Product Update
Is Au Baby Still in Business? (2026 Update)
Is Au Baby from Shark Tank still around in 2026? The deal it made, the sharks who invested, and where to buy Au Baby today.
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Alexandra Ulmer left a knitwear design job at Nike to build Au Baby, a sustainable baby blanket and bootie brand out of Portland, Oregon, and pitched it in Season 15 with 160,000 dollars in sales already behind her. If you found this page trying to confirm the brand survived its TV moment, it did.
The Short Answer
Au Baby is still in business and still selling. The company continues to make organic cotton and merino wool baby blankets along with booties engineered to actually stay on infants' feet, using plant-based dyes as part of its sustainability pitch. It maintains an active social media presence, particularly on Instagram, which it has leaned on for growth since the show aired.
This is a small, founder-led brand rather than a mass retailer, so do not expect Target-aisle ubiquity. What you should expect, and what the evidence supports, is a company still shipping product from its own operation.
The Shark Tank Pitch
Au Baby appeared in Season 15, Episode 13, pitched by Alexandra Ulmer, who designed her products with a knitwear background from her time at Nike. She positioned the brand around eco-friendly baby products made with organic and merino materials.
Ulmer asked for 80,000 dollars for 25 percent equity, coming in with 160,000 dollars in sales already on the books, a modest but real number for a young direct-to-consumer baby brand.
The Deal That Got Done
Kevin O'Leary invested the full 80,000 dollars Ulmer asked for, at 35 percent equity, more than the original offer. Reporting on the pitch describes the final terms as the product of intense back-and-forth negotiation before the two sides landed on numbers, with Ulmer initially having opened even lower before the equity crept upward through the discussion.
O'Leary's brand of deal-making tends to prioritize the check size and the equity percentage over hands-on involvement, which fits a founder who seems to have kept creative and operational control of the brand after the investment closed.
A Nike Designer's Approach to Baby Gear
Ulmer's background matters more here than in a typical pitch. A knitwear designer coming out of Nike brings a specific skill set to a baby blanket company: material science, sourcing relationships, and an understanding of how apparel-grade fabrics perform over repeated washing, all things a first-time founder without that background would have to learn the hard way.
That likely explains why the sustainability claims on the product, organic cotton, merino wool, plant-based dyes, read as more than marketing language. Those are specific material choices that require real supply chain work to execute consistently at small-batch scale, and the fact that the company is still making those same commitments years later suggests the sourcing relationships behind them have held up.
Au Baby net worth in 2026
There is no independently confirmed net worth or current revenue figure published for Au Baby. The only hard number on record is the 160,000 dollars in sales the company had generated before its Season 15 appearance, and no updated total has surfaced in tracking-site coverage since.
Given the brand's continued sales activity and stated plans around expanding to fully recycled or renewable materials, it is reasonable to assume modest, ongoing revenue growth, but any specific dollar figure for 2026 would be a guess rather than a sourced fact, so none is offered here.
Where Things Stand Now
Since the Season 15 pitch, Au Baby has grown its Instagram following, expanded into new retail placements, and kept pushing its sustainability angle, including a stated goal of moving toward fully recycled or renewable materials.
The company is a small, still-operating baby goods brand run by its founder, with a Kevin O'Leary investment behind it and a product line that has held together since the show aired. If you are shopping for the blanket or booties you saw on television, they are still being made.
Given the small scale of the operation, do not expect Au Baby to show up on a big-box store shelf. This is a direct-to-consumer brand leaning on social proof and founder-led marketing, which is a sustainable model for a niche baby goods company even without national retail distribution.
Where to buy Au Baby
Still selling as of January 11, 2026. Check today's price and availability.
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See the full Au Baby deal breakdown and term sheet →
