As Ubuntu Baba approaches it’s 10th birthday on Feb 13 2025, I wanted to share some exciting news…
After nearly a decade of building, growing, and leading Ubuntu Baba, I officially handed the business over to its new owner, Soria Wisse, in early 2024.
What began in 2015 as a deeply personal idea – born from my own early motherhood experience – grew into one of South Africa’s most loved baby carrier brands, trusted by parents locally and internationally.
Above: Handing over the business to Soria (right).
Nearly a Decade of Building Something Meaningful
Over the course of ten years, Ubuntu Baba became far more than a product.
It evolved into a values-led brand with:
- Over R25 million in lifetime baby carrier sales
- 18,000+ customers worldwide
- A deeply engaged community that continues to tag Ubuntu Baba daily as a parenting essential
- 78,000+ organically grown social media followers
- Features across multiple magazines and media platforms
- A strong, ethical local manufacturing foundation
All built while navigating the realities of motherhood, entrepreneurship, economic shifts, and the unpredictable nature of running a product-based business.
Ubuntu Baba wasn’t just commercially successful – it was emotionally resonant. Parents didn’t just buy a carrier; they bought freedom, confidence, and connection during one of the most vulnerable seasons of their lives.
Resilience, Integrity, and the Long Game
The journey was not linear. Ubuntu Baba weathered major industry pressures, including a very public legal battle against Woolworths in 2019, which I fought – and won – to protect the integrity of my design and brand (full archive available here).
In 2020, lockdown became a time of grounding the business, reinforcing systems, and staying steady rather than reactive. These moments shaped Ubuntu Baba into a robust, resilient business with real foundations.
To the Team Who Made It Happen
I want to extend a heartfelt thank you to my core team – Megan, Nadia, and Anna – as well as the incredible factory team, whose dedication, care, and hard work over the years made Ubuntu Baba what it was. Your ongoing support meant more than you know. Plus a very special thanks to my Dad, aka Mr Mac, for not only putting up with me, but also supporting me every step of the way.
Continuing the Brand’s Journey
Soria brings a deep respect for the brand, a clear understanding of the manufacturing process, and the capacity to scale Ubuntu Baba into its next chapter. She is supported by Susan Pienaar, who has stepped in as Brand Manager, strengthening the leadership behind the scenes.
Together, they are focusing on thoughtful, ground-level growth, expanding Ubuntu Baba’s reach to even more parents across South Africa through its trusted stockist network.
Letting Go
Letting go of Ubuntu Baba wasn’t easy, but it was a deeply considered personal decision. It was about recognising that the brand had reached a point where new energy, new leadership, and new expansion were needed, and allowing that transition to happen.
I’m immensely proud of what Ubuntu Baba became, of the community it served, and of the way it was built – slowly, consciously, and with integrity at its core.
I look forward to watching the brand continue to grow under Soria and Susan’s guidance, and I remain deeply grateful to every parent, stockist, collaborator, and supporter who was part of the journey.
Thank you for all the memories, Shannon. xx
