Rookie is more than just a baby carrier – we are a brand built with heart, for modern families. Founded by parents, developed with midwives and driven by real needs: closeness, comfort and style. Our products combine functional design with premium materials – for an everyday life that is simply easier and more beautiful.
Our Story
An old belt, a piece of fabric and a staple gun…
The idea for Rookie was born with our first baby – and honestly, we were absolute rookies ourselves. With our 7-week-old daughter, we travelled the world, searching everywhere for the perfect baby carrier – and simply couldn't find it.
So we built it ourselves. A piece of fabric, an old belt, a staple gun. The first prototype was far from perfect – but it was the beginning of everything.
After countless setbacks, thousands of test rounds and one pivotal moment at a children's birthday party, we didn't give up. Today, 7 years later, Rookie is one of the most loved baby carrier brands in the world.
What drives us? Your trust, your stories – and knowing there's still so much more ahead.
The Rookie Team
Tina
CEO
Janu
Product & Creative Director
Carolin
Global Retail Manager
Lisa
Influencer Manager
Francesca
Social Media Manager
Camilla
Communications & Partnerships
Leyla
Customer Happiness & Online Babywearing Consultant
