40 Years of Baby Slings
The Original Since 1972
DIDYMOS 40 Years of Baby Slings
®
To our many loyal supporters, This book is a book just for you. It is our great pleasure to dedicate this anniversary publication to you, our customers, who have shown such great enthusiasm for our work during these past 40 years. It has been your appreciation that has made what we do so worthwhile.
You have all kept us moving forward these many years and
your stories, and your experiences because we want to share
so we take this opportunity to thank you for so much inspira-
with you the joy that you have shared with us over the years.
tion. Allow us to take you on a trip down memory lane, into the past to our early days. Allow us to share with you a tale
Let us peek, now, behind the scenes and delve into the world
that stretches to the present, to the world of DIDYMOS today,
of DIDYMOS. May you enjoy this journey, and it is our greatest
and even beyond to what the future may bring. Throughout,
wish that you will continue to enjoy using our baby slings.
we have devoted as much space as possible to your photos, With warmest regards,
Based on a rhyme by Tom Hoffmann when he was 7½ years old.
Painted by Lisa Hoffmann at 9 years old.
Painted by Tina Hoffmann at 9 years old.
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01
The Early Days – 1970s
Stern Magazine, 4 June 1972
Conveying the Concept It was Victor Hugo who stated: Nothing is more powerful than an idea whose time has come. This certainly applies to DIDYMOS. The DIDYMOS sling was born in one of the most colourful decades of the 20th century.
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“It was a perfect fit for the spirit of the
when a photograph appeared in the
she also had disappointments with
times,” says Erika Hoffmann, looking
Heilbronner Stimme newspaper in early
weavers to contend with. They were un-
back at the early 70s. With four young
1972. In the photo was Erika Hoffmann,
able to meet her high standards. In the
children, having two free hands was
with her sling tied around her and little
end, it was only one weaver who ac-
invaluable. One day, friends returned
Lisa sitting at her mother’s hip. Shortly
companied her on her journey and by
from Mexico bringing back with them
afterwards, Mrs. Hoffmann was invited
the end of 1972, the first four DIDYMOS
a traditional baby sling. Immediately,
to be photographed by the Stern maga-
models entered production in Germany:
when carried in this baby sling, the
zine. This event triggered the triumphal
Tom, Anna, Lisa and Tina, named after
twins received the most basic comfort
advent of baby-carrying in Germany.
each of Erika Hoffmann’s children.
they needed. In turn, Mum Erika regained the ability to move about freely.
Erika Hoffmann started her own small
The sling was practical and looked
business, willing to embark on the ad-
good, and people certainly noticed
venture. As well as caring for her family,
1. The newspaper photo that started it all. 2. Children, kitchen, everything became easier with the sling. 3. Erika Hoffmann staying current with trends. 4. Enjoying the great outdoors with a sling. 5. The DIDYMOS concept is still going strong.
01
Setbacks and Successes – The 1970s, 80s and 90s
Early Progress The Waves pattern is one of the most popular patterns of all the DIDYMOS slings. It reminds Erika Hoffmann of her early years as a business woman: “It was very much like peaks and troughs, and not just in terms of sling patterns.”
During daytime hours, Erika Hoffmann was de-
The sling fever that captivated customers often
signing slings and packing orders. In the eve-
resulted in people arriving at the family home in
nings, she was writing advertising materials.
hopes of acquiring some of the sought-after
Despite the orders that started flooding in, the
sling models. Erika Hoffmann had to recruit part-
finances were sometimes in the red. However,
time assistants. They developed new ways to
Mrs. Hoffmann persisted and stood firm. “If any-
wear the sling, from cross carries to the kangaroo
thing, it kept me working harder.”
carry, and adapted the length of the slings to suit each carrying position. When her twin daughters
She recalls the time when she visited the weav-
turned 15, Erika Hoffmann moved her business to
ing mill and learned that they were using “easy-
commercial premises. “For the first time, I was
clean” fabric. It made her eyes water. “Chemicals?
able to work full shifts instead of working spo-
In my products? No way!” Mrs. Hoffmann would
radically between childcare.” More intensive
not accept any harmful additives. She made her
work fuelled success. A growing number of cus-
point then and did not waver. Ultimately, this was
tomers arrived on the doorsteps and DIDYMOS
one of the keys to her success.
went into expansion.
