Careers Profile: Inside the role - Store Manager
Sarah began her Baby Bunting journey in 2019 as a casual team member and has since progressed through every role in store. That hands‑on experience has built deep capability across customer service, operations, team leadership and retail management, leading to her appointment as Store Manager. Sarah’s background in nursing shaped her communication, empathy and problem‑solving skills, and her ability to support people through significant life stages. Today, she brings that same care and purpose to leading her team and supporting new and growing families.
Tell us about your role at Baby Bunting and what a typical day looks like for you.
Being a Store Manager is about far more than running a store. It’s about leading a team that supports each other and helps families through one of the most important stages of life. Every day is focused on creating a welcoming, positive experience for customers and team members, while ensuring the store runs smoothly, delivers strong results and consistently exceptional service. A big part of my role is developing and empowering the team - leading by example, coaching, encouraging and celebrating success together.
From supporting new and expectant parents with trusted advice, to driving performance, managing day‑to‑day operations and maintaining high standards, the role is rewarding and deeply purpose‑driven. Seeing team members grow, upskill and prepare for future roles makes it more meaningful.
What skills, strengths, or qualities are important in your role? Is there any training or support, or key influencers, that helped you build these?
Flexibility and adaptability are essential - no two days are the same. The role requires a balance of strong leadership, empathy, clear communication, problem‑solving, commercial awareness and resilience. Above all, it requires a genuine care for people - both customers and team members, and passion for creating a welcoming, supportive environment where everyone feels valued, respected, and supported.
A Store Manager also needs the confidence to guide a team through challenges while continuing to deliver an exceptional experience for every customer who walks through the doors. I’ve developed these skills over many years at Baby Bunting, supported by leaders who have coached me, encouraged me and believed in me every step of the way. Their support has played a huge role in shaping the leader I am today.
One of the most reassuring things about Baby Bunting is knowing you’re never alone. From in‑person training, conferences and area meetings, to online learning, Employee Assistance Program access and constant leader support, there are endless opportunities to learn and grow. Support extends well beyond your own store — leaders and peers are always just a phone call away.
What do you enjoy most about working at Baby Bunting?
What stands out most is the genuine care, support and appreciation that exists across the business. I’ve never worked somewhere that has made me feel more valued - by leaders and by my team. There’s a real culture of kindness and encouragement, where people want to see each other succeed. Our values aren’t just words; they’re reflected in the people we work with every day and align with the kind of culture and purpose I value personally and professionally. Baby Bunting truly feels like one big family - we work hard, support each other, celebrate wins and have fun along the way. Being part of families’ journeys through some of the biggest moments in their lives is incredibly meaningful. Building lasting relationships and seeing families return as they grow is something I never take for granted. We get to share in so many special milestones and “firsts” with them, and over time those connections become so much more personal.
Share a highlight or moment in your Baby Bunting journey that made you feel proud or fulfilled.
I’ve had so many of these beautiful moments, but one moment stands out as my ‘why’. A customer came in, excited but understandably nervous, preparing to bring his newborn home for the first time. He wanted reassurance that his car seat was installed correctly and that his baby would be safe. With support from our Child Restraint Technician, we made the necessary adjustments and the relief was immediate. He became quite emotional and we sat down together and he shared his story - the journey he and his partner had been on, and how deeply significant this moment was as he stepped into parenthood. In that moment, there was a real sense of connection. We laughed, we cried, and he left feeling reassured, supported and grateful. Moments like this remind me that sometimes the biggest impact we can make is simply being present - listening, reassuring and caring. It’s a privilege to be part of moments like these.
I’m also incredibly proud of my own growth at Baby Bunting. The opportunities and belief shown in me have shaped my journey, and I’m excited for what’s ahead - for myself, our teams and the families we continue to support.
Describe what it’s like to work at Baby Bunting in three words.
Supportive. Meaningful. Purposeful.