Finnbin co-founder Catherine Merritt, explains the old tradition in Finland to put babies inside cardboard boxes since the 1930s. Confronted by the infant mortality crisis, the Finnish government initiated the giving of newborn kit in a box filled with baby needs. This e-commerce company in Chicago capitalized on this practice for their new venture.
During those times in Finland, families lived in densely populated homes without a designated area for an infant to sleep in. It is believed to be the cause of the country's infant mortality crisis since a newborn is highly at risk when sleeping with adults and other children in one bed
The box itself is an important part of this Finnish newborn kit. It is padded and equipped with a cozy bedding. The design made it safe for infants to sleep in. This is the reason despite Finland's being one of the wealthiest countries in the world today continues to patronize this safe practice for babies. The company aims to promote the same idea in the United States.
Advanced and technical baby products over the internet are already abundant. Merritt said that the going back to basic is something that is needed right now in the society. The box with at least 45 items, from baby clothing and feeding bottles to nursing pads and even condoms for parents, are just helpful. A Chicago nonprofit organization that works on pediatric health issues is the source of the baby guide materials found inside the box, as featured in the Finnbin website.
The box is uni-sex and costs $450 which is affordable for first-time parents. Merritt discloses that they are targeting young couples that need this product. They have campaigned through registries and baby shower channels to make this product something that its target market must have.
Merritt is also the founder of MUMZY, which is a crowdfunding company for business-minded moms. Her co-founder, Shawn Bercuson, a Chicago tech veteran serves as VP of business development before becoming an investor. Merritt gave credits to Bercuson for conceptualizing Finnbin, according to Built in Chicago.
