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Overview
Lekmer is a Swedish online store for children's products and young families, selling toys, baby products, children's clothing and nursery furniture in the Nordics. It is part of the Babyshop Group. For a toy, baby or kids' brand, Lekmer is one of the established Nordic online retailers in the category.
Who is behind Lekmer
Lekmer was launched in Sweden in 2006 and is based in Stockholm. It was owned by Qliro Group from 2010, growing from about SEK 12 million in sales that year to SEK 502 million in 2016. In 2017 it was acquired by Babyshop Sthlm Holding, the company behind the premium kids' store Babyshop.com, backed by the investor Verdane. Lekmer has been described as the second-largest player in its Nordic market, after Jollyroom. See also our Babyshop.com page.
What the shopper sees
Lekmer offers a wide range of toys and products for children and families, from leading brands, with a focus on online shopping and delivery across the Nordics.
How brands can work with Lekmer
Lekmer is a retailer that buys products from brands and distributors. A brand approaching Lekmer should be ready with:
- Toys, baby or kids' products with clear demand in the Nordics.
- Strict child safety compliance, such as EU toy safety rules and standards for nursery products.
- Nordic-language content and packaging.
- Competitive pricing, especially for peak seasons such as Christmas.
Why Lekmer matters for brands
Lekmer reaches Nordic families who shop online for children's products, as part of a group that also owns the premium kids' store Babyshop.com.
How eBrands looks at Lekmer
eBrands is headquartered in Helsinki and works with brands on marketplaces and retail channels across Europe and North America. If you have a toy or kids' brand and want to see how Lekmer could sit alongside the channels you already use, we are happy to talk it through.
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