About clevamama
Overview
ClevaMama is an Irish-founded baby and nursery-products brand established in 2003. The company focuses on practical, comfort-oriented products intended to make everyday parenting easier. Its range spans baby sleep, mattresses, feeding, bath time, travel, nursery comfort and air quality. The brand is particularly associated with its proprietary ClevaFoam® technology and its newer ClevaPure™ and ClevaSleep® product lines. 1
| Category | Details |
|---|---|
| Brand | ClevaMama |
| Founded | 2003 |
| Origin | Ireland |
| Industry | Baby, nursery & parenting products |
| Founders | Suzanne Brown and Martina Craine |
| Current global owners | Colin and Orla O’Reilly |
| Headquarters/base | Global operations; Australian base under current ownership |
| Core markets | Ireland, UK, Australia and international markets |
| Product focus | Sleep, mattresses, feeding, bath, nursery, travel & safety |
| Signature technology | ClevaFoam® |
| Positioning | Practical, science-informed and parent-focused baby products |
History
ClevaMama began in Ireland in 2003, founded by sisters Suzanne Brown and Martina Craine. The idea originated from Suzanne’s experience as a new mother: she found it difficult to source some of the baby products she wanted in Irish stores and began buying them online. She and Martina subsequently decided to create an online baby-products business themselves. 2
The company initially operated as an online retailer and distributor of other brands. It later moved toward developing its own products, with one of its early proprietary products being the ClevaMama bath towel, designed to make it easier for parents to safely wrap a baby after bathing while keeping both hands available.
Over time, ClevaMama developed from a relatively small Irish business into an international nursery-products brand. The company says its products are now sold in more than 40 countries and that its portfolio has received more than 50 awards worldwide. 3
Change of ownership
A significant change occurred in 2024, when husband-and-wife team Colin and Orla O’Reilly took over ClevaMama globally. The couple had previously distributed ClevaMama in Australia for many years. Originally from Ireland and now based in Sydney with their three children, they brought both existing commercial experience with the brand and a personal connection to its target customers. 4
The change marked a new phase for ClevaMama, with the company continuing to develop its traditional nursery products while expanding into areas such as sleep technology, air purification and broader family wellness.
Brand philosophy
ClevaMama describes its mission as creating “clever solutions for real-life parenting challenges.” Its positioning is therefore less about luxury baby fashion and more about solving practical problems faced by parents.
The brand emphasizes three recurring ideas:
- Practicality — products are intended to address everyday parenting problems.
- Comfort and support — particularly through mattresses, pillows, positioners and sleep products.
- Science-informed design — especially through ClevaFoam® and products carrying various material or safety certifications.
This gives ClevaMama a position somewhere between a traditional nursery essentials company and a baby wellness/comfort brand.
1. ClevaFoam®
ClevaFoam® is arguably the technology most strongly associated with ClevaMama. It is a specialized foam technology used across products such as:
- Baby mattresses
- Cot and cot-bed mattresses
- Baby pillows
- Toddler pillows
- Baby pods
- Head and neck supports
- Feeding supports
- Reflux wedges
- Elevated supports
- Travel-cot mattresses
ClevaMama says the technology has been independently researched and scientifically tested and is designed to provide support and pressure distribution compared with standard foam.
The company’s mattress range also incorporates different constructions, including hybrid/pocket-sprung mattresses alongside ClevaFoam.
2. Baby sleep products
Sleep is one of ClevaMama’s central categories. The brand currently sells products under its ClevaSleep® name, including:
- ClevaSleep® Swaddle
- ClevaSleep® DreamSuit
- Newborn sleep bundles
- All-season sleep bundles
The company positions these products around creating a comfortable and calmer sleep environment for babies.
3. Mattresses and sleep support
ClevaMama has an extensive mattress portfolio covering different stages of infancy and early childhood. Products include mattresses for:
- Moses baskets
- Prams
- Bedside cribs
- Cots
- Cot beds
- Travel cots
The company also offers mattress protectors and associated bedding.
