ROOBiE is a UK-based baby and toddler clothing brand founded by mum and designer Sammi, inspired by her son Reu and a love for effortless, modern children’s style. The brand was created after Sammi noticed how often people complimented Reu’s outfits, many of which were sourced from small Australian boutiques. Realising there was a gap in the UK market for stylish, neutral, mix and match childrenswear, she set out to create a brand that made dressing little ones simple, practical, and effortlessly cool.

Launched in 2024, ROOBiE was built around the idea of a capsule wardrobe for toddlers, with a core collection designed in four signature colours that all work together. Each piece is created to mix and match seamlessly, allowing parents to build a small but versatile wardrobe where every item pairs effortlessly with the rest. The aim is to make busy mornings easier while still keeping children comfortable and stylish.

Designed with real life in mind, ROOBiE clothing features relaxed oversized fits, soft cotton fabrics, and timeless silhouettes that allow children to move freely and grow into their clothes for longer. The pieces are made to handle everyday adventures, from messy play to cosy cuddles, while still looking effortlessly put together.

As a brand built by a mum, ROOBiE focuses on quality over quantity, encouraging families to choose fewer, better pieces that last longer and can be passed down. Every design is thoughtfully created to balance comfort, durability, and modern style, helping parents create an easy, coordinated wardrobe for their little ones.

At its heart, ROOBiE is about more than just clothing. It’s about simplifying everyday life for parents, celebrating childhood adventures, and creating timeless pieces that grow with your child and become part of those everyday memories.