Swaddle Shop

What Swaddle Shop does

Swaddle Shop is an Australian direct-to-consumer e-commerce retailer founded in 2014 and headquartered in NSW, operating the storefront swaddleshop.com.au. The company specializes in baby sleep and nursery products — including swaddles, sleep bags, blankets, comforters, sheets, blackout solutions, sleep aids, feeding items, bath and changing products, carriers, and travel accessories — targeted at parents of children from newborn through approximately six years old. Its merchandising is organized by both product type (e.g., sleep bags, swaddle wraps, transition swaddles, zip-up swaddles) and by season (summer, transeasonal, winter, all year round), with TOG ratings used to guide warmth-appropriate selection. The assortment covers 30+ third-party brands, including ergoPouch, Love To Dream, Woolbabe, Aden + Anais, Little Bamboo, Zazu, Yogasleep by Marpac, Slumberpod, Skip Hop, Beaba, Ubbi, Tommee Tippee, Bumkins, OXO TOT, ergobaby, and Trunki.

The business runs on a standard Shopify-based e-commerce platform with no disclosed proprietary technology, APIs, SDKs, or AI/ML capabilities. Operations are domestic-only: the company ships free Australia-wide with same-day dispatch on orders placed before 2pm AEST, supported from an unspecified NSW location. Customer support is delivered via a dedicated service email and an SMS/text line. The catalog is supported by expert-advice content around baby sleep and a 30-day return policy plus 12-month warranty replacements, and customer reputation on a third-party review platform stands at 111 reviews with 86% rated five stars.

Swaddle Shop is a privately held, founder-owned business with no external funding, no parent company, no disclosed management team, no subsidiaries, and no M&A history. Revenue is generated entirely through one-time product sales at unit prices ranging from approximately $15 to over $400, with frequent promotional discounting of 5–54%. Marketing is concentrated on the storefront itself and an email newsletter offering sleep tips, new arrivals, and exclusive offers. No data has been disclosed on revenue, headcount, or growth metrics, and no app, social, or international channel has been disclosed beyond the .com.au storefront.

Name

Swaddle Shop

Legal name

Swaddle Shop

Website

https://swaddleshop.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Swaddle Shop is an Australian, NSW-based direct-to-consumer e-commerce retailer founded in 2014 that sells curated baby sleep, nursery, feeding, bath, and travel products from 30+ brands to Australian parents of children aged 0–6 via swaddleshop.com.au.

Ownership category

akta.pro rank

Product category

Baby Products Retail

NAICS

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

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

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

akta.pro secondary industries

Sleepwear & Loungewear (Children) (CRAAAHAH), Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM), Baby & Kids Furniture Rental (Cribs, Changing Tables, Youth Beds) (CRAIAOAJ)

Keywords

• Baby sleep products
• Nursery essentials
• Swaddle blankets
• Baby gear retail
• Infant care supplies

Headquarters

HQ city

Australia

HQ country

Philippines

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Product Sales: One-time product sales of baby sleepwear, nursery items, feeding products, and baby gear through their e-commerce platform. Products include swaddles, sleep bags, blankets, nursery accessories, feeding items, bath products, and baby carriers from various brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Swaddle Shop is an Australian direct-to-consumer e-commerce retailer that curates and sells baby sleep products and nursery essentials. The company offers swaddles, sleep bags, sleep suits, nursery bedding, blackout blinds, sleep aids, feeding products, bath items, nappy bags, baby carriers, and gift cards from more than 30 trusted brands, with products organized by TOG rating and season to help parents select appropriate sleepwear for their babies.

Product overview

Swaddle Shop is an Australian e-commerce store established in 2014, specializing in baby sleep products and nursery essentials. The store operates as a curated marketplace featuring multiple branded products organized into categories including Swaddles & Sleepwear (ergoPouch, Love To Dream, Woolbabe, Aden + Anais, Little Bamboo, Little Unicorn brands), Nursery (blankets, comforters, sheets, mattress protectors, blackout blinds), Feeding (bottle feeding, breastfeeding, starting solids, high chairs), Bath & Changing (bath products, changing stations, nappy bags), and Out & About (carriers, pram accessories, travel items). Top brands include ergoPouch (organic sleepwear with TOG ratings), Zazu (Dutch sleep aids), Yogasleep by Marpac (white noise machines), Slumberpod (privacy sleep pods), Skip Hop (New York baby gear), Beaba (French baby food makers), and Ubbi (diaper pails). The store offers free delivery Australia-wide on all orders.