1. Anna Hoffmann using the Tom model. The fabrics are all-natural and chemical-free. 2. The fun of interaction: children love DIDYMOS slings because they can be like their parents. 3. Feeling snug and safe: baby slings promote infant development. 4. Optimal support: the sling supports the infant’s spine and prevents harm caused by bad posture.
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DIDYMOS Does It in Style
01
A Children’s Paradise It is 1997. Erika Hoffmann is walking through the town of Ludwigsburg, house-hunting. Her business is a success. Her slings are on sale throughout Europe and are inspiring mothers everywhere. Scientists, paediatricians and midwives are recommending DIDYMOS slings.
The time had come for larger premises. By the late 1990s,
their clothing line for babies and toddlers which to this day
DIDYMOS had a range of nearly 40 slings and Erika Hoff-
includes woven fabrics and clothing sets, from hand-knit
mann expanded the business to include a line of children’s
hats to soft toys and jackets, all made from eco and skin-
fashion under a new brand name, Dyade. “It is not enough
friendly materials. As one customer once put it: “This is
for clothing and fabric to be merely eco-friendly,” she ex-
how I imagine paradise to be.” These items can be found in
plains. “It has to be skin-friendly as well.”
the DIDYMOS retail shop which is being managed by Erika Hoffmann’s daughter. Anna Hoffmann has been involved in
Mrs. Hoffmann found a new home for her business at number 8, Alleenstrasse. There was plenty of room for staff and it was ideally-suited for a shop. DIDYMOS was now offering
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the business since 1998. Anna Hoffmann with nephew and son: plenty of colour and variety. 1. Maria wearing a romper. Dyade: the epitome of eco-friendly toddler clothing. 2.
01
DIDYMOS Today - A Wide Selection of Products; Entering New Markets
When Customers Become Fans Forty years after selling its first jacquard sling, the DIDYMOS company of today is a modern family business. Erika Hoffmann has developed a variety of new products, such as the DidyTai and the DidySling. Her daughter, Tina Hoffmann, has been managing the business since 2005.
When the company entered into its second generation,
Fish and Gecko designs, as well as slings woven with spe-
there was plenty of lively discussion on how to keep the
cialty fibres, such as silk and linen. These days, customers
momentum going. Erika Hoffmann is happy about the new
communicate directly through the DIDYMOS Twitter and Fa-
injection of energy into the business: “There is no need for
cebook pages. If you have ever been a baby sling sceptic,
me to worry about the company.” The baby sling philoso-
then it is worth browsing through the comments on Face-
phy has caught on in many countries in Europe, to North
book to see how passionate customers can be. Some of
America, and beyond. One of the reasons that the business
the stories about mothers with 100 slings in their collection
has been so dynamic is that Erika Hoffmann has always
are now legendary.
placed an emphasis on customer service. Customers can call any time. There are courses on how to use slings as
Erika Hoffmann still has her feet firmly on the ground.
well as training on becoming a baby-wearing educator.
“Ultimately, we have our customers to thank for everything,” she asserts. “Simply put, DIDYMOS customers like using our
The website, www.didymos.com, includes an online shop-
slings and they appreciate our company’s philosophies.
ping area and a wealth of information, gathered over the
Katharine Hepburn once said that the women of today
years, about baby-wearing. The range of slings is con-
do not wait for a wonder to happen; they make it happen
stantly updated to include special patterns, such as the
themselves.”
Tina Hoffmann pictured with her daughter, Anna, alongside her sister, Lisa, with son, Janosch (right): flying the flag for baby slings. 1. 2. Happy baby, happy hands: Tina Hoffmann with her daughter, Anna, at the market. 3. Close encounters: baby slings allow the mother and infant to interact closely in a snug and secure environment. 4. Anna (left) with Janosch (right) in slings: baby slings are clearly here to stay as they offer many benefits.
