CuddleBug's company philosophy is rather unusual in today's baby marketplace. The age old idea that high quality products must be expensive, is a concept the founder of CuddleBug questioned from a young age. As his two sisters gave birth to their first children, John was shocked to discover the absurdly high prices for baby carriers, muslin swaddles, and other accessories necessary for new mothers. Living in China for years gave John a unique understanding of the actual costs of these items, and he couldn’t understand why retail prices were 4-10 times the cost of what they should be.