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At the heart of MY FIRST COLLECTION lies an unwavering passion for BELGIUM design since 1995 that goes beyond the ordinary.

Every element, from the smallest detail to the overarching concept, is born from a genuine dedication to creating something truly extraordinary for you and your loved ones.


Welcome to a world of wonder, where every corner of your home holds the promise of the sweetest moments for you and your precious baby. From giggles and cuddles to tiny discoveries.

Here are some FIRST ideas to furnish your baby’s room with a complete collection of EXCLUSIVE bedding and decoration designs.

Our range has been thoughtfully curated to offer you two distinct options: ESSENTIALS & CLASSSICS.

No matter which style speaks to you, both our Essentials and Classics collections are created with the highest quality materials and expert craftsmanship.

Let us introduce you to the beauty and uniqueness of both.




Our Essentials line is a collection designed to provide COMFORT and functionality for both you and your baby.

Clean lines and TIMELESS designs with a focus on cotton jersey make them the perfect choice for those who appreciate understated elegance.

The Essentials range comes in pure white, pearl grey, azzuro blue and beige.

The collection has everything you need to create a space that is effortlessly matching with most of contemporary interiors.






Elegance, sophistication, and enduring charm define our Classics collection.

The models are inspired by EXCLUSIVE designs with a unique range of colors: moonlight grey, crystal grey, ethnic white and crystal pink.

Craftsmanship and attention to DETAILS such as lace and embroideries are at the forefront, ensuring that every creation exudes an air of luxury.



Musical mobiles play enchanting tunes that transform the nursery into a haven of melodies. These companions not only captivate with their visual appeal but also comfort with their gentle melodies, turning bedtime into a serene ritual.

OSCAR, your very first musical mobile designed to serenade you with gentle melodies, creating dreams as sweet as the notes it plays.

Having each teddy bear in your collection with its own unique name is a fantastic way to encourage creativity and spark your child’s imagination.

BOB is the endearing name chosen for your first beloved doudou, marking the beginning of a lifetime of cuddles and companionship.


Great adventures starts small. From charming bears and endearing doudou’s to enchanting musical mobiles and cuddly teddy bears, our collection is a haven of cherished companions, each ready to create treasured memories.

Our FIRST teddy bears aren’t just toys; they’re crafted from the same exclusive fabrics that match our room decoration designs. This attention to detail ensures that your soft friends seamlessly blend into the enchanting ambiance of the nursery.

Meet ZOË, the ultimate companion for your baby’s joyous adventures. We also offer an XXL version of ZOË, ensuring even more huggable moments for your little one.


Our furniture designs feature neutral tones, and timeless designs that seamlessly blend with any nursery decor. From cozy crib to ergonomic baby bed , each item has been thoughtfully designed to cater to the needs of modern parents and their little ones.

We use baby-safe materials that undergo rigorous testing to ensure they meet the highest standards. You can rest easy knowing that your baby is surrounded by products that prioritize safety and comfort.

The FIRST furniture is crafted using high-quality wood with respect for the environment.

All of our room designs Gio’, June, LOFT and Nino rocking chairs are registered ® to ensure their exclusivity remains protected.

“Timeless and Modern”

Gio’ features a blend of classic and modern design. Its gracefully arched curves convey both timelessness and purity. These elements come together to create a piece that beautifully balances classic elegance with a contemporary feel.


“The Room That Deserves a Crown”

A Pinnacle of Design for the Enthusiasts of ‘FIRST’. The June room boasts a sleek and minimalist aesthetic, characterized by precise right angles and smooth, flat panels. The drawers feature subtly sloping sides, ensuring effortless opening. The pièce de résistance is the chrome FIRST crown, adding a regal touch to the design.”



“Versatile for Any Space”

The Loft design is crafted to seamlessly adapt to various areas within your home. It effortlessly finds its place in the living room as a LOFT playpen/cot or even in more compact spaces like the bathroom as a LOFT dresser.


“Comfortable Rocking Chairs”

Our First rocking chair, expertly crafted in Europe, features an ergonomic design that ensures both mothers and babies enjoy optimal comfort.


Your baby’s bedroom is more than just a space; it’s a canvas for creating memories and nurturing growth.

Our collection of exquisite wallpapers, designed under the theme ‘My First Friends,’ provides a delightful opportunity to add a unique charm to your baby’s sanctuary.

Immerse yourself in the world of ‘My First Friends’ wallpaper designs – a symphony of patterns and colors that capture the innocence and wonder of early years. From the playful motifs of REPLAY to the enchanting landscape of PANORAMA.

All FIRST wallpaper designs are protected by COPYRIGHT.


From cuddly bears to curious rabbits, each animal becomes a faithful companion in your baby’s early journey.

These HANDCRAFTED illustrations inspire friendship, nurturing a sense of empathy and connection from the earliest days. The ‘Panorama’ wallpaper story is custom-crafted in azzuro blue, beige and pearl grey, to fit your needs, tailored to your wall’s dimensions.


As your baby’s eyes follow the delightful creatures across the walls, they embark on a journey of discovery.

