about aden + anais
aden + anais® is the original brand of design-conscious muslin must-haves, offering stylish, versatile comfort for mum and baby. Founded by an Aussie mum on a mission, aden +anais brought muslin to the world at large and quickly gained the trust of parents by delivering quality products that exceed expectations in a meaningful way. Our commitment to creating products that combine style and versatility, without sacrificing quality and comfort, has made us the proven brand of choice for more than a decade.
made for baby + designed for you
we believe in style
Our hand crafted designs and stylish prints offer a fresh aesthetic delivering an elevated collection for today’s modern parents.
we believe in comfort
From breathability and natural give to softness and durability, our products provide comfort to both baby and parent, while keeping safety top of mind.
we believe in versatility
By exceeding expectations, our products overdeliver in meaningful ways to help make parents’ lives easier.
we believe in quality
Starting with the Australian legacy of our signature cotton muslin, we continue to be the trusted brand at the forefront of lifestyle baby care around the globe.
brand personality
trusted
We are reliable in delivering
quality and safe products
to our consumers.
versatile
We exceed expectations
by overdelivering in unexpected
and meaningful ways.
thoughtful
We take a thoughtful approach
in crafting our products
to ensure effectiveness.
design conscious
We are committed to
upholding a fresh aesthetic
in everything we do.
we’re in the know
We are in the business of bringing style
and comfort into your world with baby.
We care immensely, and want to
be there for you to help simplify parenting.
We are a trusted friend that knows what is best for baby,
but acknowledges the importance of quality and design.
We take joy in providing quality products
that support you through your parenting journey.
When you hear our voice, we sound cool,
calm, and collected.
We are careful to articulate every syllable,
but not do it in a snobbish way.
Our voice is feminine, but not delicate.
We consider dads, as well as mums, part of our tribe.
When we speak, there is unmistakable confidence
that is reassuring, never arrogant.