Baby furniture startup Lalo reports 73% growth in unit sales over the six-month period ending March 2025, according to co-founders Michael Wieder and Greg Davidson. The company, which recently secured shelf space in 235 Target stores, attributes its success to a design-forward approach and strategic influencer marketing targeting millennial and Gen Z parents.

In the North American baby furniture market, which generated $14.86 billion in sales in 2024 according to data from Market.US, Lalo identified two key market gaps: the fragmented nature of baby furniture companies specializing in single products, and the disconnect between bright, cartoonish baby products and millennial design preferences.

“Just because you’re a parent doesn’t mean you have to sacrifice your sense of self,” Davidson said in a statement.

Unconventional Influencer Strategy

To overcome the challenge of breaking into a market dominated by established legacy brands, Lalo implements what Davidson described as a “guerrilla marketing strategy” focused on non-traditional parent influencers.

Rather than partnering with explicit parenting content creators, Lalo targeted influencers in adjacent categories, such as cooking, who are also parents. The company’s products appeared in the background of content, generating organic inquiries from viewers. Influencers received free products but are not paid directly.

Lalo’s approach involved building relationships with potential influencers before discussing partnerships. Recent collaborations include content creators @gigigumrika and @yummytoddlerfood.

Sustainability and Customer Retention

Lalo’s products appealed to the 60% of millennials willing to pay more for sustainable goods. The company focused on reusability, with items such as its three-in-one high chair that converts to a play chair or booster.

Customer retention tactics included personalized perks for early supporters and community-building events, such as Lalo-palooza—a family-friendly music series that began in Brooklyn and has since expanded to Miami.

In January 2025, Lalo reduced prices by 13% to 42% across 90% of its product line, a move unrelated to but aligning with its Target partnership.