Au Baby Blankets Update | Shark Tank Season 15

Most baby blankets in stores today are made with synthetic fabrics or cotton full of chemicals. That’s a problem, especially for newborns with sensitive skin. So Alexandra Ulmer created Au Baby, luxurious baby blankets made from Merino and Cashmere wool. They’re safer for babies, easy to clean, and made in a way that’s better for the planet. Will she wrap up a deal in the tank? Find out in our Au Baby update and pitch recap.

If you’re short on time, here’s a quick overview of what happened to Au Baby after Shark Tank.

Alexandra pitched her baby blanket brand on Shark Tank Season 15, seeking $80,000 for 25% equity. She ultimately got a last-minute deal with Kevin O’Leary for $80,000 for 30% equity.

In terms of an Au Baby update, the company engaged directly with customers online and began working with Flex in July 2025 to accept HSA/FSA payments. While the deal with Kevin O’Leary was agreed on air, AU Baby has not confirmed whether the investment was finalized.

Shark:	Result:
Kevin O’Leary	Accepted deal for $80,000 for 35% equity
Robert Herjavec	No offer
Lori Greiner	No offer
Mark Cuban	No offer
Emma Grede	No offer

Shark Tank Au Baby Pitch

• Entrepreneur: Alexandra Ulmer
• Business: Baby blankets
• Ask: $80,000 for 25% equity
• Result: $80,000 for 35% equity
• Shark: Kevin O’Leary

Alexandra is the founder of Au Baby. She created a line of what she calls the first clean, sustainable baby blanket

She explained that babies have delicate skin, and most baby blankets are made from synthetic materials that aren’t good for their skin.

To offer a better option, she created Au Baby using extra-fine Merino wool.

The material is naturally soft, breathable, temperature-regulating, and gentle enough for even the most sensitive skin.

But that’s not all. Her blankets are also naturally stain and smell-proof, helping the blankets stay fresh longer.

Additionally, each blanket is dyed with plant-based materials from Italy.

According to Alexandra, the colours don’t fade in the wash, and the blankets can stay clean for up to a year without regular laundering.

The samples impressed the sharks, especially her top-selling Popcorn Blanket made from the same high-quality Merino fiber.

The production takes place in Los Angeles, and each blanket costs $74 landed. The retail price is $160.

Lori Greiner asked why Alexandra didn’t launch with adult blankets, which often have a wider market.

Alexandra replied that she focused on babies first because they’re the most vulnerable to toxic materials. Additionally, the baby market is flooded with synthetic fabrics made from polyester and acrylic.

She added that she had worked in luxury fashion and spent seven years at Nike. There, she designed performance fabrics for athletes, including LeBron James.

In terms of sales, Alexandra shared that she had $62,000 in lifetime sales. In the year before filming, she had made $38,000.

At the time of the pitch, she was on pace to reach $100,000 for the year. All of her sales were direct-to-consumer.

When asked about marketing, Alexandra said she doesn’t run paid ads. Instead, she partners with a PR agency focused on baby brands. She also leans heavily on podcast interviews and word of mouth.

Kevin O’Leary pressed her on customer acquisition cost (CAC). Alexandra said she had no digital ad data and instead focused on building community and brand trust.

Kevin pointed out that without real digital ad data, growth would be hard. Alexandra argued that other brands waste money on ads, and she’s taking a slower, more organic path.

Lori liked the product but said it was too early to invest. Guest shark Emma Grede said she loved the concept but couldn’t get past the price. Robert Herjavec said he didn’t see enough value yet. All three went out.

Mark Cuban agreed the idea was solid but said she needed to crack the marketing code for her brand before he could invest. He also went out.

That left Kevin. He said he admired her pitch and the product, but admitted the business would require a lot of hands-on work. Still, he offered $80,000 for 50% equity.

Alexandra countered with 30%. Kevin held firm at 40%. Alexandra responded with 35% equity, and Kevin agreed.

Was this a good deal for Alexandra? Keep reading our Au Baby update to find out!

Shark Tank Au Baby Update

According to our AU Baby update, we have yet to confirm if the deal with Kevin ended in a handshake or not.

There is no major public information about that, so we can only assume that the deal is still under due diligence.

Shortly after their episode aired, AU Baby saw a strong wave of support. While there’s no report of the website crashing, the brand did receive commendations from Reddit netizens.

Many viewers praised founder Alexandra’s pitch, calling it a “masterclass in sales,” while others debated the premium pricing of the blankets.

AU Baby even responded to fans directly, clarifying that a flame and spill demo was filmed but edited out of the show.

Over the months that followed, the company stayed focused on its mission: offering non-toxic, plant-dyed merino and cashmere baby blankets.

In June 2024, AU Baby expanded its product line to include adult-sized blankets, which were added after many requests from customers.

These blankets are still made in Los Angeles using ethically sourced materials, and each one comes with a QR code that shows full sourcing transparency.

As of July 2025, AU Baby is also working with Flex, a platform that allows customers to use HSA/FSA cards for purchases.

This new channel gives more parents access to their high-quality textiles.

Alexandra has also filed several patent applications tied to her textile innovations.

If you need a baby or adult blanket that’s gentle on the skin, you can visit their store. You can also follow them on Instagram to see customer stories and new launches.

We’ll share more when we have it in our next AU Baby update.

In the meantime, you can check out our other company updates from Season 15 Episode 13 by following the links below!

• Modern Picnic Update
• Genius Litter Update
• Torch Update

Before you go, be sure to check out our list of all the Shark Tank Season 15 products.