AU Baby, a baby blanket brand founded by Alexandra Ulmer, aired on the 15th season of Shark Tank USA in 2024. The founder was seeking $80,000 for 25% equity for their business. However, she secured a deal with Kevin O’Leary, which was $80,000 for 35% equity, valuing the company at $228,000. In this article, we will explore AU Baby’s net worth in 2024, details of the Shark Tank pitch, and more.
AU Baby Net Worth 2024 & Financial Overview
After the show aired, the company experienced significant sales, with an estimated growth rate of 10% per year. Based on this growth rate and valuation after the Shark Tank show, AU Baby’s net worth is estimated at $500,000 in 2024.
| Annual Sales Revenue | $100,000 (2024) |
| Profits | Not Available |
| Lifetime sales | $138,000 (2024) |
What is Au Baby?
The name “AU Baby” is a clever play on words. It reflects the brand’s history and goals. Pronounced “OH Baby!”, it combines Alexandra’s initials “AU” with the French phrase “for the baby” (au bébé). The brand represents top-quality products that care for both newborns and the planet.
Solving Three Key Challenges for Newborns
AU Baby’s blankets address the three common concerns for babies which are sleep, stains, and skincare.
Made from ultrafine merino wool, these blankets stand out in a world full of synthetic fabrics. Unlike polyester, which can trigger allergies and irritate sensitive skin, merino wool contains a natural surface protein similar to human skin. This makes it ideal for a baby’s delicate skin, which is about 30% thinner than an adult’s.
While many parents focus on clean skincare products like lotions and soaps, Alexandra introduces the idea of “textile wellness.” She emphasizes that the fabrics we wear are just as crucial for skin health as the products we apply.
Naturally Dyed, Gently Colored
Polyester fabrics are not only petroleum-based but also dyed with synthetic chemicals. Many baby items use unregulated dyes, which could pose risks. AU Baby partnered with a family-owned mill in Northern Italy to ensure safety. This mill specializes in botanical dyeing, using only plants to create beautiful, vibrant colors.
The result is a unique palette that goes beyond standard eco-friendly hues. AU Baby offers soft, gender-neutral tones and classic baby pinks and blues, creating both stylish and safe options.
Merino Wool: Perfect for Babies
Merino wool is not just sustainable—it’s highly functional. It evolved to protect sheep in harsh environments, which makes it incredibly durable for messy newborns. This fiber resists germs, odors, stains, and wrinkles.
One of the most significant advantages for parents is that merino wool blankets only need to be washed once or twice a year.
The Perfect Gift for Newborns
AU Baby provides parents a cozy, safe, and eco-friendly solution for their babies. It’s also the ideal baby gift, offering a practical yet luxurious way to care for a newborn. By combining thoughtful design with sustainable practices, Alexandra and AU Baby team redefine what it means to create baby products.
Shark Tank AU Baby Pitch
Alexandra, the mind behind AU Baby, blends her expertise in knitwear and passion for sustainability to create innovative products. With six patents under her belt, she has excelled in both high-end fashion and performance sportswear. Her latest venture, AU Baby, focuses on environmentally friendly, plant-dyed baby blankets.
Alexandra began her pitch by highlighting how messy and unpredictable babies can be. She explained that babies often struggle to communicate their needs, like feeling too hot or cold, which adds to parents’ challenges. She introduced the AU Baby Blanket as a solution.
These blankets stay clean for up to a year because they naturally resist stains and odors. They also address common concerns like improving sleep quality and protecting delicate skin. To support her claims, Alexandra showed the shark’s product samples. Also, she shared details about the Italian plant-based dyes used to color the blankets.
Guest shark Emma Grede asked Alexandra about her background. Alexandra shared that she is a knitwear expert who has worked with major brands like Nike. She also designed performance wear for top athletes, including LeBron James. The sharks were impressed by her impressive resume.
Lori Greiner then asked why Alexandra created baby blankets instead of blankets for adults. Alexandra explained that babies are the most vulnerable to environmental toxins. She also pointed out that most baby products are made from synthetic materials like polyester and acrylic, which are essentially forms of plastic.
The sharks then asked Alexandra about her blankets’ production cost and selling price. Her response surprised them. She revealed that each blanket costs over $74 to make and sells for more than $160, making it a premium-priced product.
Alexandra also shared her sales numbers with the sharks. Her lifetime sales totaled $62,000, with $38,000 earned the year before filming. During the year of filming, she expected to reach $100,000 in sales. All of her sales were direct-to-consumer.
