Wildride was born in 2020 when father Joost Hultink sought a solution to carry his child without pain. Together with designer Britt Schoorl and entrepreneur Emilie Tabor, they created an ergonomic and stylish toddler carrier, tested by experts and SGS-certified.

Launched in 2021, Wildride quickly became a global success thanks to its innovative design that allows natural interaction with the child.