Bristol startup launches world’s most sustainable baby crib in circular economy first

Three entrepreneurs from Bristol have created what they believe is the world’s most sustainable baby crib in a bid to reduce wastefulness in the industry. Mike Hoffman, Nina Szamocki and Angus Whiston established Alora Baby last year after discovering how many baby products end up in landfill each year despite only being used for a short period.

The founders spent over a year developing their eco-friendly bedside crib with a product designer. Key to their design is a unique ‘circular economy’ model where the crib can be returned to the company after use and its materials remanufactured into an entirely new crib. This allows the raw materials to be continuously reused rather than ending up as waste.

Alora Baby is manufactured locally in Bristol and delivered near-assembly for easy set up. Customers simply return the crib when finished and it is collected, dismantled and remolded into a brand new product. The entrepreneurs believe this innovative system revolutionizes the baby market by providing a high-quality sustainable option that benefits both consumers and the environment.

After securing innovation funding and launching at a major baby trade show, Alora Baby is hoping to expand both its product range and geographic reach sustainably over the next year while creating new green jobs locally. The founders view Bristol as an ideal base for their circular business model due to the city’s reputation as a hub for creative, eco-friendly enterprises. If successful, Alora Baby could help divert countless baby goods from landfill each year through its unique sustainability focused design.