Amie's baby

Photograph by Alistair Guthrie

Merino Kids’ first product was the Go Go Bag, a baby sleeping bag with an innovative vent function allowing it to be used with car seat and buggy harnesses. It too picked up an iF award; Nilsson doesn’t underestimate the importance of two wins in the prestigious Hanover-based competition, which attracts over 2,300 entries from 35 countries. “It takes us from being just a national product to being an international product,” she says. “It changes the level completely and it opens doors every day.”