining market leadership?
As we celebrate our 50th year, Babyshop has a clear vision: “To be recognised as the number one global specialist in everything for baby and child and always have their best interest at heart,” governed by our purpose, wherein we believe every child deserves the best start in life.
We have an ambition to continue to expand our footprint in the Southeast Asia region, with an initial focus on Malaysia and Indonesia. Today, we have 19 stores in Malaysia, with plans to open another four in the next six months in the country. Our expansion plans will see us opening stores across the nation, taking the brand to a wider customer base in Malaysia. We have been very encouraged by the customer reaction to the brand in the country, and we remain committed to bringing the customers of Malaysia the widest choice of quality products at the most affordable prices within the baby and child space. Within Southeast Asia, the brand also has 10 stores across Indonesia.
We are also in the final stages of entering a new and exciting kids market in the world—so watch this space!
“We
tailor our marketing campaigns to reflect the cultural values, preferences, and languages of different regions.”
Leadership Philosophy
What is your leadership philosophy, and how do you motivate your team to align with Babyshop’s goals and values?
My leadership philosophy is anchored in the principles of servant leadership, which means that my primary role is to support, uplift, and empower those I have the honour of leading. I believe that true leadership is not about authority but about providing the resources, guidance, and encouragement that enable others to reach their fullest potential. Open communication and transparency are central to my approach, as they cultivate trust, inclusivity, and a collaborative spirit within the team.
Adaptability is another core tenet of my leadership style. I recognise that every situation and team dynamic is unique, requiring flexibility in approach. Whether navigating new market challenges, adapting to evolving customer needs, or steering through internal transformations, I believe a leader must be both steady and responsive. Additionally, I am deeply committed to continuous learning—not only for myself but for my team as well—because I believe learning drives growth and innovation.
Ultimately, my goal is to create a culture of empowerment and accountability, where everyone feels motivated to contribute, challenge the status quo, and work toward a shared vision. I adhere to the philosophy that a successful leader must be both a “dreamer and a doer,” adept at balancing the immediate details with a strategic, long-term view. This ability to move fluidly between different perspectives—whether it’s at 5 ft, 50 ft, or 50,000 ft—enables me to keep our goals clear, our teams aligned, and our impact strong.
Babyshop is a leading omni channel retailer for children’s clothing, gear, and accessories, offering a curated selection of high-quality products from top brands. With a focus on style, safety, and functionality, Babyshop provides everything parents need for their little ones, from newborn essentials to toddler apparel.
Ruban Shanmugarajah Chief Executive Officer
