The Ultimate Children's Design Resource


Vendor Spotlight: The Gro Company

Welcome to our series spotlighting our Featured Vendors from our Vendor Guide. The guide includes carefully curated vendors from the baby and children’s industry in design, retail, special services and much more.

We all know that more often than not, sleep is the the bane of a new parent’s existence—and if it wasn’t for you, you should be counting your lucky stars! Luckily, there is a brilliant UK-based company that offers products that promote better, safer sleep for babies. Meet The Gro Company—you can thank us for the introduction after you’ve tried their products and gotten a great night’s sleep.

Grobag Sleep Bag from The Gro Company

What do you think people might not know about The Gro Company that you’d like to share?

We are based in the UK and have always had a following in The States, but our products were difficult to find until a couple of months ago. We are excited to let everyone know that our products are now available at Amazon, Babies R Us, Buy Buy Baby, Diapers.com and Walmart.com in America!

Do you have a signature product?

The Gro Company is known worldwide for our award-winning Grobag sleep bag. Not only does the Grobag offer parents a safer sleep solution for their children, but it also does it with style and function. In 2000, we began working with The Lullaby Trust, a leading UK baby charity working to prevent SIDS, to promote baby health and to support bereaved families. We wanted to create a safer sleep product, and now, almost 15 years later, we are proud to have funded over £500,000 of safe sleep research to date with The Lullaby Trust. As a result of our continued dedication to safety, the Grobag is The Lullaby Trust’s recommended baby sleep bag.

Gro Swaddle from The Gro Company

What can we expect from you this year?

While we endeavor to create product designs that delight both parents and baby, we will also continue to reassure parents that we take sleep safety as seriously as they do. We are about to launch some unique new portable gadgets that will change the way that your baby (and family) sleeps. We recommend following us on Facebook to stay up-to-date on new product launches.

Owl Groegg from The Gro Company

What is your biggest piece of advice for new parents?

Ah, the magic of a good night’s sleep. That’s what we try to create at The Gro Company. We have a few tips for helping your baby sleep well:

Timing. Leave a reasonable length of time between when baby has woken up from the last daytime nap and when it’s bedtime. Over-napping or sleeping late in the afternoon can lead to sleep problems.

Routines. A familiar series of steps leading up to bedtime will help to make baby feel sleepy and safe. Things like a gentle bath time, reading a book or singing a lullaby will all help.

Discourage a milk/sleep association. If baby learns to only settle while drinking milk, you may end up giving frequent, unnecessary feeds each time your baby stirs during a period of lighter sleep.

Love the crib! Always place your baby into his crib while he’s awake or it can be a real shock when he wakes up in a strange environment and not in your arms.

Remember the sleep cycles. It is normal for babies to wake several times in the night, so it’s better that they learn to re-settle themselves. This is why Grobags are so popular—children remain warm and cozy during these awake and asleep phases during the night.

Gro Anywhere Blind from The Gro Company

Where do you find your inspiration?

We all need a good night’s sleep, and we know that having a newborn or an energetic toddler makes this hard to come by. We are inspired to develop and offer products for children and their parents that not only provide safer sleep solutions for infants and children but also result in more rest for the entire family.

Tell us your motto.

Safe Sleep. It’s what gets us up in the morning (after a wonderful night’s sleep, of course) and what inspires us to do what we do.

To learn more about The Gro Company, visit their listing in our Vendor Guide.

If you are interested in applying to become a Project Nursery Vendor, please click here.

About the author
Courtney and her husband live in their hometown in Upstate New York with their two-year-old daughter, Emiliana. When she's not tagging along on Emmi's latest adventure or helping to complete a toddler masterpiece, Courtney loves taking yoga classes and spending Saturday mornings at the farmer's market with her family.
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