In one of their early preorders, they sold thousands of units in under a minute — here’s how they got there.

For Hunter Taylor, the story of Mabē goes back “to the very beginning of time.” In other words, it starts in fourth grade when he met Allie Taylor for the first time. 

“I was always in love with Allie,” he tells Entrepreneur. “I just knew that she was my soulmate, that we could do anything together that we put our minds to — I felt like we could tackle the world together.”

The childhood sweethearts got married and, in 2022, became first-time parents. They quickly found a glaring gap in the market for baby carriers. 

Allie was the first to notice the problem. She had trouble finding a carrier that was both functional and fashionable at an accessible price point. 

She mentioned it to Hunter several times, and he finally went looking for baby carriers himself. He quickly found that there was a gap in the market in terms of price point, aesthetics and messaging components. He also couldn’t find a product that checked all three boxes.

“I just remember in that moment feeling so convicted that we were the right people to do this,” Hunter says.

By early 2023, the two agreed that they wanted to create a premium baby carrier. Allie also saw an opportunity to reshape the conversation around what it meant to be a new mom . They decided to call their brand Mabē (pronounced maybe), and their brand name and logo are inspired by the monarch butterfly.

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