What We Learned Exhibiting at The Baby Show London (And Why Parents and Caregivers are Still Discovering Merino Wool for Babies)

From 6 – 8 March we exhibited at The Baby Show London for the very first time at ExCeL and it was one of the most exciting (and exhausting!) weekends we’ve had since launching Yes Merino only five months ago.

More than 20,000 parents, parents-to-be and families attended over the three days, making it one of the biggest baby events in the UK. For a young brand focused on merino wool baby clothes, it was an incredible opportunity to introduce people to something many had never experienced before.

We only decided to attend the show about a month beforehand, so by the time Thursday arrived and we were setting up our stand, it all felt a bit last minute. Our booth was small and slightly improvised, but it didn’t matter! It was so important to have the conversations we had with parents, many discovering merino babywear for the first time.

And we learned a lot.

Many Brits don’t know what merino wool actually is

One of the biggest surprises of the weekend was how many people didn’t realise merino is a breed of sheep.

Growing up in New Zealand, merino wool is part of the culture. You only need to say merino and it is understood. It’s used in everything from outdoor clothing, babywear and everyday layering, and most people understand immediately why it’s special from their experience.

But in London we found ourselves explaining it again and again: merino comes from Merino sheep, which produce an incredibly fine, soft wool fibre that feels completely different from sheep wool as most people know it.

Once people understood that, they almost always did the same thing.

They reached out to touch the fabric.

Then they looked surprised.

“Wait… this is wool?”

Merino wool is incredibly soft, lightweight and silky, which makes it ideal for baby clothing and sensitive skin. Many parents told us they’d always avoided wool for babies because they assumed it would be scratchy and they were afraid to wash it.

Seeing their reactions when they felt merino babywear for the first time was one of the most rewarding parts of the show. And they learnt the washing part was easy.

Why merino wool is ideal for babies

Once parents felt the fabric, the next conversation naturally moved to why merino wool works so well for babies.

Newborns and young babies are still developing the ability to manage their body temperature. Their ability to thermoregulate develops gradually in the first year of life, which is why choosing the right clothing materials matters so much.

Merino wool is naturally temperature regulating, meaning it helps babies stay comfortable in changing conditions.

Some (but not all!) of the benefits of merino baby clothes are:

• Breathable, preventing overheating naturally

• Temperature regulating, helping babies stay warm or cool and reducing the energy they need to expend doing so

• Naturally warm, but not overheating

• Soft and gentle for delicate or sensitive skin

• Sun protectant, with UPF 40+ 
  

Parents at the show understood this immediately once it was explained. It makes perfect sense that babies also sleep better and gain more weight wearing merino too because they aren't exerting as much energy thermoregulating.

For many, it was the first time they had heard about naturally temperature regulating baby clothing, but it made complete sense once they learned how the fibre works.

Talking to parents dealing with eczema and sensitive skin

Some of the most meaningful conversations we had were with families dealing with eczema, skin allergies and highly sensitive skin. Representatives from Allergy UK dropped by to show their support for all merino wool, based on the scientific research that merino wool improves eczema, so watch this space - we'll be working with them more closely soon.

Parents shared how difficult it can be to find clothing that doesn’t irritate their child’s skin. Many were understandably cautious about trying anything new. We offered something simple: a small merino fabric swatch to take home. This allowed parents to gently test the material against their baby’s skin and see how it felt over time.

Merino wool is naturally breathable and very fine, which means it can be much more comfortable for sensitive skin than many synthetic fabrics. But every child is different, and we wanted families to be able to try it in their own time.

If merino babywear can help even a small number of babies feel more comfortable and give caregivers some peace of mind, that means a lot to us.

Midwives and healthcare professionals were curious too

Another unexpected highlight was speaking with several midwives and healthcare professionals who were attending the show. One of my favourites was a paediatrician (with a husband who was also a doctor) there with her farming mother. They were new to merino but it all made perfect scientific and practical sense to them.

Many were fascinated by the thermoregulatory properties of merino wool for babies, but admitted they didn’t know much about it beforehand.

That was surprising to hear.

In New Zealand, merino is widely recognised for its benefits. Seeing that awareness still growing in the UK made us realise just how important education is when it comes to natural baby clothing materials.

These conversations were incredibly encouraging and something we will explore further in the future.

Our Baby Show offers (and what sold best)

Of course, events like this are also a great way to learn what parents are most excited to buy. New parents bought so many more outfits and sets than I was prepared for! But of course, they're so excited and we do have some very cute sets available!

Our 3 for 2 offer or 15% discount on merino baby clothes proved very popular throughout the weekend. Most used the deal to build a small collection of natural baby essentials - which is such a great introduction to merino. Onesies were flying off the rack, as were bundlers and other sleepwear. Vest bodysuits were popular too. We got great feedback on the fun prints and classic styles. The top quality was really well received too. 

Because the response was so strong, we’ve decided to continue the Baby Show promotion on our website until Monday 16 March.

On Sunday we also introduced a special hat and bootie bundle for £20, which turned out to be one of our best-selling offers of the entire weekend. In hindsight, we probably should have launched that deal earlier! But we know for next time...

What we learned from our first Baby Show

For a business that launched just a few months ago, the experience was invaluable.

Over three days we learned:

• The most common questions parents have about merino wool baby clothes

• How important it is for people to touch and feel merino fabric

• Which baby products people are looking for

• How curious parents are about natural and sustainable baby clothing

Most importantly, we learned that many parents are actively looking for better materials for their babies, especially when they understand the science behind temperature regulation and comfort.

We’ll be back in October

After such a positive first experience, we’re already planning to attend the next Baby Show at Olympia London this October. We haven't locked it in, but we're seriously looking at it.

Next time we’ll arrive with a more polished stand, clearer displays and a lot more experience.

But even with our slightly improvised first booth, the weekend confirmed something important: Caregivers are genuinely excited to discover merino wool babywear once they understand its benefits and experience the beautiful products.

And for us, sharing that knowledge is exactly why yes merino exists.

Try merino babywear for yourself

If you visited our stand at The Baby Show London, thank you for stopping by and chatting with us, we absolutely loved seeing you.

And if you didn’t make it this time, our Baby Show offer is still running until Monday 16 March.

It’s the perfect chance to discover why so many parents are including merino wool baby clothes in their baby wardrobes for comfort, temperature regulation and gentle natural fibres.

 

FAQ: Merino Wool for Babies

Is merino wool safe for babies?
Yes. Merino wool is one of the warmest, softest, natural fibres available and is widely used in baby clothing because it is breathable, temperature-regulating and gentle on delicate skin. 

Why is merino wool good for newborns?
Newborns cannot regulate their body temperature effectively. Merino wool naturally helps maintain a stable temperature by trapping warmth when needed and releasing heat when it’s warmer.

Is merino wool good for babies with sensitive skin?
Many parents find merino wool comfortable for babies with sensitive skin because the fibres are extremely fine and breathable compared with traditional wool.