# Aden + Anais: Raegan Moya-Jones

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2017-07-17
- Length: 42m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-17-aden-anais-raegan-moya-jones

## Summary

Raegan Moya-Jones, co-founder of Aden + Anais, explains how she identified a gap in the US market for cotton muslin swaddle blankets, sourcing manufacturing from China and securing a major retail deal with Target. She details the traumatic dissolution of her partnership with co-founder Claudia, which required her to raise capital from friends to buy out the remaining stake and continue the business alone. The company achieved massive growth, highlighted by the 'royal effect' when Prince George was photographed with their blankets, driving sales to over $100 million annually. In a postscript, Sam Boyd, founder of Guided Imports, describes his model of acting as a middleman in Shenzhen to help Western entrepreneurs find manufacturing solutions in China.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-17-aden-anais-raegan-moya-jones#t=0) Introduction: Raegan Moya-Jones and Aden + Anais
- [6:56](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-17-aden-anais-raegan-moya-jones#t=416) Identifying the Muslin Blanket Gap in the US Market
- [12:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-17-aden-anais-raegan-moya-jones#t=738) Sourcing Manufacturing from China and Initial Failures
- [18:14](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-17-aden-anais-raegan-moya-jones#t=1094) Funding the First Orders and Partnership Breakdown
- [21:46](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-17-aden-anais-raegan-moya-jones#t=1306) Buying Out Partner Claudia and Going Solo
- [26:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-17-aden-anais-raegan-moya-jones#t=1578) Hitting $1 Million Revenue and Leaving The Economist
- [30:07](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-17-aden-anais-raegan-moya-jones#t=1807) Celebrity Press and the Royal Baby Effect
- [37:54](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-17-aden-anais-raegan-moya-jones#t=2274) Postscript: Sam Boyd and Guided Imports

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies, founders before launch

## Mentioned

- The Economist (company)
- Target (company)
- Guided Imports (company)
- China (other)
- U.S. Bank (company)

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- [Founder Feature: Tabi and Meena Hoshmand of Tursh](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-14-founder-feature-tabi-and-meena-hoshmand-of-tursh) (The Startup CPG Podcast)
- [044: Turning customizable jackets into a multi-million dollar business, Elyse Daniels of Exodus Wear](https://hardwarepodcasts.com/podcast/product-startup/2017-03-14-044-turning-customizable-jackets-into-a-multi-million-dollar-business-elyse-dani) (Product Startup)
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