Au Baby on 'Shark Tank': What is the cost and how to buy organic, functional fiber baby blanket that needs laundering twice a year
PORTLAND, OREGON: Alexandra Ulmer seeks investment for Au Baby, her ethically and ecologically created baby blankets, on 'Shark Tank' season 15. Alexandra discusses parenthood, what motivated her creative concept, and what additional information mothers should be aware of regarding the toxic chemicals and materials used in baby apparel.
Most new parents are greeted with an abundance of baby blankets when they learn of their pregnancy. The majority of these well-intended gifts will be made of petrochemical-based polyester fleece or non-super-soft, pesticide-laden cotton.
Most are prone to stains and odor retention, necessitating frequent laundering. Even worse, the ubiquitous fluffy polyester blankets will release microplastics into the ocean via washing wastewater.
Fluffy poly fleece, which is made by extruding polymer filaments and then knitting and cutting them into a soft pile, is equivalent to snuggling our newborns into a dozen plastic water bottles. Meet AU Baby, the world's first organic, plant-dyed, and practical fiber blanket for newborns.
What is Au Baby?
AU Baby pronounced 'OH Baby!' is a play on words that reflects the brand's goal and history. Combining its founder's initials 'AU' with the French meaning "for the baby," the brand stands for best-in-class products for newborns and the environment.
AU Baby's blankets are the first to aid newborns with the three S's: sleep, stains, and skincare.
AU Baby, made from ultrafine merino, changes the tide in a sea of synthetics. Whereas polyester cloth, a frequent allergy, can irritate the skin, merino fiber contains the same surface protein as our own skin.
This makes it an ideal fit for a baby's smaller, more delicate epidermal barrier (approximately 30% thinner than adults). While the clean beauty movement has made significant inroads in the industry by emphasizing a "what goes on skin, gets within" approach, little attention has been devoted to what AU Baby founder Alexandra refers to as "textile wellness."
This notion is particularly crucial for infants.
“The fabrics we place on our skin have the same importance as the creams, soaps, and lotions we’re now paying more attention to. For textile wellness, look for natural fiber fabrics that are naturally dyed and free from chemical pesticides,” says Alexandra.
In addition to being created from petroleum and coal, polyester is always synthetically colored. While most textile dyes used in baby items are unregulated and possibly harmful, AU Baby collaborated with a family-owned mill in Northern Italy that specialized in 100% botanical dyeing.
They developed a plant-powered palette that adds an unexpected degree of color. AU Baby provides a wide range of exquisite gender-neutral tones, as well as the ideal shades of baby pink and blue, in contrast to the normal eco-dye shades of mild mossy colors.
Merino has more to offer than just its sustainability narrative. Due to the evolutionary advantage of safeguarding sheep in tough situations, it is a fiber that naturally performs for some of the world's messiest consumers: newborns.
Merino resists germs, odors, and stains while remaining wrinkle-free. Perhaps the most incredible advantage for parents? It simply requires laundry once or twice each year.
AU Baby offers a welcome answer for parents searching for a safe, cuddly, and environmentally friendly blanket for their baby. And a simple answer to the eternal question: What is the ideal baby gift?
Who is the founder of Au Baby?
Alexandra, the founder of AU Baby, is a businesswoman who specializes in sustainability and knit product innovation. With six patent filings under her belt, she has expanded her passion for knitwear design into performance items and, most recently, baby products.
AU Baby is the first functional fiber baby blanket line. Her objective is to clean up the poisonous textile business for the benefit of newborns by using natural, sustainable, and 100% plant-colored goods.
Alexandra knows how to knit. She started AU Baby to clean up the hazardous textile industry.
With over a decade of knit design expertise in high fashion (OC, Prabal Gurung) and as a material developer in performance sports (Nike), she has shifted her focus from the runway to the crib. AU Baby is a clean, sustainable baby blanket line that combines Alexandra's interests in sustainability, wellness, and textile design.
Despite growing up in Oklahoma City, Alexandra moved to London to study Knitwear Design at CSM and learned to sew in Jeremy Scott's garage before living in New York City and subsequently Portland, Oregon. Her knit patterns are on display at the Smithsonian and have been immortalized in bronze by Jeff Koons.
What is the cost and how to buy AU Baby?
Sustainability does not come cheap. The blankets cost $160 apiece, but they are truly heirloom quality.
They come in a wide range of designs and colors. Adding a monogram is $10 per letter.
One can purchase this product from their official website. Their website is flooded with positive reviews like, "We received The Sawa as a baby gift. The heirloom quality and natural benefits make it our go-to blanket. It definitely sets the standard for baby products. It will also be my go-to baby gift for expecting parents from here on out. Highly recommend!"
Another user chimed in, "We just received our blanket with embroidery and it far exceeds our expectations. We are so happy with it and cannot wait for our baby to use it!! We will purchase more! Thank you!"
One person also commented, "This blanket is the perfect heirloom for our baby girl! It’s a great material and the embroidery is beautiful. Alexandra was so helpful in helping us pick a color and font for the embroidery!"
One person wrote, "This blanket is beautiful. It is super soft and so well made. Love it!"
Alexandra is most likely in the Tank to seek Shark's help in updating her machinery to create clothes and adult-sized blankets.
Where is Au Baby now?
Alexandra has come a long way since she was raised in Oklahoma City and learned to sew in Jeremy Scott's Hollywood Hills garage. Her blankets are lovingly handcrafted in downtown Los Angeles from 100% traceable, renewable, long-lasting, and biodegradable materials.
Her Italian plant coloring technique assures that no pollutants enter wastewater or come into contact with delicate skin. It benefits both the infant and the environment.
AU Baby is the world's first clean and sustainable baby blanket line. It offers a welcome answer for parents searching for a safe, cuddly, and environmentally friendly baby blanket that outperforms the industry standard.
Au Baby not only reinvents the baby blanket but also provides a fully sustainable supply chain and product lifespan, without the need for greenwashing.
Who will steal the deal?
According to the Au Baby website's FAQ page, Alexandra hopes to extend her product range to include adult-sized blankets and clothes. She will require new machinery to do this.
That's presumably the reason she's in the Tank. If her sales are excellent, she may receive several offers.
It doesn't appear like Mark Cuban makes an offer. Any of the remaining four sharks may.
Alexandra can expect a royalty offer from Mr Wonderful, aka Kevin O'Leary, but Emma Grede would be the greatest Shark for Alexandra. If Alexandra plans to grow into clothes, she should consider Emma's offer carefully.
'Shark Tank' Season 15, Episode 13, airs on ABC on Friday, February 2, at 8 pm ET. Catch the latest episode featuring products like Modern Picnic, Torch, Au Baby, and Genius Litter.
For those who miss the episode, it will be available on demand the following day and on Hulu. Additionally, viewers can explore past seasons and episodes on Amazon Prime Video and iTunes.