MUM TO MUM LIMITED

What MUM TO MUM LIMITED does

Mum 2 Mum Limited is a New Zealand-based designer, manufacturer, and wholesaler of baby and children's textiles, rainwear, and care accessories, founded in 2004 by Jo Bond as a home-based venture in Gordonton and now headquartered in Hamilton (Waikato region). The company operates across two distinct go-to-market channels: a consumer-facing business selling directly to parents of infants and young children through mum2mum.com and through retail stockists, and a commercial childcare division supplying bedding, stacker beds, waterproof change pads, tablecloths, and sleep products to childcare centres and preschools across New Zealand and Australia via a dedicated B2B portal. The core technology stack is physical rather than digital, built around textile manufacturing using cotton towelling, polycotton, fleece, waterproof PVC vinyl, and food-grade silicone materials, with proprietary signature products including the trademarked Wonder Bib (a super-absorbent cotton towelling bib with water-resistant nylon backing holding over ¼ cup of liquid) and the award-winning DreamSwaddle (a double-wrap 100% cotton swaddle with a double-ended zip and bell-shaped bottom for hip development).

The product portfolio spans feeding (bibs, silicone tableware, burp cloths), sleeping (DreamSwaddle, sleeping bags, blankets, cot sheets), bathing (hooded towels, face washers), playing (rainwear, art smocks, floor cushions), toilet training (Conni bed pads, reusable cloth nappies, training pants), shoes (Little Kicks), accessories, and the inclusive Plus Range for individuals with special needs, alongside the Lily & George plush toy sub-brand. Pricing is structured across two tiers: standard unit retail pricing via the consumer website (with free freight over $85 NZD) and wholesale pricing available to registered childcare and trade customers. The company monetizes through one-time transactions across all channels with no subscription or recurring revenue model identified.

Internationally, Mum 2 Mum distributes products across 16 countries via regional partners (UK: Baby & More; Australia: Competitive Advantage; Japan: Knot2; Netherlands: Innobaby; Switzerland; Ireland: Keeks; South Africa: Wonderbaby; Hong Kong: Global Outsourcing Asia; plus distribution in USA, Germany, Belgium, Luxembourg, Poland, Singapore, and Malaysia), and domestically through major NZ retail chains including Farmers, Baby Factory, Mighty Ape, and Kiwi Baby. The company remains founder-owned with no disclosed external investment, employs a team of 7, and operates from a warehouse/distribution facility at 1370D Arthur Porter Drive, Hamilton.

Name

MUM TO MUM LIMITED

Legal name

Mum 2 Mum Ltd (NZ)

Website

https://mum2mum.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Mum 2 Mum is a New Zealand-based designer, manufacturer, and wholesaler of baby and children's textiles, rainwear, and childcare accessories, selling in 16 countries through direct e-commerce, retail chains, and a dedicated B2B portal serving childcare centres and parents of young children.

Ownership category

akta.pro rank

Product category

Baby & Childcare Textiles

NAICS

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

SIC

Retail-Family Clothing Stores (5651), Broadwoven Fabric Mills, Cotton (2211)

akta.pro primary industry

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

akta.pro secondary industries

Nursery & Kids Home Textiles Retail (Crib Bedding, Kids Rugs, Kids Bath Textiles) (CRAIALAH), Kids’ & Baby Apparel Retail (CRAAABAD), Children’s, Baby & Maternity Apparel Brands (CRAAAAAG)

Keywords

• Baby textiles manufacturing
• Children's rainwear
• Childcare centre supplies
• Feeding bibs wholesale
• Swaddle products

Headquarters

HQ city

Newport Pagnell

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Retail Sales: Consumer direct purchases through mum2mum.com website. Single transaction retail sales with prices ranging from $8.95 to $160.00 per product. Standard consumer pricing with free freight over $85 for NZ residential addresses.
2. Childcare Centre B2B Sales: Dedicated portal childcare.mum2mum.com for childcare centres to purchase at wholesale rates. Volume bedding products including stacker beds, sheets, sleeping bags, change pads, and tablecloths designed for institutional use.
3. Retail Distribution: Products sold through major retailers including Farmers, Baby Factory, Kiwi Baby, and specialty boutiques. Standard wholesale pricing through distributor and retailer relationships.
4. International Distribution: Products distributed internationally through regional distributors in UK, Australia, Japan, Netherlands, Singapore, Ireland, and South Africa. Available in 16 countries total.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Mum 2 Mum designs, manufactures, and sells baby and children's textiles including the signature Wonder Bib (super-absorbent cotton towelling bibs) and award-winning DreamSwaddle, alongside rainwear, silicone tableware, hooded towels, sleeping products, and care accessories. The company operates separate retail (mum2mum.com) and B2B childcare (childcare.mum2mum.com) channels, supplying commercial-grade bedding, change pads, tablecloths, and stacker beds to childcare centres and preschools across New Zealand and Australia.

