When it comes to running a family business, few stories are as practical as that of Hire for Baby, Australia’s largest baby equipment hire network.

For nearly four decades, this business has been quietly helping families across the country save money, stress less, and reduce waste. All while creating flexible, meaningful work for other parents. At the helm is Marianna Barba, who, along with her family, has turned a simple idea into a national success story that’s as much about care as it is about clever business.

Like most great Aussie ideas, Hire for Baby was born out of necessity.

“Hire for Baby began in 1988 when our founder realised how expensive and wasteful it was for new parents to buy baby equipment that was only needed for a few months,” Marianna explains.

“The lightbulb moment [for us] was when we saw a small advert in the local paper. We started as franchise owners and quickly decided we could grow this. It was simple but powerful: make quality baby equipment accessible, affordable, and safe for every family by creating a professional hire network.”

In 2008, Marianna’s family took the reins, evolving from franchisees to franchisors. Beginning as a small home-based business Hire for Baby has since grown into a trusted national network spanning metro and regional communities.

All hands on deck

Those early days were, in Marianna’s words, “all hands on deck from the family home”. The team juggled a corporate career with answering phones between nappy changes, cleaning prams in the garage, holding franchise meetings in lounge rooms, and personally delivering cots and car seats to customers.

“The biggest challenge was balancing parenthood and business while building trust in a brand-new idea,” she recalls. “What kept us going was seeing the relief and gratitude from families who could now access safe equipment without financial stress.”

Mariannas says there was nothing glamorous about the business, but it was grounded in purpose. That sense of purpose soon caught on.

The first big break

Hire for Baby’s big turning point came when hospitals and midwives began recommending the business to new parents.

“That recognition validated our professionalism and gave Hire for Baby the credibility to grow nationally,” says Marianna. “When major brands approached us to collaborate—the earliest was Toys‘R’Us, where we were their national fitters—it was a real milestone.”

Garnering big brand trust paved the way for Hire for Baby to expand. Today, the business operates through a network of passionate franchisees, many of them parents themselves, who provide hands-on support to families in their own communities.

A family that works together

Marianna says the business has always been a shared family effort.

“It started as one person’s idea but quickly became a shared family dream. We all left our careers and jumped in. Every member contributed. From operations and cleaning to logistics and customer care. That spirit of teamwork still defines how we operate today.”

Working with family, of course, has its ups and downs.

“We’ve learnt the true meaning of patience, empathy, and shared purpose,” she laughs. “Success isn’t about hierarchy. It’s about mutual respect and recognising each other’s strengths.”

That’s not to say disagreements don’t sometimes happen, but Marianna insists it’s all about keeping communication channels flowing.

“Like any family, we talk things through honestly and focus on the bigger picture—serving our customers. Open communication and shared values help us turn challenges into improvements.”

The heart of the business

Ask Marianna what makes Hire for Baby unique, and she’s quick to respond.

“Our model empowers families to support other families. Every branch is locally owned, meaning customers receive personalised service from people who understand their needs. Safety, community, and heart set us apart.”

While it could be easy to dismiss the business as a simple hiring service, Marianna says Hire for Baby has a larger purpose: helping families navigate one of life’s most demanding (and rewarding) chapters.

“We’re more than a hire business. We’re a support system for families. Our core value is simple: the needs of our clients come first. That translates into genuine care, honesty, and professionalism. We treat every customer like family and every franchisee like a partner,” says Marianna.

Facing business challenges

Like so many family-run businesses, Hire for Baby has seen its fair share of challenges, none bigger than the pandemic.

“Carrying the group during COVID, being their support network, and still trying to help families who were having babies during that time was incredibly tough,” Marianna recalls. “We overcame it by developing strong systems, comprehensive training, and a shared commitment to quality at every level.”

That resilience paid off. The business strengthened its reputation as a trusted name in family care.

Growth with purpose

Fast-forward to today, and Hire for Baby is a modern operation blending community care with smart tech.

“We’ve evolved from a small home business to a national network with advanced systems, AI integration, and online booking tools,” says Marianna. “But what hasn’t changed is our personal touch and dedication to helping families safely navigate parenthood.”

Giving back is also a core element of the business. Hire for Baby partners with local councils, hospitals, and charities such as Mums Supporting Families in Need to ensure vulnerable families have access to safe baby gear. “Many branches also sponsor local playgroups and parenting workshops,” Marianna adds.

Australia’s Favourite Family Business finalist

Being named a finalist in Australia’s Favourite Family Business 2025 has been a proud moment for the team.

“We were humbled and thrilled,” says Marianna. “It’s a beautiful recognition of the families behind the business: from our franchise owners to our customers who have trusted us for decades. It validates that a business built on care, trust, and family values can thrive for nearly four decades.”

As for anyone dreaming of starting their own family business, Marianna has some simple advice.

“Define your values early and let them guide every decision. When challenges come—and they will—your shared values will hold you together and keep you focused on your purpose.”

Prepping for the future of Hire for Baby

With an eye to the future, Marianna says the Hire for Baby team is focused on expanding its training programs and developing new technology to make hiring even easier.

“Our goal is to support regional centres where other services have left,” says Marianna. “We want to enter and support families with essential services and equipment.”

It’s a vision that stays true to their community first roots.

When asked what legacy she hopes to leave for the next generation, Marianna’s answer sums up everything Hire for Baby stands for.

“That you can build a national business on care, integrity, and heart—and that family businesses have the power to shape communities for the better.”

After 35 years, countless prams, and generations of parents served, it’s safe to say Hire for Baby has done just that…

Hire For Baby is a finalist in our Australia’s Favourite Family Business 2025 competition. You can cast a vote for them or any of our other finalists here.

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