About Us

Hello and welcome to BabyBjörn!

BabyBjörn is a Swedish family-owned business started in 1961 by Björn and his sister-in-law Elsa Jakobson. Today we are located in 50 countries throughout the world.

Our head office is located in Stockholm, which is the base for more than 40 employees, including our product development, sales and design teams. Our Distribution and Logistics Centre is in Lanna, Småland, and 67 people work there.

Björn & Lillemor Jakobson
Björn and Lillemor Jakobson.

Our mission

Everyone who works here has an important mission: to develop good, functional and safe products for very young children. These products are also designed to support a child as they develop, up to the age of about three years.

Most of us who work here are parents too. We all want to make a difference and simplify daily life for families with young children. So we constantly look for new solutions and improvements, based on our unique safety and quality mindset.

Our concept

We are a family-owned company that feels a great sense of dedication. In addition to developing safe products, we also want to be able to provide parents with useful information. Our concept has always been to make daily life easier for families with young children by developing innovative products for children up to the age of three years.


Making the early years easier

Parents of young children frequently tell us that our products have helped them to be better parents by making those all-important early years a little easier. And although many parents already feel our products are excellent, we are always trying to make them even better.

Every day, babies all over the world are carried in BABYBJÖRN Baby Carriers, close to their parent’s heart. And every day, we get positive feedback from parents who love carrying their baby close. Nothing makes me happier or prouder.

Björn Jakobson

Can be used again and again

Children and parents need products they can use again and again. Products made of materials they can trust and with functions they need. So we never compromise on our core values: safety, quality and design. Our products should be passed on from child to child.

Form and function

Products from BABYBJÖRN have a pure, classic yet contemporary design, with no unnecessary details. They also have soft, child-friendly shapes. Good design will always be about the balance between effective function and visual appeal. Our products also need to be timeless and equally appealing to mums, dads and children. Read more about how you know that a product is genuine BABYBJÖRN