In a captivating episode of Shark Tank, viewers were introduced to AU Baby. The company specializes in creating environmentally friendly baby products, with a primary focus on baby blankets made from organic materials. Founder Alexandra Ulmer pitched her business on Shark Tank and got a deal with Kevin O’Leary. Currently, AU Baby is worth an estimated $500,000 after the show.
Alexandra Ulmer
The driving force behind AU Baby is Alexandra Ulmer, a passionate entrepreneur with a deep commitment to eco-conscious living. Her background in environmental science and her personal journey into motherhood inspired her to create a brand to “clean up the toxic textile industry.”
Ulmer has a decade of knit design experience in performance sports and luxury fashion. Previously worked at Nike for nearly seven years as a Knit Designer. Mainly she designed knit materials for Flyknit, a $2 billion plus sustainable footwear business. Before this long stint, she was a freelance designer.
Getting on Shark Tank
Securing a spot on Shark Tank is no easy feat, and AU Baby’s journey to the show was no exception. The rigorous selection process and grueling pitch preparation presented significant challenges for Alexandra. Nevertheless, their dedication paid off as they successfully earned a coveted spot on season 15.
Before Shark Tank, AU Baby hasn’t had any difficulty attracting media attention. They’ve featured in publications such as Forbes, Today, Harper’s Bazaar and Fox News. So far customers are happy with the product, on Judge.me they have a five star rating from 69 customer reviews. Ulmer delivered a great pitch and agreed to give away 35% of the business for $80,000.
After Shark Tank
Although the episode just aired, AU Baby’s website traffic is already exploding and Alexandra will have a busy weekend staying on top of orders. She only recently found out her episode would and didn’t have a lot of time to prepare. Considering she’s giving away a huge chunk of equity, Alexandra might change her mind about the deal after a huge spike in orders.
Despite her aspirations, Shark Tank fans were quick to point out how expensive her baby blankets are. The blankets retail for $246 on her website, aubabyshop.com. Typically baby blankets in the US cost $20 to $40, so the product is aimed at the luxury market. Given the cost of living crisis, the average parent won’t be willing to spend this kind of money. On the other hand, the product will appeal to a niche market.
As AU Baby continues their mission to offer sustainable and safe baby products, the world eagerly awaits to see how this eco-conscious brand will shape the future of baby care. The brand has just over 120 followers on Facebook, this will be 10x in the coming weeks!
