Babyshop was established in 2006 by Marcus and Linn Tagesson with a vision of building the best online kids store in the Nordics. Today Babyshop is a leading player in the global market and has a flagship store in Stockholm, Sweden. The company has won awards including ‘The Year’s E-commerce Award’ at the Nordic E-commerce Summit in 2011 and ‘The Best Online Fashion Boutique for Children’s Clothing’ at the Habit Fashion Awards in 2012.


AlexandAlexa was acquired in November 2014 and founded in 2008 by husband and wife duo Alex Theophanous and Alexa Till, with the aim of creating an online shopping destination offering the world’s best kids’ brands all in one place. In 2014, AlexandAlexa was awarded ‘Best Online Children’s Fashion Retailer’ for a third time at the Junior Design Awards, as well as ‘Best Online Fashion Retailer’ in the inaugural baby&me awards. Alexandalexa is a luxury e-commerce retailer with a global reach, selling to over 65 countries  worldwide.

BABYSHOP.NO was acquired in 2015 but founded in Norway combining both an online presence and 17 retail stores to deliver a comprehensive suite of premium baby products to their customers.


Established in 2007, Oii children’s clothing online is where both start-ups and established designers have a natural place. Simplicity is a key word, and their goal is that it should be easy to discover, buy and return with Oii. The aim is to create Europe’s best e-commerce in our niche market.