Business

Big Boom For Brooklyn-Based Maker Of Prince George’s Swaddle

Aden + Anais Has Seen 7,000 Orders In 9 Days

NEW YORK (CBSNewYork) — A Brooklyn-based company has been experiencing a business boom, all thanks to the royal baby.

As CBS 2’s Andrea Grymes reported Monday, newborn Prince George wore one of the company’s blankets during his big debut, and since then, they have been selling like hotcakes.

The world was watching when little Prince George left the hospital late last month, but Duchess Kate was clearly in a New York state of mind when she wrapped him in a swaddling blanket made by Aden + Anais.

“We were like, ‘Oh my goodness, no, that’s not right!’” said chief marketing officer Perrie Henderson of the DUMBO, Brooklyn-based company.

Staffers at the company were stunned when they saw the royal baby in one of their products. The appearance thrust the company into the international spotlight.

The blanket that caused all the excitement is from the company’s four-pack Jungle Jam collection, and it is front and center in photos of the newborn prince in his car seat.

Once word got out, sales for the swaddle skyrocketed – especially across the pond. It sold out in minutes in the U.K.

“Within four hours, our U.S. website had crashed,” Henderson said.

She said in the last nine days, the company has processed an unprecedented 7,000 orders and counting.

The blankets have sold out online, but some swaddles on Monday afternoon were still available at stores such as Half Pint Citizens in DUMBO.

Henderson said the company heard Kate picked out the swaddle herself from a London store.

“She actually chose the four-pack of swaddles, which makes it even more exciting for us,” Henderson said. “She as a mom has chosen our brand.”

This may not be the last you will see of the newest royal in the brand. Aden + Anais also sells a set ironically called “Prince Charming,” and who knows if Kate picked up one of those, too.

The Jungle Jam swaddle set retails for $49.95 in the U.S. The company said it plans to have more of them available soon for everyone on the waiting list.

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