Hello and welcome to our story! 👋
Every brand has a beginning, and ours started with a simple conversation, a shared ambition and, naturally, a cup of tea.
GrowGrows wasn't created because we wanted to start a baby clothing brand. It was created because we believed parents deserved something better—beautifully soft baby clothing, thoughtfully designed, made with care and backed by exceptional customer service.
So, let's go back to where it all began…
Meet Joe & Eddie
Joe is from Manchester and Eddie is originally from Scunthorpe, although he now proudly calls Manchester home too.
The pair first met in 2015 while taking part in a business accelerator programme. They quickly became friends, but neither imagined that friendship would one day grow into GrowGrows.
Sometimes the best ideas just need the right moment.
The Conversation That Started It All ☕
Fast forward to the summer of 2020.
During one sunny afternoon in Eddie's back garden, the conversation turned to creating a sustainable baby clothing brand.
It wasn't a formal business meeting. There were no presentations or spreadsheets, just two friends discussing how baby clothing could be done differently.
And yes... there was a proper brew involved!
Becoming a Dad Changed Everything
A huge part of GrowGrows' story began when Eddie became a dad.
After welcoming his first daughter, Emmie, in October 2019, shopping for baby clothes quickly became more frustrating than exciting.
Instead of finding beautifully made, high-quality clothing, he found himself disappointed by uninspiring designs, questionable manufacturing standards and poor customer experiences.
Orders often arrived with little thought or care, making what should have been a special purchase feel rather ordinary.
There had to be a better way.
Creating Something Different
Joe and Eddie had talked about working together for years, but they never wanted to start a business just for the sake of it.
They wanted to build something that genuinely made a difference.
Their vision was simple:
- Beautifully soft baby clothing
- Sustainable, thoughtfully chosen materials
- Exclusive hand-painted prints
- Outstanding customer experience
- A brand parents could genuinely trust
GrowGrows was born from that vision.
One Sleepsuit. One Big Dream.
Not many people know this, but GrowGrows originally launched with just one product - our signature GrowSuit.
In fact, GrowGrows began as a subscription-only business, built around one beautifully soft bamboo sleepsuit designed to grow with little ones.
We spent months developing our products, building our brand and sharing our journey online with anyone who wanted to follow along.
Launch Day Didn't Quite Go to Plan…
GrowGrows officially launched on 1st November 2021, just three days after Eddie welcomed his second daughter, Felicity.
Needless to say… the timing could have been better!
Joe and I sat in our packing unit, full of excitement, watching visitors arrive on the website.
Then the technical issues started.
Visitors disappeared almost as quickly as they arrived.
After months of hard work, it was heartbreaking.
But something amazing happened.
A handful of customers believed in us anyway.
Some of those very first families are still shopping with us today, and we'll always be incredibly grateful for their loyalty and support.
Back to the Drawing Board
Rather than giving up, we got back to work.
Within a week, we had built a brand-new website, redesigned our packaging and refined our collections.
Every setback became another opportunity to improve.
Looking back now, we're thankful those early challenges happened because they helped shape the GrowGrows you know today.
A New Chapter with Clair de Lune
As GrowGrows continued to grow, an exciting opportunity came along that would take the brand to the next stage of its journey.
In 2026, GrowGrows proudly became part of the Clair de Lune family.
With over 80 years of heritage, Clair de Lune has become one of the UK's most trusted nursery brands, helping generations of families create beautiful nurseries and precious memories with thoughtfully designed baby essentials.
For GrowGrows, this wasn't about changing who we are, it was about strengthening everything we'd already built.
Joining the Clair de Lune family has allowed us to invest even more in product development, customer experience and future collections, while staying true to the values that inspired GrowGrows from the very beginning.
Today, we proudly combine GrowGrows' exclusive prints and signature bamboo clothing with Clair de Lune's decades of nursery expertise, craftsmanship and trusted reputation.
Still the Same GrowGrows 💛
Although we've grown, the heart of GrowGrows hasn't changed.
We're still passionate about creating:
- Beautifully soft bamboo and organic cotton clothing
- Exclusive British-designed watercolour prints
- Thoughtfully designed products for everyday family life
- Matching collections made for gifting
- Outstanding customer service
Everything we create is designed to bring comfort to little ones and confidence to parents.
Growing Together
Thanks to our amazing community, we've welcomed thousands of happy customers, created collections we're incredibly proud of and helped protect more than 95,000 rainforest trees through our environmental initiatives.
Every order, every recommendation and every kind message reminds us why we started this journey in the first place.
Thank You for Being Part of Our Story
CTA Image: A warm family lifestyle image featuring one of your newest collections.
Whether you've been with us since our very first GrowSuit or you've only just discovered GrowGrows, thank you.
Your support means the world to every member of our team.
We're incredibly proud of how far we've come, but we're even more excited about what's still to come.
Together with the support of the Clair de Lune family and our wonderful customers, we'll continue creating beautifully soft bamboo baby clothing that's thoughtfully designed for cuddles, adventures and every precious milestone in between.
We hope you'll continue to grow with us.
💛
