Baby Aspen

What Baby Aspen does

Baby Aspen, Inc. is a privately held, boutique designer and manufacturer of baby gift products founded in 2006 and headquartered in Duluth, Georgia, with a corporate office in Atlanta. The company designs and sells gift-ready products for newborns through approximately 12 months — including hooded bath robes and towels, layettes, plush lovies, milestone tracking blocks, porcelain nursery banks, themed gift sets, and socks — priced roughly $15-$65 per item. Its product portfolio is organized into distinctive character-driven sub-brands such as Big Dreamzzz (role-play layettes: Baby M.D., Ballerina, Chef, Golf), Plush Plus Friends, Under the Sea, Little Princess, Simply Enchanted, Safari, Nautical Baby, and Dino Baby, with many items offering monogram and embroidery personalization.

The company operates on a Shopify-based direct-to-consumer e-commerce storefront at babyaspen.com, supported by a phone order line (1.877.650.6462) and an active content/blog channel (37+ blog pages covering baby shower etiquette, nursery trends, and gift guides). Its underlying technology is commodity e-commerce — no proprietary platform, no public API, no mobile app, and no disclosed AI/ML capabilities. Distribution is omnichannel: DTC via Shopify, B2B wholesale through a first-party portal (babyaspen.theaspenbrands.com) and the Faire.com marketplace, and physical retail through "fine retailers worldwide." Marketing relies on a blog, email newsletter, Google remarketing ads, and an affiliate program managed via The Aspen Brands Company.

Revenue is generated entirely through one-time product sales (no subscription, licensing, or recurring model), with a $100 free-shipping threshold, a 15% off coupon (BASALE15), and 7% Georgia sales tax on in-state orders. Ownership is private and undisclosed beyond an apparent affiliation with The Aspen Brands Company; no venture capital, private equity, or institutional investment is indicated, and no funding rounds, M&A activity, or executive hires are documented in the source data.

Name

Baby Aspen

Legal name

Baby Aspen, Inc.

Website

https://babyaspen.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Baby Aspen, Inc. is a private, Duluth, Georgia-based designer and manufacturer of boutique baby gift products (bath, layettes, plush, décor, milestone) sold direct-to-consumer via Shopify and wholesale through Faire.com and fine retailers worldwide, targeting gift-givers for newborn and first-birthday occasions.

Ownership category

akta.pro rank

Product category

Baby Gifts

NAICS

Gift, Novelty, and Souvenir Retailers (45942), Hobby, Toy, and Game Retailers (459120)

SIC

Retail-Apparel & Accessory Stores (5600), Dolls & Stuffed Toys (3942), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)

akta.pro secondary industries

Kids’ & Baby Apparel Retail (CRAAABAD), Seasonal & Holiday Gifts & Decor Retail (CRALAJAD), Kids & Baby-Focused Catalog Department Store Retailers (CRAGAIAF)

Keywords

• Baby gift products
• Infant apparel
• Hooded bath robes
• Newborn layettes
• Baby shower gifts

Headquarters

HQ city

Duluth

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: One-time product sales through e-commerce website and wholesale channels. Products include baby gifts, layettes, bath items, plush toys, and nursery decor priced from $15 to $65.
2. Wholesale B2B: Wholesale sales to retailers through dedicated wholesale portal at babyaspen.theaspenbrands.com and Faire.com marketplace.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Baby Aspen designs, manufactures, and sells boutique-quality physical baby gift products for newborns through 12 months, including themed hooded robes, bath time sets, layettes, milestone trackers, porcelain banks, plush toys, socks, and coordinated gift sets organized into branded sub-collections such as Big Dreamzzz, Plush Plus Friends, Under the Sea, Little Princess, and Safari. Products are sold direct-to-consumer through the Shopify-powered babyaspen.com storefront and at wholesale to independent retailers through Faire.com and a dedicated wholesale portal, with many items offering monogramming and embroidery personalization for gift-ready presentation.

Product overview

Baby Aspen is a premier designer and manufacturer of boutique-quality baby gifts, founded in 2006, offering a comprehensive portfolio of products for newborns through 12 months. The core offering includes multiple sub-brands and product lines: the Big Dreamzzz™ collection features whimsical career-themed layettes (Baby M.D., Baby Chef, Ballerina, Golf outfits); the Plush Plus® Friends line delivers stuffed animals with coordinated accessories; the Under the Sea Collection offers marine-themed bath products; and Simply Enchanted/Little Princess themes provide fantasy-inspired gifts. Product categories span bath time items (hooded robes, towels, spa sets), milestone tracking (age blocks, photo frames), room decor (porcelain banks), gift sets, layettes, costumes, and socks. Many products feature monogram and embroidery options. Items are gift-ready and distributed through fine retailers worldwide and direct-to-consumer via their Shopify e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• Big Dreamzzz™: A trademarked collection of baby outfits and layettes featuring costume-themed designs allowing babies to play dress-up as doctors, ballerinas, golfers, and more.

