Moba: A True Family Affair

Revolutionising a product does not happen overnight but, with a family heritage of more than fifty years in the nursery sector, it’s no surprise that Lesley and Olivia Askaroff’s dream of creating a game changing product to challenge the moses basket category has become a reality with the award winning Moba contemporary moses basket

As the third generation of Askaroff’s to work in the nursery industry, Olivia has truly unique and unrivalled experience. ‘Mrs A’, Olivia’s grandmother ran her own nursery textile business for 30 years, and has clearly passed on both her knowledge and passion to her family, who have successfully redesigned the traditional moses basket with the iconic, hygienic and safe Moba.

After countless years attending baby shows along with working in nursery retail, Olivia’s mother noticed that despite a clear shift in the industry to a focus on hygiene and safety, the traditional, often fumigated, wicker/palm leaf moses baskets never altered in design or ethos. Lesley became committed to challenging the norm, and patented the concept of a plastic moses basket before the design process had even begun.

Having supported the product development while at university, Olivia joined the family business in 2011 after graduating with a degree in Graphic Design. The Moba team sought design advice from healthcare professionals, midwives and professors and finally Moba the original plastic moses basket was exclusively launched in John Lewis. With a strong brand identity, ingenious design and a range of bright and beautiful colours, it is no wonder that this iconic product, which is made entirely in the UK, is now selling globally in Europe, USA, China, Australia, New Zealand and Hong Kong.

Closer to home, the Moba milestones keep coming, with their most recent launch in Boots and partnership with The Lullaby Trust in 2016, to which they have donated over £8000 already. With a strong brand focus, an original design and patented product, it is no wonder the Moba moses basket has been championed by celebrities worldwide; including world renowned business woman and mum, Kim Kardashian, as well as Holly Willoughby, Jade Jagger, Alex Jones, Storm & Ronan Keating; to name but a few.

Commenting on the success of the brand so far, Olivia Askaroff has said: “Using my design skills and my family’s trade knowledge we have taken the concept of a moses basket and crafted a product that meets modern expectations of style and safety. We are thrilled with our success so far and are excited to see what what the future holds for Moba!”