The 90s and up to today
Erika Hoffmann was always open to new things and was very curious. As the internet slowly began emerging from the crevices of science in the mid-1990s and becoming more accessible to the general public, she had to have one of those so-called ‘websites’. Once again, everyone thought she was crazy, as at the beginning of the 1990s, the internet was a very technical world dominated by men. ‘You’ll never reach your target group’, she heard again and again. But she was experienced with opposition and didn’t let it deter her.
In 1996, the DIDYMOS homepage www.didymos.de was launched, much to the amusement of the male-dominated society.The incredible development that the internet has made since then doesn’t need to be explained here. However, its significance for ‘baby wearing’ is enormous. Extensive information on the topic was suddenly available everywhere and created a real breakthrough for baby wearing. Finally, after 25 years, the idea become popular everywhere.
Up until then, DIDYMOS was only known of in German-speaking countries with branches in Austria and Switzerland. But now an English website had to be made in order to keep up with the ever increasing demand from Britain and America. Once again, Erika Hoffmann had proven her trend-setting skills.
After another move within the city centre, DIDYMOS moved into an entire building in 1998. The residential and commercial property in Alleenstraße was built in 1880 and had a shop at street level. We were convinced we would remain here for at least 10 or even 20 years.
This is where Anna Hoffman opened the DIDYMOS shop in October 1998.
In previous years, we’d often had parents visiting us who wanted to choose a wrap on site or who were simply curious as to what sort of company we were. The visitors increased and they came daily. By opening a shop on the company premises, we were finally able to create an appropriate space for consultations and sales. Anna Hoffmann still extends and complements the range with children’s clothing, toys and breastfeeding paraphernalia.
Around this time, the first classic DIDYMOS wraps were being sold on auction sites for very high prices.
This created demand for new patterns, colours and fibre compositions, which we satisfied with limited edition models.
After just five years, the space became more and more cramped. It took a while until we were able to move into the building in the rear courtyard in 2009. Everything is still in one place; you just have to cross the courtyard if you’re coming from the shop.
From 2005, Erika and Tina Hoffmann shared the management of the company. In this way, Erika was able to introduce the second generation to continue the company.
Up until her death in 2015, Erika put in a few hours every day designing patterns, writing texts and advising customers.
Her idea of ‘wearing’ our children and carrying them out into the world was her life’s work.