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hug-a-bub baby carriers


About Hug-a-Bub baby carriers

Baby carrier brand Hug-a-Bub® is staying in Australian hands, with local baby and maternity company Fertile Mind™ named as the iconic brand’s new owner in July 2016.

Sydney-based Fertile Mind is an established baby sling and carrier distributor, with most of Fertile Mind’s team holding professional qualifications from the world’s leading baby carrier training school.

Developed in Byron Bay 19 years ago, Hug-a-Bub Australia Pty Ltd was placed into voluntary administration in June 2016 with Brendan Nixon of Stanley Morgan Solvency Accountants. Fertile Mind, co-owned by former ABC TV New Inventors judge Christine Kininmonth and Peter Hooker, was among a number of parties who expressed an interest in acquiring the assets of the popular brand. 

“Like most baby carrier experts, we recommended Hug-a-Bub baby wraps and ring slings for optimal care of young infants,” said Christine, Certified Babywearing Consultant and Fertile Mind’s founder.

“Hug-a-Bub is unique in Australian baby carrier landscape. The multi-award-winning pocket wrap carrier has been central to the parenting experience of tens of thousands of families, including celebrity model Megan Gale. 

“In addition to now offering one of Australia’s widest ranges of baby carriers, wraps and slings, Fertile Mind has certified babywearing experts on staff. We don’t just sell baby carriers, we have real expertise in providing advice and after sales service to purchasers. ” 

Christine Kininmonth launched Fertile Mind in 1998 with her invention Belly Belt®, a kit that turns clothes into maternity wear.

At around the same time, childbirth educator, doula and mother of five, Suzanne Shahar designed Hug-A-Bub after reading Jean Liedloff’s ‘Continuum Concept’ a study on the benefits of babywearing through observation of South American jungle tribes who carried their babies at all times during the day and slept with them at night, reducing crying and increasing feelings of closeness and contact.

Hug-a-Bub is the original pocket wrap carrier with a strong following among consumers and health professionals. The Hug-a-Bub wrap continues to be the most trusted and loved baby wrap in Australia. 

Fertile Mind is Australia’s only partner with Germany’s premier babywearing school ‘Die Trageschule Dresden.’ It also has product partnerships with the Australian Physiotherapy Association, Australian Breastfeeding Association and Reflux Infant Support Association. Fertile Mind is a member of the Baby Carrier Industry Alliance (BCIA), dedicated to improving the global baby carrier industry 

“Parents can be reassured that when they buy a Hug-a-Bub wrap or ring sling, they are holding their infant in the optimal seating position for healthy hip and spine development and are buying a parenting tool that is truly beneficial for both them and their baby, ” says Christine.

Hug-a-Bub wraps for healthy hip development
The IHDI recognizes that Hug-a-Bub has developed products that consider the importance of healthy hip development during infancy. This is especially important during the early stages of hip development in the first few months after birth.

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