Swedish Startup Space

Is Babyshop Sweden’s next e-commerce success story?

Written by on April 13

Babyshop is one of the leading online retailers for baby goods in Europe. Aiming for 100 million SEK in revenue in 2013, Babyshop look set to become Sweden’s next e-commerce success story. I caught up with co-founder Marcus Tagesson for a chat about the early days and what’s next for Babyshop.

Marcus, tell us a little bit about yourself?

I started Babyshop together with Linn Tagesson back in 2006 during my time at Stockholm University. I have an entrepreneurial background with some small startups earlier. Among them a non profit organization called Excitera Enterprise Forum that brings students with a strong interest in entrepreneurial opportunities together. I hold a a Masters in Law from Stockholm University.

How did you come up with the ‘baby’ niche? Where did the idea come from?

Back in 2006 the baby market was a fairly large market offline with a couple of big players but online their were just some small players at that time. I saw a huge potential within baby clothing because it’s easy to ship and has high gross margins etc. Of course I was also convinced that e-commerce could grow really fast.

Who is on the team behind Babyshop?

Today we are 15 people working at Babyshop. Most of the team has a background within digital marketing or online sales. But we are still in early stage and starting to build up the organisation and add more knowledge from the industry.

The foundation of the management today is me and my co-founder Linn Tagesson and soon Magnus Fredin, former VP of sales at Klarna.

I see you recently bought in a new CEO – tell us about the motivation behind that?

To build the best e-commerce company for premium children products in Northern and Eastern Europe it demands that you have great people on board. I was not looking for a CEO, rather people with experience that can challenge and complement the team with “know-how” from building a high performance organization and expansion. Magnus and I has the same view on how to take Babyshop to the next level therefore we thought this was the best solution.

To build the best e-commerce company for premium children products in Northern and Eastern Europe it demands that you have great people on board. I was not looking for a CEO, rather people with experience that can challenge and complement the team with “know-how” from building a high performance organization and expansion

You guys are doing some nice revenues, what are the next steps for Babyshop?

Naturally we want to add more countries, increase number of brands and product categories etc. At the moment we don’t see a clear market leader within our segment and we are aiming for taking that lead. We believe in focus, we will be the best within the premium segment for children rather than being Amazon and sell everything.

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