ClevaMama

What ClevaMama does

ClevaMama is a family-owned direct-to-consumer baby products company founded in 2003 and headquartered in Swords, Ireland, with its primary go-to-market focused on Australian consumers via clevamama.com.au. The company sells a broad nursery and infant-care portfolio organized under seven sub-brands — ClevaFoam (core technology platform), ClevaSleep, ClevaFeed, ClevaBath, ClevaCushion, ClevaRinse, and ClevaPure — spanning sleep surfaces and pillows, swaddles, nursing products, bath items, and air purifiers. Its flagship technical claim is ClevaFoam, an open-cell foam positioned to reduce pressure on a baby's head by 50%, and the portfolio is supported by a stack of third-party certifications including OEKO-TEX, MADE IN GREEN, GOTS, Asthma & Allergy Friendly, CertiPUR, and Tencel.

The ClevaPure HEPA air purifier with smart app connectivity marks the company's most material product extension beyond foam-based infant goods and into the connected nursery environment category, with price points across the catalog ranging from roughly A$4 clearance items to a A$330 air purifier, and premium mattresses priced at A$179–A$299. The business model is direct-to-consumer e-commerce built on Shopify, with no disclosed wholesale or marketplace partnerships, and the founder Martina Craine remains in the CEO role. Marketing is anchored by a Vogue Williams celebrity endorsement, and the company does not disclose revenue, headcount beyond an 11–50 employee range, funding history, or retail partnerships, which limits external visibility into financial trajectory.

Name

ClevaMama

Legal name

ClevaMama

Website

https://clevamama.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Family-owned DTC baby products company selling ClevaFoam sleep, nursing, bath and ClevaPure air purification products directly to Australian parents via Shopify e-commerce. Founded 2003 in Ireland, with proprietary open-cell foam technology and multiple third-party safety certifications.

Ownership category

akta.pro rank

Product category

Baby and Infant Care Products

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Family Clothing Stores (5651)

akta.pro primary industry

Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids) (CRAIABAG)

akta.pro secondary industries

Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM), Nursery & Baby Gear Organization (HSAFAIAE)

Keywords

• Baby sleep products
• Infant mattresses
• Nursery essentials
• Baby care accessories
• Maternity support products

Headquarters

HQ city

Swords

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: ClevaMama generates revenue through direct-to-consumer sales of baby care products via its Shopify e-commerce platform. Products include mattresses, pillows, swaddles, sleep aids, feeding accessories, and bath products sold at various price points from clearance items to premium mattresses. Revenue is one-time purchase based with no subscription component visible.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

ClevaMama designs, manufactures, and sells branded baby care and nursery products — including mattresses, pillows, swaddles, sleep bags, nursing pillows, baby pods, bath items, feeding accessories, maternity pillows, and nursery air purifiers — through its own Shopify e-commerce storefront. The range is built around its proprietary ClevaFoam open-cell foam technology designed to help prevent flat head syndrome and is extended with the ClevaPure air care line, the ClevaSleep swaddle and sleep bag range, the ClevaCushion multi-functional nursing pillow, the ClevaBath bath line, and ClevaFeed self-feeding accessories.

Product overview

ClevaMama is a family-owned baby product company offering a comprehensive portfolio of nursery and parenting essentials centered on proprietary ClevaFoam technology. The product range spans sleep products (mattresses, pillows, swaddles, sleep bags, pods), feeding equipment (nursing pillows, baby feeders, formula accessories), bath time items, travel and safety gear, and maternity support. Key brands include ClevaFoam (proprietary anti-flat head foam technology used across mattresses, pillows, and support products), ClevaSleep (Australian cotton swaddles and DreamSuits), ClevaPure (air purification including HEPA purifiers and salt lamp humidifiers), ClevaCushion (multi-functional nursing pillows), ClevaBath (sink baths), and ClevaFeed (self-feeding products). The company positions itself around scientific research supporting flat head syndrome prevention, with products certified by Oeko-Tex, Asthma & Allergy Friendly, and CertiPUR. ClevaMama serves the nursery essentials market through direct-to-consumer e-commerce with products shipped primarily from Australia.

