From a piece of fabric to an icon in the baby world
Since its inception, Lodger has been known for its innovative and original baby products. Its relentless quest for innovation has earned the company worldwide fame. How did it all begin?
In the 1990s, founder Angelique van Oostveen noticed changes in the market for wallpaper and interior upholstery for nursery rooms. She was working as a wallpaper and textile designer at the time. Angelique explains: “The patterns were changing. People wanted more mature wallpaper and fabrics. The teddy bears and ducks had fallen out of favour. Consumers were demanding a different kind of baby product. They wanted to stand out from the crowd by buying hip and trendy products for their baby. After all, every baby is unique and special.”
Inspired by these insights, she decided to embark on market research. “The market was in need of innovation. I spotted an opportunity to develop new products. I headed to the US, where I discovered high-quality fleece and started making my own creations. Although I hadn't actually decided on what kind of product I wanted to make, I did know what quality of fabric I wanted to use.”
In 1999, this eventually led to The Wrapper, her first product. You can snugly wrap it around your baby and keep him or her safe and warm. That vision was the inspiration behind the brand name. Lodger literally means ‘inhabitant’ or ‘dweller’. A baby securely ‘inhabits’ the products, so to speak. Just like in the mother's womb. Lodger's story begins with the Wrapper. Since its launch eleven years ago, this product has become an icon in the baby world.
“After five years, everybody was talking about a ‘Lodger’ and our collection continued to expand. That is when we started naming the products”, explains Angelique. Lodger has in the meantime ventured overseas and currently exports its products to higher-end specialist baby stores in Europe, Canada, Russia and Japan.