Aden & Anais
Aden & Anais is a New York-based baby and kids lifestyle brand founded in 2006 that designs and sells premium muslin cotton products including swaddles, blankets, bibs, and washcloths to new parents and gift purchasers.
- Company typePrivate
- Founded2006
- HeadquartersBrooklyn, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Aden & Anais does
Aden & Anais is a New York-based baby and kids lifestyle brand founded in 2006 that designs, manufactures, and sells premium muslin cotton products for infants and toddlers. Its core product line consists of muslin swaddles, reversible blankets, snap bibs, and washcloths, marketed as both functional baby care essentials and gift-worthy lifestyle items for new parents. The company has built its brand identity around textile quality, muslin cotton expertise, and an aesthetic suited to baby showers and gifting occasions.
The business operates a primarily direct-to-consumer and specialty retail model, generating revenue through physical product sales (hardware_sales). Its go-to-market motion is partnership-driven, exemplified by a documented collaboration with Japanese loungewear brand Gelato Pique (operated by Mash Style Lab) announced on 2026-06-25, which distributes a co-branded muslin cotton collection through Gelato Pique's retail stores and online channels in Japan. This partnership enables Aden & Anais to access the Japanese market without building proprietary international infrastructure, while leveraging Gelato Pique's textile craftsmanship positioning to reinforce premium brand signals.
Aden & Anais has been institutionally backed since at least 2014, when it received funding from private equity firm Swander Pace Capital. In December 2016 the company acquired Halo Innovations (Halo Sleep), extending its portfolio into the adjacent infant sleep product category. The company is headquartered in New York, USA, operates with a headcount of 51–100 employees, and is led by CEO Doug Gillespie alongside CFO Nathan Laney, Chief Commercial Officer Walter Lehneis, and COO Nara Bajenoff. Operating geographies documented in the source material are limited to the United States and Japan.
Aden & Anais firmographics
Firmographics- Name
- Aden & Anais
- Legal name
- Aden + Anais
- Website
- https://adenandanais.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Aden & Anais is a New York-based baby and kids lifestyle brand founded in 2006 that designs and sells premium muslin cotton products including swaddles, blankets, bibs, and washcloths to new parents and gift purchasers.
- Ownership category
- akta.pro rank
Aden & Anais industry classification
Industry- Product category
- Baby and Kids Lifestyle Products
- NAICS
- Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)
- akta.pro secondary industry
- Baby Apparel (0–24 months) (CRAAAHAA)
Keywords
Where Aden & Anais is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Aden & Anais business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Baby and Kids Lifestyle Products: Aden + Anais generates revenue through the sale of physical baby products including swaddles, blankets, bibs, washcloths, and other infant/toddler essentials. The product line includes muslin cotton items marketed as premium, gift-worthy offerings for new parents.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels1 record
Aden & Anais product offering
Product offeringCore offering
Aden + Anais manufactures and sells premium muslin cotton baby products, including swaddles, reversible blankets, snap bibs, and washcloths. The Brooklyn/New York-based company focuses on soft, breathable muslin textile products designed for infant comfort, daily baby care, and gifting occasions. It also extends its product lines through brand collaborations such as the Gelato Pique Collection distributed in Japan.
Product overview
Aden + Anais is a New York-based baby and kids lifestyle brand offering premium baby products and baby clothing. The company's core product line centers on muslin cotton items including swaddles, reversible blankets, snap bibs, and washcloths. The brand collaborates with other lifestyle companies on special collections, such as the Gelato Pique Collection launching in June 2026, combining their muslin cotton expertise with partners' textile quality focus to create premium gifting options for new parents.
Differentiator
Problem solved
Functional benefit
Products and services
- Muslin Swaddles
- Reversible Blankets
- Snap Bibs
- Washcloths
- Gelato Pique Collection
Companies that use Aden & Anais
Customer profileSegments1 record
Ideal customer profiles1 record
Aden & Anais technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Aden & Anais partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Gelato Pique (Mash Style Lab)coreAden + Anais has partnered with Japanese loungewear brand Gelato Pique (operated by Mash Style Lab) to launch a collaborative collection of baby products. The partnership combines Aden + Anais's expertise in muslin cotton baby products with Gelato Pique's textile quality focus. The collection features four muslin cotton items including swaddles, reversible blankets, snap bibs, and washcloths, marketed primarily as a premium gifting option for new parents.
