our story

our beliefs

we believe in the comforting assurance of muslin

From breathability and natural give to softness and durability, the many benefits of our high quality muslin give you complete assurance that you are doing the best thing for your baby’s comfort. The word-of-mouth buzz our signature muslin products continue to create among parents, nurses, pediatricians, industry experts, lactation consultants and celebrities alike is a testament to the comfort our products provide to both baby and parent.

we believe in simplicity

Parenthood is a blessing but can also be very overwhelming. This is why we create products that are as versatile and useful as they are beautiful. Our swaddles work as stroller covers, tummy time blankets, nursing covers, burp cloths and more. Our bibs double as burp cloths. Our serenity star is a five-in-one multi-tasking nursery must. Anything we can do to safely make your baby comfortable while making your life easier equals a job well done for us.

we believe in safety

Safety is top of mind when developing our product range. Each and every product goes through a rigorous course of testing before hitting the market—including tests done by Raegan on her four girls. Whether it’s through eliminating loose blankets in the crib with sleeping bags, knowing the correct way to swaddle or removing all harsh ingredients from our skin care collection, we strive to make sure our brand influences families to build the safest environments for their babies.

we believe in expression through style

Our modern aesthetic and iconic prints are unique to the baby industry and make us who we are. Influenced by stories we hear, scenes we see or inspirational colors, there is a story behind each one of our patterns, bringing depth to the designs that complement your style while delighting your baby. 

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our founder

Born and raised in Australia, Raegan Moya-Jones grew up with her native land’s centuries-old practice of swaddling babies in cotton muslin blankets. For countless generations, Aussie parents have comforted and secured their children in this supremely soft, breathable fabric.

Raegan relocated to New York City in 1997 with her future husband, where she spent ten years in sales at the prestigious weekly news publication, The Economist. Even though she was far from home when she became pregnant in 2003 with her first child, Anais (pronounced UH-nay), Raegan was comforted knowing she could carry on the time-honored Australian tradition of swaddling her baby with a muslin blanket. But after scouring stores across the US for the muslin wraps used by parents everywhere in Australia, Raegan came up empty-handed. Much to her surprise, the only available options were made of fleece, flannel or heavy cotton—none of which she thought were right for swaddling. That’s when the idea for aden + anais was born.

Inventing by way of necessity, Raegan introduced the first muslin swaddle blanket to the United States in 2006. With their versatility, quality, and modern aesthetic, the aden + anais muslin swaddle blankets instantly resonated with American parents. Since then, aden + anais has brought the Australian legacy of cotton muslin to the forefront of lifestyle baby care around the globe, pioneering signature products that combine comfort and assurance with style and simplicity. Available in 65 countries worldwide, the award-winning collection includes a full range of multi-purpose swaddles, burpy bibs®, dream blankets™, sleeping bags, nursery bedding, muslin clothing and more.

Staying true to her Australian heritage, her passionate belief in the calming assurance of muslin, and her personal life experiences as a mum of four daughters, Raegan continues to be a decorated business entrepreneur and success story in the baby industry, paving the way for aden + anais to become a premiere global lifestyle brand.