Soft, breathable and thoughtfully designed, Frankie Raine was founded by Kate Batt, a mum seeking simplicity during the often-overwhelming newborn stage. Rooted in natural parenting values, the brand centres on merino babywear that gently regulates temperature, feels soft against delicate skin and fits seamlessly into real life with a baby. With a focus on fewer, better essentials, Frankie Raine reflects a calm, intentional approach to early parenthood, built on trust, practicality and care. Here, Kate talks to The Natural Parent Magazine about the passion behind her business, how she balances work and family life, the challenges she has overcome, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
Frankie Raine was born out of a desire to keep things simple during the newborn stage. When I became a parent, I was overwhelmed by how much advice, stuff and “must-haves” there were, yet all I really wanted was clothing that felt safe, natural and practical for real life with a baby.
I was drawn to merino because it quietly does the work. It regulates temperature, is soft on sensitive skin and adaptable to changing conditions, which felt perfectly aligned with natural parenting values. I wanted to create pieces that parents could trust, reach for day after day and feel good about putting on their babies, without overthinking it. Frankie Raine is about fewer, better choices, made with care.
The launch: How did you start out in the beginning?
In the beginning, Frankie Raine was a very small and considered project. I started by researching natural fibres, sourcing quality merino and spending a lot of time refining simple designs that would genuinely work for newborns and their parents.
Everything was done slowly and intentionally, testing pieces, listening to feedback and learning as I went. What mattered most was creating a strong foundation rather than rushing to launch. Those early stages shaped the brand into what it is today: thoughtful, practical and focused on what babies actually need.
The innovation: What was the biggest breakthrough for you with your business?
The biggest breakthrough came when I stopped trying to do everything and focused on what mattered most: the newborn stage. Instead of offering lots of options, I leaned into creating fewer, well-designed essentials that parents could genuinely rely on.
Seeing parents come back for the same pieces, recommend them to friends and tell me they were the items they reached for most in those early weeks was incredibly validating. It confirmed that there is real value in simplicity, quality and thoughtful design – and that trusting that approach was the right decision.
Yin and Yang: How do you balance work and family?
Balance is always changing and I’ve learned to be comfortable with that. There are seasons where family needs more of me and others where the business requires extra focus. I try to build Frankie Raine in a way that respects family life rather than competes with it.
Being a parent has shaped how I work. I prioritise flexibility, realistic expectations and working in pockets of time. It’s not about doing everything at once, but about being present where I’m needed and giving myself grace when things don’t look perfectly balanced.
