Case study

Babyshop AS has been acquired by The Luxury Kids Group

Floberg Holding AS has sold Babyshop AS to The Luxury Kids Group. Financial details have not been disclosed.

Babyshop AS is a leading retail chain offering products to expectant mothers, babies and children mainly in the 0–4 year old range. The company's products include clothing, strollers, furniture, bedding, feeding products, bathing, travel equipment and toys. Babyshop operates 15 retail locations and an online store.

The Luxury Kids Group is a Sweden-based, leading children's e-commerce retailer in the Nordics, and includes, Babyshop Norway, and Together, they have a leading market position within the children's premium fashion and product segment, with 2.5 million website visitors per month and over 500,000 retail customers per year. In addition to the group’s online sales channel, in September 2014 the company successfully launched its flagship store in Sturegallerian, one of the most visited shopping centers in central Stockholm.

Marcus Tagesson, co-founder of Babyshop, said: “The acquisition of Babyshop Norway will strengthen our leading position in the market and we are very happy to take the lead on consolidating the children’s premium segment. Together, we will have a strong customer proposition, great brand portfolio and the scale necessary to unlock value in our key markets.”

Oaklins' team in Norway advised the seller in this transaction.

Tombstone image for Babyshop AS has been acquired by The Luxury Kids Group

Key deal contacts

Bjørn Campbell Pedersen



View profile

Kristin J. Bratengen



View profile