For bbhugme, 2024 was about growth, partnerships, and record-breaking

Kristin Stormanger

December 13, 2024

For bbhugme, 2024 was about growth, partnerships, and record-breaking sales

By Kristin Stormanger, CEO of bbhugme

As bbhugme’s CEO, I’m proud to say that 2024 has been a record-breaking year, with all-time-high sales in the U.K. and U.S. Through our dedicated partners and broad online presence, we have been able to support more than 60,000 new customers this year as they embark on their journeys into pregnancy and new parenthood.

The main reason for this success is our team, and I’m so proud of their outstanding commitment and dedication. With a growth mindset, agility, and the ability to embrace new opportunities, we are successfully expanding our global footprint.

2024 key achievements and highlights

In the spring, we entered into a partnership with American retailer network Brixy, which allows us to sell our products in independent baby and children’s stores across the United States, increasing brand awareness and sales in the American market.

Together with Brixy, some of our team members attended two successful and inspiring industry events: The ABC Expo in Las Vegas and Kind + Jugend in Cologne, Germany. We also took a team trip to Berlin, where we visited retailers and met with pregnant women and midwives to help us understand their needs as we grow our brand in Germany.

We reached a sustainability milestone with the launch of new reusable packaging by delivering our pillows in premium, unbleached 100% cotton tote bags that can be used for storage or travel. We also proudly partnered with Bobbie to grant financial support to an American family without paid parental leave and to help raise awareness about this issue in the United States.

We are thrilled to have won several industry awards in 2024, including The Best of the Bump Awards in the U.S. and the Made for Mums Awards in the U.K. We also were featured in Forbes, U.S. News, and Parents Magazine, among many other global publications. Finally, we ended the year with a record-breaking Black Friday campaign across all our regions.

Maintaining our strong foundation despite market challenges

2024 didn’t come without its challenges. Global turbulence and uncertainty continue to impact everyone’s lives, including costs of living. Birth rates are in decline and this trend will probably continue in the near future. The expectations of our target group demand an exceptional customer and brand experience, and traditional retail continues to change at a high speed.

But thanks to our innovative mindset and agile abilities as a team, I’m happy to say that despite these challenges and uncertainties, our foundation is stronger than ever, providing a robust platform for future growth. With high levels of customer loyalty and satisfaction, we see tremendous potential in the coming years.

The U.S. market has reached a pivotal point, driven by our strong online presence, dedicated partners, and growing word-of-mouth momentum. In 2024, we've continued to gain significant brand exposure, with influential celebrities like Sofia Richie sharing their enthusiasm for our product.

Looking forward to a promising 2025

In 2025, our priority is to continue expanding our global footprint, with a strong emphasis on the U.S., which is the world’s largest pregnancy pillow market, with over 4.2 million births annually. Today’s pregnant women and new families face immense pressures, and we aspire for our product to provide them with the rest, support, and well-being they deserve.

We will continue to prioritize delivering an outstanding consumer experience while remaining curious and proactive about how we can enhance every aspect of the pregnancy journey, supporting families through its unique challenges and milestones.