INTRODUCING
ROOBiE
My dream since my little boy Reu was born last year. From day one, people were always asking where his outfits were from and telling us he was the best-dressed baby. The secret? Almost everything came from Australian boutiques we discovered on Instagram. That easygoing Aussie style felt fresh, fun, and effortless and it inspired me to bring something similar closer to home.
GETTING HERE WASN'T EASY
From the very beginning, there was a clear vision for how ROOBiE should look and feel, and I didn’t want to settle for less. Finding factories who could work to low MOQs while offering bespoke, high-quality pieces was a challenge, and there were times it felt impossible to bring the brand to life without loans or investments (a route I didn’t want to go down). Then, after being made redundant on maternity leave, I received a small payout that suddenly made things feel possible again. I wanted to turn something negative into something positive and that gave me the push to finally launch ROOBiE.
Made for mini adventures. Built to last. Worn with style.
We’re starting simple: a core collection in four signature colours, designed to mix, match, and make mornings easier. Even dads and nursery workers can’t mess this up. Every new drop, whether stripes, colourblock, knits or fleece, will always tie back to these tones, so your little one’s wardrobe just works.
ROOBiE is built by a mum, for mums (and dads too), with real life in mind, the spills, the cuddles, the playground chaos. Our oversized fits mean clothes grow with your child, giving you more wear, less waste, and maximum comfort. Made from quality fabrics, mainly 100% cotton, sometimes with a little added stretch, they’re soft, durable, and built to last through every mini adventure.
For us, basics don’t have to be boring - they just have to be brilliant. We’re not about fast fashion; we’re about thoughtful design, good vibes, and honest conversations. ROOBiE isn’t just a brand, it’s a community. We’re growing alongside you and your little ones, listening, learning, and building something better together.
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.
LOOKING AHEAD
2026
This is just the beginning. ROOBiE will grow the way all good things do - slowly, with care, and always shaped by you, our community of parents.
"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
Meet the COSiE Collection, our soft and warm winter capsule designed for babies and toddlers. Discover fleece layers, teddy textures and premium knits that mix and match effortlessly for cosy, ever...
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Discover the story behind the ROOBiE ALMOST COLLECTiON, an edit of exclusive design samples that never made it into our core range. Limited pieces, premium fabrics and timeless neutrals created dur...
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Sustainable Toddler Fashion: Why Less Really is More
A look at how choosing fewer, better toddler clothes supports sustainability, comfort and longevity. Learn how capsule dressing reduces waste and makes everyday outfits easier.
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