Every season, we watch hopefuls roll into Shark Tank thinking a single handshake is their ticket out of the grind. A lot of them land a deal on TV—and then nothing happens. Here’s what makes Au Baby different: the pitch didn’t just get attention, it forced real investors to think hard about tough margins, the premium market, and if anyone can actually push a $160 baby blanket beyond boutique Instagram flexes.
Most product founders aren’t honest about their market, their numbers, or the odds. Alexandra Ulmer—Au Baby’s founder—hit the carpet, asked for $80,000, and practically dared the Sharks to call her bluff. In a sea of lookalike fleeces and questionable sales projections, her pitch cut through. Let’s break down how she pulled it off, what’s happening behind the scenes, and whether this company has any shot at building a real brand outside the Shark Tank hype.
The Brains Behind Au Baby: Meet Alexandra Ulmer
Most mompreneurs talk up the struggle. Ulmer brought receipts. Nearly 20 years at Nike as a knitwear director—the type who obsesses about stretch, durability, and how things feel in your hand. She didn’t learn textiles from YouTube. She learned from factories, R&D labs, and the kind of meetings where sustainability means fighting for better margins, not just running up a recycled bottle count.
Why does this matter for Au Baby? She understood exactly what she was up against: mass-market baby stuff pumped out cheap, covered in chemicals, marketed as gentle. Ulmer didn’t want better packaging; she wanted a cleaner industry. Founders like her tend to laser-focus on quality first, and that’s how you get a $160 blanket anyone’s even willing to pitch to a Shark.
I’ve seen plenty of founders inflate their resumes—Ulmer actually used hers. It’s what made the Sharks listen, even if they didn’t all open their wallets.
What Makes Au Baby Different (And Why Moms Pay $160 per Blanket)
Let’s be real: premium baby gear is crowded. But Au Baby isn’t spray-painted bamboo or trend-chasing designs. The hook is simple: Merino or Cashmere wool, naturally stain and odor-resistant. Not synthetic. Not overpriced cotton with a fancy logo. Real heirloom material.
Ulmer’s main move is using Italian plant-based dyes—nothing harsh, nothing fake. The LA-based, women-owned production team means she’s keeping the promise tight from end to end.
Are the blankets actually stain-proof? By most reports, yes. Wipe up baby spit, formula, even the ‘oh god not again’ blowout. That convenience, combined with the feel of high-grade wool, can convert a skeptical new parent. The heirloom angle lands hard too—you aren’t just buying another blanket, you’re buying the first thing the kid might keep for years.
$160 is a serious ask. But if you look at what’s in high-end baby stores, a lot of it feels mass-produced and quickly abandoned. Au Baby offers something rare: staying power and a brand that actually means what it says about sustainability.
Au Baby’s Shark Tank Pitch: The Real Numbers (No Fluff)
Forget Shark Tank’s let’s talk about your vision editing. Here’s what went down on the money side:
- Ulmer’s Ask: $80,000 for 25% equity
- Blanket Retail Price: $160 (with monogramming extra)
- Production Cost: $74 per unit (not cheap, but that’s LA labor and high-end wool)
- Total Sales Pre-Show: $62,000
- Last Year’s Sales: $38,000
Now, I’ve sat across tables where founders try to bury these numbers in potential. Ulmer didn’t. Her margins aren’t wild, but they actually make sense for premium. She’s not hiding behind pre-orders or momentum. Just a steady but small business, with honest math.
Why do these numbers matter? Because the Sharks smell blood in water if you fake it. Too many Tank guests overhype their projections. Ulmer had slow movement, but actual traction. That’s why a deal stayed on the table once the smoke cleared.
What’s Au Baby Worth Now? Let’s Crunch the Numbers
Here’s where every entrepreneur leans in. Au Baby came in hoping for a ~$320K pre-money valuation. But with $38K in sales last year? The old-school Sharks laughed, but this is where you have to run the numbers.
Kevin O’Leary ended up offering $80,000 for 35%. That pegs a post-money valuation around $228,500. Not bad for a company barely breaking $40K a year, but let’s call it: Shark Tank valuations are always inflated by brand bump and the hope of scaling fast after the episode airs.
Will the deal actually close? Most Shark Tank watchers know the truth—plenty of deals fall apart after due diligence. By summer 2024, SharkWorth reported no evidence the Kevin deal was finalized. Burn that into your playbook: getting a handshake is not getting a wire transfer.
Best guess at current value? If post-show sales doubled (possible after airing), Au Baby might be sitting in the $250K-$350K real-world range. But everything depends on follow-up, execution, and whether Ulmer can lower costs without killing the quality.
Who Bit and Who Passed: Shark Reactions
You see it every season: Sharks circling, then bailing. Here’s how it shook out for Au Baby.
- Robert Herjavec: Out, likely too niche for his appetite.
