The Ledger
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Private equity investors fired Moya-Jones from Aden + Anais in 2018
“Well plain and simple, I got fired from my own business, which was pretty heartbreaking. The investors and I just didn't see eye to eye and They didn't think that I was capable of continuing to run the business, and it just became extremely cantankerous and un…”
Moya-Jones: Aden + Anais surpassed $100 million in revenue
“Now that we're over a hundred million dollars, it's just very different.”
Moya-Jones: Co-founder gave 30-day buyout ultimatum after $350k in personal loans
“I think we'd borrowed a 100,000 off Claudia and Mark, and then we borrowed another 250,000 off Mark's Dad, and very long story short, it was more Mark, I think, that was just not comfortable with the fact that in his mind they were funding the business, and it…”
Prince George broke royal protocol by debuting in an Aden + Anais blanket
“They left the hospital in an Aidan and Danae blanket, which blew my mind having been raised in Australia, because that I would have bet every penny I had on the fact that was never going to happen, because there's royal protocol, and no royal baby has ever com…”
Moya-Jones Predicts aden + anais Will Scale to $300M in Revenue
“It might be good for the business to bring in somebody who has run a business of this size and has scaled from a hundred to 300, because I really believe that that's where this brand is going.”
Co-Founder Issued 30-Day Ultimatum to Buy Out or Dissolve aden + anais
“And it just got to the point where, you know, I got a demand of, you've got 30 days to come up with this to buy us out. If you can't do that, we have the right to pay you the same, and if we can't come to an agreement, we're going to dissolve it.”
Prince George Swaddle Photo Crashed the aden + anais Website Twice
“Our website crashed twice, we sold out of that around the world, people were coveting it to the point where they were paying three times the value of the, it was insane.”
Moya-Jones: Three investors bought 49% of Aden + Anais for ~$500K
“Three other people came into the business and bought 49% of the business for like 500,000 dollars.”
Moya-Jones: Target rolled Aden + Anais into all stores from day one
“And rolled it out into all Target stores from day one.”
Moya-Jones: Aden + Anais launched with $15,000 initial investment from each founder
“Well, we started, we both started just putting 15,000 dollars in for our first inventory, and that we did the minimum.”
Aden + Anais exceeded $4M revenue in 2009, doubling yearly for 5 years
“We closed 2009 at just over four million, so as soon as I focused on it, you know, a hundred percent, it Change the game. And then we more than doubled every year for the five years after that.”
Moya-Jones: Swander Pace Capital bought Aden + Anais in complete buyout
“They bought the whole company. What I did was bought back in as a major shareholder in the company.”
Moya-Jones: Adam Sandler appeared in Us Weekly using Aden + Anais one week after launch
“One week after we went on the market, and when I say went on the market, me walking the product to the stores and handing it to the store owners in LA, Adam Sandler and his wife, who just had their baby, were photographed on Malibu Beach with their baby in a c…”
Moya-Jones Sold to Private Equity and Re-Invested as a Major Shareholder
“They bought the whole company. What I did was bought back in as a major shareholder in the company.”
aden + anais Reached $4M in 2009, Doubling Annually For Five Years
“We closed 2009 at just over four million, so as soon as I focused on it, you know, a hundred percent, it changed the game, and then we more than doubled every year for the five years after that.”
Three Investors Bought a 49% Stake in aden + anais for $500,000
“So three other people came into the business and bought 49% of the business for like 500,000 dollars.”
Target Accepted All Six SKUs and Rolled Them Out Nationwide Immediately
“And Target took all six. And rolled it out into all Target stores from day one.”
Adam Sandler Photographed With aden + anais Blanket One Week After Launch
“Adam Sandler and his wife, who just had their baby, were photographed on Malibu Beach with their baby in a carrier with an Aiden and Anae blanket draped over the front of the baby, and it was a full-page picture in Us Weekly. So we had celebrity press from a w…”
Moya-Jones: Aden + Anais's trade show manufacturer partner lasted 10 years
“I was out the door, bar one booth, and they ended up becoming my manufacturer for 10 years.”
Moya-Jones: Aden + Anais took on its first private equity firm in 2010
“I took on my first private equity firm in 2010.”
Moya-Jones: Early Aden + Anais product containers arrived with yellowed fabric
“We had full containers of product that, when they arrived in the U.S., like, the fabric had turned yellow.”
Early aden + anais Cargo Containers Arrived With Yellowed Fabric
“We had full containers of product that, when they arrived in the US, like, the fabric had turned yellow.”
The aden + anais Royal Baby Pattern Was Already Eight Years Old
“That particular design Had been on the market for eight years when the royal baby came out in it.”