Tokunbo Aruoture, fondly known as Toks, is a UK-based Nigerian entrepreneur redefining luxury in the baby furniture industry. As the founder of The Baby Cot Shop—a premium nursery brand with outlets in Chelsea and the iconic Harrods—Toks has turned personal setbacks into entrepreneurial triumphs. In this exclusive interview with Ime Enang, she shares her inspiring journey, navigating challenges as a Nigerian woman in business, her vision for expansion in Africa, and the resilience that shaped her brand.
From Crisis to Creation: The Birth of The Baby Cot Shop
“My journey began at rock bottom,” Toks recalls. After relocating from the UK to the US, she ran a boutique that specialised in luxury baby furnishings. But when the 2008 recession hit, she lost everything and returned to the UK—pregnant with her fourth child and starting from scratch.
Driven by faith and the determination to rebuild, Toks began exploring the UK market and noticed a gap in the baby interiors sector. “I started curating elegant pieces from Europe—and that’s how The Baby Cot Shop was born.”
A turning point came when competitors persuaded suppliers to cut ties with her. Instead of quitting, she turned adversity into an opportunity: “The answer came—‘Design your own furniture and retain control.’ So I did.”
Breaking into Harrods: A Nigerian Woman in London’s Luxury Scene
Entering London’s competitive luxury retail space wasn’t easy. “I didn’t look the part,” she says. “There was a constant pressure to shrink myself or pretend—but authenticity turned out to be my superpower.”
She overcame practical challenges like sourcing suppliers, understanding high-end retail, and dealing with unexpected betrayals. But each hurdle only sharpened her vision and led her to build a brand that now commands respect on a global scale.
Balancing Motherhood & Business
Interestingly, motherhood wasn’t what inspired The Baby Cot Shop. “It wasn’t a passion project from rocking my children to sleep—it came from survival,” she says.
After losing everything, starting the business wasn’t a choice, but a necessity. “That kind of clarity gives you courage you didn’t know you had.”
On work-life balance, Toks shares her unique approach: “I segment my life into five parts—Family, Home, Business, Inspiration, and Toks. Some days, business gets all of me. On others, it’s my children. Balance, for me, is about being present—not perfect.”
A Nigerian Heartbeat Behind a British Brand
Though The Baby Cot Shop doesn’t feature traditional Nigerian aesthetics, its spirit is rooted in Nigerian values. “Our culture—warmth, hospitality, boldness—runs through everything we do.”
Toks has actively maintained links with Nigeria, partnering with Betta eShopping and Lux Afrique Boutique to make her products accessible to African clients. “Being in Harrods has brought us closer to our Nigerian clientele. They understand the craftsmanship and the story behind every piece.”
Excellence in Every Detail: Designing More Than Furniture
The Baby Cot Shop is about more than just baby cots. “We create entire nursery spaces,” she explains. The brand offers a full interior design service, including home consultations and turnkey solutions.
“We source from expert artisans across Europe. Every piece is chosen for its craftsmanship, safety, and timeless beauty. Our clients are building rooms filled with meaning—we’re honoured to be part of that.”
Looking Ahead: Global Expansion & Empowering African Brands
Toks views Harrods not as a final destination, but a launchpad. “We’re exploring new markets and deepening our digital presence. And yes—we plan to open in Nigeria.”
Her advice to other diaspora entrepreneurs?
“Tell your story. Especially the messy, uncertain parts—your journey is your most powerful tool. And remember: there are currencies beyond cash. Your creativity, your faith, your network—these are resources too.”
🇳🇬 Coming Home: A Vision for Nigeria
With a growing Nigerian clientele and strategic partnerships, expansion into Nigeria is not a question of if, but when.
“I’m already spending more time in Nigeria,” she shares. “Not just building retail presence, but having deeper conversations—especially with women balancing business and purpose. That’s become one of the most fulfilling parts of what I do.”
Tokunbo Aruoture is more than a designer—she’s a storyteller, a mother, a trailblazer, and a living testimony that resilience, authenticity, and vision can birth greatness. And she’s just getting started.
