Joie Baby Gear

Joie is a well-known British brand that has become a global leader in the baby gear industry. Founded in 2011, the brand focuses on creating high-quality, safe, and affordable products for parents, ranging from versatile strollers and car seats to practical high chairs and travel cots.

The brand was established by a group of friends and parents in the United Kingdom, led by the original company Alison Baby UK Limited. Today, Joie is part of the portfolio of the Wonderland Nurserygoods Co., Ltd, a Taiwan-based manufacturing powerhouse that is one of the world's largest producers of juvenile products. While the design and engineering often take place in Europe, the actual manufacturing is primarily handled at Wonderland's state-of-the-art facilities in China, ensuring high standards of safety and efficiency.