14th of April 2023

Najell’s profitability increases despite baby industry crisis

14 April 2024

What started as a solution to helping their niece sleep is now an international success story. With its baby nests, baby carriers and other products for urban parents, Najell continues to grow its profitability. Defying the gloomy figures seen across the baby industry and expanding its range with several new categories.

Najell was founded in 2012 in Lund, Sweden, when couple Niklas and Freja tried to put their niece down for a nap. After many unsuccessful attempts, the idea of a smarter babynest was born. The Babynest SleepCarrier meant parents could finally easily move their sleeping baby to and from the pram, sofa or bed. Today, the company offers several categories for parents and babies, with products for carrying, sleep, pregnancy and the home. But the expansion doesn’t stop there. Now in addition to the main markets of Sweden and Denmark, the company is present in several markets around the world.

"We have managed to gain market share and build a strong brand in several markets with our popular baby nests and carriers. Now it is time to challenge ourselves further and break new ground in new categories." says Niklas Najafi Kristensen, CEO and founder of Najell.

Najell has had stable growth from the start, with figures doubling several years in a row. Despite a clear decline in both the number of births and sales development for the play and baby industry, the company continues to prosper. With a turnover increase of over 100% in 2022 and a profit margin of 16 per cent. The success is largely due to a continued focus on investing in its own e-commerce and producing new products and collections that meet the evolving demands of parents, according to Niklas.

"We are very pleased with our financial results for the year, especially considering the fluctuating economic climate and the impact it has had on parents' buying behavior. We have worked hard to continue to develop and design products that help parents live by their own rules, and I am proud of what we have achieved as a team." Niklas continues.

In the coming years, the company plans to continue investing into new categories, further broadening the range.

"There are big plans to offer several categories for parents, the first being a feeding collection that will be released in the near future. Our goal is to continue to develop and produce smart products that are timeless in their functionality, design and style. Our mantra, that every parent should be able to continue living life in their own way, characterizes everything we do." Niklas adds.

Najell has also continued to strengthen its presence in different markets, and has several plans for further expansion in the coming years. In 2022, Najell doubled its workforce, hiring 11 people in design, marketing and sales. The company has also entered into several new partnerships with retailers and distributors around the world.

"We look forward to continued growth and development in the coming year, and we will continue to focus on offering innovative and high-quality products to parents around the world." Niklas concludes.