Piha mum's merino business making waves around the world

11 October 2016

Kim Snel of Snugbags

Piha mum and keen surfer Kim Snel, owner of SNUGBAGS – Merino for Kids, has seen her business boom since she started it in 2014.

Her New Zealand made brand has already snapped up an international award and is quickly becoming the leading name on the market for luxurious, high quality merino baby sleeping bags.

The timeless, gender neutral prints and Nordic colourways are modern and extremely on trend. With Kim’s commitment to only using the finest New Zealand merino the business has grown to an internationally recognised brand sold in over 25 countries around the globe.

“I started the business because I couldn’t find any trendy, high quality New Zealand made merino sleeping bags that I liked for our daughter that were thick enough for our winters” Kim says.

Kim’s eye for design recently saw her being handpicked by British Vogue and featured amongst the world’s leading brands. The Fashion Bible calls SNUGBAGS ‘the crème-de-la-crème of winter sleeping bags’ and when coming from the world’s most influential fashion magazine, praise really doesn’t get much sweeter.

“The business is growing 250% year on year and I am so proud to know that thousands of babies are sleeping warm and snug in our New Zealand made merino sleeping bags.” says Kim.

SNUGBAGS is not only hugely popular in New Zealand but also in Asia, Europe and the United States, especially in prestigious locations like Beverly Hills and Manhattan. “Our sleeping bags are worn by a growing number of A-list Hollywood celebrity babies but we respect our customer’s privacy too much to ever name them” says Kim.

SNUGBAGS garments are 100% New Zealand made and the New Zealand grown merino and (organic) cotton is locally knitted and dyed, with certified organic fabric dyes. Other materials like zips and care labels are also made in New Zealand exclusively for SNUGBAGS.

 “When we say New Zealand made, we really mean it. Yes, it would be cheaper, much cheaper manufacture overseas but we all know New Zealand made is vastly superior. And from an ethical and ecological perspective there really is no substitute.” says Kim.

SNUGBAGS won Silver in the Australian My Child Excellence Awards and Kim was nominated for the Westpac Women of Influence Awards due to her commitment to being New Zealand made. Right now SNUGBAGS has been chosen by kiwi parents as a finalist in the OHbaby! Magazine’s national awards in three different categories.

“We are the only New Zealand made merino sleeping bag and swaddle nominated in its category and it is really humbling and exciting to see how many parents value and appreciate our brand!”

For more information and to shop now, visit www.snugbags.com