Baby carriers play a vital role in the daily lives of parents and caregivers, fostering connection with the child while offering the freedom of hands-free mobility. Despite their intended use cycle of up to 1.5 years, carriers are often discarded prematurely due to poor fit for either the baby or the caregiver. Many households resort to using multiple carriers to accommodate different caregivers’ body types. This presents an opportunity to extend the usable lifespan of a single carrier, promoting sustainability and circularity in baby products. Additionally, enhancing the caregiver’s experience and ensuring safety for both the child and the user remains a key focus.

Rund addresses these challenges with a modular carrying system. The straps and harnesses adjust to the caregiver’s needs, while interchangeable components adapt to the child’s size, weight, and developmental stage, such as transitioning to forward-facing positions. Caregivers provide regular updates on their needs, triggering automatic upgrades sent directly to their home for exchange. This approach allows families to maintain two carrying setups simultaneously at the cost of one, maximizing flexibility and usability.

The result is Rund, a baby carrier designed for a rental model and a supporting service fleet of baby products. This comprehensive project spans three key phases: a research study on baby carriers leading to the service blueprint, a brand creation inspired by Folksam that launched the Rund spinoff, and the individual product design of the carrier itself. Together, these elements form a fully realized, branded rental service designed to revolutionize baby product circularity.