Why We Started Hannie

“Freedom with fewer — but better — baby products.”

Not because it sounds good, but because it reflects our own lives. We were tired of the baby product overload: shelves packed with endless versions of the same thing, items that break too easily, and products that solve problems nobody actually has.

So we asked ourselves:

What if families didn’t need more products… just better ones?

That simple question became the beginning of Hannie.

Four Colleagues with a Shared Vision

The four of us had spent years designing and engineering products for big brands in the baby industry. We knew what makes a product safe and functional — and we knew where companies sometimes cut corners.

Over coffee chats and late-night idea sessions, a clear vision grew:

Design meaningful, practical essentials that actually help — not clutter. We wanted to move away from the typical ‘baby cuteness’ aesthetic and instead create beautiful products you'd be proud to showcase in your home.

And that’s how Hannie was born.

Hands-On Products with Heart

We’re involved in every step, from the first sketch to the final product. Every detail is intentional. Every decision is made with real families in mind.

For us, products aren’t just things — they’re practical tools that make everyday life smoother.

Designers, Engineers… and Parents

We’ve lived the chaos of raising kids — the travel struggles, the sleepless nights, the gear that just doesn’t work.

We ask, “What would truly make life easier?”

Creating Better Essentials for Modern Families

Hannie is our promise to make fewer, better baby products — ones that respect your time, your home, and your budget.

We believe parents don’t need more stuff.
Just well-designed essentials that really do their job.

And we’re proud to build those products, one thoughtful idea at a time.

— Emmy, Martin, Ebba & Erik