Our values

Littlemore’s story is unique, and continues to directly inform the way we work. Ever since its inception, Littlemore’s driving concept remains very simple: pre-loved baby essentials from one Kiwi to another.


The simple act of giving to those who need a helping hand in our community, and sharing the joy of being a parent, is at the heart of everything we do. We seek to reflect that simplicity by remaining focused on our core business, taking pleasure in small gains, keeping red tape and costs to a minimum and using good old common sense and elbow grease when needed.


We were founded on and constantly rely on the generosity of our community of volunteers, donors and sponsors. We celebrate small acts of kindness, engage our friends and families with our passion and shout our story from the rooftops.


We work alongside and support groups from across the wide range of nationalities, cultures and interest groups that make up New Zealand. We work in partnership with the people working and living in these communities so that our services support the goals, aspirations and needs that they consider important. We acknowledge the unique role of Māori as tangata whenua in New Zealand and seek to uphold the principles of Te Tiriti o Waitangi.


We recognise that infants often outgrow baby items before they are worn out or used up. We are committed to avoiding waste by finding new homes for these goods that benefit Kiwi babies. Wherever possible, we recycle and reuse the materials we use to run our operations and carefully consider how our activities impact on the communities and environments that we support and are part of.


We honour the love that families have for their newborns and their heart held desire to do the best for their children. We provide quality baby gear that is safe and meets the high standards we have for our own children, and we don’t judge people’s circumstances.


We freely share our goals and dreams and tell people about our successes and challenges so our givers are Littlemore lovers for life. We show people how their support is helping others, and always do what we say we’re going to do. We hold ourselves to strong ethical standards and admit our mistakes.


We work with like-minded individuals and organisations who share our goals and values, to help further, support, and recognise the great work they’re doing. We celebrate the act of giving as a gift to the giver. We consider how our actions affect others. We look for the win:wins.

why we began

Laura Howard established Littlemore in March 2013 after hearing a passing comment from her midwife about how some babies born at Middlemore Hospital in Auckland were sent home in baby-sized hospital gowns as their families had no clothes for them. Describing that impetus to start Littlemore, Laura says, “As the mum of a newborn myself, my heart was touched and I couldn’t forget that conversation. In fact, her words replayed in my mind over and over again in those first few months as a new parent. I knew I had to do something about it, no matter how small it might seem in the overall scheme of things. I started to notice friends and other new parents I was meeting were wondering what to do with the mountains of baby clothes and other gear their little ones had outgrown. And from this, the idea of starting a charity to help babies in need was born.”

what we do

Ever since the initial germination of that first idea, Littlemore’s driving concept remains very simple: pre-loved baby essentials from one Kiwi to another. Basically, we give baby clothes a second life! Generous families donate baby clothing and other baby items in excellent condition. We sort and organise these items, packing them into our Littlemore bags, so they can be handed directly to families in need with new babies. From the outset, we recognised we could make far more of an impact and help more families by collecting gear and partnering directly with organisations whose staff are already working with families in need. That’s why we partner with organisations that have the ability to identify families with the greatest needs. We then regularly distribute donations to our partners around Auckland: Kidz First Community Health team, Counties Manukau DHB Community Midwifery Service, Middlemore Hospital (maternity ward, neonatal care unit and Allied Health social workers), Thrive Teen Parent Support Unit Trust, De Paul House and Monte Cecelia Housing Trust. They give these life-changing items straight to families experiencing hardship who need them the most. While there are families with newborns in need across New Zealand, Littlemore recognises that in the medium term there is ample room for growth within the Auckland region, and for the foreseeable future will focus on growth in this area.

who we are

We’re proud to be an entirely volunteer-run not-for-profit organisation, founded by Laura and Michael Howard in March 2013 in Auckland, New Zealand. Littlemore's volunteer team includes volunteer coordinator Alyssa Scarlet, delivery coordinator Natalie Vincent and social media coordinator, Emma Wheeler. We’re incredibly thankful for everything the Littlemore volunteer team does – now comprising over 50 amazing people who give a couple of hours each month on a Saturday morning to help sort items. We’re intentionally a community-driven charity, and are passionate about enabling families to practically help other families in our community. It’s also a great way to share the joy of becoming a parent, and involve your children in thinking about recycling and giving to others.

what drives us

Littlemore donations have touched thousands of people’s lives – something we’re constantly humbled by and extremely proud of. A midwife once told Laura, “I wish you could be a little birdie on my shoulder when I hand items to families and see their genuine appreciation... it’s as if instantly this great big load has been lifted from their shoulders.” The stories of those who have been so helped by donated baby items makes all the hard work associated with a grassroots volunteer run organisation worthwhile to us. Since we began and as we’ve grown, we have been committed to maintaining the speed at which we get baby gear out to those who really need it. We believe this nimbleness makes us unique, is a key factor in many donors deciding to give their gorgeous baby items to us to re-home, and is an important part of what makes Littlemore the organisation it is.