- Lori Greiner: Out, no QVC hero effect.
- Mark Cuban: Out, and if Cuban bails, it’s usually a scale issue.
- Emma Grede: Out, too small, but gave respect for the branding.
Kevin O’Leary was the only one who snapped at the line. And he told the truth on camera: You have nothing yet. You have no value yet. The only way I’ll get my money back is if I work like a dog. In Shark Tank code, that means: I see a brand here, not a business yet.
Ulmer wanted 25%, Kevin went for 35%. She took it.
Now, I’ve watched founders get greedy and walk. Ulmer played it right—take smart money and prove yourself on round two. When you pitch, know what you need and don’t oversell—otherwise, you end up with nothing.
Scorecard: Is Au Baby Still in Business After Shark Tank?
Here’s where SharkWorth and my own research lines up: Au Baby is still up and running, taking orders, expanding the line, and claiming to move more units after the show.
Is the deal with Kevin O’Leary closed? Publicly, no. As of July 2024, no paperwork was finalized. But Ulmer went on local news saying she’s excited about the partnership.
This is classic post-Tank: deals drag, lawyers nitpick, and founders hustle for the as seen on traffic spike.
What does success look like five months after airing? Product still ships, Ulmer’s building relationships, and there’s zero sign of an early flop. But she’s nowhere near set for life. Every sale still counts.
What’s Next? Expansion, Grit, and the Road Beyond Shark Tank
Forget overnight success. If Ulmer wants a comeback bigger than her Tank moment, she’s got to grind even harder now.
Plans on the whiteboard?
- Upgrade production equipment, lower cost per blanket.
- Move into adult-sized blankets and apparel—think Bombas, but for luxury textiles.
- Double down on the sustainable message without slipping into greenwashing.
Can it work? The market is vicious, but when founders with deep industry roots stick to their standards, they often win. Ulmer’s background means she can cut deals with manufacturers and spot trends—two things most creative founders lack.
Watch this space: If Au Baby launches an adult line and nails the buy-it-once, own-it-forever market, the numbers could start to tilt fast.
The Bottom Line: Does Au Baby Have Legs, or Was This Just a Flash?
I’ll be blunt: most post-Tank brands drown because they don’t fix the two big killers—cost and customer acquisition. Au Baby has a shot because Ulmer’s selling authenticity, not just a cute pattern.
If she keeps moving on product improvements, keeps the manufacturing tight, and rides any viral moments, there’s runway here. Can she turn an $80,000 deal into a $1 million company? Maybe, if she doesn’t get distracted by shiny partnerships or chasing cheap scale.
Do I think it’s a one-hit wonder? Not yet. Ulmer built a product true to its origin story, and buyers picked up on it. If she stays scrappy, trims expenses, and refuses to compromise on what makes the blanket stand out, I can see this being a small-giant success—maybe not a billion-dollar exit, but a sustainable business that lasts.
But if we see costs creep up, SKUs explode, or influencer partnerships start eating margin, watch for quick backslides. The premium space is merciless. I’ve seen too many founders think a single Shark boost is all they’ll ever need.
Right now, Au Baby still holds water—and that’s more than I can say for most.
FAQs: What Everyone Wants to Know about Au Baby’s Shark Tank Run
1. Is Au Baby still in business after Shark Tank?
Yes. As of July 2024, Au Baby is operating, shipping products, and chasing bigger numbers than pre-show.
2. Did Au Baby actually close the Shark Tank deal with Kevin O’Leary?
Not officially. Founder Alexandra Ulmer says she’s working with Kevin, but no closing has been reported as of July 2024 by SharkWorth.
3. Where can you buy Au Baby blankets?
Direct from their website and select boutiques listed on their site. Don’t expect to see them on Amazon or mass retail—yet.
4. What makes Au Baby different from other premium baby brands?
All-natural Merino or Cashmere wool, plant-based dyes from Italy, LA-made in small batches, and true stain resistance. No synthetic blends, no fake eco claims.
5. Will Au Baby expand into adult blankets or clothing?
Yes—Alexandra Ulmer says it’s on the roadmap. Watch for new product drops in late 2024 or early 2025.
6. How much are Au Baby’s sales after the show?
Sales almost always bump after airing, but specifics aren’t public. SharkWorth estimates a serious post-show lift, possibly doubling previous numbers.
7. Where are Au Baby blankets made?
Los Angeles, in a small, woman-owned production facility. Transparent supply chain is a part of their value prop.
8. Are the blankets really stain-proof and sustainable?
Testing and reviews back it up: stains wipe away, and the dyeing process is genuinely low-impact. Just don’t expect miracles—wool needs real care, but it handles messes better than most.
That’s the real story: hustle, execution, and a founder who knows her market. Au Baby isn’t just another Tank pitch. It’s the rare case where the founder might actually outlast the hype.
