Michael Wieder, the co-founder of Lalo, is betting on the baby stroller market.

"We know that you're putting your most precious belonging in our products," Wieder said on this week's episode of the Modern Retail Podcast. "They have to be safe, they have to look good, they have to be an extension of who you are. If you don't trust us, then why buy us?"

Wieder and his co-founders Jane Daines and Greg Davidson saw the new-to-parenthood customer as one facing many first-time purchasing decisions without much information to go on.

"You get to a stage in your life where you're forced to make hundreds and hundreds of purchasing decisions for products you've never used before. That's unlike anything else you shop for," Wieder said.

After launching their stroller, The Daily, earlier this year, Lalo added a second direct-to-consumer product to their line-up: a high chair.

Wieder joined the podcast to talk about how to challenge incumbent brands, the DTC business model, and Lalo's next moves as far as new products go.