SwaddleDesigns
SwaddleDesigns, founded in 2002 in the Seattle/Tukwila area by nurse-designer Lynette Damir, designs and sells patented swaddles, sleep sacks, baby apparel, and the Boosties hybrid diaper via D2C, Amazon, hospitals, and wholesale, serving new parents, healthcare institutions, and gift givers.
- Company typePrivate
- Founded2002
- HeadquartersTukwila, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What SwaddleDesigns does
SwaddleDesigns is a privately held, founder-owned consumer baby-products company founded in 2002 in the Seattle/Tukwila, Washington area by Lynette Damir, a registered nurse, mother, and designer. The company designs, manufactures, and distributes safe-sleep baby textiles — including swaddling blankets (Ultimate Swaddle Blanket, Muslin, Marquisette, Organic Crinkle Dream Gauze), the patented Omni Swaddle Sack, the Transitional Swaddle Sack, the zzZipMe Sleeping Sack, baby apparel, bibs, bathtime products, and crib bedding — under the SwaddleDesigns, Amazing Baby (sub-brand), and Boosties (hybrid diaper) brands.
Its differentiated technology centers on the patented arms-up half-length sleeves with foldover mitten cuffs, which provide partial Moro (startle) reflex suppression while permitting arm mobility for self-repositioning during the rolling stage. Supporting engineering features include a 2-way double-pull zipper for diaper changes from the foot without undressing the baby, a narrow adjustable wrap panel that secures the torso without compromising hip development, and a 6-way configurable hand/arm position system. These designs are protected by multiple US and international patents and carry the International Hip Dysplasia Institute's "Hip Healthy" designation.
The business operates a direct-to-consumer channel through its Shopify storefront (swaddledesigns.com) and the Amazon Marketplace, supplemented by a hospital safe-sleep departure-gift program with major US hospitals, a wholesale program for retailers, and a corporate Welcome Baby Gift / VIP Gift Concierge service. Products are sold as one-time purchases at price points between approximately $15 and $30 per unit, with no recurring or subscription revenue model. Customer segments are horizontal across new parents (primary, 0-12 weeks), healthcare institutions, and gift-giving consumers and corporations. Growth vectors include category extension into hybrid diapers (Boosties), the Amazing Baby sub-brand across broader nursery essentials, and continued international reach via Amazon global shipping. The company is bootstrapped with no disclosed institutional funding.
SwaddleDesigns firmographics
Firmographics- Name
- SwaddleDesigns
- Legal name
- SwaddleDesigns
- Website
- https://swaddledesigns.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SwaddleDesigns, founded in 2002 in the Seattle/Tukwila area by nurse-designer Lynette Damir, designs and sells patented swaddles, sleep sacks, baby apparel, and the Boosties hybrid diaper via D2C, Amazon, hospitals, and wholesale, serving new parents, healthcare institutions, and gift givers.
- Ownership category
- akta.pro rank
SwaddleDesigns industry classification
Industry- Product category
- Baby Sleep Products
- NAICS
- Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Health and Personal Care Retailers (456)
- SIC
- Women's, Misses', Children's & Infants' Undergarments (2340)
- akta.pro primary industry
- Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)
- akta.pro secondary industries
- Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids) (CRAIABAG), Diapering & Wipes (Diaper Creams, Wipes) (CRABAJAC)
Keywords
Where SwaddleDesigns is headquartered
LocationHeadquarters
- HQ city
- Tukwila
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SwaddleDesigns business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Product Sales - Swaddles and Sleep Sacks: One-time purchase model for baby swaddles, swaddle sacks, sleeping sacks, and accessories. Products sold at various price points from $15 to $30 depending on product type and organic certification.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Omni Swaddle Sack - Standard Collection |
| Unit Pricing | Pay-as-you-go | Omni Swaddle Sack - Organic Collection |
| Unit Pricing | Pay-as-you-go | Ultimate Swaddle Blanket |
| Unit Pricing | Pay-as-you-go | Transitional Swaddle Sack |
| Unit Pricing | Pay-as-you-go | Muslin Swaddle Blankets |
| Unit Pricing | Pay-as-you-go | Organic Crinkle Dream Gauze Swaddle |
| Unit Pricing | Pay-as-you-go | zzZipMe Sleeping Sacks |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
SwaddleDesigns product offering
Product offeringCore offering
SwaddleDesigns designs, manufactures, and sells baby swaddles, swaddle sacks, wearable sleeping sacks, and related baby care products that address newborn safe sleep and the Moro (startle) reflex. The portfolio centers on patented products (Ultimate Swaddle Blanket, Omni Swaddle Sack, Transitional Swaddle Sack, zzZipMe Sleeping Sacks) plus companion lines including organic blankets, bibs, bedding, bathtime items, and the Boosties hybrid diaper system. Products are sold direct-to-consumer through the company's own e-commerce site, on Amazon, via hospital safe-sleep programs, wholesale partners, and corporate gift programs.
