About us

Hi, We’re BabyBjörn

We’re here to make your parenting journey smoother, safer and more joyful by creating products that help you focus on what truly matters—those precious moments with your baby.

BabyBjörn at a Glance

Established: 1961 by Björn Jakobson and his sister-in-law, Elsa Jakobson
Type of company: Family company
Employees: Approx. 180
Office: Head office in Solna, logistics center in Lanna, and offices in New York, Tokyo, Shanghai, Seoul and Hong Kong.
Number of markets: 55, of which USA is the largest, closely followed by Japan and South Korea.
Products: Baby carriers and baby bouncers as well as sleep, kitchen, and bathroom products.

Our Story

It all started in 1961 when our founder Björn and his sister-in-law, Elsa set out with a clear goal: to simplify the daily lives of families with young children. Little did they know that their vision would evolve into a beloved global brand, reaching over 50 countries.

Crafting quality with care—members of the dedicated family in our offices.

From Our Family to Yours

We are a family company and there’s something truly special about that. We’re driven by making a real difference for families with young children. Developing functional and durable products takes time. There are no shortcuts when putting safety and quality first.

As a family company, we have the freedom to invest in research and innovation that aligns with our core values and long-term vision. We can also build strong and personal relationships with our customers and partners. And in the end, that’s what makes us unique—we’re not just a company, we are a family that supports other families.

Babies Are Our World

We’ve got to admit, we’re a bit baby-crazy here at BabyBjörn. We spend most of our days thinking about children’s safety and wellbeing. Whether we’re quality-testing a new buckle or actively participating in international standards committees to improve prevailing safety standards, it’s all about the little ones for us.

Closeness Matters

We believe in cuddles and closeness. Our mission? To create products that help strengthen the bond between babies and parents. Because when you hold your little one close, magic happens!

Your child's safety is just as important to us as it is to you. Our team of safety experts works tirelessly to make sure every detail is tested and safe.

We’re here for all you single parents out there. And for those of you with a large and diverse step-family. We’re here for all types of families, no matter what they look like or where in the world they are. And to achieve this, we who work here need to come from different backgrounds and experiences. Together, we create a dynamic workplace where diversity, inclusion, and openness are a given.

Our Responsibility

We’re all about creating products with purpose, not just making more stuff for the sake of it. We pour our hearts into crafting durable items that can be passed down and cherished by multiple children. Just as we’ve done since way back in the ‘60s. Yet, everything we do impacts our planet and its inhabitants. So, we’re on a mission to shrink our carbon footprint while maintaining ethical practices.

Our Swedish Heritage

When you choose our products, you take part in a Swedish design tradition where form and function meet in a simple and timeless aesthetic. Our Swedish heritage is not only visible in our design but influences everything we do—from our view of children and equality to our responsibility for the environment and society.

Our baby bouncers are not just comfortable to sit in, they also stimulate your child's motor skills. Our cutlery is specially designed for small hands. And our popular step stool helps your little one reach higher places on their own. All of this aligns with our belief that children should have the opportunity to develop and learn new things. Our baby carriers are designed to fit both mothers and fathers, this is not just about gender equality, it's about giving everyone a chance to be close to their kids. We are proud to offer practical, safe, and stylish products that carry a piece of Sweden.

“Swedish design is all about clean lines, practicality and functionality. We believe that less is more, and that every detail should serve a purpose. This drives us to create products that are not only beautiful but also practical for parents and their little ones.”

Anna, Global Head of Design

Our founder, Björn, changed his kids’ diapers. Nowadays, it's no big deal, but back in the 60s, it caused quite a stir. A true pioneer, Björn not only led the way in business but also in championing equal parenting.

Meet Our Team

And here we are—a dedicated team working in different time zones toward the same goal.

“We might be scattered across the globe, but thanks to video calls, it’s like we’re all in the same room, sharing ideas and learning from each other.”

Morgan, Performance Marketing Manager North America

“It’s amazing how a great idea from Tokyo can inspire a breakthrough in Stockholm.”

Midori, Digital Marketing Manager Japan

"I feel I have my dream job, and I love to be a small part of the life-changing event of becoming a parent."

Anna, Global Visual Creative

“It’s wonderful to be part of such an ambitious, skilled, and open-minded team where we get the best out of everyone to create, develop, and refine our beautiful products.”

Louise, Global Material Developer

“I personally associate our products with one of the happiest moments in my life—the moment I welcomed my two babies into the world. Not many people get to work with products that give you these kinds of memories.”

Jonas, Global Sourcing Manager