2025 review – here’s what we learnt…

Stretchaboo was a long time coming – poppers and zips started winding us up in 2017 when our eight year old was a baby.

But it wasn’t really until the summer of 2025 that we started working on a solution, and we didn’t start trading properly until October.

But we’ve been really pleased with how it’s gone so far and are incredibly grateful to everyone who's taken the time to share their feedback with us.

Here are the things we’re most pleased with – and some of the things we've learnt:

• Great product feedback. We’re averaging 4.9 stars out of 5 from our reviewers and we’re delighted that within the first three months a third of our business comes from repeat customers.
  
• We didn’t buy the right sizes. We quickly realised we hadn’t ordered enough of our most popular sizes (between 6-18 months) which meant we sold out of some colours really quickly. But we had a big new delivery arrive at the start of Jan which will help with this in the future.
  
  
• Customers are buying Stretchaboo for reasons we didn’t expect. Common feedback includes: 1) using them as a base layer because they’re thin and light 2) they have scratch mitts up to size 6-12 months which is hard to find elsewhere 3) the stretchy material means they’re a good fit for thin or chunky babies.
  
  
• You want more dark colours and prints. Our new baize green is live on the site now. As for prints, all we can say is watch this space!
  
  
• We need to use Royal Mail wherever possible. We’ve been really impressed with the service we got from our posties over the Christmas period. When we’ve tried other couriers things haven’t gone as well. So we’re now committed to using Royal Mail wherever we can.

We’ve got some really exciting plans for Stretchaboo in 2026 but we’d love to hear your feedback and ideas for what you’d like to see next. You can contact Rob and Kate via our contact us page.