aden + anais Celebrates Ten Years of Love + Muslin

Iconic Muslin Brand Has Sold More Than 25 Million Swaddles in 65
Countries Worldwide

NEW YORK–(BUSINESS WIRE)–Created by an Aussie mom on a mission to care for babies in the best way
possible, aden + anais has brought the Australian legacy of cotton
muslin to the forefront of modern baby care with its versatile
collection that combines comfort with style. Today, the beloved baby
brand announced that this year marks its tenth anniversary.

Over the past decade, Co-founder and CEO Raegan Moya-Jones has brought
global awareness to the benefits of swaddling with cotton muslin, a
time-honored Australian tradition that she introduced to the United
States. After the birth of their first child Anais (pronounced UH-nay)
in 2003, Moya-Jones began searching for the breathable muslin wraps in
the States. 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. Inventing by way of necessity, Moya-Jones launched the
original muslin swaddle blanket in the US in 2006.

With their breathability, versatility and modern aesthetic, the aden +
anais muslin swaddle blankets instantly resonated with American parents,
creating a powerful word-of-mouth buzz among parents, industry experts,
and celebrities, including Adam Sandler, Julia Roberts and Naomi Watts
to name a few. “It’s hard to believe it’s been ten years since we
introduced the first muslin swaddle outside of Australia. Back then,
when I was running aden + anais from my kitchen table, I never could
have anticipated that it would go on to become a global baby brand with
$65 million in revenue, but I always believed in the business and my
mission of making babies more comfortable while making parents’ lives
easier,” recalls Moya-Jones.

Over the next ten years, aden + anais went on to pioneer signature
muslin essentials around the world, including burpy bibs®, sleeping
bags, muslin clothing, crib sheets and more. With its headquarters in
Brooklyn, NY and offices in Japan, Australia, Canada and the United
Kingdom, aden + anais is now available in 65 countries worldwide. The
brand has received coveted awards in core categories like sleep, bath
and skincare and continues to be the swaddle of choice among
thought-leaders and A-list trendsetters, from Kate Middleton, Duchess of
Cambridge, to Beyonce to Mark Zuckerberg. Through the years, aden +
anais has also developed meaningful partnerships with causes that have a
life-changing impact like (RED), revered brands like Disney and top
hospitals around the world.

Driven by her passionate belief that all babies should be comforted by
the many benefits of muslin, Moya-Jones also set out to make the wonder
fabric accessible to parents and caregivers everywhere. Creating similar
products to its boutique range with minor adjustments, the company was
able to launch aden by aden + anais in big box channels and ideal baby
in drugstores and supermarket chains. “I am excited about the future of
aden + anais as we continue to revolutionize the baby industry with our
innovative products, our authentic brand and a team of people who care
very much about every single customer we have,” says Moya-Jones. “Here’s
to ten more years of sharing the magic of muslin with mums around the

For more information on aden + anais, please visit


Godfrey Sanders PR
Kristina Godfrey