Finnbin Introduces Wellness Baby Box


As the Number of Millennial Moms Surpasses 17 Million in U.S., Finnish Baby Boxes Surge in Popularity

baby boxFounded in 2017, Finnbin creates Finnish-style baby box “starter kits” and safe sleep cardboard bassinets for the Millennial parent who prioritizes convenience, price, and responsibility, without sacrificing quality. Finnbin baby boxes are made in the U.S. to ensure sustainability and quality assurance to create a safe sleeping environment for newborn babies. Each of Finnbin’s baby boxes include high-quality baby products that are essential for the first year of a newborn’s life. Recognizing a need to cater to healthcare providers and their patients, Finnbin has recently launched a Wellness Box designed specifically for healthcare organizations, birthing centers, nonprofits, and government entities. This box contains more than $300 worth of products, including a digital thermometer, a nasal aspirator, nail clippers, toothbrush, swaddles, washcloths, a wooden teether, clothing, diapers, baby wipes, and much more. As a testament to the growing popularity of baby boxes, Finnbin has seen its year-over-year sales increase by more than 500 percent.

Finnbin’s focus to provide baby boxes to provider organizations has led to new partnerships like Bay Area Hospital in Coos Bay, Oregon; The Parenting Cottage in Lubbock, Texas; and Mountain Park Health Center in Phoenix, Arizona who distribute Finnbin baby boxes to their patients or community. Finnbin also has forged new product partnerships with Finn + Emma, Bestaroo, and Dreambaby, in addition to existing partnerships with brands such as Huggies, Aden+Anais, ApplePark, Colored Organics, Lollaland, Chewbeads, and Kickee Pants.

Thanks to a grant from the Ford Family Foundation in 2018, Bay Area Hospital was able to start providing Finnbin baby boxes to all maternity patients and offer in-depth safe sleep education. Nearly 300 families have received baby boxes this year to date.

“Parents are delighted and enthusiastic about the baby boxes. Anytime we can have an engaged conversation with parents about safe sleep practices is a positive thing, and the baby boxes help facilitate that discussion on a deeper level because they can see what a safe sleep environment looks like, “ says Kerry Smith, Clinical Manager of Family Birth Center and MOMS Program at Bay Area Hospital.  “After vetting a few different companies, we decided to go with Finnbin because we loved that they could customize the boxes with our hospital logo. They have been very responsive to my questions, and even set up a Skype meeting to demonstrate how the boxes are assembled.”

The Parenting Cottage, a non-profit, delivers Finnbin’s boxes to two area hospitals. They are distributed to new parents who report lacking a safe sleep space for their babies. All babies delivered at Mountain Park’s four Phoenix birthing facilities receive a Finnbin baby box.

“It is incredibly rewarding to see that our products help organizations create sustainable and effective programs to help prepare their patient population for parenthood and educate them about safe sleeping practices,” says Shawn Bercuson, Finnbin’s entrepreneurial Founder & CEO who is also a Founding Member of Groupon.

In addition to the new Wellness Box for healthcare organizations looking to start a baby box program, Finnbin offers a variety of baby box options at multiple different price points for consumers to purchase online at


Based in Park City, Utah, Finnbin is a baby box company that provides newborn “starter kits” delivered in a Finnish-style bassinet baby box and carefully designed to help new parents prepare for a growing family. Baby boxes are study cardboard boxes with waterproof mattresses that provide a safe sleep environment for infants up to six months of age and contain high-quality, essential products parents need to care for them. Finnbin is inspired by the Finnish baby box tradition that started in the 1930s. The Finnish social security program known as “Kela” distributes baby boxes to all new parents, a practice which many believe has contributed to Finland having one of the world’s lowest infant mortality rates. All of Finnbin’s baby boxes are made in the U.S. to ensure quality and safety. For more info, visit

Paralympic Snowboarder to Hike Grand Canyon with Wounded Veterans

For Immediate Release
August 23, 2016

Media Contact:
Hilary Reiter
Redhead Marketing & PR
435.901.2071 |


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SALT LAKE CITY – Nicole Roundy, a champion Paralympic snowboarder, is joining a group of wounded veterans in an impressive expedition to hike the Grand Canyon rim-to-rim. Known as Operation Canyon Rising, the hike will take place September 8-12, 2016. It is designed to encourage participants to lead a fulfilling, inspired life while overcoming obstacles and challenges they face. This expedition follows the success of the Kilimanjaro Warriors’ hike that was completed in February 2014.

During her prolific, young career as a motivational speaker, Roundy has had the opportunity to work with and inspire numerous veterans to help them heal and focus on creating promising futures.

While having her right leg amputated above the knee as a child because of bone cancer makes Nicole’s circumstances different from veterans, she finds they are able to relate to each other. Her desire to hike the Grand Canyon with them stems from her fascination by their heroic stories. She believes they can create a sense of hope for each other as they take on this challenge as a team. Operation Canyon Rising is intended to drive veterans to set goals and face challenges in a positive way while inspiring other veterans to move forward and create a new life.

“The majority of injured veterans I’ve worked with experience a sense of identity loss following their injury,” Nicole Roundy says. “They set out on a mission to change the world and came home in pieces physically and mentally. When joined as a group, these are strong, ambitious men and women who thrive when they are physically challenged. This is something I can relate to as an athlete. When I am unable to train and practice, my life lacks focus and organization. Physical fitness keeps me grounded and gives me the strength and courage to achieve my goals.”

The expedition begins at the Grand Canyon’s North rim, symbolic of how participants’ lives were before injury or illness. The hike continues down into the floor of the canyon to reflect the depths of their realizations of the permanent new realities and monumental recovery. Climbing out of the canyon on the South rim is analogous to rising to meet this life-long challenge, learning to overcome limitations and gaining hope.

For more info about Nicole Roundy, visit For more info about Operation Canyon Rising, visit

About Nicole Roundy
In 1994, at just eight years old, Nicole Roundy was diagnosed with Osteogenic Sarcoma, a form of bone cancer. After aggressive chemotherapy, her right leg was amputated above the knee. She participated in various sports growing up and was introduced to three track skiing in 2002. Her love for the adrenaline associated with the sport motivated her to defy the “impossible” and learn to snowboard. Just four years later, she became the first above-knee amputee to compete in adaptive snowboarding, taking home a silver medal from the United States National Championships. She went on to compete in World Cup snowboard cross, slopestyle, slalom and halfpipe events and in 2014 placed 8th in the Paralympic Winter Games in Sochi. Nicole is a motivational speaker and an advocate for both The National Ability Center and The Challenged Athletes Foundation. Schools, universities and global corporations routinely engage Nicole to speak and inspire. The 30 year-old athlete encourages others to live an active, healthy lifestyle. Her summer activities include CrossFit, yoga, hiking, wakeboarding, and paddleboarding, all of which keep her fit for winter competitions.


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