Not Too Big traces its origins to 1999, when it launched in Singapore as the official retail arm of Global Outsource Solutions. Rather than operating solely as a clothing label, the business initially positioned itself as a one-stop destination for maternity and baby products, aiming to provide parents with access to reputable baby brands at accessible price points.2

The company’s scope subsequently expanded beyond direct retailing. According to its corporate history, Not Too Big now operates across multiple facets of the baby-products industry, including wholesale distribution, retail, product design and brand ownership.3

The business has also developed an international presence within Asia. Its Hong Kong operation, for instance, began organising baby expos in 2017, later running events under the NotTooBig Mega Baby Expo banner. The 2018 and 2019 editions featured numerous baby and children’s brands, while subsequent events included partnerships with entities such as LEGO DUPLO and Mr. Men Little Miss.4

Not Too Big was originally positioned as a value-oriented baby retailer. Its stated mission is to help parents “save money and lead better lives” by making quality baby, infant and maternity products available to families across Asia.5

Consequently, the company differs from a conventional children’s fashion label. Historically, Not Too Big functioned primarily as a retailer and multi-brand baby specialist, with its own branded products becoming an increasingly prominent component of its assortment over time.

Its Singapore website currently describes the company as an online-only boutique store, without a physical showroom. It retails baby products across various categories, including clothing, toys, cots, strollers, bottles and other baby-care essentials.6

The Not Too Big label is now particularly visible in the children’s apparel sector. Its current range includes:

• Baby bodysuits
• Rompers
• Sleepsuits
• Pyjamas
• T-shirts
• Shirts
• Dresses
• Shorts
• Socks
• Hats and mitts
• Accessories
• Muslin swaddles
• Baby gift sets

Retailers such as Mothercare Malaysia currently list dozens of Not Too Big products, featuring collections like Capy, Whaley, Duckie, Breakfast Bunch, Racket Club, Roller Babes, Birds, Safari Party, Tiny Blossom and Lucky Koi.7 This visibility has established the modern Not Too Big label as a recognisable baby and children’s apparel brand, distinct from its origins as merely an online baby-product retailer.

A defining characteristic of the current Not Too Big product line is the use of bamboo-based textiles. For example, the Capy sleepsuit is composed of 95% bamboo and 5% spandex, and is described as breathable, thermoregulating and OEKO-TEX Standard 100 certified.8

Other items utilise different bamboo blends. The Safari Party children’s T-shirts, for instance, feature a bamboo/cotton/spandex composition marketed for softness, breathability, stretch and comfort.9 Similarly, the brand’s bamboo muslin swaddles consist of 70% bamboo and 30% organic cotton; these are produced in a large format suitable for multiple uses, including swaddling, blankets, stroller covers and changing mats.10

Why bamboo?

The material choice aligns with the brand’s emphasis on comfort for babies and young children. Product descriptions consistently highlight characteristics such as:

• Breathability
• Thermoregulation
• Softness
• Stretch
• Hypoallergenic properties
• Antifungal and antibacterial properties
• Gentle construction for children’s skin

These attributes represent product-level claims made by the brand and retailers rather than independent assessments of every garment.11

Current Not Too Big children’s collections generally exhibit a playful, contemporary and relatively understated aesthetic. Rather than relying exclusively on traditional baby motifs, the collections employ themed illustrations and lifestyle-inspired prints. Examples include:

• Capy — neutral, soft animal-themed babywear
• Whaley — whale and ocean-inspired designs
• Duckie — duck-themed babywear
• Breakfast Bunch — playful food and breakfast-inspired graphics
• Racket Club — tennis and sport-inspired styling
• Safari Party — safari animals and earthy tones
• Lucky Koi — koi-inspired designs
• Tiny Blossom — floral-inspired designs

The Safari Party collection, for instance, features elephants, giraffes and lions alongside muted earthy colours such as sage, grey, orange and yellow.12 This approach creates an identity that is cute without being excessively traditional, with designs intended to function equally well as everyday children’s clothing and giftable babywear.

Not Too Big primarily targets parents of babies, toddlers and young children, while its broader retail operation also addresses maternity and baby-care needs. The current clothing range covers a wide age span; some baby products begin at newborn sizes, while children’s apparel sold through partners like Mothercare Malaysia extends to approximately 9–10 years, depending on the specific item. This provides Not Too Big with a broader customer lifecycle than labels focused exclusively on newborns.

Not Too Big maintains an established presence in Singapore and other Asian markets. Its Singapore operation is currently primarily online.

