Burt's Bees Baby
Burt's Bees Baby, operated by Ayablu, Inc. under license from The Burt's Bees Products Company, is a DTC e-commerce brand selling organic cotton and sustainable pajamas, clothing, nursery bedding, and bath essentials for babies, kids, and adults, with multi-channel retail distribution and a points-based loyalty program.
- Company typePrivate
- Founded2012
- HeadquartersFairfield, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Burt's Bees Baby does
Burt's Bees Baby is a direct-to-consumer e-commerce brand specializing in organic and sustainable clothing, sleepwear, and nursery essentials for babies, toddlers, kids, and adults. Founded in 2012 and headquartered in Fairfield, Connecticut, the company is operated by Ayablu, Inc. under a trademark license from The Burt's Bees Products Company. The brand sells primarily through burtsbeesbaby.com, a Shopify-based storefront, and through third-party retail locations.
The core product line centers on organic cotton pajamas and apparel offered across preemie through adult sizing, with proprietary sustainable fabric platforms (Honeysoft lyocell and PolarBee Repreve microfleece) extending the assortment. The catalog includes roughly 585 SKUs spanning bodysuits, rompers, jumpsuits, outfits, nursery bedding, wearable blankets (Beekeeper line), bath products, plush toys, gift sets, and Mama-focused items including nursing covers and skincare. Sub-brands include Heritage Collection, Princess Collection, Sports Shop, Holiday Pajamas, and Bee Essentials, while family and sibling matching programs drive occasion-based purchases.
Commercially, the brand runs a unit-pricing model with apparel priced from approximately $7 to $37, supported by a tiered points-based loyalty program (Honeybee Rewards), email and SMS remarketing, and active organic social presence on Instagram, Facebook, Pinterest, and TikTok. Distribution combines a single-country DTC e-commerce channel with third-party retail, with multi-payment integration (Amazon Pay, PayPal, Apple Pay, major credit cards) and multi-carrier logistics. The company has reported a modest headcount of 11-50 employees, one disclosed funding round of $2M in June 2019, and no venture or strategic investment signals since.
Burt's Bees Baby firmographics
Firmographics- Name
- Burt's Bees Baby
- Legal name
- Ayablu, Inc.
- Website
- https://burtsbeesbaby.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Burt's Bees Baby, operated by Ayablu, Inc. under license from The Burt's Bees Products Company, is a DTC e-commerce brand selling organic cotton and sustainable pajamas, clothing, nursery bedding, and bath essentials for babies, kids, and adults, with multi-channel retail distribution and a points-based loyalty program.
- Ownership category
- akta.pro rank
Where Burt's Bees Baby is headquartered
LocationHeadquarters
- HQ city
- Fairfield
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Burt's Bees Baby business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure, Others
Revenue model
- Product Sales (DTC E-commerce): Direct-to-consumer retail sales of organic baby clothing, pajamas, and nursery essentials through burtsbeesbaby.com. Products include pajamas, bodysuits, sleepwear, nursery bedding, and bath products.
- Gift Cards: E-gift cards sold through the website as a gifting option for customers.
- Wholesale/Retail Distribution: Products available through third-party retail locations mentioned in the privacy policy as 'our retail locations.'
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with tiered discounts |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Burt's Bees Baby product offering
Product offeringCore offering
Burt's Bees Baby, operated by Ayablu, Inc. under a trademark license from The Burt's Bees Products Company, is a direct-to-consumer e-commerce brand that designs, sources, and sells organic baby and children's clothing, pajamas, nursery bedding, bath products, skincare, and family-matching apparel. Its catalog spans newborns through adults and is built around organic cotton and proprietary sustainable fabrics such as Honeysoft lyocell and PolarBee Repreve microfleece.
Product overview
Burt's Bees Baby is an organic baby and children's clothing e-commerce company founded in 2012, operating as a direct-to-consumer online retailer. The core product portfolio centers on organic cotton pajamas in multiple styles (one-piece footed/footless, two-piece, sleep & play, snug fit, loose fit) available for babies (0-24 months), toddlers (2T-5T), kids (6Y-12Y), and adults. The company has expanded into alternative sustainable fabrics including Honeysoft™ lyocell and PolarBee™ Repreve® microfleece. Beyond sleepwear, the product line encompasses baby clothing (bodysuits, rompers, jumpsuits, outfits, sets, jackets, accessories), toddler and kids clothing, nursery bedding (crib sheets, blankets, wearable blankets branded as Beekeeper™), bath products (towels, washcloths, robes), baby and mama skincare, plush toys, and gift sets. Sub-brands include the Heritage Collection featuring Burt's Bees branding, Princess Collection for girls, Sports Shop with athletic-themed prints, Holiday Pajamas for various occasions, and Bee Essentials for everyday basics. The company also offers family matching and sibling matching programs, plus a Honeybee Rewards loyalty program.