The soft colors and friendly faces offer a sense of security, making the nursery a cozy retreat for peaceful moments.

This ‘replay’ wallpaper is available for purchase by the roll in blush pink, azzuro blue, beige and pearl grey.


Our ATLANTA baby strollers are more than just a mode of transport; they are a complete solution for modern parents.

With their INNOVATIVE two-in-one design, these strollers effortlessly adapt to your needs. Whether you are navigating busy city streets or exploring serene parks, these strollers have you covered.

BUILT TO LAST to withstand the rigors of daily use. The sturdy construction, durable fabrics, and reliable mechanisms ensure that your investment lasts through multiple adventures and grows with your baby.

ELEGANCE is not compromised for functionality. The FIRST EXCLUSIVE strollers boast a sophisticated design that turns heads wherever you go.

Choose from a range of designs; FIRST EDITION, CLASSIC EDITION, LIMITED EDITION & SIGNATURE EDITION, to match your style and make a statement wherever you stroll.


The Classic Edition features a rich navy blue color as its primary shade, complemented by refined cognac-colored accents. This combination creates a sophisticated and stylish appearance. The ‘Classic Edition’ stroller is designed for parents who appreciate traditional design with a modern touch.”


The Classic Edition is also offered in a twin version, catering to families with two babies. This option provides the same timeless design and refined features, allowing parents of twins to experience the elegance and functionality of the Classic Edition while accommodating their unique needs.


The Limited Edition stroller is designed to resonate with those who appreciate the finer things in life. Every detail is carefully curated, from the premium waterproof materials to the intricate stitching, ensuring that you are getting a piece of unparalleled craftsmanship.

The soft beige color evokes a sense of tranquility and refinement, setting the stage for a stroller that’s as much a fashion accessory as it is a practical necessity.


The First Edition Stroller is more than just a stroller; it’s a statement. With a name that signifies its exclusivity and status, it becomes a conversation piece that speaks volumes about your appreciation for design and quality.

The First Edition City Baby Car in Grey is a harmonious blend of style and substance. The cool grey fabric exudes modernity, while the chrome details add a touch of luxury that elevates the entire design.


This masterpiece is designed to evoke admiration at every turn. With its exquisite bronze frame and the distinguished FIRST monogram lining, this stroller is a testament to unparalleled elegance.

The FIRST monogram lining is a mark of exclusivity and excellence. Each glimpse of the monogram is a reminder of the thought and care that went into crafting this stroller, creating a sense of connection to a brand that values design and quality.


Since its inception in 1995, ‘FIRST’ has illuminated the world of babywear with its vision, artistry, and dedication. With every stitch, every design, and every collection, the brand continues to shape the way parents dress their babies and the way babies experience the world of fashion.

The infusion of pale grey, azzuro blue, beige, and pink breathes life into the collection. Each shade carries its own emotional resonance – from the tranquility of blues to the warmth of beige and pink – creating an emotional tapestry that resonates with both babies and parents.

To Preserve Exclusive Charm: Every FIRST Outfit is Registered ® for Uncompromised Exclusivity

Guarantee of Exclusivity ®

When you choose one of our registered ® outfits, you’re choosing an exclusive experience.

It’s a guarantee that your baby will wear a piece that’s not mass-produced, but rather meticulously crafted to retain its unique allure.

Our collection starts with the iconic First Baby Rompersuits, a canvas that encapsulates the essence of babyhood.

My first outfit is not just a garment; It is an expression of love and care.

Just as seasons change, so do our collections. From lightweight fabrics for summer to cozy layers and warm tones for winter, our designs adapt to the weather, ensuring your baby is comfortable no matter the season.

This set is bound to bring joy to both the baby and parents, thanks to its delightful features: an adorable rompersuit featuring a teddy bear head on the back, a handy bib, and a cozy cover. It offers a range of color options including beige, grey, and azzuro.

Elevate your gift-giving with this enchanting gift box, featuring the exquisite angel wings rompersuit and matching bonnet, available in a delightful array of colors including white, azzuro, beige, grey, and pink – a truly perfect gift for any baby.

Our white maternity set, complete with a cozy bob doudou, protective anti-scratch mittens, and a sweet MY FIRST FIRENDS bonnet, is the ultimate FIRST gift, ensuring nothing essential is overlooked.

Discover the Perfect Gesture: Our First Gift Box for Baby Showers and More

Whether you’re shopping for your own baby or seeking the perfect gift for a new parent, our collection reflects the sentiment of giving something beautiful and meaningful.

Discover our baby perfume, delicately scented with the fragrance of jasmine.

© 2023 All rights reserved. All designs remain property of WD Diffusion and may not be copied or reproduced without permission. FIRST IS A REGISTERED TRADE MARK


Oude Beselarestraat 52


+32 (0)56 311587


MY FIRST COLLECTION isn’t just a collection of products; it’s an experience that elevates your everyday moments.

The design philosophy is rooted in the idea that each item should not just serve its practical function, but also evoke a feeling of joy, comfort, and connection.

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