Lund, 15 July 2026

Swedish parenting brand Najell is strengthening its US presence with a local subsidiary and warehouse near Chicago, Illinois, following 30% revenue growth in 2025. The investment marks a key step in the company’s long-term expansion strategy in North America.

The company, known for its baby carriers, sleep products and Scandinavian-designed parenting essentials, reported 30% year-on-year revenue growth in 2025, reaching SEK 191.8 million ($19.9 million). Profit after financial items increased by 38% to SEK 17.9 million ($1.9 million), reflecting continued international demand for its products. 

As part of its global expansion strategy, Najell established subsidiaries in the United States, the United Kingdom, Denmark, and Norway during 2025. In 2026, the company further strengthened its US operations by opening a warehouse near Chicago. The local setup allows Najell to process returns domestically, reduce friction for customers, and support faster deliveries across the US market.

"Selling to the US from Sweden meant that returns could be costly and time-consuming for customers. Establishing a local entity and warehouse allows us to reduce friction, improve the customer experience and build a stronger foundation for long-term growth in North America," says Niklas Najafi Kristensen, CEO and founder of Najell. 

Najell's Oslo Store

Continued expansion in 2026

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

2025 Highlights:

• Revenue increased 30% to SEK 191.8 million ($19.9 million) 
• Profit before tax increased 38% to SEK 17.9 million ($1.9 million) 
• Four new subsidiaries established in the US, UK, Denmark and Norway
• Local US warehousing launched near Chicago in 2026 
• First branded stores opened in Copenhagen and Oslo 
• Continued transition into an omnichannel retail model