Innobaby was started in the year 2006 by two women, Jee Kim and Kristen Min with the idea to provide innovative products such as stackable dispensers with various compartments which were not readily available in the market at that point of time. Sheila Cheripka, Brand Strategist at Innobaby LLC, sheds light on the history of the brand and the range of products it offers in this exclusive interaction with Mommy & Baby Times (MBT). Excerpts from the interview:
January 19, 2018
MBT: How has the business journey of Innobaby been so far?
Sheila Cheripka: Headquartered in Illinois, USA; the brand Innobaby was started by two working mothers Jee Kim and Kristen Min who observed that products like stackable dispensers having various compartments were not easily available in the market. They have established and expanded the brand from a home-based business to a global juvenile brand with retail presence around the world. The founders had launched Packin’ SMART and Sleepin’ SMART at a consumer event and within the first 6 hours in the 2-day event, these products were sold out and they took orders for the remainder of the show. It made them realize that many parents faced similar challenges and they were more than elated to offer solutions that could prove useful to more than themselves. Our brand is committed to provide high-quality, innovative juvenile products that are fittingly designed considering the needs of the modern everyday life.
“Our brand has its market presence in about 20 countries… and our products are available on Nordtrom, Buy Buy Baby, and Albee baby. The manufacturing operations for the most part take place in South Korea and our warehouses are located in Illinois.”
MBT: Please describe a bit about the product range of the brand.
SC: The product range of Innobaby includes food storage, stainless steel tableware, items related to playing, bathing, cleaning, bedding, fashion and more. We have been honoured to receive many awards and accolades including The National Parenting Award, iParenting Award, PTPA Award, Creative Child Seal of Excellence, Cribsie Finalist amongst others. We have adorable Milo & Gabby character backpacks and bedding that was introduced a couple years ago. There is also a Dono&Dono line of children’s beddings that comes in black and white contrasting prints for a contemporary look. Premium standard fabrics are used in the product range and include bamboo muslins, cotton muslins, all-season blankets in the ‘bedding’ range.
We distribute a brand called Ecleve Hip Seat Carrier which allows for nine wearing options. It has a detachable hip seat which can be used separately as an infant feeding or nursing support wedge, or as extra support for heavier toddlers. When positioned correctly around the parent’s waist, it evenly distributes baby’s weight and allows parents to comfortably carry their child.
MBT: What is the current market presence and where is the manufacturing facility of Innobaby located?
SC: Our brand has its market presence in about 20 countries as of now. Ecleve hip seat carrier is a brand that we’re distributing and it is something which is new to the USA market, however, it’s been available in the overseas market and we’re glad to bring this product here to the USA. We have a strong distribution network in Hong Kong, Europe, Canada, Singapore, China, Australia, Thailand and Mexico. The online market presence of Innobaby is quite sturdy as well and our products are available on Nordtrom, Buy Buy Baby, and Albee baby. The manufacturing operations for the most part take place in South Korea and our warehouses are located in Illinois.
MBT: Any development at Innobaby that you wish to highlight?
SC: We are always adding new products to our lineup. We recently introduced a Korean skincare line for baby’s that a while ago which houses a range of Shampoo, Baby Wash, Lotion, and even a Calendula Stick – all of it is made with natural ingredients and is ideal for sensitive skin, especially eczema for the babies.
We are always adding new products to our lineup and are excited to continue to provide innovative products that will make parenthood easier for our customers.