Swaddle Bar, a Birmingham-based children’s brand, recently gained national attention after being considered for the 2024 Oprah’s Favorite Things list.
A Chance Encounter with Oprah’s Team
The woman-owned company, founded by CEO Kendra Lyas, became a finalist after an unexpected meeting at an Atlanta launch party. While showcasing products, Lyas and a colleague spoke casually with two visitors who asked detailed questions about the items. Only later did they discover the pair was Adam Glassman, creative director for Oprah Daily, and Rae Ann Herman, marketing director. The visit led to Swaddle Bar’s consideration for Oprah’s annual holiday list, which highlights unique and fashionable products.
From Sewing at Home to National Reach
Swaddle Bar is known for its handcrafted products for mothers and children, including robes made from organic Turkish fabric in “Mommy and Me” sets and seven color options. Lyas began creating items during her children’s nap times, using fabrics passed down from her grandmother. She left a 12-year career in pharmaceutical sales to launch her first brand in 2014, which quickly found success at Birmingham’s Babypalooza event. That debut brought her first retail partnership with St. Vincent’s Monogram Maternity and sold out her booth to thousands of expectant mothers.
Mission and Future Growth
Although Swaddle Bar did not make the final list, the experience reinforced Lyas’s commitment to entrepreneurship and the company’s mission. A portion of profits supports Mwana Villages, a ministry serving children and families in the Republic of Congo. Today, Swaddle Bar products are available in 50 stores nationwide and will launch on Amazon this summer. Lyas sees the Oprah recognition as a sign that her brand’s blend of quality craftsmanship and purpose-driven values resonates far beyond Birmingham.
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