Product overview
SwaddleDesigns is a baby care product company founded by nurse and mother Lynette Damir, RN, offering a comprehensive portfolio of safe sleep and baby care products. The core product lines include swaddle blankets (Ultimate Swaddles in USA cotton flannel, Muslin Swaddles, Marquisette Swaddles, and Organic Crinkle Dream Gauze), swaddle sacks (Omni Swaddle Sack with patented arms-up sleeves and Transitional Swaddle Sack for the transition stage), and zzZipMe Sleeping Sacks in various fabrics. Additional offerings include baby apparel, bedding, bathtime products, bibs and burp cloths, Boosties hybrid diaper system, Amazing Baby sub-brand, and personalized gift options. The company is known for innovation in safe sleep products, with multiple patents for the Omni Swaddle Sack and Transitional Swaddle Sack designs.
Differentiator
Problem solved
Functional benefit
Brands
- Boosties: NextGen hybrid diaper solution featuring Honest Diaper Covers paired with Super Boosties disposable or reusable inserts for daytime and nighttime leak protection.
- Amazing Baby
Products and services
- Omni Swaddle Sack Patented swaddle sack for baby's first 12 weeks, with arms-up half-length sleeves and foldover mitten cuffs that support 6+ hand and arm positions, a 2-way zipper, and a narrow adjustable wrap panel. Designed for newborns and young infants during the first 12 weeks and rolling/transition stage.
- Transitional Swaddle Sack Transitional swaddle sack introduced in 2018 to bridge the gap between snug swaddling and loose-fitting wearable blanket. Features half-length sleeves with foldover mitten cuffs that provide partial Moro reflex suppression while allowing arm mobility for safe self-repositioning. Patented in USA and Japan.
- Ultimate Swaddle Blankets Premium USA cotton flannel swaddling blankets, custom woven and brushed on both sides for softness. The first large square swaddling blanket on the market, introduced in 2002, with pictorial swaddling instructions sewn to the blanket's edge. Available with personalization/embroidery.
- Muslin Swaddles Lightweight, airy, open weave double weave cotton swaddles appropriate for warmer environments and summer swaddling. Leno weave (pocket weave) construction softens with each wash. Uses AZO-free dyes and European inks.
- Marquisette Swaddles Premium 100% cotton swaddles (also known as premium muslin, featherweight cotton, or pocket gauze) that are whisper soft, light and airy. Made with longer, finer cotton fibers that don't 'quilt' as much as muslin.
- Organic Crinkle Dream Gauze Swaddle Blankets Organic cotton crinkle dream gauze swaddle blankets in soft colors.
- zzZipMe Sleeping Sacks Wearable sleeping sacks with an innovative 2-way zipper for easy diaper changes. Available in Muslin, Cotton Knit, Baby Velvet, Cozy (Plush), and Cotton Flannel fabrics. Non-weighted to comply with AAP safe sleep recommendations. Includes zipper guard and large loose foot area.
- Boosties Hybrid Diaper System NextGen hybrid diaper solution featuring Pocket-Sling technology. Pairs with Super Boosties disposable inserts or reusable inserts. Includes Honest diaper covers and Amazing Baby diaper covers. Delivers up to 100% leakproof performance with cotton muslin outer shell and two water resistant layers.
- Baby Apparel (Bodysuits, Pajama Gowns, Hats, Headbands) Baby apparel including organic bodysuits, pajama gowns with mitten cuffs, and headwear (hats, headbands). Pajama gowns and hat gift sets available.
- Baby Bedding (Crib Sheets, Cellular Blankets) Cotton muslin and cotton flannel crib sheets plus cellular blankets for baby bedding.
- Bathtime Products (Hooded Towels, Washcloths) Baby bathtime products including hooded towels and baby washcloths in organic and standard cotton options.
- Bibs and Burp Cloths Baby feeding accessories including bandana bibs, muslin bibs, terry velour bibs, organic bibs, and burp cloths (baby burpies) in various materials.
- Baby Gift Sets Curated baby gift sets including swaddle starter sets, zzZipMe sack sets, and personalized gift options. Corporate gift program available.
- Personalization Shop (Custom Embroidery Service) Custom personalization services including embroidery on Ultimate Swaddle blankets with child's name.
