Designed by doctors, Bluebell is the ultimate baby monitor.
Business overview
Location | London, United Kingdom |
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Social media | |
Website | bluebellbabymonitor.com |
Sectors | Healthcare Digital B2C |
Company number | 10011792 |
Incorporation date | 11 Feb 2016 |
Investment summary
Business highlights
- 2x annual revenue growth with run rate revenue of £0.5m+*
- Growing customer love with 400+ 4.5 star reviews
- Patent protected value proposition
- Industry recognition: 12+ industry & innovation awards
Key features
Idea
Introduction
Parenting can be tough. We are on a mission to help parents with their day-to-day challenges. Bluebell is a multi-award-winning patented baby monitor, designed to monitor more, so parents worry less.
*Data from unaudited management accounts. 2x annual revenue growth refers to growth between 2020 - 2021. The run rate is an annualised figure based on £130K revenue from Jan-March 2022.

Bluebell works through a safe and comfortable sensor that monitors the baby’s breathing, skin temperature, crying, sleep, and room temperature – data that traditional baby monitors don't always collect.
It notifies parents right away if there is anything unusual with a number of customizable alerts through the Bluebell app or Parent wristband. Knowing that Bluebell will alert parents when their baby needs them, aims to give parents peace of mind and allow them to get some well-deserved rest too. Additionally, parents can use Bluebell to gain insights and reminders to improve their baby’s routine, such as planning nappy changes, feeds, pumping, medication, bath-time, and sleep. Further practical features include a nightlight, lullabies, and white noise to soothe the baby to sleep.

Substantial accomplishments to date
Having experienced the ups & downs of parenting, and the frustration with existing baby monitors that didn't give us the reassurance we needed, we wanted to build a better solution. We set out on a mission to develop the best evidence, data and technology based support for new parents’ day to day challenges and help make their parenting journey healthier and happier.

We began testing Bluebell in 2017, combining our experience in the NHS and medical field with a sleek, user-first design provided by a world-class design agency.

Since our launch in 2019 we have:
● Won multiple industry and innovation awards
● Been featured in Women’s Health, Daily Mail, and The Independent, to name a few.
● Grown our retail presence across major retailers, e.g. John Lewis, Boots, Currys
● Received over 400 4.5 stars reviews and 95% of parents would recommend Bluebell to other parents

Monetisation strategy
Bluebell products are sold in four different bundles from £79 to £349 via retailers and online through the Bluebell website.
These bundles include a combination of our four devices: smart hub, baby sensor, parent wristband and camera.
In 2022 YTD, almost 70% of sales are through retailers and over 30% of sales are via Bluebell website & Amazon*.
We’re building a new system for the modern parent, and we have global ambitions. Our plan is to use this investment to help develop and test a new baby sleep training program available within the Bluebell app and we plan on attaining our medical device certification. We also plan to grow to other international markets, with an initial focus on European markets.
*Data from management accounts.

Use of proceeds
We intend to use the current raise to help fund the next phase of our growth. The funds raised will focus on the following key areas:
Marketing & sales – 30%
- Launch ambitious powerful advertising and promotional campaigns aiming to drive consumer awareness and acquisition
Operating & people costs – 40%
- Finance our marketing & sales to grow; and continue developing our data-based services and attain medical device certification
Stock and Working Capital – 30%
- Operating capital to support cash flow and stock requirements as we grow


Key Information
Conversion of Convertible Loan Note
This raise will trigger the conversion of the Future Fund Convertible Loan Agreement (the ‘CLN’) which was entered into on 19th February 2021, meaning shares will be issued to the loan holders at a 20% discount to the share price set by this round. Key details of the CLN terms are set out below:
Principle loan amount: £320,000
Discount: 20%
Interest: 8% per annum.
Please note that the shares to be issued on conversion of the principal loan amount of £320,000 have been factored into the pre-money valuation for this campaign. Shares relating to the 8% accrued interest, however, have not been reflected in the valuation as these can only be calculated once a completion date has been set between parties.
Any shares issued in respect of accrued interest will not benefit from the 20% conversion discount under the CLN.
Debt
The company has the following loans:
(1) Bounce Back Loan
£50,000 Bounce Back loan at an interest rate of 0% for five years. The loan is to be repaid in March 2026 and there is currently approximately £41,000 outstanding.
(2) Innovate UK Loan
The Company has taken out a secured loan of £426,373 from Innovate UK (a government backed innovation agency). This loan accrues interest of 7.4% pa, however from the earlier of 1st January 2024 or the date on which the first project is commercialised, only 50% of that rate will be payable, with the remaining 50% being capitalised and added to the loan principal on the final date of repayment (22 March 2028).
In the case of an event of default of the company the lender can (i) declare the loan and interest immediately repayable / on demand (ii) exercise its security against the Company's assets or (iii) increase the interest payable by 2% or (iv) require the transfer of any unexploited IP. Additionally, if the project fails and the company is unable to repay the loan repayments, then it will trigger the immediate repayment of the loan in full.
The lender can also convert the loan into shares at the company's then current valuation if (a) there is an event of default or (b) the project fails to bring commercial value in the form of revenue generation on the expiry of 3 years from first drawdown and (c) after consultation the lender considers that commercialisation of the project or a liquidity event appears probable in the future, with a view to selling those shares in order to recoup its loan capital and interest.
(3) Credit facility
Following the completion of this round, the Company intends to enter into a facility agreement for £400,000. The term of the facility will be 2 years from drawdown, and is expected to be secured by either a fixed or a floating charge.
Funds from this round will not be used to repay these loans.
Investor Perks

Please note that any discounts, rewards and/or offers listed by a company in its campaign are subject to the terms and conditions applied by that company. It is the company’s responsibility to honour such discounts, rewards and/or offers and Seedrs does not take any responsibility for them.
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