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We say no a lot. No to the unnecessary. No to the unequal. No to the unsafe. Because parenting should be simpler – with safer products, shared responsibilities and deeper connection. We say no so families like yours can live with more ease and more joy.
65 Years of Changing Norms and Minds
We didn’t wait for someone else to do it first. We just did it. First baby bouncer. First dads in ads. First black baby carrier. We even tried making plastic from corn – before “eco-friendly” was a thing. Back in the ’60s, our founder was changing nappies and perspectives, proving early on that parenting belongs to everyone. For us, innovation happens when you trust your gut and refuse to follow the crowd. We build what we believe in. And that’s exactly why we’re still here.
Safety First
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Safety isn’t a box to tick. It’s the whole point. Our products take years to develop and most ideas don’t make it past the lab. We sit on safety boards, help shape regulations and push for better standards across the industry. Because when it comes to your baby, good enough will never be good enough.
Less is More
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We make few products – but we make them right. That’s how we’ve earned parents’ trust for generations. Less isn’t about doing less. It’s about focusing on what matters. No fluff. No shortcuts. No compromises. Just thoughtful design that stands the test of time. The Swedish way: simple, purposeful, built to last.
Crafted with Care
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We’re a little obsessed with the details – every stitch, every angle, every material we choose has a purpose. Most people never notice the things we spend years perfecting, but that’s exactly the point. Because great products don’t just happen – they’re crafted.
Meet Our Founders
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65 Years of Changing Nappies and Minds
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In the 1960s, our founder stood in front of the camera changing nappies – something nearly unheard of back then. That moment captured our philosophy perfectly: equality in parenting isn’t a trend. It’s been our foundation since day one.
Harder for Us, Easier for You
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We don’t take shortcuts. We test, refine, and test again – because every extra hour we spend perfecting a product means a little more calm and clarity in your day.
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