The brand is also distributed through established baby and children’s retailers. In Malaysia, for example, Mothercare Malaysia carries a substantial Not Too Big assortment, including baby bodysuits, sleepsuits, rompers, pyjamas, dresses, shirts, accessories and swaddles.13

The Hong Kong operation illustrates another aspect of the company’s regional strategy: beyond selling products directly, Not Too Big has utilised baby expos and industry events to connect parents with international baby and children’s brands.

Based on the company’s stated mission and current offerings, Not Too Big’s philosophy centres on four key pillars:

1. Practicality

The brand focuses heavily on items parents use daily, such as bodysuits, sleepsuits, rompers, pyjamas, swaddles and accessories.

2. Comfort

Softness, breathability and flexibility are recurring themes in product descriptions, particularly within the bamboo collections.

3. Value

The company’s original mission explicitly emphasises providing quality products at good prices and helping parents save money.

4. Design

Collections incorporate recognisable themes and illustrations into practical children’s basics, adding a stronger lifestyle and fashion component.

It is important to distinguish that Not Too Big and Mothercare are not the same brand. Mothercare serves as one of the retailers through which Not Too Big products are currently sold; Mothercare Malaysia, for instance, maintains a dedicated Not Too Big brand category containing dozens of products.

In this context:
* Not Too Big functions as the brand or product label.
* Mothercare functions as the retailer or distribution channel.

This distinction is relevant for shoppers who may encounter Not Too Big products while browsing Mothercare’s platforms.

From a branding perspective, Not Too Big possesses several notable strengths:

• Long operating history: Founded in 1999, the brand has over two decades of experience in the baby-products sector.
• Specialisation: Unlike general fashion brands that incidentally sell children’s clothes, Not Too Big has built its business specifically around babies, children and parents.
• Regional orientation: Operations and events have extended beyond Singapore into other Asian markets, including Hong Kong.
• Strong material proposition: Bamboo-based fabrics form a prominent part of its current clothing identity.
• Broad product ecosystem: The company covers apparel alongside other baby-care categories.
• Accessible positioning: The stated mission emphasises quality and affordability rather than luxury positioning.

In Malaysia, the brand is particularly relevant to parents shopping through the Mothercare ecosystem. Current Malaysian listings feature Not Too Big products across baby and children’s categories, including:

• Capy Bamboo Sleepsuit 2 Pack
• Capy Bamboo Bodysuit 3 Pack
• Whaley Bamboo Romper 2 Pack
• Duckie Bamboo Romper 2 Pack
• Racket Club Bamboo Pyjamas
• Safari Party Bamboo T-shirts
• Birds Bamboo Shirts
• Bamboo Muslin Swaddles

The Malaysian assortment also demonstrates that Not Too Big is not restricted to infant basics; the range extends into fashion-oriented clothing for older children, including shirts, dresses and shorts.

Not Too Big is a Singapore-founded Asian baby and children’s lifestyle business that has evolved from a baby-products retailer into an enterprise encompassing retail, distribution, design and its own children’s product label. Established in 1999, the company originally aimed to provide parents with access to quality maternity and baby products at competitive prices. Over time, the proprietary Not Too Big label has developed a recognisable identity centred on comfortable children’s clothing, bamboo-based fabrics, playful prints and practical everyday designs.

Its current presence in Malaysia—particularly through Mothercare—illustrates the brand’s transition from a Singapore-based baby retailer into a broader regional children’s brand. Not Too Big is a Singapore-originated baby and children’s brand established in 1999, known today for comfortable, playful and bamboo-focused clothing and baby essentials, with a broader Asian retail and distribution presence.

1. About Us – Not Too Big
2. Not Too Big | Intengine
3. NotTooBig HK About Us
4. FAQ – Not Too Big
5. Not Too Big – One Stop Online Shop for Baby Products in Singapore
6. brand/not too big – mothercare malaysia
7. brand/not too big – Tag – mothercare malaysia
8. Not Too Big Capy Bamboo Sleepsuit 2 Pack – mothercare malaysia
9. Not Too Big Safari Party Bamboo Tee-SS-2 Pack – mothercare malaysia
10. Not Too Big Bamboo Muslin Swaddles 3pk – mothercare malaysia
11. Not Too Big Birds Bamboo Shirt with Pocket – mothercare-malaysia
12. Not Too Big Birds Bamboo Girls T-Shirt – mothercare-malaysia
13. KIM HIN INTERNATIONAL PTE. LTD. – Profile, contacts and insights | The Grid