From KIDDLY to LUMBAYA – a new chapter for our brand
After a period of growth, development, and love for our brand, it's time for a new chapter. We're proud to announce that KIDDLY will continue under a new name: LUMBAYA, starting in early November 2025.
We're not leaving KIDDLY behind; we're carrying everything the brand has built into the future. Only now with a new, international look. Timeless. Powerful. And ready to grow further.
Why a rebranding?
KIDDLY began as a specialist in ergonomic baby carriers and grew into a brand known for stylish and functional baby products. We now also sell diaper bags and are expanding our product range. During the rebranding process, we're even launching our third product. Our ambition? To grow into a fully-fledged lifestyle and baby brand.
In April 2025, we faced a difficult decision. During the registration process for the KIDDLY brand name in the European Trademark Register, it turned out that a large international company was already operating under a nearly identical name. As a result, we couldn't legally register the KIDDLY name within the EU, and the risks of continuing with it were simply too great.
That news hit hard. Especially at a time when KIDDLY was gaining traction and parents were beginning to recognize and trust our brand. Yet, we decided to turn it into an opportunity. An opportunity to rebuild. Stronger, more international, and more timeless.
That's how LUMBAYA was born. With the same vision. The same quality. And even more ambition.
What will change for you as a customer?
Actually... nothing and everything. Our collection continues to consist of the same high-quality products you've come to expect from KIDDLY, such as our popular comfortable baby carriers and luxurious diaper bags, only now under the name LUMBAYA. We've also added a new product to our range, perfect for when your baby outgrows the baby carrier. Finally, the service, the team, and the love we bring to our work remain unchanged.
Have you purchased a KIDDLY product before? Don't worry, we'll continue to offer service on all previous orders. Instructions, accessories, and support for your KIDDLY product will also remain available through our website.
Finally: thank you!
To everyone who has grown with us, from the very beginning of KIDDLY until now, thank you. This rebranding feels like a leap forward. Not a goodbye, but a transformation.
We're incredibly proud of the journey so far and even more excited about what's to come. KIDDLY lives on in LUMBAYA. And we can't wait to write this new chapter with you.
Love,
Team LUMBAYA
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