amabro

BAB is a dedicated line developed by amabro for babies, extending the brand’s planning and design to baby products such as T-shirts, bibs, dresses, socks, and ponchos. It has a different target audience and product categories from the parent brand, which centers on tableware and interior goods, and is positioned to serve as an option for both birth gifts and everyday baby gifts. It was introduced from the outset as the “BAB Series,” and products under the BAB name are still available through the official online store. It is a sub-line that brings amabro’s gift-oriented approach and art direction into the baby category.

STORY RING is a fashion accessories line included in amabro’s initial lineup. While the parent brand focused on lifestyle goods such as tableware, interior items, and baby products, STORY RING expanded its scope into adornments centered on rings. Alongside BAB Series, it is presented as a separately named offshoot line through which amabro extended into items that could be worn and had a gift-oriented character and distinctive art direction. It is an accessories line representing the brand’s early development, distinct from its current main product groups.