Lund, 15 July 2026

Najell, the parenting brand based in Lund, Sweden, reports net revenue of SEK 191.8 million for 2025, a 30% increase compared to the previous year. The company is strengthening its international position through four new subsidiaries and continued investment in physical retail.

Najell continues its growth journey. Profit after financial items reached SEK 17.9 million for the 2025 financial year, an increase of 38% compared to 2024. The company's equity ratio stands at 67.2%.

During the year, Najell took several important steps in its international expansion. In spring 2025, subsidiaries were established in Denmark, Norway, the United Kingdom and the United States to strengthen local presence in the company's key growth markets. In summer 2025, Najell also opened its first two physical stores, in Copenhagen and Oslo.

"We've had a fantastic year, with strong growth in both new and existing markets. Moving from pure e-commerce to also establishing a physical presence in Copenhagen and Oslo is an important step for the brand. It strengthens both our presence in these markets and our relationship with our customers," says Niklas Najafi Kristensen, CEO and founder of Najell.

Najell's Oslo Store

Continued expansion in 2026

The expansion continues in 2026. In spring, Najell opened its first Swedish store in Stockholm, and this summer the company is opening a store in Aarhus, Denmark. The company has also established local warehousing in the US as part of its continued international expansion. Throughout the year, Najell continues to invest in international expansion, its own stores, and product development to strengthen its position in both existing and new markets.

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

Net revenue: SEK 191.8m (SEK 147.7m), +30%

Profit after financial items: SEK 17.9m (SEK 13.0m), +38%

Operating margin: 10.3% (9.7%)

Equity ratio: 67.2% (60.9%)