JJ Cole® was founded in 2005 with a simple mission – to make parents’ lives easier. As parents ourselves, we understand the daily struggles of caring for little ones. That’s why we create thoughtfully designed baby gear that simplifies life with children.

Our journey began when founder Jennifer DeBenedictis was expecting her first child. As an architect, she had an eye for sleek and functional design. But when shopping for baby products, she was disappointed. Everything was either boring and utilitarian or overly complicated and gadgety. She envisioned a middle ground – baby gear that blended good looks with smart features. And so, JJ Cole® was born.

We started small, with just three inaugural collections of diaper bags and stroller covers. We focused on creating pieces that were not only fashionable but highly practical. Our diaper bags boasted plenty of pockets and compartments to keep items organized. Our stroller covers featured weather shields, bug screens, and extra comfy padding. Also, everything coordinated so parents could build a complete travel system.

The response was tremendous. Parents loved having stylish yet functional baby gear. And they appreciated how our matching collections allowed them to mix-and-match pieces. We had clearly struck a chord in the market.

Growth & Expansion

Buoyed by our early success, we expanded into new product categories like car seat covers, playards, highchairs, and more. Our aim was to become a lifestyle brand that served families from pregnancy and infancy through the toddler years.

We also increased our offerings within existing categories. For diaper bags, we added totes, backpacks, messenger bags, and more so parents could find their perfect fit. For stroller covers, we created options to fit every stroller style, from full-size prams to lightweight umbrellas.

Additionally, we committed to sustainability and social responsibility. We offset carbon emissions from manufacturing and employee travel. We switched to recycled and responsibly sourced materials. And we partnered with charities supporting children in need. Environmentalism and community service became integral parts of our brand identity.

Our Mission

As we’ve grown over the past 15+ years, our mission remains the same:

To design smart, stylish gear that makes parenting easier.

We aim to create products that check all the boxes:

• Fashionable – Blends sleek styling with modern color palettes.
• Functional – Packed with practical features to simplify daily use.
• Good Value – Quality construction at an affordable price point.
• Eco-Friendly – Made from recycled and sustainably sourced materials.
• Durable – Built to withstand the rigors of life with kids.
• Coordinated – Collections that allow complete travel systems.

We want to take the stress out of shopping so parents can focus on more important things – like bonding with baby!

Our Design Process

Creating products parents love starts with an empathetic design process. Our internal team includes parents of young children. So we draw heavily on personal experience when conceptualizing new items.

We pay close attention to the little frustrations of parenting – spilled bottles, scattered toys, blowouts. Then we brainstorm solutions and refine designs that specifically tackle those pain points.

During development, we gather feedback from real-world parent testers. They provide invaluable input on what works and what doesn’t. We also conduct extensive quality assurance testing to ensure durability, safety, and ease of use.

Additionally, we analyze the latest styles and trends in fashion, furniture, and industrial design. This influences the aesthetics of our products, like colors, textures, and silhouettes. Our goal is to create pieces that are both cutting-edge yet timeless.

Every detail of a product’s design focuses on improving parents’ daily experiences. We believe the little things make a big difference!

Our Values

Four core values shape our brand identity and product development:

1. Practicality

• Products designed for real-world parenting
• Packed with features that solve everyday problems
• Emphasis on function over flash

2. Quality

• Durable, long-lasting construction
• Extensive safety and quality testing
• Affordable prices for the value

3. Aesthetics

• Stylish, fashion-forward look
• Cohesive collections that coordinate
• Modern designs that feel fresh

4. Responsibility

• Sustainable materials and ethical factories
• Carbon neutral manufacturing and operations
• Support for deserving children’s charities

These values inform everything we do, from product design to company culture. We strive to maintain a brand identity that parents can rely on through the changing phases of early parenthood.

Our Categories

We currently offer eight categories of thoughtfully designed baby gear:

Diaper Bags

Our claim to fame! We offer tons of stylish diaper bag silhouettes, including:

• Totes – Classic shoulder/hand bags. Roomy and lightweight.
• Backpacks – Hands-free carrying. Ideal for dads and busy moms.
• Messengers – Crossbody bags with adjustable straps. Great for quick trips.
• Hobos – Slouchy bags that transition from baby to mom bags.
• Clutches – Compact bags for quick outings or a diaper bag organizer.

Stroller Accessories

We have stroller covers to fit all models, from full-size prams to compact umbrellas:

• Universal – Stretchy covers that conform to most stroller shapes.
• Specific – Custom-fit covers designed for popular stroller models.
• Footmuffs – Cozy fleece liners to keep kids warm and comfy.
• Rain covers – Shields that protect from wind, snow, and rain.
• Bug screens – Mesh canopies that block insects.

