LittleLamb

LittleLamb was founded in 2004 by Esme and Nick Pfaff to make cloth nappies easy, convenient, and affordable.

With the support of the wider LittleLamb team, they have helped hundreds of thousands of parents switch to reusable nappies. This has saved tonnes of disposable nappies from ending up in landfills.

In 1990, Esme was a single mum struggling with limited finances. Nappies were a weekly expense she couldn’t afford. To help, Esme’s mum bought her a pack of 24 flat terry nappies, three plastic wrap pants, and some safety pins. Using cloth nappies meant Esme never ran out and generated minimal waste. She never looked back.

Fifteen years later, Esme never imagined she would create LittleLamb and become one of the UK’s largest reusable nappy brands!

2004: LittleLamb Launches

LittleLamb was founded in 2004 as a direct-to-customer brand, with sales through an online-only platform. At the time, internet shopping was still in its early stages, so the first website even included a ‘how to shop online’ guide!

Esme created LittleLamb to address a problem in the cloth nappy industry: reusable nappies had become overpriced and greenwashed. Having put six children through nappies, Esme and Nick wanted to create a high-quality yet affordable brand. After all, raising six kids isn’t cheap!

However, the journey wasn’t without its challenges. Using their life savings, Esme and Nick ordered the first batch of nappies. Unfortunately, there was a fault with the thread. With help from Esme’s mum and dad, they spent hours unpicking and resewing 20,000 nappies by hand.

Today, LittleLamb nappies are proudly made in Turkey at a family-owned factory known for its ethical practices and high-quality standards.

Women-Led Team at LittleLamb

After launching LittleLamb as an online-only store, Esme and Nick moved to New Zealand with their six children. This move was made possible with the support of their dedicated team in Wales, including LittleLamb manager Vicky and her sister Shell. Together, they built a small but mighty team.

Today, LittleLamb is proudly managed by an all-women team. Esme continues to work from New Zealand, while her eldest daughter Alannah joins Vicky and Shell, who still run the Welsh warehouse. Together, they are true experts in reusable nappies. Since 2004, the LittleLamb team has continuously improved their products through close collaboration and user feedback. Customer feedback and strong support relationships are the driving forces behind the brand’s success.

Once launched, LittleLamb quickly gained momentum, growing exponentially through a passionate community of fans who hosted cloth nappy talks and events. The brand’s long-lasting relationships and no-nonsense approach have been key to its success. Today, LittleLamb is one of Europe’s most popular and reliable reusable nappy brands.

Working for Good

LittleLamb is deeply committed to family values, sustainability, affordability, and giving back to the community. All LittleLamb products are ethically made in Turkey and shipped to the UK by land to reduce emissions. The brand uses sustainable fabrics like recycled polyester, bamboo viscose, and hemp/cotton blends in its products. Additionally, LittleLamb is proud to be 99% plastic-free in its packaging.

These practices reflect LittleLamb’s dedication to creating a positive environmental impact while providing affordable, high-quality reusable nappies, accessories and clothing.

LittleLamb products use EAN-13 barcodes.