Purflo (WHL Europe)

Cots, Cribs and Moses Baskets
United Kingdom

Purflo is the UK’s original baby safe sleep brand started by concerned new parents Gail and Paul, who wanted to create cleaner, safer and healthier sleeping environments for babies.

The first Purflo product to be created was the breathable mattress. As part of the original research and development, the mattress underwent extensive clinical laboratory studies. Professor Peter Fleming CBE – professor of Infant Health and Development Physiology directed the studies at Bristol University. Professor Fleming is also an acknowledged world leader in Sudden Infant Death.

Today, Purflo is still driven by its founding principles of safe sleep and its range is designed by safe sleep baby product experts. Purflo always goes the extra mile by ensuring its products are made from specialist materials, using safe sleep guidelines and extensive consumer research.

At Purflo we believe baby sleep should be safe and sound and that’s why we only develop carefully selected products that parents can trust.


Trust – as the UK’s original safe sleep baby brand.

Breathable – all of our products feature our unique breathable material in their design.

Healthy – we use specialist materials designed to create a clean and healthy sleeping environment including hypo allergenic and anti-bacterial materials.

Safe – we remain current and vigilant on all safety standards and safe sleep advice.

Longer lasting – our sizing reflects actual use of products and the very latest World Health Organisation anatomic data.

Protective – Our whole range includes carefully designed added features for extra comfort and safety.

Expertise – Behind our innovations are a team of award winning designers and technicians who are parents too

Throughout 2019, we have stepped out of the brand and evaluated our products, services and offering.
We have worked with retailers, consumers and of course, our team, to better understand how we can innovate and offer the consumer a truly unique experience in this ever changing market.
We have a clear purpose and a focused strategy – to create a safe sleeping environment for babies.
Our 2020 range preview gives an insight into our new direction and innovative new products.

Our mission;-

‘to create a safe sleeping environment for babies’