We turn everyday challenges of baby care into simpler, safety-focused solutions for families.
Our Story
We believe caring for a baby should not be complicated or depend on a caregiver’s technique. Preparing a baby for sleep should feel calm and intuitive, not like a process that requires complicated wrapping, repeated adjustments, or unnecessary disturbance. Parents deserve greater peace of mind, and babies deserve thoughtful designs that respect their natural movement and comfort. Since newborns don’t follow a schedule, HOIHO makes it easy to transition from everyday clothing to swaddling without changing outfits, using the same quality fabric in both configurations.
That’s why we create practical, innovative baby products that simplify everyday care while keeping infant safety at the heart of our design philosophy. We believe good design should work with families, not make their lives more complicated.
Our Founder
With 15 years of experience in sales and management at leading global companies, Deniz Bicak built her career around leadership, innovation, and understanding customer needs.
Becoming a mother changed her life and inspired her entrepreneurial journey. As a mother of a colicky baby, she experienced firsthand how challenging newborn sleep could be and struggled to find a simpler approach to traditional swaddling.
Motivated by these experiences, Deniz created an innovative 2-in-1 baby garment with swaddling features designed to simplify newborn care with infant safety in mind.
Beyond HOIHO, Deniz is a Certified Safe Sleep Ambassador dedicated to raising awareness of infant safe sleep through social media, community engagement, and educational articles. She is also involved in international standards development, contributing to broader efforts to advance infant and child safety.
Our Priorities
We turn everyday challenges of baby care into simpler, safety-focused solutions for families.
Family-Centered Functionality
We create practical baby products that simplify everyday care and reduce unnecessary steps for parents and caregivers.
Baby Safety
We put safety at the heart of our design decisions and promote greater awareness through education and responsible product development.
Innovation
We turn real challenges faced by parents into thoughtful solutions through research, feedback, and continuous improvement.
Customer Trust
We build lasting relationships with parents through transparency, reliable quality, honest communication, and a genuine commitment to baby safety.