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The story behind Najell

An interview with Niklas, our founder and CEO, about the story behind Najell. The interview appeared in The Way We Play Magazine and has been translated into English.

Link to the interview

Tell us about Najell

Najell is a Swedish brand that develops products for next generation urban parents. The core of our business is to combine innovative self-developed products with a design that has more in common with interior design than “classic” baby products. The Company was founded by married couple Niklas and Freja and has its offices located in Lund, Sweden. The starting point for all our product development is “This we think we can do better”. The next generation of parents have higher demands on adaptation. They want the possibility to continue their lives without too many changes to their customs and habits after they have children. We are a part of that generation and we design products based on a smart function and Scandinavian Interior design.

How did everything start?

The company was founded in the autumn of 2012 when Niklas brother had become a father to his first child, Isabelle. Niklas and Freja were asked to help putting her to sleep. They soon found out that to be able to do that, they would have to hold the girl in their arms and feed her with a bottle at the same time. Freja was first up for the task, but the girl was heavy and soon Niklas had to take over. 45 minutes, tired arms and a very sweaty sweater later, Isabella had finally fallen asleep. The main challenge had been that she was so heavy that it made it difficult to hold her and feed her at the same time. Every time they tried to put her down after she had fallen asleep, she would wake up again. The change of surface temperature and position would wake her up, which meant that they had to start all over again. After that experience Najell was founded and the product SleepCarrier created, which reached stores for the first time in the summer of 2014.

What does the future look like?

The future is very bright. We are excited to introduce our products in a better way here in Sweden. We have our largest markets internationally and have grown a lot outside of Sweden but we are excited to really make a name for ourselves here at home. New selection of our products will be released in the winter, with a little addition to the collection. In the future, we plan to launch additional products with the aim to make the life as urban parents even better. We find it very exciting to relaunch our products here at home.

What inspires you?

The outside world inspires us. Our office is built up in connection to Lund University and we are surrounded by new and exciting ideas, stories and concepts every day. This means that we never have to go very far to get in touch with the courage to dare to do new things and in a different way. On top of that, we have a continuous dialogue with families and pay attention to how families are moving in the city, how they want it at home, and how we can help make parenting even more inclusive. Scandinavia is filled with incredibly talented designers and working with design in Sweden is really exciting.

Do you have any exciting news to share with us?

Our baby carriers are finally back in stock. Our international customers had bought up all our products so we have had problems with delivering to our customers here in Sweden. We are excited to see that customers are choosing what we think are the most easy-to-use baby carriers on the market, with an incredible good weight distribution.