AU Baby
Status: active as of 2026-09-09
Also known as: Au Baby, AU Baby Blankets
AU Baby is operating as an online baby-blanket and accessories brand founded by Alexandra Ulmer. Its current store offers baby and adult merino/cashmere products, and the founder's May 2026 post explicitly says the business is still operating, with a fulfillment center and expanded product range. The reported Kevin O'Leary deal is recorded as an on-air agreement only: the founder describes making a deal, while independent follow-up has not confirmed that the investment closed.
Shark Tank appearance
Season 15, episode 13
- Appearance source
- Shark Tank US | Au Baby's Entrepreneur Wins Her Battle With Mr. Wonderful pitch
- Pitch
- Plant-dyed merino and cashmere baby blankets
- Ask
- $80,000 for 25%
- Offer
- Kevin O'Leary on-air offer, reported as $80,000 for 30% or 35% in different follow-ups
- Deal closed?
- Unresolved
Dated timeline
| Date | Event | Evidence |
|---|---|---|
| 2019-01-01 | The founder's dated account says she launched AU Baby in 2019; the exact founding day is not specified. | S-AUB-2024-FOUNDER |
| 2021-01-31 | The company announced a move to an exclusively online direct-to-consumer sales model after its first full year. | S-AUB-2021-DTC |
| 2024-05-20 | The founder published a behind-the-scenes account of the Season 15 Shark Tank process while describing the business as a direct-to-consumer e-commerce company. | S-AUB-2024-FOUNDER |
| 2026-05-05 | The founder's post says AU Baby is still in business, doubled lifetime sales in one post-airing month, expanded its products and moved to a fulfillment center. | S-AUB-2026-UPDATE |
| 2026-09-09 | The current storefront offers baby and adult categories, checkout and customer-care channels. | S-AUB-CURRENT |
Legal and entity identity
- Legal entities
- Unresolved
- Aliases
- Au Baby, AU Baby Blankets
- Successor/acquirer
- None verified
Oregon / Delaware unknown
Entity unresolved · unresolved
Limitation: The public brand and founder are identified, but an exact operating legal entity and state filing were not retrieved in this pass.
Oregon business registry search portal · accessed 2026-09-09
Notable findings and disputes
- strong corroboration AU Baby is operating as a current online product business. [ S-AUB-CURRENT, S-AUB-2026-UPDATE ]
- credible report The brand's founder describes a continuous post-Tank operating history, including product expansion, a fulfillment center and additional staff; these are company-reported claims and are separated from independent registry findings. [ S-AUB-2026-UPDATE ]
- credible report The reported Kevin O'Leary agreement is not verified as a completed investment: the founder says she left with a deal, while independent follow-up says the investment was not confirmed finalized. [ S-AUB-2026-UPDATE, S-AUB-INDEPENDENT ]
- verified fact The brand has a dated pre-Tank history going back to a 2019 launch and a 2021 direct-to-consumer transition. [ S-AUB-2021-DTC, S-AUB-2024-FOUNDER ]
What we could not verify
- The bounded Wayback query was rate-limited in this pass, so no complete archived-page diff is claimed.
- The exact operating legal entity and registry standing remain unresolved.
- Post-show deal closing remains unresolved and should not be described as a completed Kevin O'Leary investment.
Full research sources
-
S-AUB-CURRENT — AU Baby — current Our Story page
official company page
accessed 2026-09-09
Current product navigation, checkout, customer care, founder and copyright.
-
S-AUB-2026-UPDATE — Life After Shark Tank: The AU Baby Update
dated official company article
published 2026-05-05 accessed 2026-09-09
Founder-authored current update; company-reported claims are labeled as such.
-
S-AUB-2024-FOUNDER — My Journey to Shark Tank — AU Baby
dated official company article
published 2024-05-20 accessed 2026-09-09
Founder account says AU Baby was built as a DTC business since 2019.
-
S-AUB-2021-DTC — AU Baby Goes Direct-To-Consumer
dated official company article
published 2021-01-31 accessed 2026-09-09
Older company account of the sales-model change.
-
S-AUB-VIDEO — AU Baby Shark Tank clip — Sony Pictures Television
official video
accessed 2026-09-09
SPTV provenance for S15E13.
-
S-AUB-INDEPENDENT — AU Baby update — Shark Tank Recap
secondary follow-up
published 2025-07-27 accessed 2026-09-09
Reports that the on-air deal had not been confirmed finalized.
-
S-AUB-REG — Oregon business registry search portal
state registry portal
accessed 2026-09-09
Portal identified; exact legal entity record was not retrieved in this pass.
Status-Verification Sources
-
AU Baby — current Our Story page
(aubabyshop.com)
2026
The current store offers baby and adult product categories, checkout, customer care and a 2026 copyright; the company identifies Alexandra Ulmer as founder.
-
Life After Shark Tank: The AU Baby Update
(aubabyshop.com)
2026-05-05
In a dated May 5, 2026 company article, Alexandra Ulmer says AU Baby is still in business, describes post-show orders, a fulfillment center and expanded products, and says she left the Tank with a deal.
-
My Journey to Shark Tank — AU Baby
(aubabyshop.com)
2024-05-20
The May 20, 2024 founder article says Alexandra had been building AU Baby as a direct-to-consumer e-commerce business since 2019.
-
AU Baby Shark Tank clip — Sony Pictures Television
(youtube.com)
2024
Official SPTV provenance for the Season 15, Episode 13 AU Baby pitch.
-
AU Baby update — Shark Tank Recap
(sharktankrecap.com)
2025-07-27
The independent July 2025 follow-up reports that the on-air Kevin O'Leary deal had not been confirmed as finalized.