COSTA MESA — Just over a year ago, pop star Justin Bieber shared one of the first glimpses of his newborn son on social media. As she looked at the post, Tamara Kaakani, co-founder and CEO of Bellabu Bear, noticed the baby was wearing one of her brand’s convertible footies.
She erupted in excitement as she zoomed in on her startup’s signature panda logo.
“Seeing his baby wearing Bellabu Bear, I just started screaming,” Kaakani told the Business Journal.
For Kaakani, the moment was a reminder of how far her Costa Mesa-based apparel firm had come since the sleep-deprived mom set out to design functional sleepwear a decade ago to calm a fussy newborn. Bellabu Bear, known for its ultra-soft bamboo sleepwear and patent-pending convertible footie design, launched its first collection in 2019, and is now on track to surpass $10 million in retail sales this year.
The clothing is sold at Nordstrom, Target, Bloomingdale’s and Saks Fifth Avenue, while celebrities such as Khloe and Kim Kardashian, Bieber and Megan Trainor have been spotted showcasing the brand to thousands of their social followers.
The fast-growing company has also broadened its reach through licensing deals with Paramount, NBCUniversal, Warner Bros. and Microsoft-owned Minecraft, allowing the company to feature popular characters and brands on its sleepwear. Collections have included designs inspired by the “Paw Patrol” TV series, “Harry Potter” films and the beloved mouse from the children’s book “If You Give a Mouse a Cookie.”
Those partnerships have helped drive a 30% increase in revenue, she said.
For all the company’s success, Bellabu received a Business Journal Family-Owned Business Award, in the Up-and-Coming category, during an event held June 11 at the Irvine Marriott. Profiles on the other four winners begin on page 4.
Looking to Comfort a Fussy Newborn
When Kaakani’s daughter Bella was born in 2015, the first-time mother struggled to find sleepwear that was both comfortable and practical.
Living in Wisconsin at the time, Kaakani found that traditional footed pajamas caused Bella to overheat at night. In frustration, she began cutting the feet off the pajamas, but that didn’t work either as the baby’s feet would be cold by morning.
Kaakani said the idea for creating a convertible footie came while thinking about other functional features already built into infant clothing, such as fold-over mittens that protect babies from scratching themselves.
“That was my first light-bulb moment of, ‘This needs to exist, and it doesn’t,’” she said.
Months later, Bella developed severe eczema — which intensified Kaakani’s search for a better clothing solution.
“I needed something more functional for a very fussy baby,” she said.
During this time, she moved to Orange County where she began experimenting with fabrics. She settled on bamboo for its softness and breathability.
Fulfills Dream of Becoming a Fashion Designer
Raised partly in Lebanon, Kaakani had long dreamed of working in fashion.
While living abroad, she operated a fashion label called Tamara Joy, designing and selling women’s shoes at boutiques across Beirut.
In grad school, she studied business and marketing — so writing a business plan and designing a children’s apparel line wasn’t a far-fetched idea.
“I had always wanted to be in fashion, ever since I was little,” she said.
Four Years in the Making
After four years of research, Bellabu Bear’s signature product—a tagless, bamboo convertible footie featuring two-way zippers designed to make nighttime diaper changes easier — debuted online in September 2019.
Her husband, Talal Kaakani, helped her start the brand, and is the firm’s chief operating officer.
At first, the startup was based out of the family’s Costa Mesa loft and later their garage.
Today, the firm employs 20 people, including a designer based in Ukraine.
Growth has come quickly, fueled by “mommy influencers” who helped put the brand on the map, as well as unsolicited endorsements from celebrities dressing their babies in Bellabu apparel.
Customer demand is fueling expansion of its clothing lines, with the company currently dropping about 52 collections a year.
Looking ahead, Kaakani plans to expand Bellabu Bear beyond children’s sleepwear. The company already sells adult pajamas, underwear, and bedding. She’s now exploring opportunities to expand their limited daywear line.
Bellabu Bear has also launched a sister brand, Fyt Basics, focused on adult athleisure.
“I definitely want to expand a lot, and across categories,” Kaakani said.
