As founder of iconic Swedish baby brand, BabyBjörn, turns 90, we were delighted to ask him some questions about the history of his business as well as the advice he would offer someone setting up a brand in the parenting industry today…

How does it feel to celebrate your 90th birthday knowing that over 60 million babies worldwide have been carried in the carriers you designed?

I enjoy the privilege of being healthy and feeling great. I am of course very happy that we have been able to reach that many families, but I is not something I think about.

What initially inspired you to create baby carriers, and did you ever imagine that they would become such a global phenomenon?

The paediatricians that I worked with urged me to develop a baby carrier as new findings showed that physical closeness was important for babies. They convinced me because as a dad myself I knew how lovely it was to be close to my children. How it would work globally, we had no idea.  I could never imagine how popular our baby carriers would become.

Babywearing was not common in the western world when you started BabyBjörn. What challenges did you face in introducing the concept, and how did you overcome them?

The beliefs of the medical community helped. We started small, as always, and the baby carrier made its way into families’ lives. We knew very little back then and learned a lot along the way. What I did know was the incredibly wonderful feeling of carrying my fourth child in the baby carrier, it was like walking on clouds.

What were the key principles that guided the design of your baby carriers, especially in making them comfortable and practical for both parents and babies?

With our first baby carrier Close to Heart in 1974 we were only thinking of the baby’s comfort. We were focused on placing the baby high enough to feel the parent’s vocal chords as this creates security. When developing the Original in 1991 we also thought about the comfort for the parent and how to make it easy to handle.

BabyBjörn played a significant role in making it acceptable for dads to carry their babies. Was this an intentional focus from the beginning, and how do you feel about its impact on fatherhood?

Yes, because fatherhood has always been central I my life. My brother Sten had five children and I saw how involved he was in their lives.  I also made sure to always prioritise my children. So, that the baby carrier had to fit both mothers and fathers was key in the development process. My wife Lillemor created classical patterns and designs that both men and women would not only be comfortable with but also enjoy wearing. Her impact has been enormous in this sense.

BabyBjörn is recognised globally. How did you ensure that your products appealed to parents in different cultures and countries?

Parenthood is not the same everywhere and mothers’ and fathers’ situations vary a lot, not only between countries but also within cultures. What unifies all human beings is the instinct to care for small children. Babies have the same need wherever they are born -the need for closeness and security is universal.

As you celebrate this milestone birthday, what are your hopes for the future of BabyBjörn and the future of babywearing in general?

Ownership of BabyBjörn is now in the hands of my children and I wish them all the luck. I know that they continue with the same values and in the same spirit, which is my greatest wish.

What do you consider are your top three greatest achievements so far?

That I have managed to be healthy. That I have lived with my wife Lillemor through all the years. That we have four children, ten grandchildren, and a great grandchild.

What advice would you give someone considering setting up a brand in the parenting industry?

My advice is to always be honest and always be humble. Also, surround yourself with experienced advisors, even though those are not always easy to find.

Finally, what do you love about being in the baby business?

The babies.