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Buddy Loves... Bubbaroo

In our "Buddy Loves..." series we share with you the behind-the-scenes stories of our brands.

Our first "Buddy Loves..." is all about Australian baby sleepwear brand Bubbaroo, founded by a mum who couldn't find the right swaddles to help her son's startle reflex. It's an incredible story - don't miss the video at the end which really brings the brand to life.

Nicole Cassey went from struggling with a baby with severe Gastro Oesophageal Reflux Disease (GORD) and failing to thrive, to sleep product innovator. For 10 years Nicole has been the driving force behind Bubbaroo – creating swaddling and baby sleeping bags to help other parents get through the struggles of sleep issues with their little ones.

Nicole became a mum for the first time in 2004, and like many of us, struggled through those first few weeks. Her son Jacob was a terrible sleeper, was losing weight and was suffering from severe GORD, which resulted in several hospital stays.

Nicole explains, "The key to Jacob’s recovery was to get him settled, sleeping and staying asleep. He couldn’t feed when he was so over tired and distressed."

Nicole realised she needed to find a way to help Jacob stay asleep. One of the symptoms of Jacob’s reflux was a very strong startle reflex. Jacob would often startle himself and become very distressed.

"We would swaddle Jacob to calm him but he’d always manage to escape, I nicknamed him my little Houdini because even though he was failing to thrive he was incredibly strong, and could hold his head up from birth," says Nicole. "I searched and searched to try to find a swaddling product but there was nothing on the market in Australia."

Nicole set about creating a swaddling product that simulated a mum’s womb by providing freedom of movement of baby’s arms and legs – and that’s how Bubbaroo was born.

It’s an inspiring story – as you can see in the video below Jacob has come a long way, as the brand celebrates its 10 year anniversary.

The Joey Pouch swaddling bag was the first Australian swaddle to hit the market. Nicole spent a significant amount of time developing the Joey Pouch, sourcing high quality fabric and materials for safety and functionality. She also wanted chic designs and a neutral colour palette that comforted and calmed babies ready for sleep.

Nicole consulted midwives and child health nurses, met with SIDS and Kids in Australia and spent more than a year conducting market research and modifying the design of the Joey Pouch Swaddle Wrap and Joey Swag baby sleeping bag range.

This year Bubbaroo launched the Platinum range of luxury Joey Swag baby sleeping bags, which use 500 thread count organic cotton and Australian wool padding. These clever baby sleeping bags even have a travel system so they can be used in a stroller or car seat.

What started out as one Aussie mum’s mission to help her own baby has developed into a trusted sleepwear brand helping families all over the world. Here’s to 10 years of Bubbaroo! 

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