About Us

Our story & Philosophy

Exceptional quality :  Ethical production

We are a small New Zealand owned and operated business that delivers premium, natural merino baby sleepwear for all newborn babies.  We're a team of innovative individuals, that just happen to be related.  Our goal is to create a shopping experience that will WOW customers. 

Baby Caterpillar was launched in August 2006, when a need was seen in the newborn baby clothing market for better solutions to sleeping products, and it has now become a leading destination for online baby merino shopping.

We aim to design only timeless peices with simple silhouetts and fuctions, rather than passing trends.  

Through the years we have stayed true to our core values and while we work hard, every day we still love what we do.


Core values:

  • A commitment to exceptional quality and excellence - striving for the best, each and every time
  • Offer WOW service
  • Provide ethical production
  • Keep it simple & functional
  • Be fast and efficient

Baby Caterpillar quite simply believes that merino wool is as close to nature as your newborn will get when it comes to clothing options.  Therefore by creating our range of merino wool essentials for newborn babies, we feel we are giving you the chance to share our vision.


Our family

Elsa Simpson-Burn - Designer and Production Manager.

Jennine Cassidy - Online Retail Manager/Buyer & Social Media

Greg Cassidy - Export Manager/Wholesale

Nerissa Cassidy - Photograph Co-ordinator


Our Sleepwear collection:

Our sleepwear collections are designed to give your little ones a safe, snug and natural nights sleep.  The collection features timeless pieces designed with function and longevity in mind, meaning they’re made to look as good today as they will in years’ to come thanks to our high-quality merino fabrics, classic styles and sustainable production processes.

All our sleepwear essentials are manufactured exclusively in New Zealand and are incredibly well made.  By keeping our operation local we are able to keep control of our high-quality standards while providing exceptional customer service and great value.  Our designer has over 35 years experience in the field and guarantees the quality of each and every Baby Caterpillar product. 

Our commitment to quality means that you can trust that not only will your baby have the best natural nights sleep, but you will get a long-lasting quality that is easy to care for.