How Gen Y is fuelling a bougie baby boom

Almost a year after Covid-19 prompted stay-at-home orders globally, ‘lockdown babies’ are filling up maternity wards around the globe.  But retailers will be wondering whether the uncertain economic environment is likely to impact spending in the baby category, particularly at the higher end of the market.   Bougie baby products have risen in popularity over the last 10 years, as Gen Y has entered parenthood.  Brands such as Incy Interiors have capitalised on this boom wi