Introducing TULA’s Redesigned Brand and Enhanced Collection of Baby Carriers, Ushering in a New Era of Parenting
TULA Introduces a Fresh New Look and Elevated Collection of Baby Carriers for Modern Parents
London, 15th September – Leading babywearing brand TULA has announced the relaunch of its award-winning carrier lines – Original, Explore, and Kid – alongside a bold new brand identity. With a focus on style and function, the new collection aims to empower today’s mothers to express themselves and their personal style without compromising on comfort, quality, or function.
The rebranding and new collection come at a time when the average age of first-time mothers in Europe continues to rise, and women are coming into motherhood with more life experience and established styles. TULA recognizes that motherhood is now another dimension of a woman’s identity, not a replacement for it. The brand aims to provide products that offer the best for babies while still allowing mothers to express their individuality.
“We wanted to create a new brand identity that would make the experience of shopping for and wearing a carrier feel as considered as the rest of what mothers already own and wear,” says Heberto Calves, CMO of TULA.
The new collection is a result of trend forecasting, consumer insight, and an obsessive attention to detail. It features high-quality fabrics, a curated palette of timeless colors, rich textures, and modern patterns. The collection brings the sensibility of editorial fashion into everyday life, giving parents a new way to express their personal style without sacrificing comfort or function.
The new collection offers a variety of desirable, soft, and comfy fabrics, including the Herringbone Twill, Linen Twill, Cotton, and the fan-favorite Mesh. The design-forward colors and prints are inspired by hand-drawn details, warm neutrals, and trending lace, florals, and animal prints. The collection includes prints such as Ash, Sand & Spruce, Cocoa, Skyline, Snow Cat, Covey, Chantilly Botanica, Black Mirage, Shadow Petals, Sahara Stripe, Urbanista, Willow Grove Check, Seaside Speckle, Twilight Meadow, and Santorini Tiles.
The new prints are available across TULA’s three core carriers – Explore, Original, and Kid – with updated names that make it easier for parents to select the right carrier for them based on their needs, style, and child’s age and weight.
TULA’s refreshed brand identity reflects the way modern mothers approach style, parenting, and everyday life. The rebrand introduces a redesigned logo, an all-new website, and updated photography that captures babywearing through a more editorial, elevated lens while celebrating authentic everyday moments.
“Our goal is to create carriers that support and complement authentic self-expression that feels natural and effortless, just like babywearing itself,” says Heberto Calves, CMO at Ergobaby, TULA’s parent company.
TULA’s Explore, Original, and Kid Carriers are now available for purchase at $219, $179, and $179, respectively. To learn more about TULA’s brand evolution and explore the new collection, visit www.babytula.com.
Media Contact:
Sidonie Goldman
sgoldman@ergobaby.co.uk
Images can be found here.
About TULA:
TULA has been an award-winning industry leader since 2009, creating thoughtfully designed, ergonomic baby carriers that support the bond between caregiver and child from birth through 4 years old and beyond. TULA Baby Carriers feature a blend of fashion-inspired design, everyday functionality, and thoughtfully curated colors, fabrics, and prints. TULA is proud to meet and exceed safety standards and norms and is a business member of the Baby Carrier Industry Alliance (BCIA).