Aden & Anais

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.

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

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

• Muslin baby swaddles
• Baby blankets and bibs
• Infant textile products
• Baby care essentials
• Premium baby clothing

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. 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

Core 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

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Gelato Pique (Mash Style Lab)coreStrategic or Co-development Partner · 25 June 2026Aden + 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

Others

• 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

• Xx.com/adenandanais
• Facebookfacebook.com/adenandanais

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A1 record

Investments

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

Frequently asked questions about Aden & Anais