Why We Designed the Infant Lounger Wave
A conversation with
our Head of New Product Development
Every Snuggle Me product starts with the same question: What do parents really need?
We sat down with Mitchell Dennis, our Head of Design to talk about the inspiration behind the Infant Lounger Wave, how it came to life, and why listening to our community has always guided the way we design.
How does Snuggle Me approach product design?
Like any good design, we start by solving a problem. We look at what babies need, the challenges parents face, and how we can create something that works for both. We listen closely to families, who are an important sounding board and help guide the design choices we make to meet their needs and expectations.
We carefully consider every last detail, from the wooden base of our Rocker to the finishing threads on our Towelling Edit. The new Lounger Wave is no exception.
The Wave has an unusual origin story. Can you take us back to where it started?
Safety is always at the heart of everything we develop. When the safety standards for infant support cushions changed, we knew our much-loved original lounger no longer fit within the new framework. Developing our Curve Lounger with these standards in mind taught us so much and inspired a design that feels truly unique and innovative in this space. That journey ultimately led us to the Lounger Wave.
What makes the Wave different?
We wanted to bring together the best elements of the original Lounger and the Lounger Curve, while pushing the design forward in a truly meaningful way. Our eureka moment was the SnuggleCore™ top surface, ergonomically designed to better support baby while lying on their back. Combined with the new outer ring, it creates a comfortable space for bonding, play and tummy time.
There's a lot of thought behind the aesthetic too. Why does this matter so much?
Our palette is one of the areas where we lean most on feedback from parents. They tell us they love how Snuggle Me products feel at home in their space, rather than looking out of place. We believe our muted colours and organic textures help create a calm environment, while effortlessly blending into modern homes.
We now have two collections: Core, our well-known classic colourways, and Signature, featuring bespoke prints designed for 2026.
How did modern parenting influence the design?
We know today’s parents are balancing more than ever, so we wanted to focus on the practical details too. We included an easy-to-remove, machine-washable cover, an organic tote for on-the-go moments, and beautiful organic fabric that feels naturally soft while being woven for the demands of everyday life with baby.
Finally, the 100% organic fabric. How important is that to you as a brand?
It’s our starting point and our finish line for every development project. With more than 30 years of combined experience in baby soft goods, we’re deeply passionate about organic fabrics. Whether it’s 3D knit, cotton muslin or woven twill, we believe only 100% natural, organic fabrics should be in contact with baby in our products.
For us, organic isn’t a feature. It’s a core principle.