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A Discussion with Our Founder, Erika Hoffmann
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“Carrying On” The DIDYMOS baby sling celebrates its 40th year. Erika Hoffmann started a revolution that not only fulfilled her dreams in many ways, but also made countless parents and children very happy. Surprised by her success, she says, “All I ever thought about was carrying babies.”
Mrs. Hoffmann, what do you see as the main advan
times. What mattered were the benefits of baby slings.
tage of baby slings?
They promote physical and mental development in in
“They promote infant development through close contact,
fants and make it much easier for parents to move about
and they offer warmth and a sense of security. We con-
freely; not so when pushing a pram.”
tinue to refute the idea that one can spoil children with too much contact. Furthermore, I always say that with our
How do you turn a piece of cloth into an iconic object,
slings, getting on with day-to-day life is much easier.”
and thereby into decades of success? “By providing top quality products, by interacting closely
But your idea of the baby sling was originally born
with customers and by working with employees who
out of necessity.
are dedicated to what we do. My main focus was never
“I did not want the twins to feel neglected while their sib-
on making money. All I ever thought about was carrying
lings were also clamouring for attention. So I took the
babies.”
sling and gave it a try. The neighbours would gossip but whenever I brought out the sling, the little ones were all
What are your wishes for the anniversary year?
smiles. That was affirmation enough for me!”
“The same as ever: for more happy children in the world. And that we, as a company, may continue doing some-
Of course, an eccentric sling was also in keeping
thing to keep more and more children happy.”
with the spirit of the 70s. Times did change, but the success continued. “Yes, it did, because it was not just about the spirit of the
The baby sling pioneer, Erika Hoffmann, with her daughters, Anna (left) 1. and Tina: “The neighbours would gossip but the little ones were all smiles.”
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Quality, Awards and Product Endorsements
Insisting on Quality Visually appealing, durable, ecologically-sound and always manufactured to the highest standards. When manufacturing its baby slings, DIDYMOS checks, and checks again, to ensure that everything adheres to the highest quality standards.
If the many awards are any indication, it is clear that all of
finishing process are (almost always) completely unneces-
these qualities contribute to a formula for success. Every
sary,” confirms Erika Hoffmann. All DIDYMOS dyes are non-
time the German consumer magazine Öko-Test has tested
toxic, 100%-free from heavy metals, and skin-friendly. Close
DIDYMOS baby slings, they present DIDYMOS with the high-
attention is also paid to the welfare of workers. Child labour
est score – “Very Good”. How does DIDYMOS do it? By fulfill-
is completely unacceptable.
ing all four criteria ordained by Erika Hoffmann for every single sling and every single work process.
Raw cotton from Peru. Linen from England. Hemp from Germany. All yarn is processed locally under the watchful eye of
It all starts with cotton which is from certified biologically-
DIDYMOS, either in Germany or in Austria. DIDYMOS adheres
controlled sources, and is GOTS-certified (Global Organic
to the strictest possible guidelines. The slings are regularly
Textile Standard). All DIDYMOS slings are specially-woven
tested by organisations such as the ECO-Institut who have
to possess an inherent elasticity. The selvages are always
never found fault in any of the processes.
double-hemmed so that the cloth supports the infant’s body, comfortably and completely. Wool is never sourced
The reward for such attention to detail and thought towards
from farms that use pesticides or chemical fertilisers. The
the environment, all while placing an emphasis on local and
fabric is neither treated before, nor after the manufacturing
fair-trade, has come in the form of distinguished awards.
process. Additives are kept to an absolute minimum during
There may be cheaper ways to manufacture slings, but as
all processing stages. “Additives to the fabric during the
Erika Hoffmann says, “We do not do cheap; we only do quality!”
To find out more about the DIDYMOS manufacturing process, visit www.didymos.com.
03
Feedback from Customers
“An Extraordinary Bond” So why did Erika Hoffmann set up her company in the first place? It was in response to the flood of letters from parents looking for a baby sling. The sling spirit is still going strong, as can be seen by the positive feedback from fans worldwide.
