Easygrow: Award-winning baby products with sustainability in focus

By Maria Sødal Vole

Based in the small town of Levanger in Trøndelag, Easygrow is one of Norway’s most trusted brands for babies and children. The award-winning company provides safe, reliable products made by parents, for parents – with sustainable thinking at the heart of everything.

Easygrow was started in 2004 when sisters Maria and Elisabeth Dalen, both mothers with small children, began sewing sleeping bags for use in prams. “We saw a need for durable, sustainable sleeping bags for babies and did our best to create what we were looking for,” says CEO Maria. “Our designs started getting attention from other parents, and with time we turned it into a business.”

Easygrow: Award-winning baby products with sustainability in focus

Photo: MomentsByStjernelys

After making lots of prototypes and carrying out extensive testing, the sisters developed a patented extendable design that makes it possible for sleeping bags to be used as the child grows. The burgeoning business soon took off, and the Easygrow team will mark its 20-year anniversary this autumn. “We’re looking forward to celebrating this milestone, and we have some exciting new products launching soon,” Maria says.

With the aim of creating user-friendly products that are well-suited to customer needs, the Easygrow team values input from parents and caretakers. “Our customers are a key part of our product development. Every week, we receive emails from parents offering comments and suggestions,” Maria says. “We’re always looking to improve our products, so feedback from the people using them in their daily lives is invaluable.”

Photo: Easygrow

Easygrow has won several awards for its products and business practices. In 2021, Easygrow’s Harmoni was the first baby sleeping bag to achieve the Nordic Swan Ecolabel – one of the world’s strictest environmental certifications. The various products consistently win top spots in consumer tests, and Maria won EY’s regional Entrepreneur of The Year award in the Sustainability category in 2022.

Photo: Easygrow

Over the past two years, Easygrow has made the switch to exclusively use recycled materials in the production. It opts for ecological materials such as organic cotton as much as possible and has replaced standard rayon with circulose, which is rayon made of textile waste. All Easygrow sleeping bags go through an additional Oeko-Tex testing process to guarantee the safety of the materials. The water-resistant bags are also treated with the environmentally friendly waterproofing technology Bionic Finish ECO.

“We’re passionate about creating products that are safe for children and good for the environment,” Maria adds. “We only use recycled materials and make sure our products are high-quality and made to last. Our goal is for the bags to be used for generations, passed down from one child to another.”