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Overview
Babyshop.com is one of the leading online stores for premium children's fashion and products in the Nordics. Based in Stockholm, it sells clothing, shoes, accessories, toys and nursery products for children from newborn to about ten years old, from a curated mix of Scandinavian and international brands. For a premium kids' brand, Babyshop is a route to Nordic parents who look for design and quality.
Who is behind Babyshop
Babyshop.com was founded in 2006 by Marcus and Linn Tagesson with the vision of building the best online kids' store in the Nordics. It is backed by the Nordic investor Verdane and grew into the Babyshop Group through acquisitions, including the British premium kids' retailer AlexandAlexa.com, the Swedish online store Lekmer and the Norwegian store chain Babyshop Norway. The group has fulfilled orders to customers in more than 170 countries from its automated warehouse in Jönköping, Sweden, and Babyshop has a flagship store in Stockholm.
What the shopper sees
Babyshop focuses on premium and designer children's brands, with a curated range rather than a mass-market one. It has won awards such as E-commerce of the Year at the Nordic E-commerce Summit and Best Retailer for Children's Products at the Habit Fashion Awards. Most of its web traffic comes from Sweden, followed by Denmark and Norway, and it also ships internationally.
How brands can work with Babyshop
Babyshop is a retailer, not an open marketplace. It chooses the brands it carries and sells their products online and in its store. A brand approaching Babyshop should be ready with:
- A premium or design-led kids' brand that fits Babyshop's curated range.
- Strong imagery and product content for online sales.
- Strict child safety compliance, such as EU toy safety rules, textile labelling and chemical restrictions for children's products.
- Seasonal collections and reliable deliveries to Babyshop's warehouse in Sweden.
- Wholesale terms that fit premium kids' retail.
Why Babyshop matters for brands
Babyshop reaches Nordic families who are willing to pay for quality and design, and being listed next to established premium brands helps a kids' brand build credibility in the region.
How eBrands looks at Babyshop
eBrands works with brands on marketplaces and retail channels across Europe and North America, and with our home base in Helsinki we follow Nordic retail closely. If you have a kids' or baby brand and want to see how Babyshop could sit alongside the channels you already use, we are happy to talk it through.
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