4. Feeding
The feeding range combines traditional baby-feeding accessories with ClevaFoam-based support products. Examples include:
- ClevaFeed™ Silicone Self Feeder
- ClevaFoam® Head & Body Support
- ClevaFoam® Head & Neck Support
- ClevaFoam® Reflux Wedge
- ClevaFoam® Elevated Support
- ClevaPortions™ food-storage pots
The company markets these products around making feeding more comfortable and supported for both babies and parents. 5
5. Bath time
Bathing was actually important to ClevaMama’s early product development, and the brand continues to maintain a substantial bath-time category. Products include:
- Bamboo baby bath towels
- Extra-large apron towels
- Bath mats
- Kneeling cushions
- Shampoo-rinse cups
- Other bath-time accessories
The apron-style towel is particularly representative of ClevaMama’s original philosophy: identify a small but frustrating parenting problem and design a product around it.
6. Air quality and nursery environment
One of the brand’s newer directions is indoor air quality. Its ClevaPure™ range includes:
- ClevaPure™ Air Purifier
- ClevaPure™ Himalayan Salt Lamp, Humidifier & Night Light
The ClevaPure Air Purifier uses a medical-grade HEPA H13 filter, while the salt-lamp product combines a night light with humidification.
This represents an expansion of ClevaMama’s positioning from simply selling baby accessories toward creating a broader healthy nursery environment.
Awards and recognition
ClevaMama has received recognition in parenting-product awards. For example, at the 2025 National Parenting Product Awards, the ClevaPure Himalayan Salt Lamp, Humidifier & Night Light received Bronze in the Best Nursery Accessory category, while the Bamboo Extra Large Apron Baby Bath Towel received Bronze in Best Baby Newborn Essential.
The company itself reports having won more than 50 awards internationally across its product portfolio. 6
Certifications and materials
ClevaMama places considerable emphasis on product materials and certification. Its website highlights certifications and standards including:
- OEKO-TEX®
- Made in Green
- GOTS
- TENCEL™
- Cotton Australia
The exact certification varies by product, so these should not be interpreted as applying to every ClevaMama item.
The company also promotes an environmental/sustainability program and says that some of its ranges use OEKO-TEX Standard 100 certification and Made in Green processes.
International presence
ClevaMama has evolved from an Irish startup into an international brand. The company says it has a presence in over 40 countries, with Australia being particularly important under the current ownership structure. Its Australian operations are based in Sydney, while Ireland and the UK remain important markets.
The company’s current online range differs somewhat by market. For example, the Irish site lists roughly 38–39 products/categories at present, while the Australian site offers a different assortment and pricing structure.
Brand positioning
From a branding perspective, ClevaMama can be described as a premium-to-mid-market functional nursery brand. Its competitive proposition is built around: Parent problem → clever product → comfort/support → science/material credentials.
Rather than competing primarily through fashion or character licensing, ClevaMama attempts to differentiate through functionality and product engineering. For example:
- A conventional pillow becomes a ClevaFoam® support product.
- A conventional mattress becomes a pressure-distributing baby mattress.
- A towel becomes an apron-style towel designed around the parent’s hands.
- A conventional humidifier becomes part of a broader sleep/wellness environment.
- A swaddle evolves into a broader ClevaSleep® sleep system.
This gives the brand a fairly distinctive “smart parenting” identity.
Target customers
ClevaMama’s primary audience is parents and caregivers of babies and young children, particularly:
- Expectant parents
- Newborn parents
- Parents concerned about baby sleep
- Parents looking for nursery comfort products
- Parents seeking supportive baby mattresses and pillows
- Families looking for practical bath and feeding products
- Parents interested in indoor air quality and nursery wellness
The brand also addresses pregnancy, particularly through products such as its Therapeutic Body & Bump Maternity Pillow.
What makes ClevaMama distinctive?
The simplest way to understand ClevaMama is:
An Irish-founded nursery brand that combines practical parenting products with comfort-focused design and proprietary foam technology.
Its strongest differentiators are arguably ClevaFoam®, its long history in baby/nursery products, its focus on practical parent problems, and its expansion into sleep and nursery air quality.
The brand has also retained a family-oriented identity despite its international growth. Following the 2024 ownership change, ClevaMama explicitly describes itself as a family-owned business, with the owners’ own children even appearing in product photography.
