If there’s one universal truth about babies and children, it’s that they are messy. Food spills, toilet training accidents, nappy-free playtime, beach adventures, outdoor picnics. Keeping some semblance of order? No easy task.
Melbourne mum Jacqui Burton learnt this firsthand when her daughter arrived.
“My daughter didn’t enjoy tummy time as a baby, so the maternal health nurse suggested we try nappy-free playtime because babies are often happier with no restricting nappies on,” Jacqui said. “Obviously, it was a messy exercise. I was using disposable change mats, rugs and towels to try and save the carpet, but it was just so much washing.”
Fed up with the mountain of laundry she couldn’t keep on top of, Jacqui started looking for a waterproof mat that was also machine-washable. To her surprise, it didn’t exist.
“I said it to my husband. I was like, how about a Rudie Nudie playmat? It’s waterproof, absorbent, and you can throw it in the wash. And he’s like, ‘Oh, that is a good idea,'” Jacqui said.
“And then around that time, I went to a meditation class. I had been thinking about Rudie Nudie, and then they handed out angel cards and mine said, ‘Archangel Uriel said it’s a brilliant idea. Go forth and the universe will support it.’ And I remember thinking… ahh, okay then. I guess I have to do this.”
From idea to reality
Jacqui launched into action, researching materials and manufacturers until she found a sample that fit the brief. She also trained with a social media agency and took a part-time job there, learning the skills she’d need to grow her own business.
Two years after that initial idea, Rudie Nudie launched in 2018 with Australia’s first waterproof, absorbent, colourful, soft cotton-top playmat.
Business boomed quickly. Jacqui credits the power of mums’ word-of-mouth referrals for Rudie Nudie’s success.
“Mums were saying, ‘Oh my gosh, how did we ever live without these? These are awesome!’ And then it sort of grew from there, and we worked with artists to create the designs,” she said.
The pandemic proved to be a turning point. With families spending more time at home, demand for the mats surged. Growth was driven by word-of-mouth, artist collaborations and a growing community of parents and educators sharing them online, including homeschooling mum and influencer Emma Meyer from Play at Home Mummy.
Within three years of launching, the business had made $1.5 million in revenue and was shipping to 37 countries. In 2020, Rudie Nudie’s sales growth earned it an Afterpay National Quarterly Growth Award.
The range
While the original 90cm x 90cm waterproof playmat is still a bestseller, Rudie Nudie has expanded its product range to include:
- Large playmat (130cm x 130cm)
- Jumbo picnic rugs (2m x 2m), with an umbrella-compatible option
All mats are machine-washable, dry quickly and are built to handle family life. Known for its vibrant aesthetic, Rudie Nudie collaborates with artists to produce one-of-a-kind designs.
“We’ve been extremely lucky to collaborate with amazing artists over the years to create bright, colourful and playful designs. We know how important visual stimulation is for children, but mums and dads want to use beautifully designed products too!”
Beyond nappy-free time
Despite being created for nappy-free playtime, Rudie Nudie mats have found a multitude of uses: messy play indoors or outdoors, beach adventures, picnics, toilet training, dog blankets, sick kids, high-chair mats, and even safeguarding the car seat for a mum in labour.
“Families are connecting and having time together and slowing down together. Whether they’re out in the park or at the beach, the mats create that special place to sit and enjoy and make memories,” Jacqui said.
With more than 1,600 five-star reviews and expansion into the US, UK and EU markets on the horizon, Rudie Nudie continues to grow.
“Behind it all is a mum who just wanted to make her life, and the lives of other families, that little bit easier. Knowing how much mums love our products, that’s what keeps me going.”
For more information:
Follow KIDDO on Instagram and Facebook, and subscribe to our weekly newsletter