Jollyroom

Jollyroom is the Nordic region's largest online store for baby and children's products, selling everything from prams, car seats and nursery furniture to toys, clothing and products for pregnancy. Based in Gothenburg, Sweden, it sells across the Nordics. For a baby or kids' brand, Jollyroom is one of the most important online channels in the region.

Who is behind Jollyroom

Jollyroom was founded in 2010 and grew from about SEK 100 million to around SEK 1.5 billion in sales. It says it has served more than 2 million customers, with products for parents-to-be, newborns and children up to 12 years. Its "Campus Jollyroom" outside Gothenburg includes its offices, a 55,000 square metre warehouse and a showroom.

What the shopper sees

Jollyroom offers a very wide range from leading brands, together with its own products, with fast delivery to customers across the Nordics. It aims to be a one-stop destination for families with young children.

How brands can work with Jollyroom

Jollyroom is a retailer that buys products from brands and distributors and sells them online. A brand approaching Jollyroom should be ready with:

• Baby or kids' products that fit Jollyroom's range, from gear and furniture to toys and clothing.
• Strict child safety compliance, such as EU toy safety rules and standards for car seats, cots and other childcare products.
• Product content in Nordic languages.
• Competitive pricing and reliable supply to Jollyroom's warehouse in Sweden.

Why Jollyroom matters for brands

Jollyroom reaches a large share of Nordic families online through one partner, with logistics built to deliver bulky baby gear quickly.

How eBrands looks at Jollyroom

eBrands is headquartered in Helsinki and works with brands on marketplaces and retail channels across Europe and North America. If you have a baby or kids' brand and want to see how Jollyroom could sit alongside the channels you already use, we are happy to talk it through.

Useful links

• Jollyroom
• Jollyroom and Litium press release (in Swedish)