FROM OUR FAMILY TO YOURS
Meet the family behind Babu
Babu was created to support real life with little ones — simple, well-made clothes that are comfortable, durable and easy to live in. That’s what we value, and that’s why we’re here.
We’re a family across New Zealand and Australia, and Babu is now run as a family business. Parents, siblings, partners and in-laws are all involved, with four young children keeping us closely connected to everyday life.
We’re stepping into the brand with respect for what Ali built since 2002. Babu has earned its place as a trusted name through consistent quality, thoughtful design and a clear focus on practicality. Those foundations remain central to how we operate.
Childhood is active, unpredictable and often messy. Clothes need to keep up without fuss — to be soft, comfortable and made to last. Babu has always focused on getting the basics right, and that won’t change.
Looking ahead, we’re focused on growing Babu carefully and sustainably, while staying true to the simple essentials families rely on.
But it’s pretty simple: time, space, attention — and simple, comfy and durable clothes they can explore the world in.
our purpose
It’s that simple. We empower parents by offering the best quality basics for little ones. Our dedication to everyday essentials means parents can confidently nurture their little ones, giving them a foundation of comfort and care right from the start.
our promise
Babu is an enduring promise to make life simpler for busy parents, every single day. We focus on making practical clothing solutions for little ones that seamlessly fit into any daily routine. Organic cotton and merino basics, designed to make everyday tasks a little easier.
our core belief
Whether it's selecting sustainable materials such as organic cotton and merino or advocating for fair & responsible practices, kindness drives our actions. Through kindness we can foster a compassionate community that leaves a lasting, positive mark on both people and the planet.
The original Babu baby!
Ali’s background was in wound care nursing, she knew how careful you have to be with young skin. The thought of putting her son Jack in sheets that were thick, soft and stretchy was the catalyst of what has become a wonderful brand.
Little Jack, whose nickname was Babu, grew up around the warehouse.
From contract sewers to stores, he would “help” fold and pack in those early days.
Babies who grew up in our cot sheets have gone off to university with their King Single sets in tow.
Once Ali’s children grew and flew the coup it was time for a new family to step in.
Our children — Fergus, Esme, Annie and Millie — have been part of a family business since they were babies. In fact, we first met Ali in 2020, through another small business, when Fergus was just six months old. Since then, these four have grown up alongside small businesses — packing orders, tagging along to trade shows, visiting suppliers, and spending plenty of time around warehouse floors and work tables.
Like the children before them, they’re learning what it means to build something over time. They see the care that goes into making quality products, the relationships behind the scenes, and the persistence required to keep going — especially when things aren’t easy.
Babu continues as a family business, shaped by everyday life and the people around it. The faces have changed, but the values haven’t.
