INTRODUCING
ROOBiE
ROOBiE started with my little boy, Reu. From the day he was born in 2024, people were always asking where his outfits were from and telling us he was the best-dressed baby. The secret? Most of his wardrobe came from Australian boutiques I’d discovered on Instagram.
I loved that relaxed Aussie toddler style. Oversized fits, muted colours and pieces that looked cool but were still made for actual toddler life. I wanted to bring a little bit of that Aussie style closer to home, and the idea for ROOBiE was born.
GETTING HERE WASN'T EASY
I had a really clear idea of what I wanted ROOBiE to be from the beginning, which, as it turns out, makes finding a factory willing to produce bespoke pieces at tiny quantities pretty difficult.
There were plenty of times I wondered whether I’d actually be able to make it happen without taking out loans or finding investment, neither of which felt right for me.
Then I was made redundant while on maternity leave. I received a small redundancy payout and decided to turn something pretty rubbish into something positive. I put it into the idea I couldn’t stop thinking about and finally launched ROOBiE.
Slightly terrifying? Yes. Worth it? Absolutely.
Made for mini adventures. Built to last. Worn with style.
ROOBiE is built around one simple idea: more outfits from fewer pieces. Basically, mum maths we can all get behind.
Our four signature colours are designed to mix and match, with every new drop made to work back with your ROOBiE wardrobe.
Oversized fits give little ones room to grow, while roll-up cuffs, reversible designs and multi-wear pieces help you get more from every item.
DESIGNED FOR THE 20TH WASH
ROOBiE is made for real toddler life. Nursery days, muddy adventures, snack-covered sleeves and a LOT of washing.
We choose quality fabrics and thoughtful fits designed to be worn, washed and worn again, then hopefully passed on to another little legend.
Because buying better shouldn’t mean saving it for best.
TURNS OUT, OTHER PEOPLE QUITE LIKE IT TOO.
Since launching, we’ve picked up three Gold awards:
Gold | Best Organic & Sustainable Baby Brand
Gold | Best Baby Clothing Innovation for our 4-in-1 Reversible Teddy Coat
Gold | Best Accessory for our Reversible Cap
We’ve also been shortlisted for Junior Design Awards Best Fashion Newcomer (UK & International) and featured in Cheshire Life and Woman’s Own.
BUILT BY A MUM. SHAPED BY OTHER MUMS.
Our customers and their little ones are at the heart of ROOBiE. They wear it, wash it, test it and help shape what comes next.
We’re still learning, still growing and probably still overthinking the next drop after everyone else has gone to bed.
Real little ones. Real wardrobes. Real life.
REU
2024
Our little Reu was born and so was the idea for ROOBiE. Between feeds and naptimes, the dream of creating easy, mix-and-match clothes for little wardrobes started to take shape.
ROOBiE
2025
Life threw a curveball with redundancy in the middle of mat leave but it also gave us the chance to turn something negative into something positive. A small payout became the seed money to finally make ROOBiE real and launch in December 2025.
The launch of our first summer collection
2026
ROOBiE SS26 is a playful, sunshine-ready collection designed for little explorers, featuring easy-to-wear capsule pieces that mix and match effortlessly. Inspired by carefree summer adventures, the range combines soft, comfortable fabrics, versatile silhouettes, and uplifting seasonal colours to create stylish everyday outfits that are practical, durable, and made for making memories all summer long.
"The name itself comes from Reu’s favourite storybook sidekick, Roobee Roo. Just like the character, ROOBiE is full of play, adventure, and everyday joy."
- Sammi
Blog posts
Gender Neutral Baby Clothes: Why "Neutral" Doesn't Mean Boring
Search "gender neutral baby clothes" and you'll mostly get two things: a wall of oatmeal-coloured basics that all look like they came from the same three factories, or someone's opinion piece about...
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How to Build a Baby Wardrobe That's Actually Worth Handing Down
Every parent has opened a bag of hand-me-downs at some point and had one of two reactions. Either "oh brilliant, these are basically new," or a slow, resigned sigh at a pile of bobbled, greying, sl...
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How to Build a Toddler Capsule Wardrobe for Autumn (Without Losing Your Mind)
There's a particular kind of chaos that hits every year around this time. The weather can't make up its mind, the toddler has grown out of half their jumpers overnight, and somehow you're standing ...
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