Swaddle is a social enterprise that helps families in the early years by making preloved the easy choice.

Our mission is simple: to get more families shopping preloved for their children - saving money, protecting the planet, and finding dignity and support in a welcoming community.

We believe every child should have access to the essentials they need, whatever their circumstances. And we believe no good clothes should go to waste.

At Swaddle, families come first. By working together, we’re building a circular economy that supports parents, reduces waste, and creates a brighter future for little ones to grow into.

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Our Story

Swaddle started in 2016, founded by Hamilton mum-of-two Roz O’Callaghan, who wanted better options for families in her community.

After living in cities around the world, Roz returned home and was struck by the lack of spaces for mums to connect, to belong, and to find good-quality preloved essentials. At the same time, Hamilton’s town centre was in decline, child poverty was rising across the country, and the climate emergency was becoming ever more urgent.

Out of this mix of personal experience, community need, and global awareness, Swaddle was born - an idea to bring creativity, dignity, and sustainability to her hometown.

What started as a small community initiative has grown into a social enterprise supporting thousands of families across South Lanarkshire and beyond. Today, Swaddle is not just a place to shop preloved; it’s a movement for families, a hub for community, and part of a wider push for a circular economy that works for people and planet alike.

What We Stand For

Swaddle stands for families in the early years, dignity for every parent, and a future where nothing goes to waste. We believe every child should have access to what they need - whatever their circumstances.

We stand for a community-powered, circular economy that supports parents, protects the planet, and brings people together to create lasting change.

Our Values

  • Families First

    We design everything with families in mind - from affordable bundles to welcoming spaces - ensuring dignity, respect, and joy are at the centre of every interaction.

  • Planet Positive

    We take action for a sustainable future by extending the life of preloved goods, reducing waste, and choosing solutions that protect the planet for the next generation.

  • Community Powered

    We work with, not just for, our community - building trust, kindness, and collaboration into every partnership, volunteer role, and customer experience.

Our Impact

Since launching in 2016, Swaddle has grown into a trusted community hub for families in South Lanarkshire and beyond. Open six days a week, our shop and programmes have created lasting change for parents, children, and the planet.

Every month:

  • Over 1,200 families choose to shop preloved with us
  • More than 200 families donate items back into the circular loop
  • More than 4,000 items — from clothing and toys to books and baby gear — find new homes

But our impact goes beyond the numbers.

  • Changing habits locally: we’ve made preloved shopping a normal, joyful choice for families.
  • Supporting families in need: every year, we provide thousands of pounds worth of free essentials through our gift card scheme.
  • Community programmes: from peer support for new mums to workshops and events, we’ve created safe, welcoming spaces where parents can connect and feel less alone.
  • Employment & volunteering: Swaddle provides meaningful roles for parents — especially mums — offering both income and the “village” that so many families are seeking.

Planet-first action: by keeping good-quality items in use, we help reduce waste, cut carbon, and make circular living accessible for everyday families.

“I find  it hard to afford all the things my baby needs - Swaddle makes it possible. I don’t know what I’d do without it.”

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“I used swaddle weekly when my daughter was younger, not only did it allow me to buy more affordable baby/child items, but it was somewhere I could go and socialise or attend many of the groups held there, which helped me feel less isolated whilst suffering from post partum depression and anxiety.”