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Ali started Babu in 2002 after not being able to find the right type of baby bedding she wanted for her son, Jack - nicknamed 'Babu'.

With a background in wound-care nursing, Ali is a stickler for what can and can’t touch a baby’s skin. That’s why the natural fibres of organic cotton and merino wool are so important to her. You’ll feel her signature for simple design and superb quality in every Babu product.