we believe in muslin.
From the breathability and natural give to the softness and durability, we aim to bring global awareness of cotton muslin and all of its benefits. The overwhelming response to our signature muslin products from parents, nurses, paediatricians, industry experts, lactation consultants, and even celebrities has been incredible.
we believe in simplifying the lives of parents and caregivers.
Parenthood is a blessing but can also be very overwhelming. This is why we create products that are as versatile and useful as they are beautiful. Our swaddles work as pram covers, tummy time blankets, breast feeding covers, burp cloths and more. Our bibs double as burp cloths. Our serenity star is a five-function-in-one multi-tasking nursery must. Anything we can do to make a baby safe and comfortable, and a parent's life easier, equals a job well done for us.
we believe in safety.
Safety is kept top of mind when developing our product range. Each and every product goes through a rigorous course of testing before hitting the market—including tests by Raegan on her four girls. Whether it’s through eliminating loose blankets in the cot with sleeping bags, knowing the correct way to swaddle or removing all harsh ingredients from our skin care and laundry care lines, we strive to make sure our brand influences families to build the safest environments for their baby.
we believe in expression through style.
Our signature, iconic prints are unique to the baby industry and make us who we are. Influenced by stories we hear, scenes we see or just inspirational colours, there is a meaning behind each of our designs that create the patterns that complement your style and make your babies fall in love.