Babauba was founded in Vienna in 2013 after its founder could not find suitable, colourful clothing for her first daughter. She began sewing it herself and built the Babauba brand, which today is known for bright, creative designs and a strong community.

The name comes from a special moment: “Babauba” was the first word the founder’s daughter spoke. The imaginative word inspired the brand name and reflects the playful, creative world of childhood that Babauba’s colourful fashion embodies.

By integrating Babauba, the Dreyer group aims to develop the brand strategically and strengthen its position in the market for individual children’s fashion. For the loyal Babauba community, the brand continues to stand for colourful, creative designs – now with additional resources and new leadership.