hw6 The baby-ware retail market has been taken by storm with a new registered design for the original Moses basket which was used in ancient Egyptian times. John Lewis have been taking record sales and the online supplier has reported an increase of over 300% from the previous year.

The contemporary “Moba” design combines the functionality of the traditional product with new safety and eco-friendly features. Eastbourne based supplier Premier Baby Ltd was founded by mother and daughter team Lesley and Olivia Askaroff.

hw7Olivia consulted midwives and experts in child care health and safety before trademarking and registering the new design. She explains how the unique design features improve the safety and wellbeing of both mother and baby: “the tailor made soft touch plastic is hypo-allergenic with easy-wipe anti-bacterial properties to ensure bugs and allergies are kept at bay. This avoids the problems of wicker and palm leaf products which breed bacteria and spores and are very noisy when baby moves in bed. We have added 300 air-flow vents and a 3D knitted top cover and waffle liner for improved air circulation and breathing; our sheets are 100% cotton jersey interlock combining strength and softness; and our mattress is water repellent and PVC free.”

Olivia and Lesley have been supported by a government GrowthAccerator grant giving them access over several months to a professionally qualified innovation and health specialist Clive Bonny. Clive advised on marketing and intellectual property registrations and says” Moba is a winner for the whole family with improved sleep and safety and their recent success at The Baby Show in London proves mums and babies love it.”


hw5For more information contact

Olivia Askaroff  Olivia@mobauk.com tele 01323 410470