Lund, 15 July 2026

Swedish parenting brand Najell is exploring opportunities for its first physical store in London, following 30% year-on-year revenue growth that brought revenues to SEK 191.8 million (£14.8 million) in 2025. The company is building on the launch of its UK subsidiary and a growing retail presence across Europe.

Known for its baby carriers, babynests, and Scandinavian design approach to parenting, Najell continued its profitable growth trajectory during 2025. Profit after financial items increased by 38% to SEK 17.9 million (£1.4 million).

As part of its international expansion strategy, Najell established four new subsidiaries in 2025, including Najell UK Limited, strengthening its presence in one of Europe's largest parenting markets. The company has already expanded its omnichannel approach with physical stores in Copenhagen and Oslo, and is now exploring opportunities for its first London location.

"2025 marked an important milestone for Najell. We continued to grow internationally while evolving from a pure e-commerce company into an omnichannel brand with our own retail stores. Having established our UK company, we are now exploring locations for our first physical store in London. It is a natural next step as we continue investing in one of our key international growth markets," says Niklas Najafi Kristensen, CEO and founder of Najell. 

Najell's Oslo Store

Continued expansion in 2026

Following the financial year, Najell continued its retail expansion by opening its first store in Stockholm and is preparing to open a store in Aarhus, Denmark, during the summer 2026.

Najell in numbers (Group),
2025 vs. 2024:

Net revenue: SEK 191.8m / £14.8m (SEK 147.7m / £11.4m), +30% 

Profit after financial items: SEK 17.9m / £1.4m (SEK 13.0m / £1.0m), +38% 

Operating margin: 10.3% (9.7%)

Equity ratio: 67.2% (60.9%)