Ergobaby, which makes ergonomic baby carriers, is embarking on a brand refresh as it courts Gen Z and millennial parents. On April 8, the company is debuting a new website with updated lifestyle imagery, CGI fit explainers and more educational content to help young parents better understand the brand, which aims to make baby carrying more comfortable and versatile. This spring, Ergobaby is also expanding its assortment in retail partners like Nordstrom and Target, while entering new partners like Crate & Barrel Kids and Shoppers Drug Mart. Finally, Ergobaby is in the process of redesigning its product packaging globally, with a planned rollout in August. Ergobaby launched in 2003, after founder Karin Frost designed a baby carrier from her home in Hawaii. The brand was independent until 2010, when it was sold to a private-equity firm for $91 million. At the end of 2024, Ergobaby was acquired by Highlander Partners for $104 million. Today, Ergobaby is seeing strong growth as more moms and dads look for hands-free ways to carry their babies. Ergobaby saw double-digit percentage growth in year-over-year revenue, said Heberto Calves, Ergobaby’s chief marketing officer.Continue reading this article on modernretail.co. Sign up for Modern Retail newsletters to get the latest on the shifting dynamics between retail’s old and new guards.
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