Product overview

MUM TO MUM LIMITED is a New Zealand-based baby and childcare products company founded in 2004, offering a comprehensive portfolio of practical parenting solutions. The product range centers on core items including Wonder Bibs (their signature super-absorbent bibs with water-resistant backing), DreamSwaddle award-winning swaddles, waterproof rainwear, and silicone tableware for feeding. The portfolio extends to sleeping products (sleeping bags, blankets, sheets), bathing items (hooded towels, face washers), toilet training solutions, and children's shoes. The company operates two distinct market channels: retail/consumer products (sold through their main website and stockists) and a commercial childcare division supplying bedding, change pads, tablecloths, and furniture to childcare centres and preschools. Specialty offerings include the Plus Range (adaptive feeding bibs for special needs), Conni continence care products, and Lily & George plush toys. Products are manufactured with emphasis on durability, washability, and practical design, with many items meeting Ministry of Education standards for childcare use.

Differentiator

Problem solved

Functional benefit

Brands

• Mum 2 Mum PLUS: Inclusive Plus Range offering practical feeding bibs and products for individuals with special needs.
• Wonder Bib
• DreamSwaddle
• Lily & George

Products and services

• Wonder Bibs Super-absorbent 100% cotton towelling bibs with nylon water-resistant backing, designed to hold over 1/4 cup of liquid. Available in six unique styles for feeding and dribble protection of babies and young children.
• DreamSwaddle Award-winning baby swaddle with double wrap construction, double-ended zip, and bell-shaped bottom for healthy hip development. Made from breathable 100% cotton with 1 TOG rating. Available in Original and Summer variants.
• Rainwear Fully waterproof and windproof children's rainwear with welded seams, reflective strips, and PU outer shell. Includes Jackets, Overalls, All in One, Overpants, and Sets in sizes 12 months to 10 years.
• Silicone Tableware Food-grade silicone feeding products including suction plates, bowls, sippy cups, and cutlery. BPA-free, dishwasher, microwave, and freezer safe.
• Sleeping Bags Range of sleeping bags including Muslin (0.2 tog), Cotton Knit (0.5 tog), and Quilted (1.5 tog) options for infant temperature regulation during sleep.
• Hooded Towels and Bathing Soft hooded towels, kiddie towels, and face washers (6-pack or 10-pack) for baby bathing and childcare use, made from absorbent cotton materials.
• Stacker Beds Stackable children's metal frame beds with mesh sleeping surface for preschools and daycares. Available in Standard (1350mm x 600mm x 127mm) and Toddler (1075mm x 560mm x 127mm) sizes; ergonomically designed to stack with bedding intact.
• Waterproof Change Pads Contoured waterproof change pads for childcare settings with antibacterial foam and PVC vinyl cover, meeting MOE standards. Available in Small (700mm x 550mm) and Large (880mm x 550mm) sizes.
• Childcare Bedding Commercial-grade bedding for childcare centres including cot sheeting, stacker bed sheeting, sleep mat sheeting, blankets, and waterproof bedding meeting MOE standards.
• Tablecloths Durable tablecloths for childcare including Everyday (polycotton) and Art (PVC vinyl) varieties in round and rectangle shapes for mealtimes and messy play.
• Mum 2 Mum PLUS Range (Special Needs) Inclusive feeding bibs and products for children and adults with special needs including cerebral palsy, dementia, and post-surgical recovery. Includes Super Sized Feeding Apron, Standard Back Opening Feeding Apron, Adult Bandana, and Youth Bandana with three-layer construction for maximum comfort and waterproofing.
• Lily & George Plush Toys Collection of soft plush toys including Flopsy Bunnys, Littlefoot Bunnys, Littlefoot Bears, Buster the Puppy, Daisy the Cow, Noemie the Deer, and Gabriel the Deer.
• Conni Continence Care Products Specialist continence care products including Conni Bed Pad, Conni Bed Pad with Tuck-ins, Conni Allrounder Pad, and Conni Training Pants for children and adults.
• Little Kicks Baby Shoes Flexible, lightweight first shoes for babies and newly walking infants with wide toe box, breathable materials, and thin flat soles supporting natural foot development.
• Wet Bags Waterproof, odour-resistant reusable bags for storing wet or soiled items. Machine washable with zip closure and domed strap for hanging.
• Gift Packs Curated gift sets including Newborn Starter Gift Pack and DreamSwaddle Gift Pack for gifting occasions.
• Childcare Centre B2B Portal & Bulk Supply Service Registration-gated wholesale portal at childcare.mum2mum.com providing dedicated wholesale pricing, exclusive B2B catalogue, and direct sales support (Sales Manager Claire Preston) for childcare centres and preschools purchasing bulk bedding, stacker beds, sheets, sleeping bags, change pads, and tablecloths.

