aden + anais
aden + anais is a baby products brand founded in New York by Australians Raegan Moya-Jones and Claudia Schwartz. It is best known for lightweight cotton muslin swaddles, along with baby blankets, towels and related essentials.
| Founders | Raegan Moya-Jones, Claudia Schwartz |
|---|---|
| Origin | New York, United States |
| Hero product | Muslin swaddles |
| Name | Taken from the founders' children |
| Website | adenandanais.com |
What is aden + anais?
aden + anais is a baby essentials brand built around lightweight cotton muslin swaddles. It was started in New York by two Australian mothers, Raegan Moya-Jones and Claudia Schwartz, who could not find the muslin wraps they remembered from home, where swaddling is common.
History
The founders, then living on Manhattan's Upper West Side, named the brand after their older children. Moya-Jones led the company as it introduced natural muslin swaddles to American parents, and the brand grew from local baby boutiques into a widely distributed label.
Products and positioning
The core product is the muslin swaddle, sold in multipacks in a range of prints and colours. The fabric keeps babies snug without overheating and doubles as:
- A sun shade for prams
- A nursing cover
- A lightweight blanket
The range has extended to hooded towel sets with matching muslin washcloths.
Distribution
Early stockists were specialist baby stores in Manhattan and Brooklyn alongside online sales. Today the brand is carried by department stores such as Selfridges and by baby specialists internationally.
Why it matters
aden + anais shows how a single hero product, introduced from another market's parenting culture, can build a global baby category brand.
Frequently asked questions
Who founded aden + anais?
aden + anais was founded by Australians Raegan Moya-Jones and Claudia Schwartz, who were living in New York.
What is aden + anais known for?
The brand is best known for lightweight cotton muslin swaddles, along with blankets, towels and other baby essentials.