An Australian mum who launched a lucrative side hustle while on maternity leave has filled a gap in the babywearing industry.
Twelve months ago, mum-of-two Laura Campbell launched the Hackerlily HipSurfer, an innovative baby carrier that immediately caught the attention of parents and baby experts all over the country.
“I created a product to solve the challenges that I was experiencing as a mum and knew I could help so many parents across Australia,” Laura told Best Picks.
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“I never could have imagined this level of feedback, the love and reviews from customers and especially the health community.”
The HipSurfer is an ergonomic, strap free, hipseat baby carrier with built-in storage.
The wide, padded waistband sits snugly on the waist and redistributes the full weight of the child so you can say goodbye to having a sore back.
Its doctor approved design is recommended by chiropractors, osteopaths, physiotherapists and paediatric specialists across Australia.
With an easy hop on/hop off functionaility it takes around 15 seconds to put on so parents, and especially grandparents, can be soothing an unsettled child within moments.
“The HipSurfer was born to alleviate the pain I experienced with my chronic rheumatoid arthritis. It has now found its way into supporting diverse communities with a range of health challenges and disabilities, for both child and parents,” Laura said.
And it’s the first baby carrier in the world to come with washable covers in a variety of on trend designs.
“There are no baby carriers in the world that can completely transform their look, design and style to match any outfit or occasion,” she said.
Kate Green is a mum of a toddler with Down Syndrome and said the HipSurfer is an indispensable staple in her daily life.
“Charlie has low muscle tone and carrying him on my hip as he got heavier has been a serious challenge,” Ms Green said.
He is still not walking so it’s important that I can care for him in a way that is safe, flexible and sustainable for my body.
“Charlie loves being close but having freedom to look around him. He calms down when upset if he sees me putting on the HipSurfer. He knows it means cuddles.”
This feedback is the reason why NovitaTech, Australia’s largest assistive technology retailer, has come on board as a partner for 2024.
“We are excited to partner with Hackerlily and provide families across Australia with access to the HipSurfer Hipseat Baby Carrier through our NovitaTech online store and showroom,” a NovitaTech spokesperson said.
“The ergonomic and strap-free design of the HipSurfer provides support to children who need to be carried and to parents with a disability that may make carrying and caring for their child challenging or uncomfortable.”
Hackerlily started as a self-funded side hustle in February 2023 and just a year later has made more than $250,000.
The HipSurfer won the Ausmumpreneur “Product Design of the Year” Award 2023 and placed highly recommended at the SHE-com Awards for Baby Travel Accessory.
Hackerlily was also exclusively invited to join the Baby Bunting Online Marketplace making it the first Australian business to be sold through the baby retail giant.
“I don’t think I’ve ever felt, learnt and cried so much in such a short period of time. There have been so many moments of excitement, frustration, learning, success, mini-fist pumps and “oh my gosh did that really happen” moments,” Laura said.
This year Hackerlily is prioritising giving back to the community by partnering with I=Change, supporting three charities with every purchase — Women’s Community Shelters, SurfAid and The Hunger Project.
“The first year for Hackerlily was all about pushing boundaries, sharpening my skills as a solo brand founder, and building strong, scalable brand foundations,” she said.
“I’ve been blown away by the recognition I’ve received and now I want to focus on helping others through exceptional customer experiences and financially supporting charities that align with the brand’s values and mission. I genuinely want to make a positive difference.”
As for the future of this mum’s “side hustle”, Laura is going global.
Hackerlily will be expanding into the UK, Europe and the US by 2025 with a growing range of innovative parenting products and accessories sold both online and through retail and strategic partnerships.
She said: “I’m on a mission to lighten the load of parenting, both the physical and emotional. So long as I continue helping and genuinely supporting my community and customers with innovative solutions and parenting hacks, I know my dreams for scaling Hackerlily into an international household brand will come true.”
To purchase the HipSurfer, click through to Baby Bunting.
