Stretchaboo is one!

We started working on Stretchaboo in the summer of 2025 with one mission - make parent's lives a little bit easier and rid the planet of naffing poppers!

Most of our time was spent working on prototypes and testing, and it wasn't until last October that we put our first range of six plain colours on sale.

We had immediate success and sold six in our first week! Second week... 0. Third week... 0. It looked like we might have a garage full of baby grows for ever more.

But thanks to the support of popper-hating parents and grandparents across the country, Stretchaboo has grown and we're now shipping out 100s of baby grows every week. 

So to celebrate our first year in business, here are the things we're really proud of... and some of the things that have gone wrong!

Five things we're most proud of...

1) Our daughter is still chief model (though she is outgrowing this very quickly!) and our nine year old packs almost every order that goes out when he gets back from school. Don't worry, we have a proper checking process!

2) We've had some of the most amazing feedback - after nearly 200 reviews you've scored us 4.9 out of 5. Most commonly used word - 'Soft'

3) Our first collab with designer Sam Jayne has been a massive success. Watch out for lots more on the way.

4) Customers keep coming back with nearly a third of our sales now from existing customers.

5) Based on customer feedback we've started ranging baby grows in bigger sizes. Our sleepsuits can help with kids who have autism, sensory issues or feeding tubes and since our first stock landed they've been flying out. 

Five that have gone wrong...

1) We ordered completely the wrong mix of colours and sizes at the start which meant we sold through our bestsellers really fast. And still have too much white in 18-24 months if anyone's interested...

2) Not ranging short sleeves and legs in time for summer. Ahead of the hottest summer since records began. Brilliant. Shorts are on the way for 2027 so expect non-stop rain from May - September.

3) We bought 6000 shipping bags that are too small for lots of our orders. Oops.

4) We tried sending some of our early orders with Evri. We won't be making that mistake again.

5) The waistband could get a bit saggy on some of our early stock. This prompted a redesign early in 2026 which thankfully has solved the problem.

We've had great fun in our first year. Thanks to everyone who's shopped with us, left reviews, sent feedback or interacted with us on Instagram. And here's to a bigger and better year two!