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“I am currently trying to convince my husband that we should have a third child. That way, I would be able to enjoy using DIDYMOS slings again!” These were the words entered into the DIDYMOS virtual guest book by a passionate mother, in the summer of 2011. One grandmother rejoiced that her grandson “sleeps peacefully” in a baby sling. Reflecting the thoughts of many, one mother wrote that she would like “all parents to be bidden to savour this wonderful experience. People would be happier!” Letters, emails and comments from the United States, South Africa, Russia and many other countries worldwide. Even objective observers cannot deny the genuine passion and enthusiasm which fuel the praise we receive. Some of the personal stories are very touching, expressing new, intense feelings felt between parents and child which one mother describes as “an extraordinary bond between us”. Other claims include “exceptional quality”, “simply marvellous”, “it cannot be improved”. The list of positive feedback is impressively long! Rather than filling the following pages with words, we thought that we would let the photos speak for themselves. They are probably the best insight into in bout nd A Out a arine m Ultra
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what Erika Hoffmann means when she says, “What keeps me going is the joy of our customers.”
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03
Feedback from Customers
This is a sampling of the feedback received from our German customers. Visit www.didymos.com to view letters from our English-speaking customers.
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Feedback from Customers
03
Like! The DIDYMOS Facebook page has become a success story in itself. It is regularly updated by over 7 000 enthusiastic users with fun and creative stories about life with a baby sling.
“We were overwhelmed by the response,” says Tina Hoffmann. “The best thing is that almost every post is positive.” As the new directing manager at DIDYMOS, Tina Hoffmann also knows how important it is to regularly update the Facebook page with the latest news. Our Facebook page has become an amazing showcase, with fans frequently uploading photos of their little ones in their baby slings. The comments are a real joy to read: “I adore my Agave!!!”, “Simply tremendous”. Fans often post comments in English and we publish important announcements in both English and German. Such announcements may include details about trade fair appearances, answers to questions about slings, wrapping techniques and more. Fans are often quick to share their knowledge. “It’s a real community. Women helping other women,” The biggest challenge: how to handle the number of suggestions for new sling patterns. “The ideas are valuable to us and we are delighted with every single one,” confirms Tina Hoffmann. Sadly, it is simply impossible to make all of the sugges tions materialise. We do offer a variety of slings on regular basis, much to the delight of our many fans. Comments like the following really make us happy: “I only ever use
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DIDYMOS slings and have never been disappointed.” To take part, simply visit us on Facebook. We always look forward to hearing from you.
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Feedback from Customers
03
Blossoming with Ideas All children grow up. Their slings then, often end up being used for something other than babywearing. There is no limit to the creativity and imagination of our customers when it comes to using the valuable sling fabric for personalised objects. A Bu rs t of
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“What should we do with the sling when the children are running around on their own two feet?” - A question Erika Hoffmann has often heard, and thought about. She decided to have her slings tested by the German Institute of Textile Technology and Process Engineering for tensile
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strength and learned that her slings can carry up to 400 kilogrammes, which means that they can even be used as a swing or a hammock. Our fans have had plenty of ideas of their own. They have made book covers and patchwork blankets out of the material. The Tom, Indio and Katja models have appeared as covers for soothing cherrystone pillows, and children’s skirts and overalls. Our Nino, Olaf and Chiara models have been sewn into shoulder bags. Artistic mums have designed cat blankets and cuddly toys. DIDYMOS slings have even been transformed into mobile phone cases and horse blankets. Our Peacock (Pfau) model, has been a source of great inspiration. Its fanned feathers have made their way into acrylic paintings, fashion accessories and even decorative toppings to a chocolate cake. W in te r D
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04
Recommended by Medical Practitioners
Wrapped Up and Developing Well. “Is that really good for you and your child?” In the early 1970s, Erika Hoffmann found herself on many occasions having to answer such direct questions. Parents in her hometown were worried that the slings would cause back pain. They were even more concerned about the posture of their babies.
