A Day with MILK Magazine at BIBS HQ in Copenhagen
In January 2026, MILK Magazine stepped inside our Copenhagen HQ and production site to discover the world behind BIBS — from our brand and heritage to the thinking that shapes every product.
What followed was a thoughtful conversation with CEO Henrik Larsen and Chief Product & Marketing Officer Michael Bisgaard about Danish design tradition, considered innovation, and how we elevate everyday baby essentials into products parents can trust and truly feel good about.
Read the full MILK Magazine article.
Who is BIBS today? How would you describe the brand’s DNA?
When we talk about our DNA, it really comes down to three things: contemporary design, consciously crafted products, and solutions made for every family.
We know that today’s parents want and deserve essentials that are design-led, but also safe, functional, high-quality, and reliable. Our specialty lies in bringing all of that together, guided by the Danish design tradition of seamlessly merging form and function.
At the same time, we recognize that no two families are the same. That’s why we offer a wide range of options, so parents can choose what feels right for them, whether that’s silicone or latex, bold colors and prints or more neutral tones, different sizes, or different nipple shapes. Ultimately, we’re helping bring a new look and feel to parenting, proving that baby products can be both elevated and everyday essentials at the same time.
How does Danish design translate at BIBS?
Danish design is often defined by the idea of creating objects that are both beautiful and functional, and this philosophy is at the heart of how we work.
Function is the starting point, how the product feels, works in daily life, and supports baby and parent. From there we shape a simple, clear form around that function, and we avoid unnecessary ornamentation, because every detail should have a purpose.
How do you balance tradition, design, and innovation?
For us, it starts with respect for tradition — but also a desire to improve it. The baby category was ready for a refresh, and Scandinavian design is rooted in refining and simplifying over time, not reinventing for the sake of it. We simply brought that same mindset into baby products.
We always ask ourselves: why should this product exist, and how can we make it better? We believe innovation comes from listening to parents and learning from their real experiences, while also looking beyond our industry for inspiration.
It’s really about balancing what works with what’s next and making sure design, function, and purpose always go hand in hand.
What is your philosophy towards today’s parents - more demanding, better informed, and sometimes more anxious too?
Today’s parents are incredibly informed — and yes, sometimes more demanding — but we actually see that as positive. They aren’t willing to make compromises, and we don’t think they should. Quality, function, and aesthetics all matter, and those priorities are reflected in our brand and design philosophy.
We also see a shift toward a more child-led way of parenting following the baby’s cues rather than strict rules. When it comes to pacifiers, we often follow a “let the baby choose” approach. The goal is that soothing and comfort always comes first.
And every new generation of parents brings new habits and needs. Many Gen Z parents discover information through social media, so we focus on partnering with experts who can educate, support, and inspire parents in this space.
What guides your pacifier design decisions?
Many studies indicate there isn’t a single pacifier shape that works best for every baby because every baby is different. So instead of saying, “This is the best,” we focus on offering real choice. Different nipple shapes, different materials, different shields and sizes so families can find what suits their baby’s anatomy and preferences.
For us, it’s about giving parents the information and options they need to make the right decision for their child.
What’s the biggest misconception about pacifiers today?
One of the biggest misconceptions is that there is one “best” pacifier for all babies. Every baby has different sucking habits, oral anatomy, preferences, and sometimes medical needs. We want parents to feel confident knowing that pacifier choice is personal, and they know their baby best.
What is your perspective on “orthodontic” pacifiers?
We don’t use the term “orthodontic” at BIBS, as it can give parents a false sense of security that a certain pacifier can prevent dental issues. Any object in the mouth, whether it’s a pacifier, thumb, or another comfort item can affect teeth if it’s used too often or for too long.
When it comes to dental alignment, the most important factors are duration of use and intensity of use. That’s why we focus on educating and informing parents so they can feel at ease using the pacifier their child prefers, while encouraging responsible, age-appropriate use.
How do you ensure quality and safety?
Our quality control process covers three key stages — before, during, and after production— across plastic molding, printing, assembly, and packaging. Throughout each step, we test and comply with internationally recognized safety standards such as EN and ASTM, ensuring every product leaving our warehouse is safe and free from defects.
What advice would you give to new parents who are hesitant about introducing a pacifier?
First of all, be kind to yourself. There’s so much information and so many opinions coming at new parents, and it can be hard to make sense of it all. Pacifiers support babies’ natural sucking reflex and can be a great source of comfort. When used properly and phased out at the right time, many experts believe the benefits of pacifier use outweigh the risks.
Our advice would be: try a few different options and see which pacifier your baby prefers. Remember, the best pacifier is the one your baby actually accepts. Use responsibly and when the time feels right, plan for age-appropriate weaning.