Differentiator
Problem solved
Functional benefit
Brands
- Honeybee Rewards: Loyalty rewards program offering points for purchases and engagement with the brand.
Products and services
- Organic Cotton Pajamas
Companies that use Burt's Bees Baby
Customer profileSegments4 records
Ideal customer profiles3 records
Burt's Bees Baby technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Burt's Bees Baby partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ayablu, Inc.coreBurt's Bees Baby® is a trademark of The Burt's Bees Products Company used under license by Ayablu, Inc. Ayablu operates the burtsbeesbaby.com e-commerce platform, manages all customer relationships, and handles product development and marketing for the baby and children's clothing line.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Burt's Bees Baby competitors and assessment
Company assessmentDirect peers
- Hanna Andersson: Long-standing DTC and wholesale brand specializing in organic cotton children's clothing and pajamas. Directly comparable to Burt's Bees Baby on product category (organic kids apparel), customer (eco-conscious parents), and channel mix (DTC + select retail).
- aden + anais: Premium baby products brand best known for organic muslin swaddles and blankets, with expanded apparel and sleep offerings. Comparable on organic/baby positioning, parent demographic, and DTC-plus-retail distribution.
- Mori: UK-based DTC brand specializing in organic cotton and sustainable baby sleepwear and clothing. Highly comparable on sustainable fabric focus, DTC model, and premium baby apparel positioning; an emerging global peer with strong funding.
- Kyte Baby: DTC brand offering bamboo and organic baby sleepwear, rompers, and essentials. Comparable on sustainable fabric emphasis (bamboo lyocell paralleling Honeysoft lyocell), DTC-first model, and parent-focused marketing.
- Monica + Andy: DTC organic baby clothing brand offering onesies, sleepwear, and pregnancy essentials. Directly comparable on organic cotton focus, DTC-only positioning, and eco-conscious parent demographic.
- Finn + Emma: Organic baby clothing brand featuring GOTS-certified cotton baby bodysuits, rompers, and pajamas. Directly comparable on organic certification emphasis, baby apparel category, and parent-targeted positioning.
- ergoPouch: Australian brand specializing in organic baby sleepwear, sleep sacks, and wearable blankets. Closely comparable to Burt's Bees Baby's Beekeeper wearable blanket line, with overlap in organic materials, sleep-safety positioning, and parent demographic.
- Posh Peanut: DTC premium baby and kids apparel brand known for bamboo clothing, family matching pajamas, and themed collections. Comparable on premium DTC positioning, family matching assortment, and themed/seasonal drops.
- Pehr: Premium children's lifestyle brand offering organic bedding, baby essentials, and apparel with design-forward aesthetics. Comparable on organic/sustainable positioning, premium pricing, DTC model, and parent-targeted lifestyle branding.
Broad incumbents
- Carter's: Largest US children's apparel retailer with extensive wholesale and DTC distribution, recently expanding organic lines. A broad incumbent that competes in the same end market with overlapping categories, offering scale advantages but less specialization in organic/sustainable niche.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Burt's Bees Baby social profiles
Digital presenceBurt's Bees Baby financial estimates
Financial estimateRevenue estimate
Valuation estimate
Burt's Bees Baby leadership team
Management profileNumber of profiles
Profiles3 records
Burt's Bees Baby funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Burt's Bees Baby M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Burt's Bees Baby
What does Burt's Bees Baby do?
Burt's Bees Baby, operated by Ayablu, Inc. under a trademark license from The Burt's Bees Products Company, is a direct-to-consumer e-commerce brand that designs, sources, and sells organic baby and children's clothing, pajamas, nursery bedding, bath products, skincare, and family-matching apparel. Its catalog spans newborns through adults and is built around organic cotton and proprietary sustainable fabrics such as Honeysoft lyocell and PolarBee Repreve microfleece.
Is Burt's Bees Baby a public or private company?
Burt's Bees Baby is a private company. It is classified as corporate owned and is currently operating.
When was Burt's Bees Baby founded?
Burt's Bees Baby was founded in 2012. It employs 11 to 50 people.
Where is Burt's Bees Baby based?
Burt's Bees Baby is headquartered in Fairfield, United States, in the North America region.
How does Burt's Bees Baby make money?
Three revenue lines are on record. Product Sales (DTC E-commerce) is the primary driver. The others are gift Cards and wholesale/Retail Distribution.
Who are Burt's Bees Baby's main competitors?
Direct peers on record are Hanna Andersson, aden + anais, Mori, Kyte Baby, Monica + Andy, Finn + Emma, ergoPouch, Posh Peanut and Pehr. Carter's is listed as a broad incumbent.
Does Burt's Bees Baby have an API?
No public API is recorded for Burt's Bees Baby.