Merino Kids & Natural Baby Shower Partnership

Iconic A-list children’s sleepwear brand, Merino Kids, is excited to announce that they will be expanding their flock to Natural Baby Shower. Not only will this enable them to continue to showcase and sell their award winning products, but this is a start of a new strategic phase for the company.

Merino Kids, who started out at their Hampshire location in 2008 is now entering a new and exciting strategic phase, which has seen their UK distribution centre move in-house to Natural Baby Shower. Merino Kids will be the second brand to appoint Natural Baby Shower as their distributor, following in the footsteps of eco baby lifestyle brand Finn + Emma.

Founder Amie Nilsson launched the sleepwear solutions company out of necessity at the time and said that the brand, originally established in New Zealand, has grown from strength to strength on a global scale with continuing revenue increases year-on-year.

She said “we have been blown away by the increase in following Merino Kids has received since we started it back in 2003.  What originally started out as an idea by a desperate new mum, has grown into something much more than that.  Not only have we won many international awards for our innovative designs, but gained recognition as a ‘hip healthy’ product by the International Hip Dysplasia Institute and helped thousands of families across the world get a good night’s sleep!”

Merino Kids has not only become a home-grown success, but an international one too.  Products are retailed throughout thirty-five countries, including the USA, Australia, New Zealand, China, Japan, Russia, UAE and many other countries.
Since their inception in 2003, Merino Kids has sold sleepwear helping families around the world to create a safe sleeping environment for their loved ones, enabling them to get a good night’s sleep.

The luxury children’s brand is not only worn by A-list celebrity children, but is admired for its fine quality by royalty!  Prince George, Princess Charlotte and Princess Victoria of Sweden are all big fans of the natural products, as well as tennis superstar Roger Federrer’s twins, and Rod & Penelope Stewart, Dannie Minogue, Bryan Adams and Robbie Williams to name a few.

Amie is thrilled that Merino Kids will feature as an important brand to compliment Natural Baby Shower “Our brand values are extremely complimentary. The Natural Baby Shower and Merinokids’ brands pride themselves on the use of natural, healthy and sustainable products, ensuring only the kindest and gentlest of our creations touch our loved one’s delicate skin.”

Natural Baby Shower “We have a long established partnership with Merino Kids, whereby we have been selling their products alongside theirs online for 11 years. We are delighted to take over their distribution and to build new relationships with retailers on their behalf, as well as continuing to fulfill orders for the likes of John Lewis and Chelsea & Westminster private maternity ward.”


Contact Natural Baby Shower to set up an account and for full list of current and future styles. Contact: