London, UK: yes merino, a UK-based online store specialising in 100% merino wool clothing for all ages, will make its first trade show appearance at The Baby Show at ExCeL London in March.

Founded only a few months ago by Julia Dallison, who grew up in New Zealand, yes merino draws on a culture where dressing babies in merino wool is the norm. There, it is widely recognised as one of the simplest ways to support baby comfort, sleep, skin health, and even reduce the permanent laundry pile.

“In New Zealand, your midwife will check you have merino for your newborn, it’s what we grow up knowing and loving,” says Julia. “Caregivers in the UK might know that babies can’t thermoregulate easily, but they don’t often know that merino wool is a brilliant solution. yes merino was established to change that and showcase all the benefits.”

Backed by science

The natural, scientifically proven, key benefits of merino wool include:

• Moisture-managing fibres support thermoregulation, wicking vapour away from the skin to keep babies’ temperature warm, comfortable and safe
• Superfine fibres create exceptional softness reducing irritation for sensitive skin and eczema
• Antibacterial and odour-resistant properties reduce the need for frequent laundering
• Durable fibres and fabric allow garments to be passed on or resold repeatedly
• Biodegradable, composting naturally in weeks versus synthetic fibres persisting for 200+ years

Brands stocked by yes merino also carry recognised certifications such as GOTS, OEKO-TEX, and Woolmark, giving caregivers additional confidence in quality and product integrity.

Achievable luxury, cotton-comparable pricing

yes merino’s pricing is comparable to high-end cotton baby clothing. The difference lies in performance, longevity, and natural skin health benefits.

The collection includes a range of brands with unique styles, colours and playful prints for babies.  

Experience yes merino at The Baby Show

Visitors to Stand NK24 can:

• feel the remarkable softness of superfine merino wool;
• speak with the team about the science and practical benefits;
• access exclusive trade show-only offers;
• get guidance on sizing, layering, and sleepwear; and
• explore the New Zealand heritage that inspired the store.

One customer, Emily, shared her experience:
“I honestly did not realise how much difference fabric could make until we tried merino wool. It’s so light and soft, it’s incredible, and the peace of mind knowing she is naturally warm and safe is priceless.”