Dubai-based Hire4baby takes the hassle out of travelling with young children's equipment such as prams, which can be hired on the online platform. Getty
Dubai-based Hire4baby takes the hassle out of travelling with young children's equipment such as prams, which can be hired on the online platform. Getty

UAE start-up makes life child's play for parents



Hire4Baby.com is a baby and toddler equipment solutions company created by Dubai resident and mum-of-two, Jossette Naiken.

It allows families visiting the UAE to rent everything from car-seats to toys, removing the hassle and expense of travelling with their own. The site recently expanded its inventory and launched time/money saving "bundle packages" to meet the demands of surging in-bound tourism. Here, Ms Naiken, an Australian former equity trader, talks to The National about the service.

What prompted you to launch Hire4Baby.com?

As a parent, I use this kind of service all around the world; you can rent baby/toddler equipment in most major cities. It was only a matter of time before this kind of service was required here. Having said that, I knew nothing about what a parent - or child - required until I became a parent. My background is in finance prior to having Mikah (now three) and Lua (14 months). My experience from the corporate world has been invaluable building the business, as has my journey as a mother.

What gap in the market were you initially trying to fill?

Hire4Baby.com considers itself an ancillary service to UAE tourism, and the intention was to provide convenience for parents visiting the country. We have seen our market expand throughout our two-year lifespan, and adapted to suit; a large number of customers are UAE residents who use Hire4Baby.com to prepare their home and holiday lets for visitors, for example. We also rent hospital-grade breast pumps as well as wheelchairs.

What kind of parents use Hire4Baby.com?

Mainly parents of newborn to age five, as this is the age group that needs the largest travel kit. We send orders to hotel guests every day, but we are seeing more clients wanting a long list of items to build their ‘home from home’ in rented apartments and villas this year. Car seats are our most popular product; we, reassuringly, saw a notable increase in demand with UAE law changes – making car seats compulsory for children under four – earlier this year.

How does the service work?

We have 300-plus products in our inventory - that includes core items like car seats, strollers, cribs and furniture to sterilisers, bouncers, activity gyms and toys. Customers browse our site, make selections and place an order request. Our team gets in touch to confirm booking, offer product advice and arrange delivery.

Where do you store/prepare the equipment?

We have recently established an office and large warehouse in Al Quoz in Dubai due to expanding demand. Our team is growing too; we now have a person dedicated to each facet of the business - customer service, delivery, inventory management, sanitisation, business development, accounting, marketing. Via our state-of-the-art inventory management system, each employee can log into central software daily to track what products are available for rent, what orders are going out and due to be returned.

How did/do you fund your business?

By personal investment, although we have been approached by a series of investors since day one. We have purposely turned down funding opportunities as we like to preserve 100 per cent equity in the business. It’s very important to me to maintain ownership, and keep us nimble in terms of all decision-making.

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Are you driven largely by demands of parents?

We welcome customers contact us directly if they can’t see what they want on the site, and we then find the item. That naturally keeps us informed on demand. Implementing operations has been the most challenging part of the business to date. We have intentionally taken time to implement best-in-class systems - including website, rental management software, inventory barcoding, accounting software and payment gateway - which will allow us to scale the business in the future. The selection and implementation of these systems has been a long, tedious process, namely because most websites deal with e-commerce, not rentals.

How has Dubai’s tourism influx affected Hire4Baby.com since launch in 2015?

We have grown with every ‘holiday peak’, and as people become increasingly aware of renting baby/toddler equipment as an option. We are currently seeing our biggest rental numbers as we approach the festive season. This speaks volumes about the success of UAE tourism as a whole, and the ongoing developments and standards making the UAE an unequivocally family-friendly destination.

And future plans?

There is tremendous scope for growth for Hire4Baby.com. We see the business more closely aligned with the region’s most established airlines and hotel groups, and are taking steps to form partnerships. The main pillar will always remain the same, however: to offer convenience to parents visiting the UAE, while supporting the tourism industry.

Do you work with other parental-related UAE businesses?

We have close relationships with the world’s most trusted family brands, such as Maxi Cosi, Britax, Be Safe, Baby Jogger, Ameda and Medela and, on a local level, are approached by like-minded businesses. There is such a thriving community of local SMEs and family-focused entrepreneurs in the UAE; we are constantly exchanging ideas and forming partnerships, all with the shared goal of making life easier for parents living in/visiting the emirates. Parents had long been importing products for their children, and that has only changed in recent years. We now confidently say the demand for high-quality baby and toddler equipment, and wider entertainment, has been met, and the economy has responded. It’s an exciting time to be both a parent and a business owner in the UAE.

