August 9, 2018

Meet Chelsea Hirschhorn of Fridababy in Wynwood

Local Stories

Today we’d like to introduce you to Chelsea Hirschhorn.

Chelsea, please share your story with us. How did you get to where you are today?
It was 2010 and I was a bankruptcy attorney in NY and we made the decision to move to Miami in 2010. My husband, Eric; worked for an investment firm that had just acquired Burger King and he was part of the team that went to go run the business as the CMO. After some time off to help move, I went to work as a lawyer for the Miami Marlins. Our new next-door neighbor, Kaisa Levine, was running a business out of her garage that imported a mucus-removing medical device and packaged it as the NoseFrida. Levine had been selling it since 2007, with some success, and she was looking for somebody to take over the business. “I saw an untapped opportunity to expand beyond snot-sucking solutions,” Hirschhorn recalls. She signed on as CEO in 2014.

Within 18 months, Fridababy had gone from 2,000 stores to more than 28,000 and we have been growing ever since.

Has it been a smooth road?
Building a company and a team from scratch is never a smooth road! We have grown from a single product company into a diversified baby product portfolio. Along the way, I had to wear every single hat – learning how to develop products, sell to retailers, market the products, manage our supply chain, etc. Thankfully, I managed to assemble an amazing team along the way who has helped me grow Fridababy from a single product in a basement to over 25+ SKUs. Now we are focused on using the brand equity of the NoseFrida to grow even more rapidly through marketing initiatives and doubling down on product development.

So let’s switch gears a bit and go into the Fridababy story. Tell us more about the business.
Fridababy is like the best friend no parent has. We are parents with the tools for problems they didn’t even know existed and take it very seriously. Our mission is to prepare parents for those everyday unfilterable realities – with this shared humor and levity about it all that is rooted in our own personal experiences. NO ONE TELLS YOU THIS STUFF.

How do you think the industry will change over the next decade?
Consumers, especially millennial moms, will need to feel a connection to the products they are buying and the mission of the company. We believe it will be imperative for brands to communicate authentically and build an emotional connection with their consumers. While general demand will continue to shift online, especially as Amazon develops more “need it now” capabilities, even prime now sometimes is not fast enough for parents. As a lot of parenting products are items for which you need to RUN to the store, having products readily accessible for consumers in-stores and online will continue to be a focus in the industry.

Contact Info:

Address: 82 NE 26th St
Suite 102
Miami, FL 33137
Website: http://fridababy.com/
Phone: 305-673-7535
Email: [email protected]
Instagram: https://www.instagram.com/fridababy/?hl=en
Facebook: https://www.facebook.com/officialfridababy
Twitter: https://twitter.com/fridababy?lang=en

Image Credit:
Tami Jill Photography

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