Konny by Erin

Konny by Erin is a manufacturer of baby carriers. The South Korea-based company was founded in 2017 by Erin Lim and her husband, Donghyun Kim, who just previously had had their first child. Due to a health problem, Erin developed severe back pain when trying to carry her child in one of the existing baby carrier systems on the market. She thus decided to design her own. The result is a product that has redeveloped baby carriers from scratch and which would meet the young mother’s own high demands on safety, comfort, wearability and durability. A fundamental difference to competing products is that Konny is worn like a fitted T-shirt. The timeless, minimalist design and the careful selection of fabrics and colours also contribute to the fact that mothers feel “attached” to the system in a literal sense. The baby carrier is designed, produced and sold under the brand name Konny by Erin. The brand name was inspired by the nickname of the couple’s first child and means clean and pure. The addition “by Erin” makes it clear that the founder personally guarantees the quality of the brand. The penguin as part of the logo was inspired by a documentary on emperor penguins who watch over their offspring with utmost care and affection. The entire communication is dominated by lovingly crafted elements (such as in the packaging design) and a personal voice in addressing customers. Conveying a high level of trustworthiness, the website and social media activities feature the company founder repeatedly reporting on her experiences as well as customer ratings, which both play a major role. The quality of the products is to speak for itself and parents all over the world are invited to share their experiences with the products at customer evaluation events and give tips to other parents. The trustworthiness of the brand is further underlined by the fact that the company, which has seen sales of 14 million dollars already in its second full year, is highly family-friendly. Of the 16 full-time employees, a total of 14 are women and 12 of them are mothers who work from home.