About Us

The Gro Company was founded in 2000, the result of two parents battle to get their baby to sleep at night. Practically unheard of in the UK, an Austrian sister-in-law introduced them to baby sleep bags, and after the amazing 12 hour sleep as a result, Grobag was born. Wanting to spread the word to other sleep deprived parents, our founders gave themselves a target of 10 years to get the UK from 0% to 80% baby sleeping bag usage, but managed it in 5.

Sam Holmes as a baby with parents Ron and Ouvrielle

15 years later...

We are known as the “official” baby sleep bag brand, having sold over 3 million Grobags worldwide. We now have over 13 different products to our name, all designed to make parenting easier. With offices in Exeter, Shenzhen and Melbourne we are a global business that always strives to put our consumers first.

We are proud that right from the start the company worked closely with the safe sleep charity the Lullaby Trust, and so safety and quality has always been important in what we do.

Find out more about why Gro products are so great here:

Why buy Gro

Social responsibility

The Gro Company has always strived to ‘Do the Right thing’ whether it be our robust ethical sourcing practices or excellent customer service. Not only do we have a commitment to safer sleep, but we want to do our best to help make parents and their children’s lives better.

logo for leading SIDS charity The Lullaby trust

Formed in 1971, The Lullaby Trust is the leading UK charity dedicated to the research and prevention of SIDS.

The Gro Company have been working with The Lullaby Trust since its very beginning. During a partnership spanning over 15 years, the Gro Company have made a significant contribution to the vital work done by The Lullaby Trust, making a positive difference to the lives of thousands of families across the UK.

Read More About Our Partnership With The lullaby trust




Friends of Buburi is run by four British nurses – Jo, Sallie, Noreen and Jackie, and provides financial and educational support to the Buburi Community Health Clinic.

The money donated by the Gro Company has directly funded the building of the Buburi Community Health Clinic, which provides ante-natal care as well as treatment for malaria and HIV to families who otherwise would not be able to access life saving care.

Read more about our partnership with friends of buburi


Kidsafe Australia and The Gro Company have committed to working in partnership over the next few years to promote safe infant sleeping and help to reduce SIDS and fatal sleeping accidents in Australia.

Funds from the sale of Grobags are donated to Kidsafe Australia to support safer sleep for all babies.


#ShoutieSelfie For Maternal Mental Health

Do you know 5 mums? Chances are one of them is struggling with a maternal mental health issue...

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Trade customers

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Gro has joined the Tommee Tippee family. Discover our exciting NEW sleep range at www.tommeetippee.com

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