A baby carrier that strikes the perfect balance between security and freedom of movement

Henrik Nordholt, the founder of Moova, launched the brand in 2018 and has extensive knowledge of baby carriers thanks to his years of experience at one of the world’s largest manufacturers of baby carriers. He also holds a PhD and has written widely cited scientific articles on the effects of babywearing on both parents and children. At BABYmatters, we’re big fans of this brand!

What was the reason for founding Moova?

“While writing my first article on the possible links between babywearing and infants’ motor development, I noticed that current baby carriers do not support optimal motor development in babies,” says Henrik. “Motor development relates to both gross and fine motor skills. Gross motor skills include the ability to first hold up the head, then the upper body, and finally the entire body upright, and to move around in the environment. Fine motor skills involve the interaction between the eyes, arms, hands, and mouth that your baby uses to explore everything and learn from it. The first six months after birth are crucial for a baby’s motor development, and this is the period when many parents carry their baby in a baby carrier.”

What makes Moova’s baby carriers so unique?

“Moova’s baby carriers are the first carriers with zip-open features that allow babies to develop their posture and exploration skills while being carried. This aspect is often overlooked. Moova offers the same closeness and comfort as other modern baby carriers, but adds something essential: precisely tailored support for the development of head and upper body control, and for exploring the world with hands, eyes, mouth, ears, and nose. Practically speaking, this means you don’t have to place your baby in the controversial forward-facing position. In a Moova baby carrier, your baby naturally turns outward and reaches toward the world. This is much better for posture, spinal development, flexibility, and emotional security.

In addition, Moova baby carriers are also very user-friendly, featuring magnetic buckles and a unique one-click fastening system. The crossed shoulder straps ensure exceptional comfort. And we use GOTS-certified organic cotton, keeping you and your baby cool at all times. Thanks to the adjustable back panel for the baby, airflow is created where it’s needed most.”

How have you and your daughter experienced your adventures with babywearing?

“With a strong theoretical background in infant development, I was fascinated to see how the Moova baby carrier accelerated my daughter’s social and motor development. For example, I had read studies about African babies who could sit up without support as early as four months, whereas in the West this typically happens between six and nine months. Research attributes this to cultural differences in parents’ expectations and their caregiving behaviors. When I saw that my own daughter could sit independently at four months, I became increasingly convinced that motor development depends heavily on parents’ choices.”

BABYmatters stands for ergonomics, safety, and design. How do you see these core values reflected in Moova

According to Henrik, Moova’s baby carriers align perfectly with BABYmatters’ core values: “Moova is designed to be ergonomic and to promote your child’s long-term safety. We work exclusively with high-quality, sustainable, and certified materials and manufacturers, and thoroughly test the baby carriers according to European standards. Finally, Moova also excels in ‘design,’ with baby carriers that not only meet functional needs but also address the stylish aspects of parenting, thanks to the high-quality fabric and fashionable colors and prints we use.”