New at Target: aden + anais

At Target the other day I noticed an endcap marked "aden + anais" in the baby department.  Not knowing anything about the brand, I looked up their web site, and learned their fascinating story:

As a young woman growing up in Australia, founder Raegan Moya-Jones was introduced to many traditional practices of motherhood. One of them in particular - swaddling babies in generously sized, gentle muslin sheets - amazed her. Even the fussiest babies seemed to sleep more peacefully in muslin. Despite the hot days and the cold nights, muslin swaddles helped keep babies comfortable. And, most importantly, the very act of swaddling seemed to build a bond between mothers and their babies.

When she moved to the U.S. and started her own family, Raegan couldn’t find any swaddles like the ones she remembered from home. The only swaddles available were too small. Or made of much-too-thick flannel. Or, simply, unattractive.

And so, aden + anais was born. And within months of hitting the market, aden + anais swaddles starting popping up in magazines, on blogs for new mothers, in virtually every celebrity gift registry, and in stores around the country.

Now aden + anais has created a line for Target, of which the Swaddle Wraps (shown here) are a bestseller and gaining rave reviews.  Besides the Swaddle Wraps - which come in a wide variety of colors and patterns - aden + anais for Target also has an array of Burp Bibs, Security Blankets, and Sleeping Bags.