Press Release: The Baby Show Olympia London 2026
17 September 2026
FOR IMMEDIATE RELEASE
yes merino will exhibit at The Baby Show, Showcasing the Natural Benefits of Merino Wool for Babies
London, UK: yes merino, a UK-based online store specialising in 100% merino wool clothing for all ages, will return to The Baby Show but this time at Olympia in October.
Founded less than a year ago by Julia Dallison, who grew up in New Zealand, is a mum and a clothing scientist, yes merino draws on a culture where dressing babies in merino wool is the norm. There, it is widely recognised as one of the simplest ways to support baby comfort, sleep and skin health, all while reducing the dreaded laundry pile!
“In New Zealand, your midwife will check you have merino for your newborn, it’s what we grow up knowing and loving,” says Julia. “Caregivers in the UK might know that babies can’t thermoregulate easily, but they don’t usually know that merino wool is a brilliant solution. yes merino was established to help families discover merino wool and showcase all the benefits.”
Backed by science
The natural, scientifically proven, key benefits of merino wool include:
- Moisture-managing fibres support thermoregulation, wicking vapour away from the skin to keep babies’ temperature warm, comfortable and safe
- Superfine fibres create exceptional softness reducing irritation for sensitive skin and eczema
- Antibacterial and odour-resistant properties reduce the need to wash after every wear
- Durable fibres and fabric allow garments to be passed on or resold repeatedly
- Biodegradable, composting naturally in months versus synthetic fibres persisting for 200+ years
Brands stocked by yes merino also carry recognised certifications such as OEKO-TEX 100 Standard and Woolmark, giving caregivers additional confidence in quality, animal welfare and low toxin levels.
Achievable luxury, cotton-comparable pricing
yes merino’s pricing is comparable to high-end cotton baby clothing. The difference lies in performance, longevity, and natural skin health benefits.
The collection includes a range of brands with unique styles, colours and playful prints for babies. Best sellers include the 100% merino wool baby bundler, with easy nappy-changing access and the Printed Footless Onesies with 2-way zips and fun, cute, gender neutral colours and prints.
Experience yes merino at The Baby Show
Visitors to Stand NK15 can:
- feel the remarkable softness of superfine merino wool;
- speak with the team about the science and practical benefits;
- access exclusive trade show-only offers;
- get guidance on sizing, layering, and sleepwear; and
- explore the New Zealand heritage that inspired the store.
One customer, Emily, shared her experience:
“I honestly did not realise how much difference fabric could make until we tried merino wool. It’s so light and soft, it’s incredible, and the peace of mind knowing she is naturally warm and safe is priceless.”
About yes merino
yes merino is a UK-based online store offering 100% merino wool clothing for babies, kids and adults. Inspired by New Zealand’s merino culture, we bring exclusive brands, expert advice, and a growing community together in the UK.
yes merino will be exhibiting at The Baby Show, London Olympia, 23 to 25 October 2026, in the New Kids on the Block section, Stand NK15.
For more information, visit www.yes-merino.com or contact Julia directly at julia@yes-merino.com.
ENDS