Purebaby
Purebaby is an Australian owned brand of organic clothing for babies and children, founded in 2002 by Mirabai Winford. It also offers accessories and swimwear.
| Founded | 2002 |
|---|---|
| Founder | Mirabai Winford |
| Country | Australia |
| Key material | Organic cotton |
| Website | purebaby.com.au |
What is Purebaby?
Purebaby is an Australian brand making organic clothing for babies and children, along with a growing range of accessories and swimwear. It was founded in 2002 by Mirabai Winford, who is also creative director.
Products and positioning
The brand's garments are made from organic cotton, which it describes as soft, strong and resilient, grown without damaging chemicals using low impact methods. The focus on organic fibre is central to how the brand presents itself to parents. Alongside clothing, the range has grown to include accessories and swimwear, extending the label beyond its original babywear offer.
Distribution
- 23 stores across Australia, including concessions in David Jones
- Online store at purebaby.com.au
- Wholesale, with the brand sold in more than seven countries including the United States, the United Kingdom and the Middle East
Why it matters
Purebaby is one of the Australian childrenswear labels that built a business around organic cotton, combining its own stores and department store concessions with international wholesale.
Frequently asked questions
Who founded Purebaby?
Purebaby was founded in 2002 by Mirabai Winford, who is the brand's founder and creative director.
What does Purebaby sell?
Purebaby sells organic clothing for babies and children, plus accessories and swimwear.