Many indigenous populations have carried their babies for
corresponds with the spread-out swaddling position
centuries – the Eskimos, Native Americans, South Ameri-
recommended by doctors and midwives.” Prof. Probst
cans, the peoples of Asia. However, convincing sceptical
shares this opinion with many experts, including the many
European mothers that they could abandon their prams
medical practitioners, researchers and midwives who have
did take some convincing from renowned experts. One
been convinced of the benefits of baby slings in recent
such professional is Professor Bernhard Hassenstein, a
decades. These recommendations have played a pivotal
behavioural biologist, who places humans into the “par-
role in establishing the sling as the “ideal method of carry-
ent-clinger” category (in contrast to animals that stay in a
ing” (paediatrician Dr. Wolfgang Uplegger).
nest or those that leave their parents quickly). His research confirms that there are significant benefits to be gained
The world is continually evolving. Even if successful solu-
from carrying our young.
tions exist, better options are often discovered by moving forward. So, over the years, more and more parents have
“Optimal Nest Warmth”
left their prams under the stairs, opting instead for baby
Yet another expert, Professor Victor Probst, a Tübingen-
carrying. Why? Because carrying one’s baby establishes
based gynaecologist, not only extols the “optimal nest
an important bond between the adult and child, it is good
warmth” offered by carrying babies in a sling, but also
for the development of the baby’s hips and spinal column,
emphasizes the benefits to infants’ physical development.
and it takes the strain off of mothers’ (and for decades
Prof. Probst notes that the sling supports the legs of babies
now, fathers’) arms. We look to more experts for explana-
in an anatomically-ideal position: “In terms of effect, it
tions to learn about benefits of baby wearing;
Professor Ernst J Kiphard, sports scientist: “A baby’s eyes
in direct contact with his/her environment. The idea that
take in much more of the surroundings (when carried). This
carrying a small child could ‘twist’ or ‘bend’ the baby’s
provides more stimuli to the infant’s brain (…) The mother’s
spine, or other parts of the body, was disproved a long
movements stimulate all skin receptors but also the organs
time ago. Long-term studies confirm that the tactile stimu-
related to movement and balance (...) The intensive eye
lation of an infant carried next to the caretaker’s body
and body contact with the mother or father (…) imparts a
positively affects growth and the child’s physical and psy-
feeling of safety and well-being; the psychological and
chological development.”
social importance of this is immeasurable (…) In the sling, the small legs of the baby are spread out and supported in
Remo H Largo, professor of paediatrics: “Continued
exactly the right anatomical position when the baby is
physical contact and frequent stimulation of the movement
seated on the hip of the adult.”
and balance organs seem to rhythmically influence the various bodily functions, which in turn leads to reduced
Professor Bernhard Hassenstein, behavioural biologist:
periods of crying.”
“When carried, it means that you have not been abandoned. The rhythmical movement experienced by the in-
Dr Evelin Kirkilionis, behavioural biologist: “Being carried
fant helps reduce anxiety and crying, and actually pacifies.
has a variety of positive effects on the infant. It assures ba-
It certainly appears to be linked to the fact that being
bies that they are not alone and makes them feel safe, and
moved around is the norm for ‘parent-clingers’ (...) It is just
it also facilitates close body contact. (...) No posture prob-
as valid to consider that being carried on the hip can assist
lems resulting from carrying (...) have been found.”
in preventing hip deformations, as do the modern trouser harnesses or plaster moulds. In fact, being carried on the
Not often does one find a group of research experts in such
hip could even be considered better, as the infant’s hips
strong agreement, but they definitely are when it comes to
are not set in a fixed position. The hips can move freely,
baby slings. The positive effects are undisputed. These
thus providing stimulation for development.”
benefits are continuously reinforced by the experiences expressed by enthusiastic DIDYMOS customers.
