New parents want to provide the safest and best quality products for their baby, and are looking for an affordable design that does not clash with their existing baby products. BSUR helped an OEM transform into an OBM by creating a brand of baby products that stands out from the crowd in a simple, stylish and affordable way.

Starting with a unique vision of Chinese craftsmanship and Dutch design, ei (Dutch for egg) products fit perfectly to the idea of nature’s most pure form of protection: ergonomic forms, natural materials, and serene colours. ei officially launched in Germany, exhibiting their products at Europe’s largest baby and toddler fair.