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June 29, 2010

Designer baby brand takes first steps into Australian pharmacies

After taking the USA by storm, designer baby brand aden + anais is now being marketed throughout Australian pharmacies by Stirling Health (a division of Stirling Products Limited).

This affordable and exclusive baby range is already available in Australia through selected Terry White, Pharmore, Giants, Maloufs and other leading independent pharmacies.

In the USA, aden + anais is the celebrity baby brand of choice, having comforted the babies of Julia Roberts, Naomi Watts, Matt Damon, Gwen Stefani, Jennifer Garner, Heidi Klum, Sarah Jessica Parker and many more Hollywood stars and national celebrities.

The brand, co-founded by New York-based Australian business woman and mother of four, Raegan Moya-Jones, officially launched in Australia in May this year, introducing 100% soft and breathable muslin wraps, sleeping bags, bibs, blankets, wash cloths, and towels to Australian mothers.

Sydney mother and newly appointed aden + anais managing director Paige Jones will manage the Australian business, including a new push to target Australian pharmacies and boutique retailers.

Jones said: aden + anais muslin wraps have become the top seller in the baby blanket category in many major stores throughout the USA. Australian retailers finally have the opportunity to stock these premium quality and stylish muslin products. We expect Australian pharmacies to welcome the range that resonates so deeply with mums worldwide.

Muslin baby wraps were the founding product in the aden + anais range, which Moya-Jones produced to respond to a distinct lack of natural baby products in the American market. Her range has grown at a phenomenal rate and aden + anais is now available in more than 3000 stores across 13 countries with sales tripling in the past 12 months.

The response from nurses, pediatricians, obstetricians, celebrities, industry expects, and other mothers overseas has been overwhelming.

The range that is for the first time available to pharmacy retailers includes: 100% cotton muslin swaddle 4 pack wraps, muslin washcloth sets, muslin sleeping bags and burpy bibs.

For more information about aden + anais and for a list of current Australian stockists go to: www.adenandanais.com.au. Pharmacy stockists will be added and will also soon be available on www.stirlinghealth.com.au.

For media enquiries, please contact:
Hannah Furness
Access PR
P: 02 9279 4100
E: [email protected]

For sales enquiries, please contact:
Paige Jones
E: [email protected]

For all Australian Pharmacy sales enquiries, please contact:
NSW W Rymer 0402664090
Vic /Tas P Peach 0413325040
Qld S Bell 0431108494
SA/NT M Elliott 0412380414
WA R Chapman 0401960801

About aden + anais
aden + anais was founded in 2004 by two Australians who relocated to the U.S. in 1998. After becoming mothers, they were concerned by the lack of large muslin cotton fabric baby wraps traditionally used by Australian mothers to great effect. They decided to make their own version of these safe and breathable swaddles by creating aden + anais. Since then, aden + anais has become an internationally successful brand with a single focus: create soft, breathable muslin products to keep mother and baby happy. aden + anais are recipients of the Creative Child Magazine 2007 Seal of Excellence and several prestigious iParenting media awards.