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ROOBiE is a UK-based baby and toddler clothing brand founded by new mum Sammi, inspired by her baby boy Reu.

After countless compliments on his outfits, mostly from Australian Instagram boutiques. She spotted a gap in the UK for stylish, mix-and-match, neutral baby and kidswear.

Determined to create high quality, long-lasting clothes, Sammi faced hurdles with low MOQs and factories, but after being made redundant on maternity leave and receiving a small payout, she turned her vision into reality.

The concept began in 2024, with a core capsule collection in four signature colours. Designed to mix, match, and make mornings easier (even for dads and nursery workers), ROOBiE clothes feature oversized fits, soft cotton fabrics, and timeless designs that grow with your child. Built for everyday adventures, designed to last, and made to pass down.