About us
Herobility – Developed by parents. Approved by kids.
All Herobility products are developed by parents and are based on real-life experiences and both successes and setbacks. The products are designed to make things easier for parents and children and to add a little extra superpower to everyday life. For us, children and their parents are heroes.
Herobility is about our next generation. Not just when it comes to creating products that children love. But also when it comes to taking responsibility for our planet. We try to find new ways, new materials, and new solutions that make the more sustainable choice the easiest choice. A portion of our profits will always be invested in projects and charities that fight for children and help take better care of our planet. We at Herobility believe that everyone can and should do something to try and make the world a better place. We support organisations such as the World Childhood Foundation and Trees for the Future.
Herobility's Eco-line is a series of more environmentally friendly products that are made with, for example, plant-based materials. Bioplastics or PLA. Plants absorb carbon dioxide from the atmosphere as they grow, which reduces our carbon footprint.
It all started when I was about to become a father for the third time and it struck me that there had been no improvements on the baby bottle front whatsoever. I imagined what the ultimate baby bottle would be like and soon realised that there was nothing similar on the market. With a few months left until the birth of my beloved daughter Alva, I started developing and designing, and in time, our baby bottle, Herobility Baby Bottle, was also born. Alva loved it. Other children loved it. And so did their parents. Our baby bottle quickly became a favourite among parents.
Says Mikael Bergström, founder and CEO.
In addition to the perfect baby bottle, we have launched several other innovative baby products since our start in February 2017. Thanks to over a decade of experience working with high-quality shaker bottles through Smartshake, our launch has been fantastic. Today, you can find Herobility in more than 20 countries through our dedicated partners.
Herobility is part of Smartgroup
Smartgroup is a "brandhouse" specializing in developing, marketing, and selling products in the rapidly growing fitness and wellness industries under the brand Smartshake, and in the baby industry under the brand Herobility.
Common to both brands is that the products feature modern Swedish design, solve everyday problems, and have unique patented functions. Both companies also invest heavily in developing products using more environmentally friendly materials such as bioplastic, glass, and metal.
Smartgroup was named a Gazelle Company and Export Company of the Year by Dagens Industri. Finalist in EY Entrepreneur of the Year. Finalist for Entrepreneur of the Year Sweden. Fitness Accessory of the Year ISPO 2016. Baby Product of the Year 2018.
Smartgroup AB was founded by Mikael Bergström in 2009. Today, Smartgroup is a family-owned company, together with over 1,300 investors who believe in its successful journey. Represented in 90 different countries with offices in Sweden and warehouses on three different continents:
• Västerås, Sweden
• Chicago, USA
• Ningbo, China
Mikael revolutionized the shaker industry when Smartshake was launched in 2009. Today, Smartgroup aims to achieve the exact same successful journey with Herobility – parents are the smartest, best, and safest products for their children.
Smartshake - more than a bottle
After a decade of innovation, Smartshake has established itself as the smart accessory for the trend-conscious end consumer. Smartshake is an established lifestyle brand sold in over 90 markets. In its early years, Smartshake focused on the rapidly growing fitness market. With Smartshake's innovative mixing net and clever containers for protein powder, the brand quickly gained a foothold in the industry and is now a market leader in the Nordics. Today, Smartshake is targeting a broader audience.