Car Seat Covers

Stylish covers that simplify life from car to stroller:

• Stroller attachments – Easily clicks car seat onto stroller frame.
• Nursing covers – Provides privacy for breastfeeding on-the-go.
• Canopy extensions – More shade and insect protection.
• Seat belt covers – Padded cushions for baby’s comfort and safety.

Travel

Gear to make trips with baby stress-free and comfortable:

• Blankets – Super soft with attached pacifier and toys.
• Bibs – Absorbent bandana and snap-on styles.
• Burp cloths – Stylish cloths in muslin and terry fabrics.
• Bottle coolers – Insulated sleeves and mini-coolers.

Playards

Fun and functional portable play spaces:

• Playards – Lightweight pop-up cribs for home and travel.
• Play mats – Cushy floor mats that keep baby entertained.
• Bassinets – Cozy sleeping spaces that attach to playard.

Bath Time

Essentials for safe, easy, and enjoyable bathing:

• Tubs – Cushy infant tubs with handy features like drain plugs.
• Toys – Fun bath squirters, stackers, and more.
• Hooded towels – Super soft with mini capes.
• Washcloths – Plush and gentle on baby’s skin.

Nursery

Modern decor to create a soothing, stylish nursery:

• Crib sheets – Ultra-soft in adorable prints.
• Mobiles – Cute characters with music and movement.
• Lamps – Soft nightlights with dimming options.
• Rugs – Plush floor coverings with non-slip backing.

Feeding

Mealtime essentials for babies and toddlers:

• Highchairs – Modern chairs that adjust to grow with kids.
• Booster seats – Converts highchair to youth seat.
• Bibs – Absorbent bandana and snap-on styles.
• Dishes – Divided plates, bowls, and cutlery.
• Placemats – Sticky-bottom mats that adhere to tables.

With over 200 innovative products across these categories, we truly have parents covered for life with kids ages 0-3!

Our Commitment to Quality

Creating exceptional products starts with sourcing exceptional materials. We use:

• Premium fabrics like brushed polyester and cushiony fleece.
• Durable hardware like custom-molded plastics and rubberized grips.
• Safety-tested materials like food-safe dishes and chemical-free textiles.

We also pride ourselves on responsible production practices:

• We partner with ethical factories that provide fair wages and safe conditions.
• We offset 100% of emissions from manufacturing and company activities.
• We avoid toxic chemicals and aim for zero-waste production.

Every product undergoes rigorous evaluation:

• Parent testers evaluate real-world functionality.
• Safety assessors ensure compliance with all regulations.
• Quality engineers review for defects and durability issues.
• Textile analysts verify fabrics meet chemical safety standards.

We stand behind the quality and safety of all our products. We also make it easy with our 100% satisfaction guarantee. If a product fails to meet expectations, we’ll make it right.

Giving Back

In keeping with our mission, we’re dedicated to helping parents and children in need. We support this goal through:

• Annual grants donated to charities chosen by our parent-led committee.
• Product donations to organizations like children’s hospitals and shelters.
• Paid volunteer time so all employees can support local causes.
• Fundraising drives where we match employee contributions.
• Non-profit partnerships that drive awareness and provide aid.

To date, we’ve contributed over $1 million in cash and product donations!

Some of our major partners include:

• Room to Grow – Provides essential baby items to parents in need.
• March of Dimes – Researches premature birth and helps NICU families.
• Baby2Baby – Supplies children living in poverty with necessities like diapers, clothing, and gear.

Lending a hand to parents and kids is central to our identity. We’re committed to making a positive impact both through our products and philanthropy.

The Future

As JJ Cole® enters its second decade, we’re more devoted than ever to our mission of simplifying parenthood. We’ll continue expanding our offerings to support families through every stage of early childhood.

Even as we grow, we’ll keep our focus on the fundamentals – creating gear that blends top-tier quality with thoughtful design. Our commitment to compassion and service will also stay central to our brand values. Parents will always be able to count on JJ Cole® for the stylish, functional products they need – plus the peace of mind that comes from supporting a purpose-driven company.

We’re thrilled and humbled to serve millions of happy parents worldwide. Our goal is to reach millions more while staying true to our core values. We want to make parenting just a little bit easier for everyone.

So welcome to the JJ Cole® family – we’re excited to be a part of your journey with your little ones!