Safe Sleep Solutions

Your baby sleeping safely is our highest priority

Our Safe Sleep Commitment

We have a very strong focus on safe sleep at The Sleep Store. The safety of your baby and your peace of mind is at the heart of our business. Safety determines which products we choose for our range, the images we use on our website and the information we give you.

While other retailers may choose their range based on trends or what looks cute on socials, we choose products for your baby based on safety.

We pay close attention to safety standards and regulations in New Zealand and Australia, ensuring everything we sell meets or exceeds local requirements.

Where no safety requirements exist in our local market, we search the world for the safest solutions for your family. We look to stronger regulations in the USA, Canada, Britain and the EU, finding you products that comply with overseas safety requirements to give you peace of mind that someone has your baby's safety in mind.

Baby Carriers are a great example - no regulations for safety exist in NZ or Australia, but we only stock carriers that meet either the strict USA or EU safety standards for baby carriers. 

We are also strong advocates for greater safety for babies and peace of mind for parents. We continue to campaign for greater regulation of baby products, which is very rare for a retailer. For example, we have advocated for baby carrier safety improvements in New Zealand and founded Babywearing Aotearoa to provide education on safe carrying.

Parents often assume that any products sold for babies in New Zealand are safe, that there is some overing safety check that goes on when companies import or manufacture baby products. But this is actually far from reality in New Zealand, which is a loosely regulated market compared to Australia, Europe and North America. In New Zealand businesses and families can import anything from overseas and there are very few mandatory safety standards for baby products in New Zealand.

Please choose safety first.

Peace of mind for you, and safe sleep for your baby.
Louise & Matt xx

Our Safe Sleep Information

We ensure that all our sleep advice is safe and up to date with the latest research on safe sleep, particularly when it comes to SUDI and SIDS information.

You'll see that our images and information will never recommend tummy sleeping or sleeping in an unsafe sleep environment.

Our information on co-sleeping and bedsharing is consistent with the most useful, risk reducing information from experts around the world, such as the Lullaby Trust in the UK. Just telling parents not to bedshare has been completely ineffective, a recent survey of our customers indicated approximately 80% of parents have had their baby in their own bed at least on occasions. So we feel is is more responsible and proactive to offer you the best available information on how to reduce the risk of baby sleeping in your bed rather than pretend you just won't do it. After all it is your choice and we want you to be well-informed.


Bedsharing Safe Sleep Essentials:

  • A separate sleep space NEXT to your bed will always be the safest option.
  • Accidentally falling asleep with your baby in your bed is very risky.
  • Falling asleep on the sofa is one of the most unsafe environments for your baby.
  • Babies must sleep on a firm, flat sleep surface with their face clear of all bedding and unswaddled if bedsharing.
  • If you think you may fall asleep with baby in your bed, please research how to reduce the risk of bedsharing by removing adult bedding, pillows, ensuring the mattress is firm and flat and that baby would have their own safe space to sleep
  • Read all our Safe Sleep blogs

Safe Swaddling

Swaddling is one of the most helpful tools that new parents have! Settling techniques like rocking and white noise are often more effective when you start with a foundation of effective, calming swaddling.

However we do recommend you read our detailed information on swaddling safely to ensure you have peace of mind and your baby stays healthy and safe.

Safe Swaddling:

  • Keep baby's face and head clear
  • Swaddled babies should only sleep on their back
  • Stop swaddling when baby shows signs of rolling
  • Never bedshare with a swaddled baby
  • Choose a swaddle with space for the legs and hips to move in a natural, flexible position (TIP - all our swaddles are hip healthy).
  • Remember your swaddle is another layer, so be mindful of overheating and swaddling
  • Read our Swaddling Safety information.

Safe Sleep Images

You'll only find images showing safe sleep on our website. Research has proven that parents views of safe sleep are influenced by the images they see in the media, online and on baby products.

So we take this responsibility seriously.

  • You won't find photos of small babies sleeping on their tummy, which is the number one risk for SUDI (Sudden Unexplained Death of Infants).
  • You won't find photos of babies sleeping with hats or head bands or other strangulation hazards.
  • And you won't find photos of babies sleeping in unsafe sleeping environments or unsafe beds.
  • We don't sell or use photographs of babies sleeping in padded unsafe nests, as using these photos would give the impression those types of beds are safe and they are clearly not a safe sleep option for your baby.
  • We choose photos of newborn babies with their head and face clear, sleeping on their back, on a firm clear sleep surface.

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