Inside Lalo’s Rise: How a High Chair Brand Became a Target Favorite for Millennial Parents
LALO is a modern baby and toddler brand offering thoughtfully designed products that prioritize safety, functionality, and style for today's families.
Lalo CEO and cofounder Greg Davidson starts his day surrounded by the very inspiration for his company: his three kids. Mornings begin with family snuggles, followed by breakfast duty in a Miami kitchen that’s far from his early startup days in New York. Alongside cofounder Michael Wieder, Davidson launched Lalo in 2019 to reimagine baby gear—beginning not as a parent himself, but as a friend frustrated by the overwhelming and disjointed world of baby registries.
“I was watching a friend struggle with a registry full of different brands and thought, this is such a missed opportunity,” Davidson told Forbes. “This customer is incredibly vulnerable… It’s such an opportunity to build trust; it felt like a lot of brands were missing that.”
Building for Real Life—And Real Parents
Lalo began as a direct-to-consumer brand with a now-retired stroller, but it wasn’t until the launch of its best-selling high chair that it found its footing. Since then, Lalo has built a streamlined portfolio around three core parenting activities: eating, playing, and bathing. Its approach is simple—start with one product that resonates, then expand with accessories and add-ons parents didn’t even know they needed.
A recent launch of a hook-on high chair was, in Davidson’s words, “one of our most successful product launches we have to date,” selling out in just one week. The company now employs 15 people remotely, with headquarters in Brooklyn.
From DTC Darling to Target Shelves
In March 2025, Lalo made its biggest leap yet: a major partnership with Target. The collaboration brought over 40 SKUs to more than 230 retail locations and another 60 online. “We’re now getting more brand awareness through being in a channel like Target and that’s also expanding our business in incredible ways,” Davidson said.
Lalo products are also available on Amazon, signaling a broader shift from niche startup to household staple. But growth hasn’t come without hurdles. The company still grapples with tariffs, global sourcing challenges, and economic uncertainty. Still, Davidson is confident in the brand’s strategy: “We’re definitely looking to go deeper into the categories we’re in, because there’s still tons of opportunity there.”
A Founder Who Walks the Walk
Now a dad of three, Davidson uses Lalo’s products every day—and not just as a marketer. From their signature high chair (“we’ve had this since my oldest started solids”) to the baby bath and toddler table set, each product is road-tested by the founder himself. His must-have list also includes other baby staples like the Hatch Rest+ white noise machine and the BabyBjörn bouncer, but Lalo’s minimalist aesthetic and product longevity remain his top picks.
Through every phase—from first solids to kindergarten mornings—Davidson’s vision remains clear: simplify the parenting journey with design-led, parent-approved essentials that grow with families.
Read more on Forbes
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