Burt's Bees Baby

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.

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

Headquarters

HQ city

Fairfield

HQ country

United States

HQ region

North America

Offices1 record

Markets served

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

1. 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.
2. Gift Cards: E-gift cards sold through the website as a gifting option for customers.
3. Wholesale/Retail Distribution: Products available through third-party retail locations mentioned in the privacy policy as 'our retail locations.'

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core 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

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

One partnership is on record.

• Ayablu, Inc.coreOEM/ Whitelabel/ Licensing PartnerBurt'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

Direct 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

• Facebookfacebook.com/BurtsBeesBaby
• Instagraminstagram.com/BurtsBeesBaby
• Pinterestpinterest.com/burtsbeesbaby
• TikToktiktok.com/@burtsbeesbaby
• Xx.com/BurtsBeesBaby

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Burt's Bees Baby