Joie

Joie is a private consumer baby-products brand that sells car seats, pushchairs, highchairs, swings, bouncers, cots, cribs and baby carriers. The brand operates under the parent company Wonderland and commercialises its products through its own web presence and third-party retail distribution. Its positioning centres on mainstream baby gear with an emphasis on safety certifications, regulated product performance and accessible pricing. The company makes money from one-time sales of physical products rather than subscriptions, advertising or software. Its paying customers are parents, caregivers and retail channel partners buying nursery and child transport products for infants and toddlers. The business model is a branded consumer goods model built on product design, manufacturing coordination, safety compliance, channel distribution and repeat purchase across adjacent baby categories.