Newtownards firm who turned down the Dragons secures major Asia export deal

Schnuggle founders Adam and Sinead Murphy, who have secured a major Asian export deal. The pair are pictured during their appearance on BBC's Dragons Den last year
Gareth McKeown

A NEWTOWNARDS company, which turned down the Dragons is celebrating a major Asia export deal.

Shnuggle, who design baby products sold in the likes of John Lewis and Mothercare, has announced its biggest export contract to date with Asia Pacific distributor, Bloom & Grow.

The new partnership will see the launch of the Shnuggle brand in Australia as well as further growth of the company's Asian market share, reaching a potential population of just under two billion people.

Bloom & Grow is a further addition to the ever-growing list of Shnuggle's export territories and the brand will join other major players in the portfolio such as Skip Hop, Ergobaby, Trunki and Nuby.

Founded in 2009 by husband and wife team Adam and Sinead Murphy, Schnuggle now export to over 35 countries worldwide, 18 of which were added this year following launches into the US, Canadian, South African and Japanese markets. Closer to home the Co Down company has enjoyed significant growth in the UK and Ireland market, securing increased distribution with leading retailers Mothercare, Argos and Mamas and Papas, as well as exclusive lines at John Lewis.

Co-founder of Shnuggle, Sinead Murphy said the latest deal with Bloom & Grow is a "major turning point" for the business.

"To be welcomed by such a large distributor and to sit alongside the number of credible brands in their portfolio is really exciting for us. We have invested heavily into growing the export business while continuing to support and expand our UK retailers and we are very much looking forward to watching the Shnuggle brand grow in these new territories."

Alexandra Dickson Leach, founder and CEO of Bloom & Grow added: “Bloom & Grow are thrilled to be bringing the Shnuggle bath range to all of our territories. The products are innovative, and I have no doubt they will be welcomed by parents across Asia and Australia.”

Shnuggle, based at Sketrick House in Newtownards, design innovative and modern baby products which focus on making life easier for parents. The company's inception came about after parents Adam and Sinead Murphy began searching for a silent and more hygienic moses basket for their daughter who had become seriously ill shortly after birth. This led to the creation of the Shnuggle Moses Basket - a modern take on the traditional moses basket and the first of its kind in the market. Since then Shnuggle has launched a range of award winning products focusing on baby bathtime, sleeptime and change time. Last year the husband and wife team appeared on the BBC show Dragons Den, where they declined an offer of investment from multi-millionaire businessman Touker Suleyman.

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