Hi, I’m Loreen, the founder of ClassicLo Essentials and, most importantly, a mom to one teenage girl & two energetic boys.

When I was pregnant with my first, I remember staring at a wall of prams and car seats, feeling completely overwhelmed. There were too many choices, too much jargon, and no one to tell me what I actually needed versus what was just "nice to have."

I realized that what mothers need isn't just another online shop—they need a filter. They need a village, a community, after all, it takes a village to raise a child.

I started ClassicLo Essentials with a simple mission: To create the safe space I wish I had.

We are not a big box store filled with thousands of random items. Every single cot, pram, and car seat you see here has been curated because it passes the two tests that matter most:

  • The Safety Test: Is it safe enough for my own child?
  • The Sanity Test: Is it easy to use when you’re sleep-deprived at 2 AM?

Our Promise to You

Buying for a baby is a big investment. I get it. That’s why at ClassicLo Essentials:

Modern playroom

We are real people.

Based right here in Mulbarton, Johannesburg, not a faceless warehouse overseas.

Remove the alphabet mat

We support you.

Need to know if a car seat fits your specific car? DM us. Unsure which cot mattress is best? Email me. We answer our own phones.

Toddler's room

We are building a Village.

Follow us on social media: Facebook | Instagram | TikTok, where we don't just sell—we discuss the messy, beautiful reality of raising children.

Thank you for trusting us to be a small part of your journey. Whether you’re here for a pram or just to find a community that understands, you are welcome here.

Warmly, Loreen.