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About Fridulin

An evolving brand


We are Kristi, Christoph, little Sam and of course the integral part of our family – Fridulin, the 33-year-old teddy bear. If you would ask where we come from, we would say that we are blessed to call numerous places on the globe our HOME. Life has given a fantastic opportunity to live in and explore different countries, to learn about people and cultures as well as to get introduced to new values, mindsets, ways of living. The roots, however, take Christoph to a beautiful, versatile and unique area in Germany, Kristi to the green and pure Estonian countryside, and Sam – oh well, he was born in stunning Latvia and we leave it up to him to define his roots. Eventhough Latvia really grow onto our hearts, life took us coincidentally back to Estonia in autumn 2021.



But coming back to the roots. What does that really mean? For us, this means a place with happy memories, the warmth of childhood, people who provided us with love and comfort. But sometimes it´s not only people, but it can also be a thing. Like Fridulin. He has been a true friend and loyal companion to Christoph since his birth. This little orange bear means roots, happy moments, love and care, it means that some things last forever. And those keywords are the biggest inspiration for us on a daily bases when we live together, look at our son growing or think about our customers.


Most of our life, both of us have worked in the hospitality industry. It was never in our mind to open an e-shop, let alone a baby shop! We always dreamt about having our own guesthouse somewhere on the coast of the Mediterranian sea and host guests from all over the globe under the shades of olive trees. But when our child was born, we realized that the offering for high-quality, yet affordable cloth diapers which are made in the EU is almost non-existent in the Baltics (thankfully, the situation is getting better every day!). It suddenly became our mission to change that and bring this healthy, sustainable and economical option closer to all families in our home region. Soon enough we developed from Cloth Diapers to a family concept store…


We bring you a selection of beautiful, adorable and practical things for little world explorers as well as parents, so that the childhood could be full of excitement and beauty!

Fridulin is our second child. We choose all products very carefully, doing a lot of homework and trusting the opinion of our own child.

We value the Nordic simplicity, materials that are kind towards our planet, open-end toys that allow a child to be creative and colors that are soft and do not create visual noise. We believe that less is more that quality is important to the child, not quantity.

We work with many small entrepreneurs whose eyes are shining and whose products or services make our and YOUR eyes shine,too. We want to contribute every day as a family and companies to a better tomorrow, and we very much hope that you will join us on this journey!

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