Products and services

• My First Milestone Baby Age Blocks Cardstock milestone tracking blocks displaying numbers 0-9, 'I am', and time measurements (days, weeks, months) to document baby's growth milestones as nursery decor. Includes 2 small blocks and 1 large block. Priced at $16.00.
• Splash-a-saurus Dinosaur Hooded Spa Robe Jurassic-green hooded spa robe with 3-D dinosaur spikes, pearly-white terry dino teeth, embroidered black eyes, and attached belt closure; machine-washable terrycloth for babies 0-9 months. Priced at $40.00.
• Let the Fin Begin Shark 4-Piece Bath Gift Set (Blue) Four-piece bath gift set featuring a sea blue terry hooded towel with smiling shark face and 3-D teeth/fin/tail accents, a shark bath mitt with appliqued eyes, and two spa slippers with shark appliques; packaged gift-ready in a faux driftwood bucket with nautical braided rope handle. Sized 0-9 months. Priced at $49.99.
• Big Top Bath Time Lion Hooded Spa Robe Sunny-yellow terry robe and hood with laughing lion face, terry lion's ears, and orange/white-grosgrain ribbon mane, with attached terry robe tie; machine-washable. Sized 0-9 months. Listed at $25.00 (sale) from $45.00.
• Bedtime Blessings Lamb Lovie Cream plush lovie depicting a lamb with hands in prayer, silvery thread cross applique, and a noise-making rattle inside the head; designed as a soothing companion for infants.
• Big Dreamzzz Baby M.D. 3-Piece Layette Set Doctor-themed layette set in sea-foam green featuring a surgical cap, hospital booties, stethoscope graphic, and snap closure; packaged in a first-aid box design for gift-ready presentation. Part of the Big Dreamzzz sub-brand.
• Little Princess Carriage Porcelain Bank White porcelain carriage-shaped coin bank with pink and silver detailing, including pink curtains, raised 3-D silver heart, silver wheels, and crown; doubles as nursery decor and savings keepsake.
• Simply Enchanted Castle Porcelain Bank White castle-shaped porcelain bank with three towers featuring pink tops, light blue doors, and gold detailing; functions as nursery decor and a child savings bank.
• Big Dreamzzz Sweet Tee 3-Piece Golf Layette Set Golf-themed layette with a green-and-beige argyle-print bodysuit, matching argyle tam with sky-blue pom-pom, and white booties; packaged in a mini golf-cart themed gift box. Part of the Big Dreamzzz sub-brand.
• Dinosaur 5-Piece Welcome Home Gift Set Five-piece dinosaur-themed set featuring a triceratops rattle plush, bib, blanket, socks, and hat for babies 0-6 months, packaged in a house-shaped gift box for newborn welcome occasions.
• Noah's Ark 3-Piece Gift Set Gender-neutral gift set with a white cotton interlock bib with rainbow embroidery, lamb socks, and a fluffy lamb head paci-clip for babies 0-6 months.
• Simply Enchanted Mermaid 4-Piece Bath Time Gift Set Mermaid-themed bath set featuring a pink terry hooded towel with mermaid face, mint-colored hair and tail, a bath mitt, and white spa slippers with pink trim; gift-packaged.
• Sock Safari Four-Pair Animal-Themed Sock Set Four-pair sock set featuring giraffe, elephant, zebra, and monkey prints with slip-proof bottoms, presented in a jungle-themed display box.
• Let the Fin Begin Pink Shark Robe (0-9m) Pink terry robe with smiling white shark teeth, black eyes, and dorsal fin accent for baby girls 0-9 months; part of the Under the Sea / Let the Fin Begin themed line.
• Splish Splash Elephant Bath Spa Hooded Towel Grey terry hooded towel with pink chevron trim featuring a 3-D elephant trunk, embroidered eyes, and purple bow on the hood; designed for post-bath warmth.
• Rub-a-Dub Fox in the Tub Hooded Spa Robe Burnt orange terry robe with grey and white chevron cuffs and an embroidered fox-face hood; sized 0-9 months for after-bath warmth.
• Gold Glitter Unicorn Happy Birthday Décor Kit Birthday party decoration set including a unicorn headband, Happy Birthday banner with unicorn faces, and six cake topper age cards (1-6) with gold glitter accents for first-birthday celebrations.
• Gold Glitter 1st Birthday Décor Kit First birthday party kit featuring a light pink banner with gold glitter 'One' letters, gold glitter crown with pink rosettes, and an acrylic cake topper.
• My First Year Whale Hanging Frame Hanging photo frame for displaying monthly photos during baby's first year, themed with whale design for nursery decor.
• Big Dreamzzz Baby Camo 2-Piece Layette Set Camouflage-patterned baby sleeper with mock boots, camo cap, and snap closure for babies 0-6 months, packaged in backpack-style camo box. Part of the Big Dreamzzz sub-brand.
• Under the Sea Collection Thematic collection of ocean and marine life-inspired baby gifts including shark-themed robes, towels, and bath sets grouped under the Under the Sea branded line.
• Plush Plus® Friends Product line featuring stuffed animals with coordinated baby accessories such as bloomers and socks for newborns and infants.
• Big Dreamzzz™ Sub-Brand Collection Role-play inspired layette collection allowing babies to dress up as doctors, ballerinas, chefs, golfers, and other professions through themed outfits and layettes.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered operational, marketing and core.

