25th of March, 2025

Najell takes a stab at promoting individuality for the expecting parent with new campaign

25 March 2025

Najell, the Swedish brand known for designing smart solutions for modern parents, is launching a new campaign leading up to the debut of its new slogan: Free as a Parent.

Challenging traditional parenting norms, the campaign encourages parents to embrace their individuality and define their own version of freedom. In a time defined by declining birth rates, Najell recognizes that the expectations placed on parents-to-be often feel restrictive and narrow.

"At Najell, we believe that becoming a parent shouldn’t mean giving up who you are. Free as a Parent is about celebrating individuality and inspiring parents to continue living life on their own terms — both with and without their children."

Monique Holmqvist, Brand Manager at Najell.

The campaign will debut on Thursday, offering a fresh perspective on what it means to be a parent in today's society. The campaign brings to life a diverse range of parents, each showcasing their own take on what freedom means to them. Whether it's pursuing passions, maintaining an active social life, or simply finding joy in everyday moments, Najell’s message is clear: every parent should have the freedom to define their own path.

By fostering a culture of individuality and self-expression, Najell aims to create a community where parents feel supported and empowered — free from outdated expectations.

Download campaign material

About Najell AB
Najell is a Swedish brand founded in Lund by Niklas and Freja Najafi Kristensen. The company develops products for pregnant women and new parents, focusing on design, quality, and functionality. Najell's philosophy is to give parents the freedom to continue living life on their own terms. With international expansion and strong growth, Najell is a leading player in the market.

For more information, please contact:
Emma Salander
Brand & Communication Specialist
emma@najell.com
+46735015832