The Knot, American Baby Set Up Shop

First comes love, then comes marriage, then comes the baby in the baby carriage.

Wedding pro The Knot, Inc., has teamed up with American Baby Magazine to launch an online baby gift shop, AmericanBabyShop.com.

The collaboration leverages The Knot’s online commerce expertise and the audience and equity of Meredith Corp.’s American Baby’s and AmericanBaby.com. The site features 400-plus gifts, most of which can be personalized through engraving, embossing or embroidering.

Consumers spent over $30 billion on baby gifts and products last year. That prompted Meredith to “create a destination that offers new moms and gift givers the opportunity to find unique and special baby gifts that could be customized,” said Meredith Interactive VP Lauren Wiener in a statement. “We are excited to partner with The Knot, who has a solid track record in building shopping destinations for a specific life stage.”

The Knot handles sourcing, personalization, distribution and warehousing. The site will draw from American Baby Group’s online audience of one million.

“We are uniquely suited to respond to this type of active audience,” said The Knot CEO David Liu in a statement.

And The Knot can channel its audience to American Baby: Today’s brides, tomorrow’s expectant moms.