Differentiator

Problem solved

Functional benefit

Products and services

• Sleep Bags & Suits Baby sleep bags and sleep suits in various TOG ratings (0.2 to 3.5) for different seasons, available for purchase by Australian parents of infants and young children.
• Swaddle Wraps Muslin and cotton swaddle wraps for newborns and infants, sold to Australian parents.
• Transition Swaddles Swaddle products designed to help babies transition from full swaddling to independent sleep, sold to Australian parents.
• Zip Up Swaddles Swaddles with zip closures for easy use, sold to Australian parents seeking convenient baby sleep solutions.
• Blackout Blinds Portable blackout blinds and sleep pods to create dark sleep environments for babies, sold to Australian parents.
• Sleeping Aids & Night Lights Sound machines, white noise devices, night lights, and sleep training clocks for babies and toddlers, sold to Australian parents.
• High Chairs & Booster Seats Portable high chairs and booster seats for feeding babies and toddlers, sold to Australian parents.
• Baby Carriers & Slings Ergonomic baby carriers and slings for carrying infants, sold to Australian parents.
• Bath Time Products Bath tubs, hooded towels, washcloths, and bath toys for babies, sold to Australian parents.
• Gift Cards eGift cards available in various denominations for gifting, sold to Australian consumers seeking baby product gifts.
• Ubbi Nappy Bin Award-winning diaper pail made of powder-coated steel with rubber seals and an innovative sliding lid for odor control, holding up to 50 newborn diapers, sold to Australian parents.
• Bottle Feeding Products Bottle warmers, formula machines, and feeding accessories for infants, sold to Australian parents.
• Nursing & Breastfeeding Products Nursing pillows, breastfeeding accessories, and maternity support products for new mothers, sold to Australian parents.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Amazon Australia: Generalist e-commerce marketplace that stocks many of the same brands (Aden + Anais, Love To Dream, Tommee Tippee, Beaba). Competitor on price, convenience, and Prime delivery for Australian parents shopping for baby products.
• Target Australia: Mass-market Australian retailer carrying a broad range of baby and nursery products across price points. Competes with Swaddle Shop on the prams, car seats, nursery furniture, and feeding categories.
• Big W: Mass-market Australian discount department store carrying a wide range of baby products including sleep bags, carriers, feeding items, and nursery essentials. Competes on price accessibility across the same parent customer base.

Direct peers

• Baby Bunting: Australia's largest specialty baby goods retailer, operating both online and in physical stores. Directly comparable as a multi-brand baby products retailer carrying many of the same brands (ergoPouch, Love To Dream, Tommee Tippee, Skip Hop) and targeting the same Australian parent demographic.
• The Baby Catalogue: Australian online baby products retailer offering a curated range of swaddles, sleep bags, carriers, and nursery products. Comparable as a direct online competitor targeting the same niche baby sleep and nursery category within Australia.
• Mocka: Australian direct-to-consumer brand and retailer selling children's furniture, nursery items, and baby products. Comparable as a DTC Australian retailer serving the same parent demographic with curated design-led products.

Regional players

• Seed Heritage: Australian premium children's apparel and accessories retailer. Comparable as an Australian specialty retailer serving the same parent demographic with curated, higher-end baby and toddler products.
• Adairs: ASX-listed Australian home furnishings retailer with a growing kids and nursery assortment. Comparable in the broader nursery/baby soft furnishings category (sheets, blankets, mattress protectors) and as a fellow Australian omnichannel retailer.

Emerging players

• ergoPouch: Australian-designed baby sleepwear brand and one of Swaddle Shop's marquee brands. Comparable as a specialist in TOG-rated baby sleep products and a potential direct competitor via its own DTC website.
• Love To Dream: Australian baby sleep brand specializing in swaddles and sleep suits. A stocked brand at Swaddle Shop but also a direct competitor through its own DTC channel, particularly in the swaddle and sleep bag category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SwaddleShop
• Facebookfacebook.com/swaddleshop
• LinkedInlinkedin.com/company/swaddle-shop

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 Swaddle Shop