“White label baby carriers” are carriers that have been designed and produced by a product manufacturing company, then marketed under a brand name that is different than that of the original company.
“White label products” exist across product categories and are a popular way to bring products to market. Some examples of how can work:
- A company that is well-known for its baby carriers may work with an influencer or brand to create a carrier in a trendy pattern that will be marketed under the influencer’s name. For instance, if “Baby Wraps ‘R Us” was a popular brand of carrier, they might be approached by a business called “Cool Aquarium Chain.” The aquariums might request that Baby Wraps R Us make an exclusive line of carriers with ocean-themed print, and then instead of the “Baby Wraps R Us” name and logo, they could add their name and logo to the product and packaging material.
- A company who wishes to sell baby carriers may work with a manufacturer advertising their products on Alibaba or another online marketplace. They purchase the carriers either from existing inventory or in their own exclusive prints and fabrics and add their own branding, labels, product packaging, etc.
- A very small baby carrier manufacturer may work with a larger brand that uses their own brand name and details on the product and packaging.
These are only a few examples of how “white labeling” might work for baby carriers. There are countless other possibilities.
Why “white label” baby carriers?
The main benefit of selling white label baby carriers is that a company can enter the market with a vision, but utilize a product that has already been created and often has stood the test of time and multiple users. The company manufacturing the baby carrier may have already completed safety testing and have a good understanding of the regulations in various markets.
Someone with an excellent business mind and good marketing skills can reach a wide variety of parents with their white label baby carriers. This results in more babies being carried and more families who experience the countless benefits of babywearing.
By choosing a style of baby carrier that already exists, a new brand can feel more confident about the product they are selling. By carefully choosing a producer/manufacturer, a new brand can avoid both costly compliance mistakes and overlooking potential safety issues with their baby carrier.
Designing some kinds of baby carriers can seem simple, but even designing basic fabric baby wraps requires knowledge and intention when choosing fabric, width, shape, etc. White label baby carriers have outsourced this step to a company who prefers to focus on manufacturing products, and in turn, the manufacturers are outsourcing their marketing and consumer sales to a company who is excited to share the white label baby carrier with the world.
Compliance and white label baby carriers
If your brand sells white-label baby carriers, you are responsible for ensuring that the products you sell are not only safe, but compliant in the market into which you’re selling.
The first step to compliance is to obtain a Children’s Product Certificate (for US companies) or equivalent from the product manufacturer and to ensure that all test reports, etc. are up to date and within the required time frame.
Next, with baby carriers, remember that when you add your own labels, instructions, packaging, etc., it might require retesting the product yourself. You’ll need to ensure you meet all requirements of the local government. In the US, for instance, your product will have to comply with all aspects of the CPSIA, including product registration cards, tracking labels, and location information.
It is important to view any documents the product manufacturer supplies to you carefully, and to feel a very high level of confidence that the reports and data are accurate and of high quality.
Risks and responsibilities of importing white label baby carriers
If you are importing the white label baby carriers from another country, then you are generally considered the “importer of record.” In most instances, the individual or company who imports a product for resale is legally responsible for ensuring that product is both safe and complies with local and national laws and regulations as well as for paying any tariffs and taxes.
It is important that you fully understand the importing process and exactly what role you, your product manufacturer, and any intermediate services play in bringing your product to market.
In some cases, the product manufacturer or sales representative will arrange all details of getting the product to you. These details might include:
- Adding labels
- Updating instruction booklets
- Hiring a customs broker
- Clearing your product through customs and organizing delivery to you
- Product testing and certification
You must understand each step in the process, who handles it, and be confident it is being handled correctly.
Grey market and black market goods
In recent years, there has been a rise in both grey market and black market goods. IN response, governments are prioritizing border enforcement for incoming trade shipments.
In some cases, even if your white label product is entering the country through legal channels, it can be seized at the border.
Other times, the product’s manufacturer may sell large containers of goods that include your product using fraudulent business practices. They might, for instance, falsify Children’s Product Certificates, claiming the product has been tested when it has not. They might misclassify the goods to reduce or evade tariffs and taxes. They might be selling you the intellectual property of another company they manufacture carriers for, putting your label onto a carrier they have made using an existing brand’s design. They might ship the goods as part of a larger operation that involves some kind of smuggling.
In any case, if you have purchased white label baby carriers from a third-party manufacturer, and then those carriers are seized at the border due to noncompliance or other issues, you may have no recourse. In some cases, single-owner businesses have lost shipments that cost thousands of dollars. Since they were not the importer of record, when the product was seized at the border, they were not notified or given the opportunity to defend or correct any alleged violations. For a solopreneur or small, family-owned business, the consequences of this can be devastating.
Succeeding with white label baby carriers
If you are currently selling white label baby carriers, or if you are considering doing so, you should be cautious and thoughtful in your approach.
- Understand whether you are the importer of record, and whether that makes you responsible for ensuring regulatory compliance.
- Review the regulations and laws for selling baby carriers in your market.
- Create a detailed compliance plan for your brand and white label baby carriers
- Verify any and all documents, testing, and certifications the product manufacturer has.
- Be fully informed about the import and customs clearance process for your product.
- Even if the manufacturer tells you that they test the products to regulations and standards, you should review it yourself and perhaps do additional independent testing to ensure the product meets regulations.
- Ensure you have contracts and protections in place with the product manufacturer ensuring you’re notified of any material change, etc. You need to know if they change sewing facilities, brands of fabric, zipper suppliers, etc.
Purchasing white label baby carriers as a parent
As a consumer, you may wonder whether white label products are safe for your baby. The truth is, white label products carry the same risks and caveats as any other baby carriers.
Some white-label brands may purchase and resell baby carriers that they have never used and don’t understand. They may sell poorly designed products that are uncomfortable or less than ideal for their intended use.
Yet, there are other white label companies who take the role as babywearing brands quite seriously. I personally communicate with BCIA members who hold their brand to a high ethical standard. These companies often work with babywearing educators or may be babywearing educators themselves. They may maintain their own regulatory tests and ensure the same responsibility for product compliance as a company who manufactures a carrier of their own design. They may have screened their product carefully, ensuring they are selling something that is comfortable and of high quality materials, and they may have contracts and other checks and balances in place with the product manufacturer to ensure there are no corners cut.
If you are purchasing a carrier and are concerned with the safety, quality, or ethics of the brand, the best thing to do is to reach out to the brand directly. Most white label brands are invested in putting quality carriers into the hands of families are happy to tell you about their safety plans and commitment to quality babywearing products. This will also be true of any other carrier you might purchase, whether it is from a large brand or a small Etsy seller.
The BCIA is not a certifying body, but generally, we can say with a high level of confidence that BCIA members care about compliance, safety, and families, which is why they are part of our organization. If you’re wondering where to start with choosing a quality carrier, you can always look to BCIA member brands as a guide.