About Us

The Sleep Store was established in 2006 as a one stop shop for tired parents.

New Zealand Family Business

The Sleep Store is an online store focused on bringing quality baby and children's products to New Zealand and Australian families with fast, award-winning customer service. We are focused on excellent value, expert help and an experience so good you'll tell your friends and family.

The Sleep Store warehouse and office is located in Henderson Valley, West Auckland New Zealand. We have all our stock here and all orders are dispatched from here by our speedy team. 

The Sleep Store Group is a 100% family business, founded and owned by Louise Tanguay and Matt Anderson. The Group includes The Sleep Store eCommerce, Little Bird Brands Distribution, Woolbabe and Nestling brands. We also founded and 100% fund Babywearing Aotearoa. 

Our babies are big now! Two of our sons work in our team doing photography and packaging. All our sons help out at Baby Expos and Warehouse Sales so you'll be sure to meet one of our family at in-person events in Auckland and beyond.. 

Our values are important to us. We've been an accredited Living Wage Employer since 2017, which means all staff are paid well over the minimum wage and this increases every year. We are a certified Net Carbon Zero organisation, you can learn more about this on our Sustainability page.

Founded in 2006

We've been helping families with more sleep for many years, back to when we launched The Sleep Store from our dining room table in 2006. Our aim is to provide practical solutions and support for new parents, particularly with the challenges of crying babies and managing sleep deprivation.

We believe that the first months of parenthood should be more enjoyable rather than stressful. The right information and some simple tools can really help calm crying and help you all get a bit more sleep in those early months. 

Louise discovered Dr Harvey Karp's incredible book 'The Happiest Baby' when our first baby was Jack was 8 weeks old. The book's techniques were so helpful calming Jack's crying and helping him sleep. The Happiest Baby techniques were also helpful for Tom's crying from reflux.  Our youngest Eddie was very windy and hard to settle, but the Happiest Baby techniques were again put to the test, with the addition of the amazing NZ made Rhuger Mixture to get those stubborn middle of the night burps up! The Happiest Baby 5 S's were so helpful with our first two children, they inspired The Sleep Store and our original product range. 

One of our motivations back in the early days, and still today, is the mental and physical health of parents. Sleep deprivation can have awful impacts on parents, leading to post-natal depression, low immunity, lack of enjoyment of parenting and making day to day tasks difficult. We've always aimed to offer parents support in the way of both practical tool and judgment free support to help encourage more sleep for the whole family.

 

Award Winning Service and Products

We are passionate about bringing the best products to families and giving you the best possible service when you choose to shop with us online.   We have entered a number of awards over the years, both voted by families and chosen by judges.

Here's a selection of our recent awards:

2026 Clean & Conscious Awards
GOLD + EDITOR'S CHOICE - Woolbabe 3-Seasons Sleeping Bag

SILVER + EDITOR'S CHOICE Best Kids Mealtime Product 2026: Nestling Stainless Steel Jumbo Bento Box

2025 Retail NZ Awards
Customer Service Experience of the Year Award

2024 Oh!Baby Awards

GOLD - Best Baby Products Online Store
GOLD - Best Baby Products Store

  • Most Recommended Product: Woolbabe Sleeping Bag
  • GOLD - Best Baby Bedding
  • GOLD - Best Baby / Toddler Sleep Sack - Woolbabe Sleeping Bag
  • GOLD - Best Sleep Aid - Yogasleep Hushh
  • GOLD - Best Baby Sling/wrap - Boba wrap
  • SILVER - Best Baby Merino
  • SILVER - Best Cot Brand - The Frank Cot
  • SILVER - Best Bathtime Product - The Sleep Store Hooded Towel
  • SILVER - Best Vaporiser/Humidifier - Crane Humidifier
  • SILVER - Best Baby Carrier - Boba Bliss

2023 Clean & Conscious Awards

  • GOLD. EDITORS CHOICE - Our Jersey Duvet Cover, part of The Sleep Store bedding
  • GOLD - The Sleep Store Merino Jersey Sleeping Bag
  • GOLD - Merino Fleece Lounge Pyjama's received the same high accolades. T

RECENT AWARDS

Community and Charity

We are contacted almost every day with requests for donations. We do what we can to support our community, both locally and nationally.  Our charity priorities are as follows:

Playcentre - As long term members when our children were small, we are strong advocates for this amazing parent cooperative early childhood education. we often donate to Playcentre fundraisers. 

Give a Kid a Blanket - We regularly support the amazing team in Henderson with donations of sleeping bags, bedding and baby items. We're also a year round drop off point for annyone wanting to donate quality second hand baby and children's clothing and bedding. 

Little Miracles Trust - We specially manufacture NICU baby muslins and support LMT with regular donations and campaign support.

We also work in the community to advocate for product safety and education of how to use baby products safely.

Babywearing Aotearoa - We founded this organisation in 2021 to promote safe baby carriers and educate families on how to carry babies safely. We 100% fund the work of Babywearing Aotearoa including staff, social media content creation, samples of carriers for groups around NZ and education.

Product Safety - We work closely with the Product Safety team at MBIE to support their work making children's products safer, including toy safety week, blind cord safety and other product and campaign conversations.  We're staunch advocates for safe infant sleep. We've submitted recommendations to government agencies to improve the standards of infant sleep products and toy safety. Louise was interviewed on the topic and you can find out more here. 

Lastly we are strongly committed to sustainable and ethical business practices. Read our Ethical Sourcing policy and Code of Conduct for details, plus you'll find our sustainability article here.

PROUDLY SUPPORTING

Our Office & Warehouse

Our office and warehouse are located at 85C Henderson Valley Road, Henderson, Auckland. All our team are based here, processing your orders, managing our customer service and stock management.

You can also choose Click & Collect for your order and pick up from us here in Henderson.