Differentiator

Problem solved

Functional benefit

Brands

• ClevaFoam: Proprietary foam technology used in mattresses and pillows, designed to help prevent flat head syndrome (plagiocephaly) in babies.
• ClevaPure
• ClevaSleep
• ClevaFeed
• ClevaBath
• ClevaCushion
• ClevaRinse

Products and services

• ClevaFoam Pocket Sprung Mattress Premium hybrid baby cot mattress combining pocket springs with ClevaFoam technology for durability, breathability and flat head syndrome prevention, featuring up to 362 pocket springs and Oeko-Tex certification. For parents of newborns and infants in cots and cot beds.
• ClevaFoam Support Mattress Core supportive ClevaFoam mattress for cots and bedside cribs, providing breathable heat-regulating properties and flat head prevention for babies.
• AirGo Support Mattress Quality spring-effect foam baby cot mattress with unique airflow channels that reduce overheating and help temperature regulation, featuring a removable machine-washable cover and asthma & allergy friendly certification.
• Climate Control Mattress Specialty baby mattress with temperature-sensitive cool gel-infused foam that reduces heat retention for comfortable sleep.
• Waterproof Support Mattress Specialty 100% waterproof baby mattress made with durable reflex foam and hypoallergenic materials to protect against leaks.
• ClevaFoam Travel Cot Mattress Portable mattress designed for travel cots, providing the same ClevaFoam support and flat head prevention away from home.
• ClevaPure Salt Lamp & Humidifier 2-in-1 nursery air purifier and humidifier combining Himalayan salt crystal purification with ultrasonic cool mist humidification, featuring aromatherapy support, automatic shut-off and soothing amber night light for rooms up to 20m².
• ClevaPure HEPA Air Purifier HEPA 13 nursery air purifier that removes germs, dust and allergens for safer cleaner air, connects to smartphone via smart app and is certified asthma & allergy friendly.
• ClevaSleep Swaddle Australian cotton swaddle wraps designed for safe, comfortable baby sleep, available in Hedgehog, Forest Friends, Pink Spot, Blue Spot and Gingham designs.
• ClevaSleep DreamSuit 3-stage baby sleeping bag system in 0.2 Tog, 1 Tog, 2.5 Tog and 3.5 Tog ratings for different room temperatures, made with Australian cotton in multiple patterns.
• ClevaCushion Nursing & Support Pillow 10-in-1 multi-functional support pillow for breastfeeding, bottle feeding, tummy-time and play, featuring a CertiPUR-approved ClevaFoam head and neck support insert and adjustable straps, suitable from newborn through toddler stages.
• Blackout Blind Portable 130cm x 198cm blackout blind with suction cups for travel and home use, designed to block unwanted light and help babies and toddlers sleep better.
• ClevaFoam Baby Pod Foam pod for supervised naps, cuddles and calm moments, designed for newborn to toddler use with ClevaFoam technology head support.
• ClevaFoam Max Pod Larger foam pod for supervised naps, cuddles and calm moments together, with ClevaFoam technology for comfortable support.
• ClevaFoam Baby Pillow Award-winning infant pillow designed to help prevent flat head syndrome while providing comfortable support, featuring CertiPUR-approved ClevaFoam with open cell structure for breathability.
• ClevaFoam Toddler Pillow Pillow designed for toddlers transitioning from crib to bed, providing proper head and neck support with ClevaFoam technology.
• ClevaFoam Pram & Moses Basket Pillow Compact pillow for prams and Moses baskets, providing ClevaFoam support and flat head prevention on the go.
• ClevaBath Baby Sink Bath Ergonomic baby bath designed to fit in kitchen sinks for convenient bathing of newborns and young infants.
• ClevaFeed Baby Food Fruit Feeder Self-feeding aid allowing babies to safely self-feed fruits, vegetables and melts via a mesh feeder design that prevents choking while allowing flavor extraction.
• ClevaFoam Baby Head & Body Support Head and body support cushion for high chairs and car seats, made with ClevaFoam technology for gentle support during feeding and travel.
• ClevaFoam Reflux Wedge Elevated support wedge designed to help babies with reflux by keeping them in a comfortable inclined position.
• Hip-Healthy Baby Carrier Ergonomic baby carrier designed to support healthy hip development, allowing a face-to-face carrying position for parent and baby bonding.
• Nite Nite Light & Reiki Sound Machine Night light and sound machine combination featuring Reiki therapeutic sounds to help babies fall asleep and stay asleep.
• Sound to Sleep Portable Sleep Aid Compact, portable sleep aid with soothing sounds designed for travel use to maintain sleep routines away from home.
• Shooting Star Organic Cotton Baby Comforter Organic cotton baby comforter designed to provide comfort and security for babies during sleep and settling.
• Soother Tree Steriliser Microwave sterilizer designed in a tree shape for organizing and sterilizing pacifiers and small baby items.
• 8 Hour Food Baby Flask Insulated food flask maintaining temperature for up to 8 hours, designed for keeping baby food warm during travel and outings.
• Baby Blankets Range Range of baby blankets including Waffle Weave Cotton, 100% Cotton Cellular (breathable temperature-regulating), Luxe Sherpa fleece and Knitted Pom Pom styles, available in sizes from Moses basket to cot bed.
• Cotton Waterproof Mattress Protector 100% waterproof mattress protector with cotton top layer and polyurethane waterproof membrane, available in multiple sizes from cot to king bed.
• Tencel Waterproof Mattress Protector Premium mattress protector using Tencel lyocell fabric with waterproof protection, featuring a soft breathable design.
• Jersey Cotton Fitted Sheets Soft jersey cotton fitted sheets designed with extra deep skirts to fit ClevaMama mattresses perfectly, available in twin packs in various sizes for Moses basket, pram, cot and cot bed.
• Toilet Training Mattress Protector Waterproof mattress protector designed for toilet training toddlers, providing protection against accidents.
• Baby Changing Basket & Quilted Mat Natural woven baby changing basket with quilted changing mat, part of the Naturals Collection for sustainable nursery styling.
• Cotton Rope Baby Changing Caddy Cotton rope woven caddy for organizing and accessing baby essentials, designed to keep nappies and supplies within easy reach.
• Bamboo Baby Washcloth Ultra-soft bamboo fiber washcloth for gentle baby bathing that is naturally antibacterial and highly absorbent.
• Bamboo Baby Muslin Cloths Multi-purpose 70x70cm bamboo muslin cloths for burping, wiping and swaddling.
• ClevaFoam Pod Play Arch with Toys Play arch with toys designed to attach to ClevaFoam pods for sensory play and development.
• Therapeutic Body & Bump Maternity Pillow Full-body pregnancy pillow designed to support expectant mothers throughout pregnancy, relieving pressure points and promoting comfortable sleep.
• C-Shaped Maternity Pillow Ergonomic C-shaped pillow providing comprehensive body support during pregnancy and postpartum recovery.

