Baby Lovett, a Thai children's clothing brand, is another exemplary business that started as an OEM manufacturer of Grade A children's clothes exported to the U.S. and Europe, before creating its own brand. It has become one of the must-have items on the bucket lists of expectant and new mothers.
The expertise of an OEM entrepreneur is to take orders and meet standards precisely. Although not easy, since it involves producing children's clothing to high export standards, it requires no management of mass customer satisfaction nor concerns about branding or marketing.
The decision to move from OEM to establishing their own brand brought new experiences for Kae Laphatsanan Dilokasawaroje and Mai Thanyalak Dilokasawaroje, two of eight siblings from Jeab Hong Garment Company Limited, founders of Baby Lovett. They faced many expectations and heartbreak when they could not meet customer demands.
For Baby Lovett, disappointment did not come from quality but from insufficient production capacity to meet customer demand. At one point, they were called "a nightmare for parents" and ironically told, "Even with 10 million baht, you can't buy one."
“The lessons over the past eight years have taught us to listen to customers and solve problems. We never want to have insufficient stock because that means lost revenue. We used to have no brand, only OEM production. Producing children's clothes involves many details; fabrics and sewing must meet standards since children's skin is sensitive. We contracted our family-owned factory, which already had orders from American and European clients, making production planning difficult.”
Every time a new collection is launched, problems arise. Customers complain about not being able to buy in time. At trade fairs or department store counters, crowds have caused disturbances, with customers lining up from 3 a.m. or flooding in, prompting complaints from the mall about lack of prior notice.
“We didn’t expect such crowds, so we weren’t prepared. We were criticized on social media, which distressed both Kae and Mai. But we took it positively, knowing many loved our clothes. We persevered and solved the issues. Now, for new collections, we produce large quantities in advance to avoid frustrating customers with shortages.”
Back in 2018, Mai Thanyalak invited Kae Laphatsanan to create a children's clothing brand, seeing opportunity from their family’s OEM export business under Jeab Hong Garment Company Limited, founded by their parents in 1988.
Proving their expertise, Jeab Hong Garment has steadfastly maintained export orders, mostly from American children's clothing brands like Gymboree, Meijer, and Carter. Kae noted that although Thailand has lost some garment export production to Vietnam, Thai manufacturers still excel in high-grade clothing.
Having long worked in children's clothing production, Mai, who studied fashion design and once ran a bridal shop, persuaded her second eldest sister Kae to start a children's clothing brand. They share a passion for fashion and sales. “Mai saw opportunity because children’s clothing prices were quite high and designs repetitive—blue with ducks for boys, pink with flowers for girls. We thought if we could offer distinctive designs at affordable prices, people would be interested.”
As expected, Baby Lovett quickly gained popularity with its first hit product, the Two-Way Zipper pajama set, which remains a bestseller with over 500,000 units sold. Another collection that caused a market frenzy was a limited edition collaboration with Teaspoon Studio featuring a legendary mushroom pattern, now a rare item with resale prices exceeding ten thousand baht.
Baby Lovett is among the businesses that benefited from the COVID-19 pandemic when parents and children stayed home feeling down. They rushed to buy clothes for online learning and shared photos on social media, promoting the brand. It soared to become the top-selling children’s clothing brand on Lazada, earning 187 million baht in 2025, slightly below its peak of 200 million baht.
The recent revenue decline is explained by Kae as due to fewer newborns. In 2025, the number of births was 100,000 lower than in 2024. Although fewer children are born, parents spend more on high-quality products, which is an opportunity for Baby Lovett. “We are strong in quality, with nearly 40 years of export experience, meeting OEKO-TEX® STANDARD 100 Class 1—the highest safety standard—using 100% organic cotton and Nickel-Free buttons per European Union standards.”
Under Asawaroj Company Limited, seven of eight siblings hold equal shares. Founders Kae and Mai explained, “Each sibling has strengths, and no one can work better than family. One sibling chose not to join as a shareholder.”
Asked about future goals, they want to expand the newborn clothing market in hospitals beyond current clients like Samitivej and MedPark hospitals. They also aim for gradual international growth and eventually to enter adult clothing, but not soon.
To sum up Baby Lovett’s success in one word, Mai says two: quality and design, as both are indispensable. Additionally, price is key—they intend to sell American and European standard children's clothing at Thai prices.
Madame Jeda
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