Quantifiable outcome
- Study by Washington University School of Medicine in St. Louis proved swaddled babies sleep for longer periods with fewer awakenings caused by Moro reflex
- +2 more outcomes
Companies that use SwaddleDesigns
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
SwaddleDesigns technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
SwaddleDesigns partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Major US HospitalscoreHospitals use SwaddleDesigns products as departure gifts for new parents and to promote safe sleep practices. The company works with hospital safe sleep programs to upgrade their swaddling practices. This partnership serves as a trust signal for new parents and establishes the brand in the critical early parenting period.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
SwaddleDesigns competitors and assessment
Company assessmentDirect peers
- Halo Innovations: Halo is the original inventor of the wearable sleep sack and a direct competitor in swaddles and sleep sacks, selling through major retailers and hospitals. Both companies compete head-to-head in the transitional swaddle and newborn safe-sleep categories.
- Love to Dream: Love to Dream pioneered the arms-up swaddle design (Swaddle Up), which is the closest functional competitor to SwaddleDesigns' patented arms-up sleeve design. Both target the same parent pain point around the Moro reflex and arms-up sleeping preference.
- Nested Bean: Nested Bean makes weighted sleep sacks and swaddles (Zen Sleepwear) targeting infant sleep, directly overlapping with SwaddleDesigns' safe-sleep positioning. Both brands compete for the same new-parent customer seeking better infant sleep.
- aden + anais: Aden + anais is the category-defining muslin swaddle blanket brand (now owned by Carter's) and a direct competitor in the muslin and Marquisette swaddle lines SwaddleDesigns offers. Both compete for premium-positioned baby gift and layette dollars.
- Burt's Bees Baby: Burt's Bees Baby offers organic cotton baby clothing, blankets, and sleepwear with comparable premium positioning and organic certifications. Both brands target eco-conscious new parents willing to pay a premium for safer materials in layette and sleep products.
Broad incumbents
- Ergobaby: Ergobaby is a broader baby-products brand offering carriers, swaddles, and sleep solutions with similar hospital-channel presence and ergonomic-design positioning. Both brands target safety-conscious parents and sell through both DTC and hospital programs.
- The Honest Company: The Honest Company sells baby apparel, diapers, and sleep products with a comparable premium, safe-ingredient value proposition. SwaddleDesigns' Boosties hybrid diaper system directly partners with Honest diaper covers, making Honest both a partner and a broader-category competitor.
- Happiest Baby: Happiest Baby (SNOO smart sleeper) is a premium safe-sleep brand targeting the same newborn sleep-deprivation problem SwaddleDesigns addresses. Both brands leverage pediatrician endorsements and clinical credibility to reach safety-focused new parents.
- Carter's: Carter's is the dominant US baby apparel brand and owner of aden + anais and Skip Hop. It competes broadly in layette, sleepwear, and gift sets — categories where SwaddleDesigns' baby apparel and gift sets overlap.
- Munchkin: Munchkin is a mass-market baby products brand selling feeding, bathtime, and nursery items through major retailers. Both companies compete at the intersection of bathtime, bibs, and everyday baby essentials sold through Amazon and big-box retail.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
SwaddleDesigns social profiles
Digital presenceSwaddleDesigns compliance and trust
Trust signalCompliance3 records
SwaddleDesigns financial estimates
Financial estimateRevenue estimate
Valuation estimate
SwaddleDesigns leadership team
Management profileNumber of profiles
Profiles1 record
SwaddleDesigns funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SwaddleDesigns 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 SwaddleDesigns
What does SwaddleDesigns do?
SwaddleDesigns designs, manufactures, and sells baby swaddles, swaddle sacks, wearable sleeping sacks, and related baby care products that address newborn safe sleep and the Moro (startle) reflex. The portfolio centers on patented products (Ultimate Swaddle Blanket, Omni Swaddle Sack, Transitional Swaddle Sack, zzZipMe Sleeping Sacks) plus companion lines including organic blankets, bibs, bedding, bathtime items, and the Boosties hybrid diaper system. Products are sold direct-to-consumer through the company's own e-commerce site, on Amazon, via hospital safe-sleep programs, wholesale partners, and corporate gift programs.
Is SwaddleDesigns a public or private company?
SwaddleDesigns is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SwaddleDesigns founded?
SwaddleDesigns was founded in 2002. It employs 11 to 50 people.
Where is SwaddleDesigns based?
SwaddleDesigns is headquartered in Tukwila, United States, in the North America region.
How does SwaddleDesigns make money?
One revenue line is on record: product Sales - Swaddles and Sleep Sacks.
Who are SwaddleDesigns's main competitors?
Direct peers on record are Halo Innovations, Love to Dream, Nested Bean, aden + anais and Burt's Bees Baby. Broad incumbents are Ergobaby, The Honest Company, Happiest Baby, Carter's and Munchkin.
Does SwaddleDesigns have an API?
No public API is recorded for SwaddleDesigns.
What industry is SwaddleDesigns in?
SwaddleDesigns's product category is Baby Sleep Products. Its primary akta.pro industry code is CRAAAHAM, Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets), with a secondary code of CRAIABAG, Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids). Its NAICS code is 449 and its SIC code is 2340.