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 headquarters are in Stockholm, where 40 employees work in the areas of product development, sales and design. Our Distribution and Logistics Center is in Lanna, Småland, and 67 people work there.

Björn & Lillemor Jakobson
Björn and Lillemor Jakobson.

Our mission

Here at BabyBjörn, we have an important mission – to develop good, functional and safe products for the littlest ones. Our products should also be able to follow babies through their development all the way up to the age of three.

Most of us who work here are parents, too. We are inspired by the idea that we are making a difference and helping families with small children in their everyday routines. That’s why we are constantly looking for new solutions and improvements based on our unique safety and quality mindset.

Our approach

BabyBjörn is a family-owned business that values a high level of personal commitment. We make sure that we not only develop safe products but also provide parents with good information. Our approach has always been to make everyday life easier for families with young children by developing innovative products for children up to the age of three years.


Making life easier in the early years

We often hear from the parents of young children that our products help them by making the early, important years a little bit easier. And even if many parents already think that our products are great, we constantly strive to make them even better.

Babies are being carried throughout the world every day in BABYBJÖRN Baby Carriers, close to a parent’s chest. And every day we receive positive feedback from parents who are enjoying being close to their baby. Nothing makes me happier or prouder.

Björn Jakobson

Can withstand a long period of use

Children and parents need products that last a long time; products that are made from reliable materials and have useful functions. As a result, we never compromise on our core values: safety, quality and design. It should be possible to pass our products on from child to child.

Form and function

Products from BABYBJÖRN are distinguished by their simple, classic yet modern design and their lack of unnecessary details. They also have soft angles that are suitable for babies. Good design will always be about both function and appeal. Our products should be timeless and appeal to mothers, fathers and babies.