Professor H. Czermak, paediatrician: “Without any doubt, these carrying cloths are preferable to all other carrying bags on the market because they are the only ones that provide optimal body contact between the parent and child (...) An infant resting against the parent’s body will experience balance sensations early on in life and comes
1. Erika Hoffmann: making a safe sling in one or two quick movements.
Tying Methods
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It Is Not Just a Knot “When can I start carrying my baby in the sling?” – A question commonly posed by new parents. The answer: from day one (as long as the sling is tied properly)! DIDYMOS has perfected the design of their baby slings to offer optimal support and comfort.
Erika Hoffmann has been working with midwives, paediatri-
or father. This can also be safely achieved with the ‘Kanga-
cians and parents to develop optimal baby-carrying tech-
roo Carry’. The ‘Rucksack Carry’ ranked second as the most
niques. There are now twelve tying methods, with several
popular carrying position. Erika Hoffmann recommends this
variations for each. Each DIDYMOS sling comes complete
method for older babies, of four months and older.
with detailed tying instructions. According to a survey among DIDYMOS customers, the most popular technique is
Mrs. Hoffman offers this important tip for people new to
the ‘Wrap Cross Carry’, right from the newborn stage. During
slings and wrapping: “Do not give up! The effort is worth
their first weeks, babies enjoy the proximity of their mother
it!” And, with practice, one becomes more and more familiar with the many tying options available. Rest assured, as soon as your baby is comfortably nestled against your chest, any doubts you previously had soon fade away.
Handy Hints For When You Are Out and About DIDYMOS tying instructions are now also available as an iPhone App. This free App is called Wrap-a-Sling and offers step-by step instructions and instructional videos for the Wrap-Cross-Carry and the Double-Cross-Carry. Additional tying tutorials can also be downloaded. This useful App provides plenty of handy hints, expert opinions and a sizing chart. The DIDYMOS iPhone App can be found in the Apple iTunes Store.
06
Patterns
A Wonderful World of Design
Waves, Geckos, Houndstooth... DIDYMOS slings are indeed made from high-quality, chemical-free materials but this does not mean that the selection is limited. In fact, the sheer variety of patterns and colour options offered by DIDYMOS is impressive and greatly appreciated by customers.
Erika Hoffmann and her team draw on a number of sources for inspiration, many coming from nature, although designs have also developed from customer suggestions, as for example the many varieties of the Labyrinth and Nepomuk patterns.
07
In the News…
Following a Bright Star Good news travels fast, especially in current times when a message can travel the globe via the internet in seconds. Things were different in the early 1970s. The press held a monopoly over information. Had it not been for the German magazine Stern (‘Star’), the rising star of DIDYMOS may have taken much longer to shine.
“You must show that to the papers.” This suggestion by
were being properly used. “They hired a photographer and
Erika Hoffmann’s husband is as much enshrined in the
model, but the young model had absolutely no feelings to-
history of the company as Mrs. Hoffmann’s first photogra-
wards children,” reminisces the founder of DIDYMOS. There
phic sessions in 1972 which included the sling and her twin
and then, Erika Hoffman put herself in front of the camera
babies. The obvious benefits of this cloth imported from
and thus originated the images that to this day, convey so
Mexico simply had to be shared with other parents. It did
much motherly warmth and heartfelt intimacy. These pho-
not take long for the very first report to appear in a regional
tos absolutely contributed to the success of DIDYMOS.
newspaper. It was then just a small but significant step to Stern magazine. The Stern article used a clever play on the
Today, consumers are more critical. Tina Hoffmann, who
German word for cloth, along the lines of ‘Clothes Encounter
now manages the company, knows that positive test re-
with Mummy’. This was the title of a feature on June 4, 1972
ports found in specialist literature, in TV documentaries or
and suddenly, carrying babies on the hip was…hip!
in the specialist press are worth their weight in gold. The internet also plays an important role, as so many parents
Actually, the photo session nearly went horribly wrong.
share positive experiences directly with other parents on-
Erika Hoffmann was invited to travel to Hamburg to attend
line. Ultimately, though, customers still trust familiar stamps
a photo shoot for the article and ensure that the slings
of endorsement from known organisations.
1. View into the Weaving Mill: Insisting on quality – DIDYMOS products are manufactured locally by small, highly skilled companies.