• UPSoperationalOthersPrimary shipping carrier for order fulfillment. Offers ground, 3-day, 2-day, and overnight delivery options. Used for all domestic shipments requiring physical addresses.
• GooglemarketingTechnology or IntegrationUses Google Analytics for aggregated website visitor data and Google remarketing ads. Google Ads may show Baby Aspen promotions on Google properties based on past visitor behavior.
• FairecoreChannel Partner/ Reseller/ DistributorWholesale marketplace partnership where retailers register and purchase Baby Aspen products wholesale. Primary B2B distribution channel for independent retailers.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Carter's: Largest U.S. specialty retailer of baby and young children's apparel (NYSE: CRI), owning Carter's, OshKosh, Skip Hop, and aden + anais. Highly comparable as it sells baby apparel, gift sets, and baby lifestyle products across DTC, wholesale, and global retail—directly overlapping Baby Aspen's channels and customer occasions.
• Melissa & Doug: Large independent toy and plush brand offering stuffed animals, plush toys, and baby gifts through specialty retail and DTC. Comparable to Baby Aspen's Plush Plus® line and gift-ready plush offerings, though at significantly larger scale.
• Skip Hop: Carter's-owned brand offering baby gear, toys, gifts, and bath products. Comparable as a multi-category baby lifestyle brand with overlapping bath and gift product categories, broader scale, and similar retail/wholesale distribution.

Direct peers

• Burt's Bees Baby: Premium baby apparel, sleepwear, and bath brand operating DTC and through specialty retail. Comparable to Baby Aspen on boutique positioning, gift-readiness, and overlap in layettes, hooded towels, and bath gift sets.
• SwaddleDesigns: Designer and wholesaler of baby blankets, swaddles, and nursery textiles with strong specialty-retail and gift channel presence. Comparable to Baby Aspen on boutique baby textile gifting and wholesale-to-retailer motion.
• aden + anais: Boutique baby textile brand best known for muslin swaddles, blankets, and gift-ready baby essentials, now owned by Carter's. Closely comparable to Baby Aspen in the boutique baby gifting category with a focus on gift-ready, design-forward baby products sold DTC and through fine retailers worldwide.
• Lambs & Ivy: Designer of baby bedding, nursery décor, and themed baby gift sets sold through specialty retailers and online. Comparable to Baby Aspen in nursery décor, milestone keepsakes, and themed gift sets with similar wholesale specialty-retail distribution.
• Caden Lane: Boutique baby and children's brand offering monogrammed gifts, layettes, and coordinated nursery items. Closely comparable to Baby Aspen on boutique gifting, monogram/personalization, and occasion-driven product catalog (shower gifts, first birthday).
• Trend Lab: Designer and wholesaler of baby bedding, nursery décor, and themed gift sets sold primarily through specialty retail and mass-market channels. Directly comparable to Baby Aspen's nursery décor, layette, and gift-set offerings with a similar B2B wholesale go-to-market.
• Noodle & Boo: Premium baby bath, skincare, and gift products positioned as boutique-quality keepsake gifts. Comparable to Baby Aspen on premium bath gift sets (hooded towels, robes, spa sets) and the gift-giver customer segment.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/babyaspen

Revenue estimate

Valuation estimate

Number of profiles

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 Baby Aspen