Bootstrapped Baby Carrier Brand Mabē Scales to an Eight-Figure Business in Under Three Years, Lands in 1,700 Target Stores

Founded in 2023, the baby carrier brand is pacing more than 40% year-over-year growth as online demand translates into its first nationwide brick-and-mortar expansion.

NEW YORK, Sept. 15, 2026 /PRNewswire/ -- Mabē, the bootstrapped baby carrier brand founded in 2023, has scaled to an eight-figure business in under three years and is now taking its next major step into mass retail, launching in approximately 1,700 Target stores nationwide.

Target stores will carry Mabē's bestselling Monarch Carrier in Houndstooth, marking the first time the brand will be widely available in physical retail. Mabē first launched on Target.com in September 2025 and, in less than a year, has become the fastest-growing baby carrier brand on the retailer's website.

Founded by husband-and-wife team Allie and Hunter Taylor in November 2023, Mabē has grown without outside investment, driven primarily by organic social, word of mouth, and a highly engaged customer community. The brand's first three product drops sold out within hours, its Instagram following has grown to more than 176,000 organically, and, in 2026, Mabē is on pace to grow revenue more than 40% year over year.

"We built Mabē because we believed parents shouldn't have to choose between connecting with their babies and staying connected to themselves," said Allie Taylor, co-founder of Mabē. "Our community responded to the idea that a carrier could work hard, feel good to wear, and still look like a part of their personal style. Bringing the Monarch into Target stores means more families can now experience the difference that makes in person."

Mabē was founded to fill a gap between utilitarian baby carriers and high-priced fashion options, creating products that feel premium, accessible, and are designed to be worn as an accessory. By bringing a fashion lens to babywearing, the brand has built its identity around empowering parents to continue to do the things they love.

"From the beginning, we've been intentional about building Mabē in a way that supports sustainable, long-term growth," said Hunter Taylor, co-founder of Mabē. "To reach this level of retail scale in less than three years without outside investment is a milestone we're incredibly proud of, and one that gives us an even stronger foundation for what comes next."

"We're excited to partner with Mabē as they expand into Target stores, bringing more families access to thoughtfully designed baby carrying solutions," said Sara Butcher, Buyer, Baby Essentials, Target. "Their focus on style and function at an accessible value aligns well with what our guests are looking for."

The Mabē Monarch Carrier in Houndstooth will be available in approximately 1,700 Target stores nationwide and will remain available on Target.com. Additional Mabē products and colorways are available at mabeproducts.com.

ABOUT MABĒ
Founded in 2023 by husband-and-wife team Allie and Hunter Taylor, Mabē is a baby carrier brand created to help parents feel confident and like themselves as they enter parenthood. The brand launched with its signature Monarch Carrier, combining comfort and functionality with a fashion-forward, premium-but-accessible design. Built without outside investment, Mabē has grown into an eight-figure business in under three years, driven primarily by organic social, word of mouth, and its community. For more information, visit mabeproducts.com.

Press Contact: [email protected]

SOURCE Mabē