In early June we wrote about Kim Ormsby, owner of The Natural Baby Company, winning the Small Business Association’s 2010 Montana Small Business Person of the Year Award. She was recognized for her creativity and commitment to serve parents by offering environmentally sensitive products.
Shortly after Ormsby was highlighted in Redbook’s Red-Hot Eco Moms article for designing eco-friendly diapers; most specifically her newly branded GroVia One Size Cloth Diaper system.
The GroVia One Size Cloth Diaper features an outer, waterproof shell with the option of attaching cloth inserts or using eco-friendly disposable inserts.
Ormsby is a savvy business woman and the proof is not just evident with the “end product”, but in the journey itself.
The Crux of Change
When Gro Baby was launched in April 2009, Ormsby had no idea how much it would effect her business model. The Natural Baby Company, started in 2005, had 50-plus retailers. In a recent article by Women Entrepreneur Ormsby said “Within months of the Gro Baby launch, we had wholesale distributors on three continents and were supplying 500-plus retailers worldwide. It was abundantly clear that the Gro Baby brand name would outsell our other products, and it was starting to define our company. Customers and retailers no longer knew us by our company name, The Natural Baby Company. They knew us as Gro Baby.”
Strategizing a Rebrand
It wasn’t until early January 2010 that Ormsby gathered a team to strategize the future of the company. Questions were asked, ideas brainstormed and finally…a new brand name emerged. The GroVia name was chosen to best represent the company’s mission to simplify the way parents nurture baby, naturally.
Rebranding is scary enough when done at a particularly low time in a company’s sales, but rebranding when sales are escalating and a company is already in a period of great growth, is even scarier. “A rebrand touches every component of your company, from product development and packaging to web design and marketing. Being absolutely certain that all the pieces come together requires careful, strategic planning.” said Ormsby.
The Delivery
Retailers were given a heads-up two weeks prior to the formal press announcement, giving them time to get behind the new GroVia brand, and even help promote the launch. Before GroVia was even launched word was flying across the growing cloth diapering online community from the Redbook article, and blogs, parenting forums and social media pages fueled excitement for the launch of GroVia.
Goal Accomplished
The goal was accomplished, GroVia was an instant hit, the Gro Baby customers all crossed over, and The Natural Baby Company remains the parent company for the GroVia line.
Bryana is the owner of 
Becca is a part-time Spanish Teacher and part-time Stay-At-Home-Mom. She's a cloth diaper expert who enjoys spending time with her family, crafting and selling her wares in her very own
Julie is a mom to three kids including a set of identical twins. Through cloth diapering her twins she developed a passion for the industry and is an avid cloth diaper advocate. You can also find her on her blog
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GroVia Rebrand – A Risk Well-Played
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