Quantifiable outcome

• ClevaFoam reduces pressure on baby's head by 50% compared to standard infant mattresses
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Munchkin: Large-scale baby products brand with broad feeding, bath, and nursery categories. Comparable in product breadth to ClevaMama but at much larger scale, multi-channel, and broader portfolio.
• Bugaboo: Premium global baby gear brand (strollers, car seats, nursery). Comparable premium positioning and international DTC distribution strategy that ClevaMama could aspire to.
• Summer Infant: Multi-category baby products company covering monitors, sleep, bath, and feeding. Overlaps with ClevaMama's nursery and sleep portfolio but operates as a broader incumbent.

Direct peers

• Boppy: Iconic nursing and feeding pillow brand (now part of Artsana). Direct comparable to ClevaMama's ClevaCushion 10-in-1 nursing pillow and feeding category products.
• Love to Dream: Australian-founded baby swaddle and sleep bag brand with strong international presence. Direct competitor in the swaddle/sleep bag category and a relevant Australian benchmark for ClevaMama's ClevaSleep line.
• Newton Baby: US-based DTC baby mattress and sleep brand built around breathable, washable, anti-flat-head crib mattresses. Closest direct competitor to ClevaMama's ClevaFoam mattress range, competing on the same clinical-prevention narrative.
• Snüz: UK-based premium baby sleep and nursery brand with a similar curated DTC assortment (mattresses, bedding, sleep aids). Comparable geography-adjacent peer given ClevaMama's Irish roots and Australian-English storefront.
• Ergobaby: Premium baby carrier and ergonomic baby gear brand. Direct peer to ClevaMama's Hip-Healthy Baby Carrier and broader ergonomic infant positioning products.
• Halo: US baby sleep sack and swaddle specialist. Closely comparable to ClevaMama's ClevaSleep swaddles and DreamSuit sleep bag range across tog ratings.
• Aden + Anais: Specialist baby sleep and swaddle brand known for muslin wraps, blankets, and Dream Blanket. Directly comparable to ClevaMama's swaddle, cellular blanket, and sleepwear range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/clevamama
• Xx.com/Clevamama
• Facebookfacebook.com/Clevamama
• LinkedInlinkedin.com/company/clevamama

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 ClevaMama