Ever tried changing a new-born on a flight? Mission impossible, according to Dannielle Michaels and Monique Filer, as you’re juggling the baby, nappies, wipes, a change mat. However, this everyday parenting challenge sparked a great product idea for the two friends.
“The essential baby box, the world’s first all in one, portable change system, which was compact, easy to clean, stored everything you need for change time and had a built-in wipes box,” explains the duo. “And so b.box was born.”
While the company is celebrating 10 years in business this year, Michaels and Filer say the core ethos of b.box has always remained the same―to bring to market smart products that solve problems in a practical, but different way.
“It’s not innovation for the sake of innovation. We’re all about solving problems creatively, producing quality products that are trusted by parents and empower kids.
“All our products are approved by kids and we listen to what our customers want, involving kids, parents and our distributors in our design process.
“Becoming a parent is an exciting and at times daunting process. What you need when you leave the house, travelling with kids, starting solids, feeding on the go, storage options, all present little challenges for parents and kids. For b.box these represent opportunities to design products that make parents lives easier and empower kids to be more independent whether changing a nappy on the go or self-feeding.”
Over the years, b.box has evolved into one of Australia’s best-loved kids brands and has been recognised for its success with many awards including two Good Design Awards and the Mother and Baby Award for Sippy Cup of the Year.
“We have a brilliant team of liked minded working to a common goal―to be the most trusted and sought-after baby and kids brand on the planet.
“What makes b.box unique is the thought we give to design, functionality and aesthetic. We think about the child and the parent. What do each need from the product and how can we best solve their challenge? All our products are designed and tested to international standards in Australia.”
So what have been the highlights and challenges for Michaels and Filer since launching b.box? Winning the Australian Exporter of the Year and Telstra Victorian Small Business Award is definitely high on their list as well as working with Disney to create a cool collaboration with the signature b.box twist.
“Also, seeing kids using our products who were not family or friends still gives us the biggest buzz.
“One of our biggest challenges, especially in the early days, was cash flow. Managing a growing business and ensuring we catch all the balls we have in the air at any moment in time. Running a business is often a juggling act.
“And counterfeits… We knew when we were designing unique and innovative products that we would have people inspired by what we were doing. But one of our biggest challenges, especially in Asia has been direct counterfeits. We spend a lot of time and money protecting and defending our IP.”
b.box will be exhibiting at the August Melbourne gift fair showcasing its latest products and celebrating its 10th birthday.
“We started our journey back at the gift fairs in 2009, so it’s amazing to look back and see how far we’ve come.”
By Marion Gerritsen
