MiniMeis, the baby carrier developed by Scandinavian dads

MiniMeis was invented to encourage dads to take an active part in the child’s life, by supporting daily outings, on dads terms. Children love exploring and having a birds view, from a safe vantage point, seated comfortably on dads shoulders, couldn’t have been a better idea.

It all started out as a side hustle, when dads Julius Andreas Winger, Tarjei Espolin Johnson and Marcus Martinuzzi discussed baby carriers already available on the market. They were either designed for long hikes or for mum. They had yet to discover a baby carrier that was perfect for the dad & child.

When kids get tired from walking, they often end up on their parents’ shoulders. The downside is you have to hold them and your hands get occupied. This is why we invented a lightweight, foldable and ergonomic shoulder carrier that is comfortable for both parents and kids. 

Julius Winger, a father of three and co-inventor of MiniMeis.

The Norwegian company has gone from a £170,000 turnover in 2018 to £15,000,000 for 2020, relaying on marketing through social media. There are no marketing agency involved and the product is sold exclusively through Minimeis own webshop, direct to the consumer.

MiniMeis ship worldwide and at the moment the brands total orders are divided by 40% to Europe, 40% to the United States with the reaming orders coming in from Asia, Australia and Canada.

Minimeis facts

  • Safe shoulder carrying 
  • Easy and fun
  • Invention of the Year by Time Magazine in 2019
  • Suitable from 6 months to 5 years old 
  • Foldable for easy travelling and storage
  • Available in Burgundy, Yellow, Grey Orange, Black Grey or Black Navy.
  • Price £129.99
The founders of Minimeis, showcasing the range of available colours.

The next exciting step of the journey is the news that MiniMeis has collaborated with the world leading design and architecture agency Snøhetta on a brand new model – to be launched this Autumn. This will be in addition to an extended MiniMeis accessories range.

Source: E24

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