Recent moves5 records
Expansion highlights4 records
Aden & Anais competitors and assessment
Company assessmentOthers
- Halo Innovations: Baby sleep products company (maker of the Halo SleepSack swaddle) acquired by Aden + Anais in 2016. Comparable as a sister brand in the same baby sleep/swaddle category, now part of the company's portfolio and extending the combined platform.
Direct peers
- Mori (formerly Mori London): UK-based premium baby and children's clothing brand using exceptionally soft signature fabric. Comparable to Aden + Anais on fabric-quality differentiation, premium pricing, international DTC distribution, and the gifting/registry positioning.
- Burt's Bees Baby: Premium baby clothing and accessories brand focused on gentle, natural fabrics. Comparable to Aden + Anais in fabric-led differentiation (cotton/organic baby essentials) and the premium gifting and registry positioning in the baby category.
- Spearmint Baby: Premium baby and children's boutique retailer offering curated brands of baby apparel, swaddles, and accessories. Comparable to Aden + Anais as a complementary distribution channel and brand curator in the premium baby gifting market.
- Posh Peanut: Premium baby and kids lifestyle brand known for signature prints across swaddles, sleepwear, and accessories. Comparable to Aden + Anais on premium baby positioning, gifting/registry presence, and direct-to-consumer plus specialty retail distribution.
- Little Unicorn: Premium baby brand offering muslin swaddle blankets, sleep bags, and bath textiles. Directly comparable to Aden + Anais on muslin-led product line, premium gifting positioning, and target customers (new parents).
- Hello Bello: Direct-to-consumer baby brand offering diapers, wipes, bath, and baby care essentials at a premium-accessible price point. Comparable to Aden + Anais as a multi-category premium baby brand targeting new parents with a gifting-friendly assortment.
- Kyte Baby: Premium baby and toddler sleepwear and accessories brand using bamboo-based fabrics. Comparable to Aden + Anais on fabric-led differentiation, premium pricing, gifting positioning, and target customer base of new parents.
- Monica + Andy: Premium direct-to-consumer baby brand offering organic cotton swaddles, blankets, sleepwear, and baby apparel. Closely comparable to Aden + Anais on product category (muslin/organic baby essentials), target customer (new parents seeking premium gifting), and gifting positioning.
Broad incumbents
- Carter's: Largest US specialty retailer of baby and young children's apparel and accessories. Comparable as the dominant broad incumbent in the same end market (baby apparel and accessories) where Aden + Anais competes, though Carter's spans a much broader product and price range.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
Aden & Anais social profiles
Digital presenceAden & Anais financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aden & Anais leadership team
Management profileNumber of profiles
Profiles4 records
Aden & Anais funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aden & Anais M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Aden & Anais
What does Aden & Anais do?
Aden + Anais manufactures and sells premium muslin cotton baby products, including swaddles, reversible blankets, snap bibs, and washcloths. The Brooklyn/New York-based company focuses on soft, breathable muslin textile products designed for infant comfort, daily baby care, and gifting occasions. It also extends its product lines through brand collaborations such as the Gelato Pique Collection distributed in Japan.
Is Aden & Anais a public or private company?
Aden & Anais is a private company. It is classified as private equity controlled and is currently operating.
When was Aden & Anais founded?
Aden & Anais was founded in 2006. It employs 51 to 100 people.
Where is Aden & Anais based?
Aden & Anais is headquartered in Brooklyn, United States, in the North America region.
How does Aden & Anais make money?
One revenue line is on record: baby and Kids Lifestyle Products.
Who are Aden & Anais's main competitors?
Halo Innovations is listed as an others. Direct peers are Mori (formerly Mori London), Burt's Bees Baby, Spearmint Baby, Posh Peanut, Little Unicorn, Hello Bello, Kyte Baby and Monica + Andy. Carter's is listed as a broad incumbent.
Does Aden & Anais have an API?
No public API is recorded for Aden & Anais.
What industry is Aden & Anais in?
Aden & Anais's product category is Baby and Kids Lifestyle Products. Its primary akta.pro industry code is CRAAAHAM, Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets), with a secondary code of CRAAAHAA, Baby Apparel (0–24 months). Its NAICS code is 315 and its SIC code is 2300.