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Advertising Materials Spanning Four Decades‌
Appealing to Emotions, Yet Informative These days, successful advertising demonstrates genuine emotion. It is not something that can be conjured up with a magic formula of artificial ingredients. It is about everyday experiences‌and experience. For DIDYMOS, advertising is about sharing with customers, without beguiling them with catchy marketing messages.
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As early as the 1970s, Erika Hoffmann
smiling parents. There is nothing
vice of others, exchange opinions, talk
developed a feeling for what is impor-
more genuine than real life. Adverti-
to people. DIDYMOS brochures are
tant to parents. Evening after evening,
sing professionals strive to capture
guidebooks on how to properly use
she would write, and re-write, her
this right balance of emotion and deli-
slings, with tips and background in-
orange DIDYMOS flyers. “I was simply
very of information which DIDYMOS
formation about the manufacturing
convinced that baby slings are an
has always done naturally. This stems
process. This is what parents want –
amazing thing,” she says.
partly from its products, which speak
information and peace of mind.
for themselves, but also because EriErika Hoffmann never staged any of
ka and Tina Hoffmann have always
her marketing campaigns. Yes, it was
identified with their customers. They
advertising, but she included family
do not need sophisticated slogans
photos revealing happy children and
but choose rather to listen to the ad-
1. Eye-catching orange: the first flyer. 2. Folding leaflet: family photos that customers like. 3. Not the best solution to teething problems! 4. Tina: ringing in the New Year with a sling. 5. A brochure brimming with information. 6. Klaus Hoffmann with grandsons, Paul and Simon.
The Future is Looking Good Motivated staff, enthusiastic customers, an influx of new ideas, DIDYMOS has regularly had one foot in the future. Its aim now is to make use of long-established strengths and continue to develop new products, for the good of children everywhere.
One example of innovations is the DidyTai, a baby carrier
DIDYMOS will absolutely be joined by others on similar
that is simple to tie. It was developed by Erika Hoffmann
journeys forward but as in the past, DIDYMOS will confi-
with the close support of baby carrying consultant Maria
dently continue to be at the forefront when it comes to
Lüscher. DIDYMOS is also working on a ready-to-use carrier
quality and service. The close-knit team in the German
which combines all of the advantages of baby slings with
town of Ludwigsburg is currently undergoing the overhaul
the simple ease of other products.
of the company website in order to better serve its customers. In addition, behind the scenes, DIDYMOS will conti-
DIDYMOS embarks on many projects sparked by parents’
nue to support children’s charities throughout the world.
suggestions. “To keep the momentum going at DIDYMOS, I think it will be important for us to keep listening carefully to
So what is next in the years to come? Maybe the French
our customers,” says Tina Hoffmann, the current Managing
author Antoine de Saint-Exupéry said it best: “The task is
Director.
not to foresee the future, but to enable it”. And, “A smile is often the most essential thing.” We could add: a child’s
Market research shows that parents buy DIDYMOS slings
smile is the most essential thing. This is what it is all about
because they insist on premium materials, from trusted
at DIDYMOS, just as it has been these past 40 years, and for
manufacturers. DIDYMOS will continue to build on this
many more to come.
strength. “Sustainability and top quality will be of significant importance,” continues Erika Hoffmann, “so we want to convey this to new customer groups.”
Publisher: DIDYMOS Erika Hoffmann GmbH Alleenstrasse 8 71638 Ludwigsburg GERMANY Telephone: + 49 (0) 7141/921024 E-Mail: mail@didymos.de www.didymos.de
Concept and design: Gerhard Baumann GmbH & Co. KG www.gerhard-baumann.net Author: Uwe Baltner Print production: Gmähle-Scheel GmbH printed on Gardapat
© 1st edition, 2012 All rights reserved, especially reproduction and distribution. No content may be reproduced in any form whatsoever (photocopy, microfiche, etc) without the previous written consent of the publisher. Storage, processing, reproduction and distribution in electronic formats not permitted.
40 Years of Baby Slings
The Original Since 1972
DIDYMOS 40 Years of Baby Slings
®