As Kind + Jugend prepares to welcome the nursery industry to Cologne, Ergobaby is heading to the show with plenty to talk about. From its refreshed brand identity and latest carrier innovation to the growing importance of education and retailer support, the brand is focused on making babywearing more accessible, intuitive and relevant to modern family life. Here, Ergobaby CMO Herberto Calves shares his thoughts on the evolving category, what retailers can expect from the brand at the show, and why face-to-face conversations remain so important.
Kind + Jugend is one of the industry’s standout events each year. What makes it such an important fixture in Ergobaby’s calendar, and why is it a must-attend exhibition for both the brand and nursery retailers?
Kind + Jugend is such an important moment for us because it gives us time with the people who are closest to parents every day: retailers, buyers and category experts. It’s a chance to showcase what is new, of course, but also to listen.
We learn a lot from the conversations we have at the show, from what parents are asking for to where retailers need more support. That is especially important in babywearing, where education really does make a difference. Soft structured carriers were only introduced around 20 to 25 years ago, making them a relatively new segment within a practice that has existed throughout human history. This represents a strong growth opportunity for retailers to educate parents and help them choose a carrier that is right for them.
“Parents want to understand fit, comfort, safety and how a carrier will work in their day-to-day lives. Retailers are often the ones helping them make that decision, so being able to talk through those details face to face is incredibly valuable“
Parents want to understand fit, comfort, safety and how a carrier will work in their day-to-day lives. Retailers are often the ones helping them make that decision, so being able to talk through those details face to face is incredibly valuable.
What can visitors expect when they step onto the Ergobaby stand this year? Will there be any exciting product launches, live demonstrations or first looks that buyers should make time to see?
When visitors come to the Ergobaby stand this year, we want them to get a clear sense of where the brand is headed. Ergobaby has always been known for ergonomic expertise and trust, and we are building on that by making babywearing feel easier, more intuitive and more connected to everyday family life.
A key part of that story is Omni Lite, our newest baby carrier. It has been designed for parents who want something simple, lightweight and newborn-ready without compromising on the comfort and support Ergobaby is known for. It is easy to adjust, easy to wear and built for those early bonding moments, making it a strong new option for retailers to introduce to their customers.
Of course, there will also be a number of other exciting new additions and sneak previews happening on the stand, giving buyers plenty of reasons to make time for a visit.
Trade shows are also about doing business. Are there any exclusive show offers, retailer incentives or opportunities available to visitors that make attending Kind + Jugend even more worthwhile?
Trade shows are always about relationships as much as products. Kind + Jugend gives us the opportunity to sit down with buyers, understand what they are seeing in their stores and talk through how Ergobaby can support them, whether that is through the right assortment, clearer product information or more education around fit and ergonomics.
As we continue to expand and amplify our brand refresh, we are investing in point-of-sale collateral and fixtures, as well as digital, social and influencer activity. These conversations with our retail partners are essential in helping us understand how to deploy those investments in the most effective way to support their businesses and customers.
Ultimately, we want retailers to feel confident recommending our carriers. When they can clearly explain why fit matters, how a product supports both baby and caregiver, and which carrier is right for each family, it creates a stronger customer experience and a stronger category overall.
Ergobaby recently introduced a refreshed brand identity. What inspired the evolution, and how has the new look and feel been received by retailers and consumers since its launch?
The refresh came from looking at how much parenthood, and the babywearing category, have changed. Parents still want products they can trust, especially when it comes to comfort, support and healthy positioning, but they also want those products to feel modern and relevant to the way they live now.
For Ergobaby, the goal was to show more clearly who we are today and to educate today’s parents on what to look for in a carrier that will deliver quality, safety and comfort for both baby and parent. We have an incredible foundation in ergonomics and product trust, and the refreshed identity brings that forward in a warmer, more contemporary way.
The response has been very encouraging. Retailers and consumers understand that the brand still stands for expertise, but now it feels even more approachable and connected to everyday family life.
Ergobaby has long been regarded as one of the leading names in babywearing. How has the infant carrier category evolved in recent years, and what are the biggest shifts you’re seeing in terms of consumer expectations and purchasing behaviour?
Babywearing has become a much more natural and expected part of everyday family life. Parents are not just looking at carriers as a convenience anymore. They see babywearing as a way to stay close, support bonding and move through the day with greater ease.
Parents are also doing more research before they buy. They are asking smart questions about ergonomics, fit, safety, how long a carrier will last and whether it will work for different caregivers. At the same time, they want something that feels personal and fits naturally into their lifestyle. Performance is still essential, but design and ease of use matter more than ever.
When retailers are reviewing their babywearing ranges for the year ahead, what trends or product features do you believe will have the greatest influence? Are there any emerging colourways, fabrics or innovations beginning to shape the category?
The biggest trend we are seeing is that parents do not want to compromise. They want a carrier that is supportive, but they also want it to feel personal, practical and look good for everyday life. It needs to work for different caregivers, different body types and different routines.
Omni Lite is a strong example of that. It gives parents a more streamlined introduction to babywearing, with newborn-ready ergonomic support from 3.2 to 15.9kg and no infant insert required. It is designed for inward-facing carry and early bonding, with cross-back straps to help distribute weight comfortably and a lightweight feel in either breathable mesh or soft linen.
From a design point of view, we are seeing parents lean towards colours and fabrics that feel easy to live with. Omni Lite’s neutral palette and lightweight materials are very much in line with that. It feels considered without being complicated, which is important for retailers too.
The goal is to offer enough choice to meet different needs and style preferences, without making the decision feel overwhelming.
Innovation has always played a key role in Ergobaby’s success. Without giving too much away, what exciting developments can retailers look forward to from the brand over the coming months?
Our focus is always on making babywearing easier and more accessible for more families. That means listening closely to what parents need in real life, whether that is greater comfort, easier adjustability, more flexibility or clearer guidance when choosing and using a carrier.
We also understand that when parents are babywearing, they want to put something on that looks good. Our designs will continue to provide quality, safety and comfort, but also be something parents look good in and want to wear.
Sometimes, innovation is not about adding more features, it is about making the overall experience simpler and better. If we can make a carrier easier to put on, easier to adjust or easier for a retailer to explain, that can make a real difference for parents.
Finally, if you had just one minute to persuade a retailer to visit the Ergobaby stand, what would your elevator pitch be? What makes this year’s presence at Kind + Jugend one that buyers simply shouldn’t miss?
I’d say, if you are looking to grow your business and build trust with your customers, come and see how Ergobaby is evolving. We are a brand retailers already know and trust, but this year is an especially strong moment for us because we are bringing together product innovation, a refreshed brand identity and a clearer story about what today’s parents need from babywearing.
Parents want carriers that are comfortable, supportive and easy to use, but they also want products that fit naturally into their lives. That is exactly where Ergobaby is focused.
For retailers, the stand is an opportunity to see the products, understand the thinking behind them and have practical conversations about what will resonate with customers. We are also supporting the brand with strong PR activity across Europe, helping to build awareness and keep Ergobaby top of mind with parents.
Ultimately, we want buyers to leave feeling confident that Ergobaby can help them strengthen their babywearing offer and support parents with products they can genuinely trust.
We look forward to welcoming visitors to the Ergobaby stand at Kind + Jugend: Hall 10.2 | D014, Tuesday 15 September to Thursday 17 September, 9am to 6pm.