Quantifiable outcome

• Wonder Bib holds over ¼ cup of liquid
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Competitive Advantage (Australia)coreChannel Partner/ Reseller/ DistributorAustralian distribution partner handling all Australian wholesale and retail distribution. Contact: Ph: 03 9546 7500, [email protected]
• Baby & More (UK)coreChannel Partner/ Reseller/ DistributorUK-based online retailer and distributor for Mum 2 Mum products in the United Kingdom market.
• Innobaby (Switzerland)minorChannel Partner/ Reseller/ DistributorSwiss distribution partner for Mum 2 Mum products in Switzerland.
• Wonderbaby (South Africa)minorChannel Partner/ Reseller/ DistributorSouth African distribution partner for Mum 2 Mum products.
• Knot2 (Japan)coreChannel Partner/ Reseller/ DistributorJapanese distribution partner for Mum 2 Mum products in Japan.
• Keeks (Ireland)minorChannel Partner/ Reseller/ DistributorIrish distribution partner for Mum 2 Mum products in Ireland.
• Global Outsourcing Asia (Hong Kong)minorChannel Partner/ Reseller/ DistributorHong Kong distribution partner for Mum 2 Mum products.
• Slabenzo (Belgium)minorChannel Partner/ Reseller/ DistributorBelgian distribution partner for Mum 2 Mum products in Belgium.
• Maavero (Poland)minorChannel Partner/ Reseller/ DistributorPolish online retailer distributing Mum 2 Mum products in Poland.
• Mighty Ape (NZ)coreChannel Partner/ Reseller/ DistributorMajor New Zealand online retailer offering Mum 2 Mum products to consumers across NZ.
• Farmers (NZ)coreChannel Partner/ Reseller/ DistributorMajor national retail chain with locations across New Zealand selling Mum 2 Mum products.
• Baby Factory (NZ)coreChannel Partner/ Reseller/ DistributorSpecialty baby retailer with multiple locations across New Zealand.
• Kiwi Baby (NZ)minorChannel Partner/ Reseller/ DistributorNew Zealand online baby specialty retailer.
• Little Mash Boutique (NZ)minorChannel Partner/ Reseller/ DistributorHamilton-based boutique retailer for Mum 2 Mum products.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bubba Blue: Australian baby brand selling swaddles, sleep bags, towels, bibs, and baby bedding - comparable product range, regional neighbourhood, and multi-channel distribution model to Mum 2 Mum.
• Snuggle Hunny: Australian premium baby/toddler apparel and accessory brand selling swaddles, bibs, and bedding - directly comparable product mix and target customer to Mum 2 Mum with a strong social media-led marketing model.
• Cuski: UK baby comfort products company making muslin squares and special-needs/therapeutic baby textiles - directly overlaps with Mum 2 Mum's PLUS special needs range and core muslin/blanket offering.
• Konfidence: UK baby swim/aquatic products brand selling swim nappies, swim jackets, and water confidence gear - comparable niche-specialist positioning to Mum 2 Mum with overlapping swim/training-pant and waterproof product categories.
• Living Textiles: Australian baby bedding and textile brand offering cot sheets, blankets, towels, and nursery accessories - closely matches Mum 2 Mum's home textile and childcare textile portfolio with a similar Oceania-anchored footprint.
• Nested Bean: US-based baby sleep product company focused on weighted swaddles and sleep sacks - directly competes with Mum 2 Mum's DreamSwaddle in the infant sleep category with patented/design-protected positioning.
• Aden + Anais: Global premium baby textile brand best known for muslin swaddles, blankets, and sleep products - directly mirrors Mum 2 Mum's swaddle/blanket/textile focus with similar founder-led brand origin and specialty retail positioning.

Regional players

• Hippychick: UK-based baby products brand selling bibs, swim products, bedding, and toddler essentials - similar product portfolio to Mum 2 Mum but operating primarily in the United Kingdom rather than Australasia.

Broad incumbents

• Tommee Tippee: Global multi-category baby brand owned by Mayborn Group, spanning feeding, soothing, sleep, and hygiene - much larger, broader portfolio than Mum 2 Mum but overlaps in bibs, tableware, and baby textiles.
• Pigeon: Large Japanese-headquartered baby and maternal care products company with global distribution across feeding, skincare, and textile categories - competes broadly with Mum 2 Mum's bibs, swaddles, and tableware from a much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/mum2mum
• LinkedInlinkedin.com/company/mum-2-mum-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 MUM TO MUM LIMITED