A little

about us

Our Story

Why we began

No baby should start life with only a hospital gown to wear

It was the heartbreak of hearing about newborns being sent home from Auckland hospitals with nothing more than baby-sized hospital gowns for clothes that inspired a new Kiwi mum to start Littlemore.

Whānau were leaving hospitals with virtually nothing for their newborn babies.

Laura Howard - Founder

As a new parent of a newborn herself, she couldn’t sit by and do nothing – she had to do something about it. Many other new parents were also wondering what to do with the mountains of baby clothes and other gear their little ones had outgrown.

Bundles of pre-loved baby clothes and essentials were delivered to maternity units and distributed by midwives to families in need. Since being established in March 2013, word spread, demand grew and it was clear that there was a real need for essential baby items across Auckland. And from this, the idea of starting a charity to help babies in need was born.

What we do

Littlemore’s driving concept remains very simple: pre-loved baby essentials from one Kiwi to another. Basically, we give baby gear a second life!

Generous families donate baby clothing and other baby items in excellent condition to us. We sort, process and organise these life-changing items, so they can be donated directly to families in need with newborns.

From the outset, we recognised we could make far more of an impact and help more families by partnering with organisations who have the expertise to identify families with the greatest needs. Typically, these families are dealing with a range of serious challenges, such as poor housing, homelessness, poor health, financial distress, relationship breakdown, lack of family support/networks and social isolation, while welcoming a new baby into their home.

How we have grown…

Since 2013, Littlemore has grown significantly, from the small set-up in the founder’s home to the bigger commercial space supported by Storage King Grey Lynn to this day.

Littlemore donations have touched thousands of people’s lives every year. The increasing number of community donors from Auckland and nationwide enjoy knowing that their child’s precious things will be passed onto families that really need it.

As our organisation grew, our operational needs grew too. From 2017, we saw a need to employ our very first and only part-time employee to manage the continued growth and ensure we achieve the greatest impact in our community.

Over the last few years, we have experienced major growth. We have expanded our volunteer team and the number of social profit organisations and services supported, to ensure that we can continue our vital service Auckland wide. We’re also incredibly thankful to our voluntary Board of Trustees who so generously give their valuable time, expertise and strategic oversight.

A little recognition for the work we've done

Semi-finalist in Community of the Year in the New Zealander of the Year Awards (2023)
Awarded Community of the Year (Achievement) in the New Zealander of the Year Awards (2019)
Awarded a Kiwibank NZ Local Hero of the Year Medal (2017)
National finalist in the Fly Buys NZ Mumtrepreneur Awards (2015
Won the Community Spirit Award at Pride of New Zealand Awards (2015)


Our Vision

Tāmaki Makaurau whānau have the essentials they need to nurture their babies and keep them safe and warm.


Our Mission

Facilitating the sharing of baby essentials so whānau affected by hardship have what they need to care for their babies.

Re-purposing baby essentials in a sustainable and inclusive way, contributing to a greener future for Aotearoa.

Our Values




Learn about our strategic priorities. Download ‘Littlemore Strategic Plan’ pdf