Catering for the needs of ever more demanding consumers

The Beberoyal retail group was born in 2005 as a necessary action by some independent points of sales which united because they had common values such as quality, service, excellence.
Initially the consortium was composed of about ten nursery products stores which shared the enthusiasm in managing their enterprises and also the same difficulties.
As time went by it appeared clearly how deep-rooted their activities, often handed on from family to family, were, and how strong that entrepreneurial model, based not on big numbers but on care for people could prove.

Due to a natural growth, at present the group is made up of more than 75 points of sales and represents a unique set-up in Italy.

Distinguishing us is the ability to look beyond earnings in order to offer people the best product in relation to their needs: this consulting activity requires that we keep studying, stay up-to-date and choose the articles to be exhibited in our shops with great diligence

says Raffaele Romanò, the group’s President.

This way, Consorzio Beberoyal has become the leading point of reference for nursery hardware and software in Italy. It has been a long and severe process. We never let us be tempted by pricing policies; we have instead remained firm in opting for the values of quality and safety, only relying on partners of the highest level. Such approach has involved financial sacrifices sometimes but turned out to be winning in the long run: the group imposed itself for its quality. Families who choose us know they will find top service in our stores. Mum knows she will receive constant and sure assistance well beyond purchase. In fact, in our points of sale we often arrange before and after pregnancy meetings, first aid and breathing airways unblocking courses, prebirth and breastfeeding courses.

During the last two tricky years further developments have made consumers highly demanding as to the shop services.

Mums apply to the stores in order to receive precise and detailed advice on the purchases they want to make: only if the sales staff is extremely competent on the products’ features and always up-to-date on new articles and technical issues the expectations of very exacting customers can be met

states Romanò.

Beberoyal’s staff is provided with constant and careful training in order to be able to give correct advice. Our customers have moved their focus from price to quality: ever more, purchases are driven by the aspects of comfort, design and ergonomics, with special attention to the products’ sustainability. Through the pandemic we have observed a remarkable increase of e-commerce purchases: response times, customer care quality and highly reliable logistic services are ever more important online as well.


The Beberoyal Consortium is the union of the best baby product shops in Italy.

Beberoyal was born in 2005, from the need of many independent shops that joined together on the basis of shared values: quality, service, excellence.

At the beginning we were about ten shops in all. We shared the same enthusiasm for running our businesses, but also the difficulties we faced. We were afraid of being crushed by large groups, which were always evolving and changing.

However, over time we realised how deep-rooted our activities were, often handed down from family to family, and how strong our business model was, not based on large numbers but on attention to people.

Joining forces came naturally: today we have more than 75 points of sale and are unique in Italy.

What distinguishes us today is precisely our ability to see beyond profit, to offer people the best product based on their needs: to do this consultancy work we undertake to study, update and choose with great care the products to display in the shops. We act as a filter for you!

The Beberoyal Consortium has become the largest reference point for light and heavy baby care in Italy.
This has been a long and rigorous process. We have never allowed ourselves to be tempted by price politics, but have always remained steadfast by choosing the values of quality and safety, relying only on partners of the highest level.

This approach has sometimes entailed economic sacrifices but has proved successful over time: the Consortium has in fact established itself for its quality.

Families who choose us know that in our shops they will find a very high level of service, all the attention they deserve and an offer tailored to their needs.

Mothers know that they will find continuous and reliable assistance long after the purchase. It’s no coincidence that in our shops we often organise pre- and post-pregnancy meetings, first aid and airway obstruction courses, pre-birth courses and breastfeeding courses.

All Beberoyal points of sale select and offer only those products for babies and mothers that meet the strictest quality requirements: when choosing products we take into account the usefulness of the products, the degree of innovation, design, functionality, safety and reliability.

We believe that products should not only be beautiful, but should also improve the lives of families by meeting real needs.

Our partners are an absolute guarantee in this area.


In our shops, we offer the latest in heavy childcare (bedrooms, pushchairs, prams, car seats) and light childcare (feeding bottles, dummies), clothing, toys and products for baby hygiene and skin care during pregnancy.

All products are also available on our e-commerce site.

Over the years, we have also launched a number of exclusive collections created by our partners specifically for our Group.

Mothers recognise us as a synonym for quality and service: when new partnerships are requested, the selection criteria are very scrupulous, in accordance with our values, to keep the level of Beberoyal always very high.

The choices we have made over the years in the area of communication have given us great satisfaction: through our media, mothers and fathers have received high-level information on the products, with technical details on the specifications of use that are very useful in everyday life, but also useful news and interesting trivia to enrich the start of their new adventure as parents.

We choose only the best market players, who create products that stand out for innovation, design and safety. In our sales outlets you can also find suppliers who, operating selective distribution, choose our group precisely because it is in line with their high standards of value.

Our partners include the best baby product companies: Chicco, Inglesina, Peg Perego, MAM, Suavinex, Cybex and many others.

In order to become a member, it is necessary to comply with the requirements that distinguish the Consortium: to be reliable points of sale, attentive to the Customer and to service. Joining the Group is completely free of charge for the point of sale that joins and which immediately benefits from all the visibility that our digital and traditional media offer their members.

The selection of new members is shared with our partners to ensure that we meet the high standards we have set ourselves, and which we have never failed to meet.

Every month we receive new membership applications that we assess carefully: new members must not penalise our long-standing members in terms of geographical proximity and, above all, they must share our philosophy.