I started HuddoCo with the goal of making family travel more achievable and enjoyable for parents. One of my favourite parts about this process has been seeing other mums who have done the same thing - created a product to solve a pain point for mums and dads. One brand that I’ve watched adoringly from the sidelines and drawn constant inspiration from is Hackerlily.
You don’t even need to meet Laura Campbell to appreciate her zest for life, adventure and business. All you need to do is follow her socials (as I have done for some time) to experience her vibe which I’d describe as equal parts electric and authentic.
As the founder of Hackerlily, she’s built a brand around one goal: a carrier solution that helps parents avoid injuries, strains and long-term chronic conditions. Something that grows with your child, without compromising your personal style. From daily activities to big overseas adventures, Laura understands that family adventures are equal parts magic and mayhem, and she’s determined to tip the balance toward magic.
The Spark Behind Hackerlily
Laura was in the newborn + toddler trenches and struggling with arthritis and carpal tunnel pain (sound familiar?). She couldn’t find a baby carrier that worked for her family and appealed to her and her sense of style. Determined to show up physically for her kids, she designed an alternative to the complex baby carriers on the market. Something that was built for those quick up-down moments that happen constantly throughout the day for a parent.
Laura described one particular day that really planted the seed for her, that she had to create a better option for families. She was at a theme park with her young family, baby in her arms, and husband wrangling their toddler. The combination of pain, heat and lines quickly stripped the joy from them before they could even enjoy one ride. She remembers thinking “Why is there nothing out there that actually helps in moments like this?”.
Enter, the HipSurfer - an award winning, doctor approved, strap-free hipseat baby carrier and bum bag that takes the weight off your arms, shoulders and back. Built for quick ups, downs and everything in between, it’s comfy, luxurious and ready in seconds - perfect for newborns, babies and toddlers. Giving you the comfort of a baby carrier, and the convenience of a bum bag, the HipSurfer was rigorously tested by Laura in the real, often chaotic, life of raising tiny humans.
Like us at HuddoCo, Laura believes parents shouldn’t have to choose between style and function. Her pieces are durable, thoughtfully compartmentalised, and come in a variety of colours, fabrics and prints to keep up with even the most adventurous of fashion senses.
Not Just ‘Another Baby Brand’
Something we’ve always loved about Laura and Hackerlily is her unfiltered approach to her business and family life. Hackerlily celebrates the real, raw side of parenting. No sugar-coating. No pressure to be perfect. Hackerlily’s tone, visuals, and community are all grounded in honesty and relatability. It’s not just Hackerlily’s products that are empowering, but the brand itself helps parents feel more capable and confident in the day-to-day juggle. Setting Hackerlily apart from most baby brands is that they lead with functionality - if a product doesn’t actually work for real parents in real life, it doesn’t make the cut.
Building a Brand - The Real Stuff
Laura started Hackerlily with the goal of freedom and flexibility (for herself and her family too, not just the parents her products helped). Laura explained to us that managing her own expectations has been the hardest part of building Hackerlily, especially when life inevitably happens, but she manages these challenges by leaning into those seasons and giving herself space to build her business at a pace that works for her.
Helping other parents feel lighter and more capable keeps her going and the constant messages from parents saying “I finally feel like I can enjoy carrying my child again” or “This has taken so much pressure off my body” fuel her on the toughest days.
A Shared Mission with HuddoCo
Our paths crossed because we share the same mission: making travel (and every day life) with kids easier and more enjoyable. Whether it’s our Anywhere Backpack with its travel friendly functionality or Hackerlily’s beautifully engineered carry solutions, we both design products that let families focus on the fun, not the fuss.
When we asked Laura how she wanted parents to feel when they used her products (on their own, or in combination with ours) she hit the nail right on the head when she said “Like someone finally made something for them, not just for their baby. I want them to feel supported, seen and like they’re part of something bigger than just a product”, and we couldn’t agree more.
Explore Hackerlily
Discover Laura’s full range at hackerlily.com and follow along on Instagram for family-travel inspiration and an authentic look into mum-and-business life.
We’re so grateful to have crossed paths with Laura and her team, and we can’t wait to see Hackerlily products popping up at international airports, theme parks and travel hubs around the world - everywhere that parents need them most!
Happy travels,
Katie xx
Ready to win?
Together, we want to inspire parents to take that road trip, hop on that plane, and build those core memories. We’re excited to be collaborating on an epic giveaway, designed to help your next family trip feel seamless, stylish and fun. Head to the link to enter. Good luck!
