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Our Story

What we do

BO•AM is a surprisingly different, organic baby lifestyle brand. We are simply refreshing in our choice of fabrics, prints and designs.

We are there for the mom (and dad!) who loves fashion and interior. We believe that becoming a parent and wanting the best for your baby, doesn’t mean you can’t stay close to your own style.

It is refreshing to stay you! So that’s why our products are made for your baby, but inspired by you. 

All our products are designed in Amsterdam, proudly produced in Portugal and OEKO-TEX® certified. 

About us

BO•AM, which comes from Baby Organic Amsterdam, was founded in 2020 by Natalie, Vivian and Hester. Three Amsterdam based professionals with a background in fashion retail.

They heard from several pregnant friends that it was challenging to find baby products that are not only fashionable, matching their carefully styled homes, but are also organic. So they decided to do something about it! With their combined experience in marketing, strategy and branding, they started BO•AM with a solid plan.


“We want BO•AM to be surprisingly different. In everything we say and do, we show who we are and what we stand for: no-nonsense and simply refreshing."