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Australian baby carrier experts buy Aussie brand Hug-a-Bub®

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. 

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. 

Fertile Mind distributes maternity and baby products to 500 stores across Australia and more than 25 countries around the globe. 

“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. 

For information about Hug-a-Bub® or Fertile Mind please contact +61 2 9905 0199 or email info@fertilemind.com.au



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