Rethink comfort
for family
We rethink what comfort means for a family.
Spelled backward,
WHITE becomes ETIHW
Etihw is ‘white’ reversed — and that is exactly what we do. We take the discomforts families have quietly accepted for years, and turn them around.
Every product begins with one question: what does a parent actually need at the front door? The answer is never one more thing to carry. It is one less.
- Easy to pack
- Easy to carry
- Easy to store
A backpack and a baby carrier in a single piece.
No extra bag. No second thing to remember. Everything a family needs to leave the house, carried as one.
| Backpack | Dual Fit | |
|---|---|---|
| Weight | 800 g | 530 g |
| Carry capacity | up to 18 kg | up to 18 kg |
| Age | 3–36 months | 3–36 months |
| Waist range | up to 132 cm (52") | up to 122 cm (48") |
| Storage | Full backpack | Waist pocket |
| Packs down | Folds flat | Into its own pouch |
| Positions | 3-way | 3-way |
| Colours | Mint, Brown, Black | Navy, Violet, Khaki |
Folds down to the size of a lunch box.
No separate case. The carrier packs into the pouch it already carries — in about twenty seconds, one-handed at the end.
Certified under Korea’s children’s product safety law.
In Korea, baby carriers are legally classified as safety-confirmation items under the Special Act on the Safety of Children’s Products. Every model is strictly tested by the Korea Conformity Laboratories (KCL) under Annex 16 safety standards.
Beyond official safety certification, NUBE carriers feature proprietary designs and self-packing technology — protected by registered designs and pending patents.
- EN 13209-2 (EU soft carrier standard) — testing in progress.
- Shoulder strap tensile strength 1,257 N — 60% above the required minimum of 784 N.
- Strap slippage measured at 2–3 mm after 100 cycles, against an allowance of 20 mm.
- Child-safe magnetic flux, cylinder-tested for swallow prevention.
- No sharp edges or hazardous points, verified through usage simulation.
- Tested free from harmful heavy metals and phthalate plasticizers.
- Compliant with required age, weight limits and safety warnings.
A strong debut, then Shinsegae.
Etihw launched at Korea’s premier baby fair, where the carriers sold through faster than planned. Retail placement followed at Shinsegae Gangnam — the first department store in Korea to pass ₩3 trillion in annual sales, a figure matched worldwide only by a handful including Harrods and Isetan Shinjuku — and at Shinsegae Centum City, listed by Guinness World Records as the largest department store in the world. A second Gangnam pop-up opens in October 2026.
Packed nine to a carton. Out in two weeks.
Stock is held, not made to order — most of the range ships two weeks after payment clears. Orders start at three cartons, so a first order is a shelf, not a container.
| Minimum order | 27 sets (3 cartons), first orders included |
|---|---|
| Packing | 9 sets per carton, one colour per carton |
| Order multiples | 9 sets per colour; models and colours combine freely |
| Colour spread | 3 cartons up to 3 colours · 6 cartons the full range |
- In stock
- 2 weeks from receipt of full payment — Backpack in Mint, Brown and Black; Dual Fit in Navy
- Made to order
- approx. 16 weeks from order date, subject to production scheduling — Dual Fit in Violet and Khaki
Indicative sea transit from Busan
- Rotterdam / Hamburgapprox. 35 days
- Singaporeapprox. 9 days
- Tokyo / Keelungapprox. 3 days
FCA Seoul Metropolitan Area, Korea (Incoterms® 2020). FOB Busan available for sea freight; CIF Rotterdam or Hamburg on quotation from 60 cartons. Prices quoted in EUR, excluding VAT, freight, insurance and duties. HS 6307.90.9000. Made in China · brand ETIHW, Roloc Co., Ltd., Korea.
Let’s build together.
We are seeking distribution partners and retail buyers across Europe and Asia. Full specifications, MOQ and trade terms are available on request.
Wholesale / B2B
Premium baby specialty stores, department stores, concept stores
D2C Online
Brand.com and regional e-commerce platforms
A-dong 4F, Office A-10, 266 Jongno, Jongno-gu, Seoul, Republic of Korea
Korea · etihw.co.kr · @etihw__seoul
Japan · etihw.jp · @etihw__tokyo
Sales & partnerships — Mihyung Kim
kimmihyung@etihw.co.kr
+82 10-2779-8179
