Spooked by shortages of disposable diapers at supermarkets, parents are turning Wendy Richards’s niche cloth-diaper business into a nearly round-the-clock operation
Wendy Richards picked the perfect business for a busy mom when she took over a company called the Nappy Lady about a decade ago. Selling cloth diapers to Britain’s most ecoconscious parents, her small retail operation filled a niche.
In the past three weeks, her niche has gone mainstream. Moms and dads, spooked by shortages of disposable diapers at supermarkets, are flocking to her website and turning the Nappy Lady into a near round-the-clock operation.
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