Joey + Joan launches first website for fitted baby bedding

Joey + Joan has launched its first digital storefront after 10 years on Amazon, giving U.S. parents a new way to buy model-specific baby sheets and bedding. The site centers on OEKO-TEX certified products, a sizing tool and a resource hub aimed at safer, better-fitting sleep gear.

Why it matters: - Joey + Joan is moving beyond Amazon and into a direct-to-consumer website for the first time. - The brand is targeting a common baby-gear problem: sheets that are too loose, bunch up or do not fit specific models. - The launch expands access to OEKO-TEX certified bedding, which is tested for more than 100 harmful chemicals.

What happened: - Joey + Joan launched its first digital storefront in Frisco, Texas, on Aug. 8, 2026. - The company says it has spent 10 years on Amazon, earned a 4.8-star rating and served more than 500,000 customers. - The new website is aimed at parents across the United States. - The site includes a sizing tool that lets shoppers choose sheets by size or by baby gear model.

The details: - Joey + Joan sells fitted sheets for more than 60 baby gear brands and their different models. - The company says its sheets are designed to avoid bunching and dangerous loose fabric. - The sheets are made from hypoallergenic, 100% jersey-knit cotton. - Each sheet includes deep pockets and all-around elastic to help keep the sheet in place. - All Joey + Joan products are OEKO-TEX certified. - The certification means the materials have been tested for pesticides, heavy metals, formaldehydes and banned azo dyes. - The website also includes a resource hub with e-books, printable checklists and practical parenting advice. - The company says the hub is meant to support anxious and overworked parents. - Parents can order sheets with priority shipping, with free shipping on orders over $50. - Product categories include bassinets and cradles, cribs and mini cribs, playards and travel cribs, changing pad covers and mattress protectors. - Bassinet sheets fit brands including Arm’s Reach, Baby Delight, Baby Joy, Bugaboo, Chicco, Delta, Dream on Me, Fisher Price, Graco, Halo, Ingenuity, Simmons and Summer Infant. - Crib and mini crib sheets are sized for brands such as Dream On Me, Delta and Arm’s Reach. - Playard sheets include eyelets for playard straps and fit brands such as 4moms, Baby Bjorn, Chicco, Cosco, Delta, Kidco and Graco. - Changing pad covers are made of 100% cotton and are described as warm, absorbent and easy to wash. - Mattress protectors come in a range of sizes for bassinets, cribs and playards. - Every item is sold in packs of two and comes in premium wrapping. - Joey + Joan says every purchase includes a lifetime warranty. - The company says it will replace sheets for free if they pill, fade, shrink, develop holes or lose their stretch.

Between the lines: - The website launch suggests Joey + Joan is trying to turn brand trust from marketplace sales into a standalone retail relationship. - The mix of sizing tools, educational content and warranty coverage positions the brand around convenience, safety and reassurance rather than price alone. - The emphasis on model-specific fit also signals differentiation in a category where “universal” sizing can create safety and usability concerns.

What's next: - Joey + Joan is now betting that a direct website can convert its Amazon audience into repeat customers. - The brand’s resource hub and warranty offer may become key tools for retaining parents as children move through different bedding sizes and gear types. - Support is available at support@joeyandjoan.com.