MiniMeis

What MiniMeis does

MiniMeis is a privately held Norwegian company founded in 2014, headquartered in Krøderen, Norway, by Scandinavian fathers. The company designs, manufactures, and sells a patented, shoulder-mounted child carrier (the G5 Shoulder Carrier) intended for children from baby to approximately 5 years of age. The product is positioned as a lightweight, foldable, and ergonomic alternative to traditional strollers and front/back baby carriers, with use cases spanning travel, theme parks, hiking, and everyday urban outings. The carrier is sold alongside two complementary accessories: the Hero Parent Backpack, designed as a parent-side storage solution, and a Sunshade accessory for sun protection. A new product line called Voksi has been added to the portfolio.

The company's technology centers on the mechanical and ergonomic design of the shoulder-mounted carrier, which it describes as the first of its kind and which is protected by a global patent. There is no indication of digital platform technology, software products, or AI/ML components. MiniMeis generates revenue exclusively through hardware product sales, distributed primarily via a direct-to-consumer e-commerce model (us.minimeis.com and minimeis.com) with free shipping on orders above €100 and VAT included, and secondarily through third-party retail stores discoverable via the website's store locator. The company ships to 30+ countries across Europe, North America, and Asia Pacific, and reaches customers through organic social media (Facebook, Instagram, TikTok), email, content marketing, and earned media, including a Time Magazine Top 100 Inventions of 2019 recognition and multiple industry awards.

The customer base consists of individual parents of young children, with no disclosed B2B, enterprise, or institutional customers. The team is small (1-10 employees), the company is founder-led by Co-Founder and CEO Tarjei Johnson and Co-Founder, Inventor, and Creative Director Julius Winger, and there is no disclosed external funding, no parent company, and no identified private-equity or institutional ownership. MiniMeis is therefore a cash-efficient, bootstrapped, founder-controlled consumer hardware brand with a globally distributed sales footprint built on a single patented core product and an expanding accessory and adjacent-product portfolio.

Name

MiniMeis

Legal name

MiniMeis

Website

https://minimeis.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

MiniMeis is a Norwegian, founder-led DTC brand that designs and sells a patented, shoulder-mounted child carrier (the G5) for children from baby to 5 years, plus complementary accessories and a new Voksi line, shipping to 30+ countries via owned e-commerce and select retail.

Ownership category

akta.pro rank

Product category

Child Carriers

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159), Luggage and Leather Goods Retailers (458320)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)

akta.pro secondary industry

Baby Sun Protection (CRABAJAE)

Keywords

• Child shoulder carriers
• Ergonomic baby carriers
• Parent travel accessories
• Child transportation products
• Parenting gear

Headquarters

HQ city

Krøderen

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Others

Revenue model

1. Product Sales: Direct-to-consumer sales of child shoulder carriers and accessories including the G5 Shoulder Carrier, Hero Parent Backpack, and Sunshade. Revenue is generated through one-time product purchases via e-commerce platforms.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

MiniMeis designs, manufactures, and sells the G5 Shoulder Carrier, a patented, lightweight, foldable, and ergonomic shoulder-mounted child carrier for children from baby to 5 years old. The company also sells complementary accessories including the Hero Parent Backpack for parents and a Sunshade accessory for sun protection, distributed globally through its own e-commerce stores and retail partners.

Product overview

MiniMeis is a Scandinavian company founded by Norwegian fathers, offering a range of child safety and transportation products. The core product is the G5 Shoulder Carrier—an award-winning, lightweight, foldable, and ergonomic shoulder-mounted carrier designed for children from baby to 5 years old. The portfolio includes complementary accessories such as the Hero Parent Backpack (storage solution for parents) and the Sunshade (sun protection accessory). The company also recently announced a new product line called Voksi. MiniMeis was developed and tested in Norway and holds global patents for the invention.

Differentiator

Problem solved

Functional benefit

Brands

• G5 Shoulder Carrier: Award-winning shoulder carrier for children from baby to 5 years old
• Hero Backpack
• Sunshade

Products and services

• G5 Shoulder Carrier Award-winning, lightweight, foldable, ergonomic shoulder-mounted child carrier designed for children from baby to 5 years old, allowing children to ride on a parent's shoulders comfortably.
• Hero Parent Backpack A parent backpack designed as a companion product to the G5 Shoulder Carrier, providing storage for everyday essentials for parents on the go.
• Sunshade An accessory designed to provide sun protection for children using the shoulder carrier, keeping kids protected from direct sunlight during outdoor activities.
• Voksi New product line announced under the MiniMeis brand.

Quantifiable outcome

• 10/10 rating from The parent passport's team tested review

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Britax: Britax is a global child safety brand specializing in car seats and travel systems. It overlaps with MiniMeis in the child safety and travel category and competes for the same parent demographic, though focused on car-based rather than wearable child transport.
• Munchkin: Munchkin is a major baby products brand with a wide range of feeding, travel, and child care products. It addresses the same parent demographic with a much broader product portfolio, representing a mass-market alternative to MiniMeis's premium positioning.
• Stokke: Stokke is a Norwegian premium children's products brand offering high chairs, strollers, and carriers. As a fellow Norwegian premium children's brand, it shares MiniMeis's Scandinavian design heritage and premium positioning, though it operates a much broader product portfolio.
• Nuna: Nuna is a premium baby gear brand offering car seats, strollers, and travel accessories. It competes for the same design-conscious premium parenting segment and operates with similar global distribution and premium positioning.
• Bugaboo: Bugaboo is a Dutch premium stroller and child mobility brand with strong global DTC and retail presence. While focused on strollers rather than carriers, it competes for the same premium parenting customer and serves as a benchmark for global premium baby gear brands.

Direct peers

• Tula Baby Carriers: Tula is a popular baby carrier brand known for its stylish prints and ergonomic designs. It competes directly with MiniMeis in the premium baby carrier market, with strong brand affinity among millennial parents.
• Ergobaby: Ergobaby is a leading global baby carrier brand offering structured carriers, wraps, and hip-seat carriers. It directly competes with MiniMeis in the ergonomic child-carrier category with established retail and DTC presence across the same European and North American markets.
• BabyBjörn: BabyBjörn is a Swedish-based premium baby products company most known for its iconic baby carriers. It is the closest direct peer to MiniMeis, competing in the same child-carrier category with comparable premium positioning and global DTC distribution.
• Lillebaby: Lillebaby is a US-based baby carrier brand offering multiple carrying positions and ergonomic designs. It is a direct competitor in the premium child carrier space, sharing MiniMeis's focus on ergonomic solutions for active parents.

Emerging players

• Hippychick: Hippychick is a UK-based niche baby products brand offering carriers, travel accessories, and other parenting gear. It overlaps with MiniMeis in ergonomic baby carriers and European market presence, representing a comparable small-brand peer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/MiniMeisen
• Instagraminstagram.com/minimeis
• TikToktiktok.com/@minimeis_official
• LinkedInlinkedin.com/company/minimeis

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MiniMeis