Our Story

Welcome, I'm so glad you're here.
When you got pregnant did you get messages from people
saying - "buy this....you should do that....in my day we..."
Everyone seemed to have an opinion about whether I should demand feed or routine feed, use cloth nappies or not, start solids at 4 months or not, use a dummy or not. 
All well meaning advice but all very overwhelming.

Looloo is the online store for parents who want to parent their way - no rules, no guilt, no regrets. We stand with the parents who want more money in their credit card account and less throw away cheap items that clutter their house and end up in the wheely bin.
Hi I'm Laura, Mum of 3 and a primary school teacher based in Auckland, New Zealand. I started Looloo as a place for parents to come and get information and inspiration to toilet train with less mess and stress. 

Then I started to design kids underwear and cloth nappies. And I was hooked. When our customers started buying from us they said they wanted to combine shipping and buy other beautiful baby and toddler items that would last so they could use them for each of their children. So the search began to handpick goodies that are mostly designed right here in Aotearoa New Zealand. 

In 2020, I became so busy that I employed other stay at home Mums to pack your items, design fabrics and create cute Instagram reels. So when you buy from Looloo just know you are making a difference by supporting other families.

If we ever meet offline at a Baby Show or at a parenting workshop, I hope you smile and say the goodies you purchased from Looloo, make your life easier and give you more time to spend with your child.
Are we about to become your fav store that you rave to your friends about?
I hope so,

Laura signature


P.S. Can I help with anything? Leave your details below I'll be in touch very soon