Be Baby expands with Babymule acquisition

Be Baby – the owner of multi award-winning weaning brand Tidy Tot – has significantly expanded its product portfolio by acquiring changing bag brand Babymule.

The move marks the beginning of a period of impressive growth and international expansion for Be Baby as it continues to add to its current offering with the addition of well-established adventure lifestyle brand Babymule.

Established in 2010, Babymule specialises in stylish and practical changing bags designed for parents seeking high-quality bags with trend-driven designs and clever, functional features. There are already plenty of exciting NPD launches planned in 2018 as part of the acquisition.

“We are thrilled to capitalise on our continued success with the Tidy Tot brand and expand our business into a new category for Be Baby,” said director Jennifer Unsworth, “bringing our knowledge and expertise to grow what we believe to be a highly unique and stand-out brand in the category.”

She continued; “We have some exciting partnerships and NPD launches planned for the Babymule brand which we are confident will take it to an exciting new level over the coming year.”

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