What do today’s parents expect?

Babywearing is no longer a niche. Parents expect a baby carrier to be ergonomic and comfortable, but also easy to use and suited to their personal style. BabyWereld spoke with Herberto Calves, CMO of Ergobaby, about the trends transforming the market, the growing role of design and lifestyle, and what these developments mean for brands and retailers. He also looks ahead to the relaunch of Baby Tula as TULA. The completely new collection will be presented at Kind + Jugend.

How has babywearing changed over the past twenty years?
‘When Ergobaby launched more than twenty years ago, babywearing was still relatively niche. Parents who chose to carry their babies understood the benefits, but it was nowhere near as mainstream as it is today.
Today, parents see babywearing as much more than simply a practical solution. They are looking for products that support bonding with their baby, fit into everyday life and are backed by expertise in comfort and healthy development.
At the same time, expectations around design have increased significantly. Parents want a carrier that functions well and is intuitive to use, but also reflects their lifestyle and personal taste.’

Which consumer trends are having the greatest impact?
‘One major development is that parents no longer view functionality and design as separate considerations. A product needs to perform well and fit seamlessly into their daily routines and personal style.
Consumers are also better informed. They do extensive research and ask questions about ergonomics, fit, longevity and safety. They do not simply want to hear that something works; they want to understand why.
Family dynamics are changing too. Different caregivers may use the same carrier, while work and home life have become more flexible. This creates demand for products that are easy to adjust and versatile.’

What is always the top priority when designing a carrier?
‘Ergonomics. If a carrier does not properly support both the baby and the caregiver, everything else becomes secondary.
Comfort and ease of use come next, because parents use a carrier in the middle of everyday life. Design is important too, but it should enhance the overall user experience.
The best products do not require compromises: they combine healthy positioning, long-lasting carrying comfort, intuitive use and attractive design.’

How do you design for different body types?
‘From the very beginning, we take a wide variety of caregivers into account. This is reflected in adjustable components and technical solutions that distribute weight effectively while maintaining the correct support for the baby.
But the product alone is not enough. Guidance on achieving the right fit is equally important. Comfort is different for everyone. That is why, for example, we have redesigned our website with tools and information to help parents determine which carrier and fit are best suited to them.’

So is the baby carrier increasingly becoming a lifestyle product?
‘Absolutely. Parents no longer see a baby carrier purely as a baby product. They wear it frequently, visibly and outside the home, so appearance has become increasingly important.
We also see this reflected in feedback from parents. Safety and comfort are essential, but after that they look at ease of use, versatility and design. A carrier should fit the way someone lives and dresses.’

Baby Tula becomes TULA

The growing focus on design and personal style is also reflected in the relaunch of TULA, which will be presented at Kind + Jugend. Calves explains how feedback from parents influenced the design and why functionality and appearance are increasingly coming together.

What inspired the new TULA?
‘The inspiration came from conversations with mothers about how they experience parenthood. Many told us that they do not want to feel as though becoming a parent means saying goodbye to who they were before having a baby.
They are looking for products that support them in this new stage of life while still fitting their personal style, routines and identity.
Based on that insight, we wanted to create a collection of carriers that offers the comfort, support and connection parents expect from TULA, while at the same time feeling like a natural extension of their personal style.’

What makes this TULA different?
‘We have deliberately brought functionality and personal expression together. For a long time, the market tended to focus either on highly technical products or on strongly fashion-led products. We see an opportunity to combine both worlds.
Parents should not have to choose between good ergonomic support and a carrier that suits their lifestyle. The new TULA builds on the trusted support the brand is known for, while placing greater emphasis on design and personal expression.’

How do you involve parents in product development?
‘Listening to parents is an essential part of our product development. We look at how families actually use carriers, the challenges they encounter and where there are opportunities for improvement.
We incorporate those real-life experiences into everything we develop, from functionality and fit to education and support tools.’

Which feedback from parents is directly reflected in this carrier?
‘Simplicity and confidence came up time and again. Parents want a carrier that is easy to use, remains comfortable during longer periods of carrying and is versatile enough for everyday life.
It also became clear once again just how important style is. A carrier is something parents wear frequently and visibly. Those insights influenced the fit and functionality, but also the entire design direction.’

Are there differences between Gen Z and millennials?
‘There are many similarities. Both groups place great importance on safety, comfort, quality and trust. The main difference lies in how they interact with brands.
Gen Z often expects even greater transparency and authenticity. Information needs to be clear, and they look for reassurance through communities, reviews and the experiences of other parents.
Both generations are conscious consumers. They look for products that align with their values and expect brands to earn their trust.’

What is sometimes underestimated when choosing a good baby carrier?
‘Good ergonomic support. It may not be the first thing consumers look at, particularly now that design has become so important, but it remains one of the key requirements for a comfortable carrying experience.
A well-designed ergonomic carrier supports a healthy position for the baby and ensures that the weight is distributed effectively for the caregiver. Over longer periods, that makes a significant difference.’

What innovations do you expect to see over the next five years?
‘I mainly expect innovations that further improve the user experience. As babywearing continues to grow, parents will increasingly look for different solutions for different situations, caregivers and stages, from newborn to toddler.
Digital tools may play a greater role in helping parents find the right fit and compare products. I also expect further developments in materials, adjustability and versatility.
For me, the biggest opportunity is not to add more complexity, but rather to make good, comfortable babywearing simpler and more accessible.’

Where do you see opportunities for retailers?
‘Above all, in education and advice. Parents have access to more information than ever before, but that also means they are faced with an enormous amount of choice. This is precisely where retailers can add value.
It is important not only to explain which features a carrier has, but also why ergonomic support, fit and functionality matter.
At the same time, retailers need to understand that today’s consumers also consider appearance, lifestyle and ease of use. A retailer who listens carefully and helps parents choose a carrier that genuinely suits them builds trust. And that trust can extend far beyond the babywearing category.’

What should retailers know about the new TULA?
‘This launch clearly demonstrates how broadly consumers now evaluate a baby carrier. Safety and comfort are non-negotiable, but design, ease of use, versatility and personal style are becoming increasingly important as well.
Retailers can incorporate these aspects into their advice. It is no longer simply about the technical features of a carrier, but about the complete user experience and whether a product fits the customer’s everyday life.’

‘Our collections are available at BabyPark in the Netherlands. This strengthens our presence in the Dutch market through a trusted retail partner. BabyPark operates several megastores across the country as well as a leading webshop, making it an important sales channel for premium baby brands. We value our close collaboration with the BabyPark team and see this partnership as an important pillar of our growth strategy in the Benelux.’

TULA relaunch at Kind + Jugend
Ergobaby will present the latest TULA baby carrier at Kind + Jugend 2026. The official launch will take place on Tuesday, 15 September, the first day of the trade fair.

Visitors will be able to see the new carrier at the Ergobaby stand.

Ergobaby.com • babytula.eu • Kind + Jugend: Hall 10.2 | D014