Bubs In Arms Pty Ltd

BUBS IN ARMS PRY LTD (BIA) Bubs In Arms PTY LTD is an Australian innovation-driven maternal support company founded by Susannah Sailor, created to address a real world social challenge faced by breastfeeding mothers and their babies in public spaces. Our flagship innovation, the Bubs In Arms Nursing Privacy Screen (BIANPS) was developed after witnessing the disconnect between anti-discrimination laws that protect mothers rights to breastfeeding in public and the societal discomforts or judgements many mothers still encounter in everyday environments. BIA exists to bridge that gap. Unlike traditional throw overs that fully conceal both mother and baby, the BIANPS is a structured maternal support apparatus designed to provide privacy without exclusion. Its unique design allows mothers to breastfeed discreetly while maintaining airflow, visibility and connection with their baby through an integrated visibility window. The product is compact lightweight, durable, washable, reusable, and designed for practical use across public spaces, workplaces, healthcare environments and travel settings. What makes BIA different is that we are not selling another baby product, we are creating a new category of maternal support infrastructure. Our business model is structured around scalable manufacturing, strategic licensing opportunities, direct to consumer sales, affiliates and ambassador programs, and retail partnerships. With protected IP Intellectual Property across multiple jurisdictions. BIA is positioned for both domestic and international expansion. The maternal care market continues to grow globally, and BIA addresses an underserved segment of mothers who value both public inclusion and personal privacy while feeding. BIA celebrates confident mothers who feed openly while equally supporting mothers who prefer privacy. We believe the choice should always belong to the mother. Our mission is simple: To empower mothers with choice, support baby inclusion in society, and create practical solutions that align with modern motherhood. We are seeking strategic angel investment to support: 1. Manufacturing and initial production runs. 2. Inventory and Packaging development. 3. E-Commerce and fulfilment infrastructure. 4. Brand growth and market penetration. Strategic Partnerships and Licensing expansion. International market entry. BIA is more than a product. It’s infrastructure for modern motherhood. WHY NOW? The timing for Bubs In Arms Pry Ltd and the Bubs In Arms Nursing Privacy Screen is critical because motherhood, public expectations, and workplace realities have evolved, but practical infrastructure to support those changes has not. Today, more mothers are breastfeeding in public, returning to work earlier, travelling with infants, and navigating shared spaces than ever before. While laws protect a mother’s right to breastfeed, the reality is many still face pressure, discomfort, judgement, social pressures, a lack of practical support that is comfortable for both mother and baby when feeding outside the home. Currently solutions on the market, such as wraps and throwovers were designed for concealment. They often create heat, restrict visibility, interrupt connections and separate baby from public inclusion. Modern motherhood requires modern solutions. Consumer behaviour is also shifting. Parents are increasingly seeking practical purpose driven products that support both convenience and dignity. Social conversation around breastfeeding, maternal wellbeing, and women’s choice are stronger than ever, creating the ideal environment for category adoption. At the same time, BIA has reached an important commercial stage: 1. Product concept validated through market testing and public engagement. 2. Manufacturing pathways established. 3. IP Intellectual Property protected in key jurisdictions. 4. Direct-to-consumer and licensing pathways identified. 5. Global scalability now achievable. The market is ready because a problem has always existed- but until now, no structured solution has addressed it this way. BIA is entering at the intersection of social change, consumer demand, and product innovation. That makes now, the right time for this first mover product.