Ask any new parent and they’ll tell you that when it comes to baby monitors, Nanit is by far and wide the leading player in the space. Loved by celebrities such as Kim Kardashian and Gigi Hadid, Nanit has disrupted the baby tech industry with its game-changing monitoring system. Nanit products not only capture insanely high-quality video memories, but also give new parents valuable insights into their new family member’s sleeping patterns and developmental milestones, enabling them to make more data-driven decisions and get some much deserved sleep themselves.
When it came to joining the Nanit family, director of PR and Partnerships Caroline Somerstein says the decision was a “deeply personal” one. She shared: “As a first-time mum to a 14-month-old daughter, I connect with the company’s mission to support parents through all facets of parenthood. The technology and tools Nanit offers helped me build confidence in my abilities as a mum and gave me peace of mind during those uncertain early months. It also provided real insights into my daughter’s sleep patterns and well-being, which enabled me to make more confident decisions without second-guessing myself. Working in communications and partnerships at Nanit allows me to align my professional expertise with my personal passion for helping parents navigate this transformative stage of life.”
Somerstein explains that when her daughter, Sadie, was a newborn, Nanit’s innovative technology system identified that she was sleeping more on one side than the other, a habit that could lead to health issues in the long run. After analysing the data and speaking to Nanit’s VP of Clinical Research, Dr. Natalie Barnett, Somerstein was able to take action and adjust Sadie’s position in her crib to encourage a more balanced head position.
“Working at Nanit, where we focus on research related to developmental conditions like torticollis, I became more aware of how important it is to track and address these issues early on,” she explained. She told me about how Nanit also helped her track Sadie’s developmental milestones, like when the Nanit summary showed Sadie started to sleep on her sides, indicating she was ready to roll over soon. “It was amazing to have these predictive insights, giving me a heads-up about what was coming next. There’s so much you can do to support your baby’s health and development, and for me, Nanit’s analytics were truly a game changer,” she said.
As a soon-to-be mother myself, I’ve already set up my own Nanit Pro camera system and can’t wait to dive into the data to become more empowered on my parenting journey. I’ve also noticed that Nanit products are growing increasing popular in the nurseries of local mummy bloggers and ‘mumfluencers’. At a recent press day for family-focused journalists and influencers, even an expecting Princess Beatrice was spotted speaking with the Nanit team and having a browse through their showroom.
Though Nanit has become a household name in the US, Somerstein said there was a lot of strategic work that went into launching in other markets like the UK. She shared: “As the director of PR and Partnerships at Nanit, I manage the development and execution of our global communication strategies to build awareness and excitement around the brand. My role involves managing media relations, driving impactful press coverage, and cultivating authentic connections with influencers and key opinion leaders.
I also oversee partnerships that amplify our mission, leveraging collaborations to reach broader audiences and drive engagement. Another key focus is creating memorable experiences through events and engagements. Whether it’s organising press launches, influencer gatherings, or on-the-ground activations, I ensure every touchpoint reflects our brand values and resonates with parents and families. These efforts allow us to connect with our audience in a meaningful way, creating moments that educate, inspire, and empower.”
She told me about the recent customer data they gathered which shows that 70% of Nanit’s active camera users don’t stop using the product once the new-born phase is over and instead continue to track and collect data and milestones up until their children are four years old. “Nanit is a luxury brand in the parenting space, redefining caregiving with ground-breaking technology and a rich feature set that delivers a premium experience,” said Somerstein. “With sleek design and a commitment to excellence, Nanit is more than just a baby monitor, it’s a trusted partner in family wellness, offering an unmatched, premium experience.”
In this edition of Behind the Brand, I have a deep dive with Somerstein on all things strategic partnerships, growing a brand, and her top tips for creating a luxury nursery.
How does Nanit differentiate itself from other baby monitors available today?
The Nanit Pro Baby Monitor utilises advanced AI and computer vision technology to provide parents with a comprehensive view of their baby’s well-being. Offering crystal-clear HD video, two-way audio, sleep tracking, and temperature/humidity monitoring, Nanit ensures parents have all the insights they need. Nanit analyses sleep patterns and offers personalised insights and tips, empowering parents to make informed parenting decisions.
How do you work with the founding and executive team to continuously innovate on behalf of your customers?
At Nanit, collaboration with the founding and executive team is at the heart of driving meaningful innovation for our customers. Acting as a bridge between leadership and our industry, I bring market trends and competitive insights into strategic discussions to ensure our initiatives are aligned with parents’ needs. This involves leveraging insights from our Nanit community, analysing shifting parenting trends, and identifying opportunities to enhance our brand impact through storytelling, partnerships, and campaigns.
