Australia’s largest specialty maternity and baby goods retailer, Baby Bunting, has unveiled a new online marketplace, offering more baby and children’s products from dozens of retail partners.

Baby Bunting Marketplace allows customers to discover a wider range of items from third-party sellers and purchase those products on the Baby Bunting website. The platform aims to triple the number of products on the Baby Bunting website and expand the business into new product categories.

The marketplace launches with more than 5,000 new products from 20 partners, with plans to grow to offer more than 20,000 products from 150 retail partners in 12 months.

Baby Bunting acting CEO, Darin Hoekman said extensive work has been done with global SaaS technology company, Mirakl to make the platform user and retailer friendly.

“Our online marketplace will better serve and quickly respond to the needs of millions of Australian families, in a highly scalable, agile and efficient manner,” he said.

“Through partnerships with new, industry-leading sellers like Snuggle Hunny, and the expertise from global marketplace leader Mirakl, we’re capturing an opportunity to attract new customers and delight existing ones with more support as their families grow.”

The marketplace will include products from categories such as maternity, clothing, outdoor play, education, toys and feeding – creating a leading online destination for baby and children’s products.

Snuggle Hunny owner and CEO, Julie Mathers said using marketplace would be a boost for the business. “We’ve been pleased by our initial sales results and are excited about the further growth opportunities this partnership brings to growing our brand and community. This partnership allows Snuggle Hunny to offer and promote our full range to more parents and gift givers, who we know are already shopping at Baby Bunting.”

Mirakl general manager for APAC and global delivery, Tzipi Avioz said marketplace was designed to be easy to use for retailers and consumers alike. “By partnering with Mirakl, Baby Bunting is developing a best-in-class marketplace experience for its customers, while putting a strong foundation in place for future efficient growth.”