Our Story

Claire and Ronnie Ekelund, founders of Bebe au Lait, with family

We are Ronnie and Claire Ekelund, and we welcome you to the Bebe au Lait family!

Bebe au Lait was founded in 2004, when products available for mom and baby weren’t as well-designed, as high quality or as safe as we thought they should be.

We began with inventing and patenting the first stylish and functional nursing cover that allows mom to bond with baby while breastfeeding, wherever she happens to be. More than 14 years later we continue to design products that fit seamlessly into the lives of the on-the-go modern family, supporting them as they go. We create products that stand the test of time because they are well made and well designed.

Our goal is to surprise and delight you in everything we do from product design, to the materials we use, to the patterns we design - all while providing excellent customer service. We want you to be beyond satisfied with your purchase and recommend Bebe au Lait to your friends and family. We’re committed to producing products of the highest quality that exceed all applicable safety standards and your expectations. Our mission is to make parenting easier, and a lot more stylish!



Ronnie and Claire Ekelund moved from Europe to the United States in 2000. Ronnie, a professional soccer player with a 19-year career, had just signed a contract with the San Jose Earthquakes. Together with their 6-month-old daughter, they settled in Los Gatos, California.

Fast-forward 3 years and 2 MLS Cups: Ronnie is still playing for the Earthquakes and they are expecting their second child. While preparing for life with a new baby, Claire designed and made a nursing cover using beautiful fabric and adding elements to make it functional as well as fashionable. Once their new baby came along, Claire began using the nursing cover and received countless compliments from other new moms and requests of where they could buy their own, and a business was born.

At first, all nursing covers were handmade by Claire– but as word spread, press and local retailers heard of the product and Claire couldn’t keep up with the volume of order requests. The Ekelunds then focused their efforts on growing the business and outsourced production.

The company was initially called Hooter Hiders as a ‘tongue-in-cheek’ reference to the purpose of the product. In 2005, Bebe au Lait became the company name and Hooter Hiders became a line under the Bebe au Lait brand.

We’ve come a long way since the days of working through the night at the kitchen table. Now, with a full range of products for the modern family, Bebe au Lait is truly a global brand. Our nursing covers, blankets, bibs and more can be found in over 60 countries in both independent boutiques and major retailers such as Target, Nordstrom and Buy Buy Baby.

Thanks to our wonderful, loyal customers, Bebe au Lait products remain a favorite for moms worldwide, helping them to not only nurse in public in style, but to navigate the joys of parenthood with a growing selection of deluxe products that stand the test of everyday use.