We’re a family-owned company that puts families first. We sold our very first baby bouncer in 1961. Ever since, we’ve been listening and learning from parents and experts because we want to make parenthood essentials that encourage closeness and can be used and loved every day. Because everything we do, we do for future generations.
Join us as we stroll down memory lane!
In 1962, Björn met Lillemor, a textile designer, at a dance, and they were married a couple of months later. The young couple quickly became a family of four. Their children Joakim and Siri were born only eleven months apart, which meant the family was living the concept two under two.
1965—THE INFLATABLE CHANGING MAT
Björn changing diapers in a white shirt and tie(!). A dad changing diapers was a very unusual picture in 1962. But for Björn and Lillemor, the importance of the father’s role in a little baby’s life has always been a cornerstone of BabyBjörn’s product development and marketing.
1973—CLOSE TO HEART
This was the year we launched our first baby carrier. Our inspiration came from the medical community, which was now heavily promoting closeness for little babies. The carrier was named Close to Heart, and Björn described his own experience of carrying his daughter Josefin close to his heart: “It was like walking on clouds.”
1991—THE CLASSIC BABY CARRIER
Even though the baby carrier Close to Heart was really popular, Björn and Lillemor wanted to make a baby carrier that was easier to put on and take off. In 1991, we launched Baby Carrier Original, which featured a front-facing option and a chic navy design. Sales exploded, and the brand began to find new consumers in other parts of the world.
1994—INTRODUCING A NEW COLOR TO THE INDUSTRY
When Harpers’ Bazaar made a black-and-white fashion feature of the navy Baby Carrier Original, people called and wanted to buy the “black” carrier. Even Lillemor, who had been a pioneer in the baby industry with her classic fashion prints, was hesitant to make a baby product in black. But since the response was overwhelmingly positive, she soon created a baby carrier in sleek black—and it has been an iconic product ever since.
Want to dig deeper into our history and read about all the important events from our start in 1961 to today? Here’s the full version of our history.