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The specs

Engine: 1.5-litre turbo

Power: 181hp

Torque: 230Nm

Transmission: 6-speed automatic

Starting price: Dh79,000

On sale: Now

Dubai World Cup factbox

Most wins by a trainer: Godolphin’s Saeed bin Suroor(9)

Most wins by a jockey: Jerry Bailey(4)

Most wins by an owner: Godolphin(9)

Most wins by a horse: Godolphin’s Thunder Snow(2)

The specs

AT4 Ultimate, as tested

Engine: 6.2-litre V8

Power: 420hp

Torque: 623Nm

Transmission: 10-speed automatic

Price: From Dh330,800 (Elevation: Dh236,400; AT4: Dh286,800; Denali: Dh345,800)

On sale: Now

In the Restaurant: Society in Four Courses
Christoph Ribbat
Translated by Jamie Searle Romanelli
Pushkin Press 

Mia Man’s tips for fermentation

- Start with a simple recipe such as yogurt or sauerkraut

- Keep your hands and kitchen tools clean. Sanitize knives, cutting boards, tongs and storage jars with boiling water before you start.

- Mold is bad: the colour pink is a sign of mold. If yogurt turns pink as it ferments, you need to discard it and start again. For kraut, if you remove the top leaves and see any sign of mold, you should discard the batch.

- Always use clean, closed, airtight lids and containers such as mason jars when fermenting yogurt and kraut. Keep the lid closed to prevent insects and contaminants from getting in.

 

A State of Passion

Directors: Carol Mansour and Muna Khalidi

Stars: Dr Ghassan Abu-Sittah

Rating: 4/5

The specs: 2018 Ducati SuperSport S

Price, base / as tested: Dh74,900 / Dh85,900

Engine: 937cc

Transmission: Six-speed gearbox

Power: 110hp @ 9,000rpm

Torque: 93Nm @ 6,500rpm

Fuel economy, combined: 5.9L / 100km

Emergency

Director: Kangana Ranaut

Stars: Kangana Ranaut, Anupam Kher, Shreyas Talpade, Milind Soman, Mahima Chaudhry 

Rating: 2/5

Expo details

Expo 2020 Dubai will be the first World Expo to be held in the Middle East, Africa and South Asia

The world fair will run for six months from October 20, 2020 to April 10, 2021.

It is expected to attract 25 million visits

Some 70 per cent visitors are projected to come from outside the UAE, the largest proportion of international visitors in the 167-year history of World Expos.

More than 30,000 volunteers are required for Expo 2020

The site covers a total of 4.38 sqkm, including a 2 sqkm gated area

It is located adjacent to Al Maktoum International Airport in Dubai South

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Brief scores:

Juventus 3

Dybala 6', Bonucci 17', Ronaldo 63'

Frosinone 0

Greatest of All Time
Starring: Vijay, Sneha, Prashanth, Prabhu Deva, Mohan
Director: Venkat Prabhu
Rating: 2/5
Dirham Stretcher tips for having a baby in the UAE

Selma Abdelhamid, the group's moderator, offers her guide to guide the cost of having a young family:

• Buy second hand stuff

 They grow so fast. Don't get a second hand car seat though, unless you 100 per cent know it's not expired and hasn't been in an accident.

• Get a health card and vaccinate your child for free at government health centres

 Ms Ma says she discovered this after spending thousands on vaccinations at private clinics.

• Join mum and baby coffee mornings provided by clinics, babysitting companies or nurseries.

Before joining baby classes ask for a free trial session. This way you will know if it's for you or not. You'll be surprised how great some classes are and how bad others are.

• Once baby is ready for solids, cook at home

Take the food with you in reusable pouches or jars. You'll save a fortune and you'll know exactly what you're feeding your child.

The biog

Alwyn Stephen says much of his success is a result of taking an educated chance on business decisions.

His advice to anyone starting out in business is to have no fear as life is about taking on challenges.

“If you have the ambition and dream of something, follow that dream, be positive, determined and set goals.

"Nothing and no-one can stop you from succeeding with the right work application, and a little bit of luck along the way.”

Mr Stephen sells his luxury fragrances at selected perfumeries around the UAE, including the House of Niche Boutique in Al Seef.

He relaxes by spending time with his family at home, and enjoying his wife’s India cooking. 

Seven%20Winters%20in%20Tehran
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Lampedusa: Gateway to Europe
Pietro Bartolo and Lidia Tilotta
Quercus

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