I work closely with the executive team to align on goals and ensure that our communications, partnerships, and activations reflect Nanit’s mission of empowering parents. We use customer feedback as a cornerstone to inform our product and innovation roadmap, continuously improving our offerings to better serve families. This open collaboration ensures that our innovations go beyond technology, focusing on how we connect with and support parents at every stage of their journey.
Could you talk through your strategy for launching in new markets like the UK?
Launching in new markets like the UK requires balancing global brand consistency with local relevance. At Nanit, this begins with extensive research into the parenting landscape, consumer behaviours, and cultural nuances to craft messaging and partnerships that resonate. We analysed parenting trends, family pain points, and the competitive landscape to inform a localised communications plan, identify key distribution partners, and align with strategic retailers. This approach ensured our core message – empowering parents through innovative technology – was tailored to the specific needs of UK families.
Our PR efforts included securing local media coverage, positioning leadership in industry conversations, and earning recognition through awards, further solidifying our reputation. Additionally, social media platforms like Instagram and TikTok have allowed us to build community by creating content tailored to UK families, leveraging trends, and offering relatable advice.
We also launched an ambassador programme, partnering with trusted local influencers to drive authentic brand advocacy. These ambassadors share real-life testimonials, creating genuine connections with the parenting community and amplifying our reach. In-person events and activations have further strengthened these efforts, allowing us to engage directly with families, showcase Nanit’s features, and foster trust through hands-on experiences. Together, these initiatives ensure our message and products reach the right families at the right time, establishing Nanit as a trusted presence in the UK market.
You’ve had some amazing endorsements from celebrities and influencers who love your products. Do you have any advice for other brands in terms of positioning themselves and building similar partnerships?
We are proud to have many notable fans of Nanit, and we’ve learned that authentic partnerships with celebrities and influencers thrive when rooted in shared values and a focus on real impact. By collaborating with individuals who genuinely connect with our mission to empower parents, we ensure their endorsements are both natural and credible. Long-term relationships, rather than one-off campaigns, have been essential in building lasting trust and engagement. Ultimately, it’s about crafting a story that resonates emotionally with both the influencer and their audience, making the partnership feel organic and meaningful.
How does Nanit foster that emotional connection with new parents?
Nanit captures millions of precious moments for families, from 438 million morning wake-ups to 556 million parent visits and milestone notifications, making it easier than ever to relive and share those memories. Our innovative technology and personalised data offer crystal-clear insights into your child’s wellbeing, empowering parents to make confident decisions with ease. With the ability to effortlessly add family members or share content directly from the app, Nanit transforms caregiving into a seamless, connected experience. By monitoring everything from sleep to breathing to developmental milestones, we help parents feel in control, reducing mental load and allowing for a better balance in their busy lives. Our evidence shows that Nanit parents experience better outcomes, with families sleeping 10% longer than non-Nanit families.
What values are at the core of Nanit, and how do those values influence the products you create and the customer experience you provide?
We have four core values that are at the foundation of everything we do, driving how we create products and shape the customer experience: Always be innovating, Lead with care, Own your impact, and Tackle it with teamwork.
As a mum yourself, do you have any tips for creating a luxury nursery?
Creating a luxury nursery is about blending comfort, style, and functionality. Focus on high-quality materials like durable cribs, soft bedding, and timeless furniture that can grow with your child. Incorporate calming lighting and soothing elements, like Nanit’s Sound and Light Machine, to create a serene atmosphere. Personalise the space with thoughtful touches such as custom art or monogrammed blankets, and ensure storage solutions are both elegant and practical. A neutral colour palette with soft tones adds sophistication while keeping the room cosy and inviting.
What’s next for Nanit? Are there any exciting product innovations or developments we can look forward to in the near future?
Looking ahead, we are shaping the future of parenting by addressing a very fractured category with a one-ecosystem solution for families. We’ll continue to innovate with AI and data-driven technology to expand our platform and offer even more personalised insights and support, both in and out of the crib. We will create an even smarter, richer experience to help parents have an even deeper understanding of their baby’s wellness and development through early childhood.
At Nanit, our future vision is to advance the future of family wellness by creating the most insightful and personalised platform for parents and caregivers. We’re committed to empowering a new era of caregivers, providing them with the tools and knowledge they need to nurture the next generation with confidence.
Factbox
Website: nanituk.co.uk
Instagram: instagram.com/get_nanituk and instagram.com/get_nanit
Photography courtesy of Nanit.
