Our Story

A family business, designed in Northern Ireland

Shnuggle began in 2009 with two new parents and a creaky wicker Moses basket.

Where it started

The basket looked lovely, but it was heavy to carry from room to room, it shed bits of wicker and it was almost impossible to keep clean. Sinead and Adam were sure a basket could be better. Adam, a product designer and mechanical engineer, set about designing one, and Sinead knew exactly what a tired parent would want from it at 3am. That basket became our first product.

The idea that changed everything came in 2014, at the kitchen sink. Bathing their son there, with one hand supporting him and the other trying to wash, Adam began working out how a bath could do the holding for you. The result was a moulded backrest and a small bump that stops a baby sliding down. Their youngest, Ruby, was the first baby to use the very first prototype. More than 2.5 million Shnuggle Baby Baths have been sold since.

How we design

Every product starts with a moment in your day – bath, change or sleep – and whatever makes it harder than it needs to be. Then we engineer an answer, test it to the safety standards that apply, and keep refining it after launch, because parents tell us what to change.

Calm by design.

Where we are now

Shnuggle products are used in more than 30 countries across the UK, Europe, North America and Asia-Pacific. You'll find them in our own shop, with leading retailers and on Amazon. In 2019 we received the Queen's Award for Enterprise in International Trade. Recent product awards include Gold for Best Changing Mat at the MadeForMums Awards 2026 and Gold for Best Product Design for Baby at the Junior Design Awards 2025.

Still a family business

We're independent and still family-owned. Sinead and Adam lead the company from our base in Newtownards, Co. Down. In 2022 they were both appointed MBE for services to trade and the economy in Northern Ireland.

Wherever you are in the routine, we'd love to help.
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