MiaMily’s baby carrier is a big seller

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Ryan Vannin

02.10.2015

MiaMily’s innovative baby carrier has been a tremendous success on Kickstarter last year. Since then, the company based in Ticino has sold more than 8’500 units worldwide, 2’000 last month only.

The story of MiaMily started last year with a crowdfunding campaign on Kickstarter. Launching Hipster, MiaMily’s innovative back-supporting carrier belt with an integrated seat for babies, on Kickstarter was a natural decision according to Alessandro Cereda, co-founder and CEO with a background in finance. “We were confident in our product. We knew that the key to our success was to create a video with a story that could resonate with our potential clients. Kickstarter turned out to be an amazing marketing tool: on our first day on we were selected as “Staff Pick” and got overfunded by 300% in no-time. It gave us the capital to launch our company and also proved that our product was something the market eagerly needed”.

The company, in less than a year, has sold more than 8’500 units worldwide, 2’000 last month only (Sept. 2015). “We are a growing company and currently we are a close team of 5 members with 6 distributors worldwide. In the coming two weeks we’re going to sign an exclusive contract for a dedicated distribution in Europe. The deal is almost sealed, so we’re only discussing about details and margins. In any case we’ll pass 10’000 Hipsters sold before Christmas, if not earlier. And this is a very conservative estimate!” explains Cereda.

Recently the team moved to the Tecnopolo Ticino in Manno. From there they’ll continue to work on their newly established swiss brand. Continues Cereda: “I manage the sales distribution, while my co-founder, Cecilia Tsai — whose family has more than 30 years of experience in manufacturing —, manages the product design and production. We also have a consultant for our creative contents and an online marketing expert who is in charge for our online presence. Then we have an in house art director who does all our brand and packaging design. We’re a small team and we take decisions together”.

"We have a pipeline of products for the next 5 years. In 2016, we plan to launch our second baby hip carrier with more innovative features. We do believe it would really make a splash in the baby wearing industry” concludes Alessandro Cereda.

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