Instead of traditional digital marketing, Alexandra partnered with a PR firm specializing in juvenile products. While the blankets visually impressed the sharks, they struggled with the high price point. Mark Cuban pointed out that Alexandra still needed to figure out effective marketing strategies for her brand. Because of this, he decided not to invest.
Lori Greiner appreciated the blankets but felt it was too early to invest. Even after Alexandra tried to convince her to get a deal, Lori chose to drop out. Guest shark Emma Grede admired the product but thought it was too expensive. She encouraged Alexandra to lower the price but explained that she couldn’t invest at this stage.
Kevin O’Leary was the last shark left, and Alexandra worked hard to win his support. After some negotiation, Kevin offered $80,000 for 50% equity. Alexandra countered with $80,000 for 30% equity. Kevin responded with a counteroffer for 40% equity, but Alexandra pushed back again, proposing 35% equity. Ultimately, Kevin agreed to her final offer, so she left the Shark Tank with a deal.
| Company Name | Au Baby |
| Founder | Alexandra Ulmer |
| Business | Baby blankets |
| Episode | Season 15, Episode 13 |
| Asked Deal | $80,000 for 25% equity |
| Final Deal | $80,000 for 35% equity |
| Shark | Kevin O’Leary |
Summary of the Sharks’ Deal
| Shark | Offer | Counteroffer |
| Kevin O’Leary | 01 – $80,000 for 50% equity 02 – $80,000 for 40% equity | 01 – $80,000 for 30% equity 02 – $80,000 for 35% equity (Accepted Deal) |
| Mark Cuban | No | N/A |
| Lori Grinear | No | N/A |
| Robert Herjavec | No | N/A |
| Emma Grede | No | N/A |
What Happened to AU Baby after Shark Tank?
As of December 2024, the AU Baby is still in business. Since the episode aired, AU Baby’s website traffic has surged, and Alexandra is busy handling the new orders. She only recently learned her episode would air and had little time to prepare. With the sudden spike in demand, Alexandra may reconsider the deal, as it involves giving away a large portion of equity.
Along with the sales boost, AU Baby has reached millions of parents through the show, giving the brand valuable exposure and helping with marketing efforts. While Alexandra has high hopes for her brand, some Shark Tank fans have criticized the high price of her baby blankets. Retailing at $246 on her website, aubabyshop.com, these blankets are significantly more expensive than typical baby blankets in the U.S., which usually cost between $20 and $40.
Many are eager to see how this eco-friendly brand will influence the future of baby care. With just over 3000 Instagram followers, that number is expected to grow tenfold in the coming year.
AU Baby has earned widespread praise for its innovative approach to baby blankets. Many satisfied customers, including celebrities like Miranda Kerr and Rocky Barnes, admire the brand’s dedication to creating safer, healthier newborn options. Its appearance on Shark Tank helped AU Baby reach a larger audience and drive positive change in the baby product industry by promoting eco-friendly and premium choices.
Beyond baby blankets, AU Baby is expanding into home products, with new collections launching soon. The brand also fosters a community for parents who value quality and sustainability. AU Baby shares helpful blogs, stories, tips, and lifestyle insights through its website. This community creates a space where like-minded individuals connect and feel inspired to make thoughtful, eco-conscious choices for their families.
AU Baby Founder
Alexandra Ulmer is the founder of AU Baby which was started in 2019. Originally from Oklahoma City, Alexandra studied Knitwear Design at Central Saint Martins in London and learned to sew in Jeremy Scott’s garage. She has lived in New York City and Portland, Oregon. Her background in environmental science, combined with her experiences as a mother, motivated her to create a brand aimed at addressing the harmful practices in the textile industry.
Alexandra Ulmer, an inventor with multiple patents and an experienced knitwear designer, began her career in 2006 as a design assistant. She quickly developed a passion for knitwear, refining her skills and working with top brands like Nike, Kimberly Haller, Victoria’s Secret, and Opening Ceremony.
Alexandra also worked as a freelance sweater designer for Prabal Gurung. In 2019, while working as a Knit Designer at Nike, she launched AU Baby. At Nike, she spent nearly seven years as a Knit Designer, focusing on materials for the Flyknit line, a sustainable footwear business. Alexandra Ulmer’s net worth is unknown as of 2024.
AU Baby Achievements and Awards
| Year | Achievements and Awards |
| 2024 | The company was featured on Shark Tank Season 15 and secured a deal from Kevin O’Leary |
Conclusion
Shark Tank is a TV show that showcases different business ideas and helps them succeed. AU Baby was one of the ventures featured on the show. They made a deal with Kevin O’Leary, showing that success is possible with the right idea and execution. Now, we eagerly await to see how their success story unfolds in the future.
