Grobag is the specialist baby sleep brand. Rob and Ouvrielle Holmes started the company in September 2000, shortly after they started a family. By the time their son Sam was 7 months old, he was kicking off his covers every night and the Holmes' were going bonkers with sleep deprivation. An Australian family member recommended a baby sleeping bag, which, as it turns out, was the norm for babies in many parts of Europe. On his first night in a sleeping bag, Sam slept for 12 hours. The name 'grobag' came when Sam woke up one morning 'bright eyed and bushy tailed' and very slightly bigger!

Safety is the first priority for the company. Grobag works very closely with the Foundation for the Study of Infant Deaths (FSID) to help spread the 'safe sleep' message and help fund research into safer sleeping.