Sleeping Baby

What Sleeping Baby does

Sleeping Baby is a direct-to-consumer e-commerce brand specializing in baby sleep products, founded in 2016 by registered nurse Siran Kirakosyan and her husband, and operating as a brand under the Blooming Baby entity headquartered in Greenfield, Indiana. The company serves parents of newborns and toddlers, with a secondary gift-giver segment, and ships globally through the mybloomingbaby.com Shopify storefront. Its flagship product, the Zipadee-Zip Swaddle Transition, is built around a patented starfish-shaped wearable blanket design intended to manage the Moro (startle) reflex while enabling safe rolling and supporting healthy hip development in line with American Academy of Pediatrics safe sleep guidelines.

The product portfolio extends from the Zippy Swaddle for newborns (0-3 months) through multiple Zipadee-Zip variants (Classic, Heather, Fleece, and EverSoft Bamboo) for the 3-24 month transition window, plus Flying Squirrel pajamas and bamboo-blend pajamas for toddlers 12 months and older. Unit prices range from $34.99 to $41.99, sold as one-time purchases with no subscription model. Marketing is primarily organic and content-led, leveraging TikTok, Instagram, Facebook, Pinterest, a sleep-education blog, an ambassador/affiliate program, and the Blooming Baby rewards loyalty program.

Sleeping Baby is privately held, founder-owned, with 1-10 employees, no disclosed institutional funding, and no disclosed revenue. It relies on its registered starfish-design patent and decade-long brand presence for competitive positioning, and is embedded within the broader Blooming Baby multi-brand retail ecosystem that also distributes Natursutten, Blooming Bath, and Re-Play.

Name

Sleeping Baby

Legal name

Blooming Baby

Website

https://sleepingbaby.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Sleeping Baby is a privately held DTC e-commerce brand selling patented baby swaddle-transition sleepwear, led by the Zipadee-Zip starfish design, to parents of newborns and toddlers globally through Blooming Baby.

Ownership category

akta.pro rank

Product category

Baby Sleepwear & Swaddle Products

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Baby Apparel (0–24 months) (CRAAAHAA)

akta.pro secondary industries

Sleepwear & Loungewear (Children) (CRAAAHAH), Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF)

Keywords

• Baby sleep products
• Swaddle transition blankets
• Wearable baby blankets
• Newborn swaddles
• Toddler pajamas

Headquarters

HQ city

Fort Worth

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, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchase model for physical baby sleepwear products including swaddles, swaddle transitions, pajamas, and toddler wear. Products sold directly to consumers through e-commerce with global shipping.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Sleeping Baby designs, manufactures, and sells patented baby sleepwear products directly to consumers through e-commerce. Its flagship is the Zipadee-Zip Swaddle Transition, a starfish-shaped wearable blanket that helps babies transition out of swaddles while calming the startle reflex, complemented by newborn swaddles, toddler pajamas, and bamboo-blend layering sleepwear. Products are sold as one-time purchases with global direct-to-consumer shipping.

Product overview

Sleeping Baby is a baby and toddler sleep solutions company founded by a registered nurse and her husband. The product portfolio centers on the patented Zipadee-Zip Swaddle Transition, a wearable blanket with starfish-shaped design that mimics swaddle comfort while allowing safe rolling. The offering includes the Zippy Swaddle for newborns (0-3 months), multiple variants of the Zipadee-Zip (Classic, Heather, Fleece, and EverSoft Bamboo materials) for 3-24 months, Flying Squirrel pajamas for toddlers 12+ months, and bamboo blend pajamas as layering options. Products are sold primarily through their e-commerce platform with patterns and color variations across all product lines. The company has operated for over ten years, following AAP safe sleep guidelines.

Differentiator

Problem solved

Functional benefit

Brands

• Zipadee-Zip: Patented starfish-shaped swaddle transition product designed to help babies transition from swaddling while calming the Moro startle reflex.
• Zippy Swaddle
• Flying Squirrel
• EverSoft Bamboo

Products and services

• Zipadee-Zip Swaddle Transition Patented starfish-shaped wearable blanket for babies 3–24 months that mimics swaddle comfort while preventing the Moro startle reflex and allowing safe rolling; designed to AAP safe sleep guidelines and supports healthy hip development. Sold in multiple fabric variants (Classic, Heather, Fleece, EverSoft Bamboo) at $34.99–$41.99 per unit.
• Zippy Swaddle

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Blooming BabyprimaryOthersSleeping Baby products are distributed through the Blooming Baby e-commerce platform (mybloomingbaby.com). Blooming Baby also sells complementary baby brands including Natursutten, Blooming Bath, and Re-Play, expanding the product ecosystem for parents.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nested Bean: Direct peer focused on baby sleep aids including the Zen Swaddle, a weighted wearable blanket that mimics gentle touch to calm startle reflexes. Targets the same parents-of-newborns segment with a sleep-science narrative very similar to Sleeping Baby's Moro-reflex positioning.
• Love To Dream: Direct peer offering the Swaddle UP, a swaddle that allows arms-up movement - a functionally adjacent solution to Zipadee-Zip's starfish wingspan design, also targeting the 0-24m safe-sleep and swaddle-transition category globally.
• Halo Innovations: Direct peer offering wearable sleep sacks and the original SleepSack Swaddle, competing in the same swaddle-transition and safe-sleep category as Zipadee-Zip with comparable price points and pediatrician-aligned marketing.
• Baby Merlin's Magic Sleepsuit: Direct peer offering the Magic Sleepsuit, a transitional product positioned for the same swaddle-to-sleeper move, directly competing against Zipadee-Zip's claim of being the go-to swaddle transition product for 3-24 month-olds.
• Aden + Anais: Direct peer offering classic muslin swaddles and baby sleep essentials. Overlaps on swaddling and baby sleep apparel and pursues a similar parent-trust premium-brand positioning through retail and DTC channels.
• Kyte Baby: Direct peer selling bamboo-based baby sleepwear and pajamas. Closely comparable fabric narrative (bamboo softness/sustainability) and overlapping customer base of parents seeking premium eco-friendly sleep products.
• Burt's Bees Baby: Direct peer offering organic cotton baby apparel and sleepwear marketed on material quality and safety. Comparable premium-positioning DTC play with overlapping baby sleepwear assortment and parent-trust certification messaging.

Emerging players

• Wombie: Early-stage peer with a wearable transition swaddle product very close to the Zipadee-Zip concept. Smaller niche brand with overlapping use case for parents moving babies out of traditional swaddles.

Broad incumbents

• Happiest Baby (Snoo): Broader incumbent in the safe-sleep category with the Snoo smart bassinet. While not a direct apparel competitor, it is the most prominent brand addressing infant sleep and pulls spend from the same category purchase decision.
• Summer Infant (SwaddleMe): Broader incumbent in baby products with the SwaddleMe line of adjustable swaddles. Wider distribution through mass-market retail gives it incumbent scale that Sleeping Baby competes against for the same parent purchase occasion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sleepingbabyinc
• Instagraminstagram.com/my.bloomingbaby?igsh=MTR0djc4d2d6dDRwOQ==
• Pinterestpinterest.com/bloomingbath
• TikToktiktok.com/@sleepingbabyinc
• Xx.com/SleepingBabyInc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

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 Sleeping Baby