From Sleepless Nights to Business Success: The Story Behind The Sleep Store

When Louise Tanguay became a mum, she had no idea that her biggest parenting challenge—getting her baby to sleep—would lead her to create The Sleep Store, one of New Zealand’s most beloved baby brands. But like many great businesses, it all started with a need, a problem, and a passionate founder determined to find a solution.

The Birth of a Brand

Back in the early 2000s, Louise was navigating life as a new mum when she stumbled upon The Happiest Baby on the Block by Dr. Harvey Karp. The book introduced her to the Five S’s—a now widely recognised method for soothing newborns through swaddling, shushing, swinging, sucking, and side/stomach position. At the time, good-quality baby sleep products were nearly impossible to find in New Zealand.

“I couldn’t buy a decent swaddle anywhere,” she recalls. “The only options were flimsy muslin wraps that didn’t actually keep babies snug.”

That frustration led to a lightbulb moment: what if she could create a store dedicated to solving baby sleep struggles? From a humble camping trip brainstorming session with her husband, The Sleep Store was born.

Growing a Business While Raising a Family

Starting a business with a baby is no small feat, let alone growing it into a household name. Louise began with a small online shop, a handful of products, and a $10,000 loan on their mortgage. In those early days, social media didn’t exist, and e-commerce was still in its infancy. But Louise’s commitment to helping parents get better sleep drove her forward.

Juggling motherhood and business, she quickly learned that perfection is overrated. “I had to let go of trying to do everything perfectly,” she says. “My house was a mess, and I was working odd hours while raising kids, but I loved what I was doing.”

One of her biggest lessons? You can’t do it all. “I see so many mums trying to work while their toddlers are around, but the truth is, you need dedicated time to focus—whether that’s during naps, daycare hours, or with a support system in place.”

The Challenges of Scaling Up

What started as a small home-based business quickly gained traction. As demand grew, so did the challenges. Louise highlights cash flow and time management as two of the biggest hurdles.

“When you go from ordering small batches to importing containers of stock, everything changes,” she explains. “You have to pay for products months in advance, and that can put a real strain on the business.”

Despite the obstacles, The Sleep Store continued to expand, introducing its own line of branded products, including swaddles, sleep sacks, and white noise machines. Social media also played a huge role in growth, helping connect directly with customers and build trust.

Lessons from 19 Years in Business

Now, nearly two decades after launching, The Sleep Store is still growing. What’s Louise’s biggest piece of advice for mums who want to start a business?

✔ Know your WHY. “Making money isn’t enough to keep you going when things get tough. You need to be passionate about the problem you’re solving.”
✔ Be patient. “Most businesses don’t take off overnight. It’s a slow build, and that’s okay.”
✔ Listen to your customers. “Your customers will tell you what they need—if you’re paying attention.”

What’s Next for The Sleep Store?

With a successful business and four kids (two of whom have just moved out), Louise is looking ahead to the next big chapter. The company recently launched a new line of baby basics to provide high-quality, affordable essentials. They’re also developing a range of kids’ bedding, expanding their in-house product lines even further.

“We’re always looking for ways to improve and bring value to our customers,” Louise says. “It’s about making life easier for parents—that’s what keeps me going.”

Final Thoughts

Louise’s journey is a testament to the power of passion, perseverance, and a little bit of hustle. From a tired new mum with an idea to the founder of a thriving business, her story is one that will inspire many parents and entrepreneurs alike.

📌 Want to check out The Sleep Store’s latest products? Visit thesleepstore.co.nz or follow them on Instagram @thesleepstore_nz.

Listen to the full Podcast with Louise HERE or watch on YouTube