Baser
Baser is a family-owned, direct-to-consumer brand designing premium parasols, patio umbrellas, and bases. Founded on Scandinavian design principles, radical honesty, and a genuine commitment to sustainability, we help families across Europe and Australia make outdoor shade decisions they won't regret.
We currently operate across four markets — Denmark, the United Kingdom, Germany, and Australia — with the ambition to become the modern market leader in e-commerce shade solutions across Australia, the US, the UK, and Europe. It's a category that has been overlooked for decades, and we see clear white space to build something better.
What makes us different
Nearly every umbrella in the world is produced by the same handful of factories and sold the same impersonal way: through retailers, marketplaces, and middlemen with no real relationship to the end customer. We took the opposite path. Baser is a fully digital, content-led, direct-to-consumer brand — and as far as we know, the only one in our category combining mid-to-high quality, an online-first model, content leadership, and genuinely personal service.
That personal service is central to who we are. Instead of chatbots and call centres, customers get real, human guidance — including founder-led advice that helps them choose exactly the right product for their space. We'd rather educate someone honestly than push them toward the most expensive option, and that approach has earned us the trust of thousands of families.
Products built to last
We don't believe shade should be disposable. Our products are engineered to outlast the seasons and the trends:
100% aluminium frames — no rust, no wobble, wind-tested to 50 km/h
Solution-dyed fabrics that hold their colour for years rather than fading after one summer
Certified UV protection up to UPF 80+, with real, verifiable numbers
PFAS-free across the entire range — safe for families and the environment
GRS-certified recycled materials throughout, including our patented sandbag base system
Backed by a 5-year spare-parts guarantee and a 10-year frame guarantee
If something breaks, we fix it. We're building products people keep, not replace.
Our values and culture
We're a small, ambitious team that takes our work seriously without taking ourselves too seriously. We value honesty over hype, quality over shortcuts, and specificity over vague claims. We're transparent about how and where our products are made, and proud of the quality behind them.
Above all, we're building a company where people feel trusted, supported, and clear on what success looks like — grounded in strong human values and high standards, as we grow into new markets around the world.