About Us
Our Story: A Promise Carried Forward
For more than 65 years, East Coast Nursery has been part of family life, helping parents prepare for the arrival of their little ones.
Its roots lie in a family business in Norfolk, where practical thinking helped shape the East Coast story. In the 1970s, when inflatable changing mats were easily punctured by nappy pins, the team developed a foam-filled alternative. It was a simple idea that answered a real need for parents.
That care became part of the brand’s character: thoughtful products, dependable quality, affordable prices and a belief in doing business properly.
Years later, as joint founder and long-time owner Eric White approached retirement, choosing who would carry East Coast forward was a deeply personal decision. He wanted to spend more time with his family, knowing the brand he had helped build would be cared for.
During the months leading up to the acquisition, Hadley Pollard, Managing Director of Clair de Lune, made repeated visits to Eric. They took time to get to know one another, building a relationship around shared family values, honest conversations and respect for what East Coast stood for.
With Clair de Lune’s own family heritage in the nursery industry, there was common ground, and a shared understanding of the responsibility that comes with making products for babies.
When Eric and Hadley shook hands, it meant something to them both. Eric was placing his trust in a new custodian. Hadley was making a promise to look after the East Coast name, its reputation and the families who choose it.
Today, that promise guides East Coast’s next chapter: choosing products with care, treating customers well and building on the work of the people who came before us.
From one family business to another, we’re proud to carry the story forward.
Built for Modern Parenting
From those early inflatable mats to today’s thoughtfully designed range, our mission has stayed the same: to make everyday baby care simpler, safer and more comfortable for families.
Whether it’s an Essential, Wedge or Travel Changing Mat, every product is designed with real parenting moments in mind.
