Image of smiling mom sitting outside on a bench holding a baby on her lap with a folded Joie stroller next to her.
This is simple image.

share the joy

Hi, we’re Joie (pronounced JOY)! We started in the UK in 2011 with the simple mission of making life with kids less work and more fun. Since then, we’ve helped millions of parents in Europe and around the world find joy and ease in beginning and growing their family life.

Side angle view of a car seat crash testing sled.

safety doesn't have to be expensive

We believe that safety shouldn’t be expensive, so we design every product with a safety-first mindset. Our engineers draw from the standards of the world’s toughest independent tests to craft a testing regimen that truly goes above and beyond the standard – so you always have peace of mind your little one has the best protection, and at a price point you can feel good about.

we're here for you

We talk to parents day in and day out, and what we hear more than anything about shopping for baby gear is that it’s CONFUSING and overwhelming. We’re here to help you clear the clutter and figure out what products are a perfect fit for YOUR lifestyle – so you can step into parenthood with total confidence.

image of a father holding a toddler and a mother pushing a baby in a Joie stroller while they walk through a park smiling together.
Zoomed in image of Joie spinning car seat

look good,
feel good

Our parent squad wants products that not only work well, but also look fabulous – and we bet you do, too. Our home is in Europe, so our products are made with modern, European design sensibility that complements your unique style – so you always look as good as you want to feel!

be good,
do good

Baby gear is our business, and giving back is our passion. Our family-owned factory makes every effort to reduce the environmental impact of manufacturing, while donating millions each year to worthy causes that support children, families, and communities around the globe – because joy should always be shared.

Image of a smiling mother holding a smiling infant on her lap while sitting on a bench in a park next to a Joie stroller.