Skip to main content
0

Ubuntu Baba vs Woolworths

An Archive of the Story and Its Impact

A Case Study in Standing Up to Corporate Copycats

In 2019, Ubuntu Baba, a South African baby carrier brand I founded, discovered that retail giant Woolworths had copied our designs and brought near-identical products to market. What began as a blog post exposing the situation quickly went viral, sparking national outrage, media coverage, and a public conversation about corporate accountability. The pressure led to Woolworths withdrawing the copied products, opening direct dialogue with us, and ultimately acknowledging their wrongdoing.

This archive brings together all the articles I wrote throughout that journey – from the first open letter to the lessons learned – along with YouTube clips from news outlets and podcast interviews recorded in the days following the case going viral. I’m often asked to send links for research purposes, so I’ve compiled them here for your convenience.

When Your Idea Gets Stolen

I’ve received countless emails asking for advice on what to do when a corporate copies your product. The first step is to focus on creating something unique and valuable – something people genuinely want and are willing to pay for. Without that foundation, I wouldn’t have been able to achieve the impact I did with just one blog post, even bypassing traditional legal routes. I’ve shared my full experience with Woolworths in a series of blog posts, which you’ll find linked below. My hope is that these posts inspire you to trust your instincts and stand up to the company that copied you. You don’t need my permission – or anyone else’s – to take a stand. Whether you come out on top or not, the journey will teach you something invaluable.

Useful Resources: