Snugibabog was established in Dublin while sustainably sourced in Co. Donegal!
Founder Serena Grimes spent most of her childhood in the idyllic hills of Donegal and was inspired to launch the brand in 2020 after 20 years’ experience working in the fashion industry, specialising in product development and supply chain management. Primarily working across the Asian pacific region (Hong Kong, China, Sri-Lanka, India, Philippines and Australia), she gained extensive experience in multinational corporations: M&S, Target, Next, Otto Versand, Artsana Group – Chicco/Prenatal.
More recently, Serena worked with lifestyle and household brands such as Avoca, Tredstep Ireland and Dunnes Stores.
Serena honed her talent for sourcing the best quality and most beautiful heritage Aran designs into her passion for knitwear, and the Snugi babog brand was born.
Serena’s objective is to create a unique Irish heritage heirloom gift for newborn babies to gift around the world creating that cosy, warm feeling.