From crying baby to 18 years Snoozebaby

We have something to celebrate: Snoozebaby is turning 18! What once began at a kitchen table with a sewing machine and a dream has grown into a wonderful journey. From a small idea born out of personal necessity, Snoozebaby has grown into a trusted brand that stands for comfort, quality, and innovation in the world of children's and lifestyle products.

How it all began

In 2005, there was an inconsolable baby who could only calm down by fiddling with labels. A desperate but creative parent bought various fabrics at the Albert Cuyp Market in Amsterdam and got to work at a simple sewing machine. This is how the very first label cloth was born: a soft cloth with various labels along the edge, specifically for fiddling and soothing.

It was a modest beginning, but the response was overwhelmingly positive. The baby calmed down, parents were enthusiastic, and stores immediately recognized the power of the idea. Soon, the first Snoozebaby products were in stores, and the first large order from a factory abroad followed. What began as a solution for one crying baby has grown into a brand that helps countless babies relax.

International growth

A significant milestone in Snoozebaby's history was its first appearance at the international Kind + Jugend trade fair in Cologne. There, the products were showcased to a global network of distributors and partners. The recognizable branded wipes and other soft products immediately attracted attention.

From then on, things took off. Snoozebaby products found their way to more and more countries and are now available in over 450 stores in 30 countries. From small boutiques to larger stores, parents everywhere searched for soft, comforting products for their children – and they found Snoozebaby.

Quality and safety as a basis

Today, all Snoozebaby products are CE-certified and comply with strict international safety guidelines. This means extensive testing for loose parts, material strength, and user safety, among other things. This is especially important for products for babies and young children.

The current manufacturer in Turkey is BSCI-certified and works exclusively with OEKO-TEX®-certified fabrics. This quality mark indicates that the fabrics have been tested for harmful substances and are safe for the sensitive skin of babies and children. For Snoozebaby, quality isn't a choice; it's a promise. Parents should be able to entrust their child to a Snoozebaby product without worry.

Always in motion: innovation and variety

Over the past 18 years, Snoozebaby's product range has grown significantly. Starting with a single branded blanket, the collection now comprises a wide range of products for babies, toddlers, and young families. Think swaddle blankets, footmuffs, cuddly toys, sleeping bags, pacifier cloths, and other soft comforting products.

The brand never stands still. Snoozebaby follows trends in color, material, and design, but also dares to introduce new ideas of its own. They listen to the experiences and wishes of parents and fans. In collaboration with product design students, they have developed technically complex products, such as baby carriers and sleep trainers. They always strive for a combination of ease of use, safety, and security.

In addition, the production chain is constantly being improved. By working smarter, production can be more efficient and sustainable. This leads to a more conscious approach to materials, energy, and transport. The goal: to create products that are durable, gentle on children, and kinder to the world they grow up in.

The team behind Snoozebaby

Behind every Snoozebaby product is a dedicated team. From the very first employee to the dynamic team of today, everyone contributes to the brand's success. We collaborate with permanent staff, as well as interns and freelancers who bring fresh ideas and new insights.

Creative designers, photographers, and social media specialists have helped to tell Snoozebaby's story even better. Purchasing, production, logistics, and customer service also play a key role. Together, they ensure that parents around the world receive trusted products they can count on.

Looking ahead: Snoozebaby in the future

Working every day on products that offer young families peace and comfort: that is and will always be Snoozebaby's mission. The first 18 years have been full of milestones, but there are still many plans in the pipeline. Think of new products that respond to the changing needs of families, even softer materials, and even more sustainable choices throughout the entire supply chain.

We're grateful for the journey so far and look forward to everything that's yet to come. Snoozebaby is more than a brand; it's a sense of security, a promise of quality, and a symbol of care and innovation. For 18 years, the soft labels have helped children relax and parents feel a little more at ease.

Here's to many more years of cuddles and snoozes – from crying baby to big nursery hero.