The Babyshop Group (BSG) comprising of Babyshop.com, Lekmer.se, Alexandalexa.com and Melijoe.com, as well as 6 retail stores in Norway and Sweden. BSG is today a leading global omnichannel retailer with an annual turnover exceeding €100 million. Leading the way within fashion technology with a modern tech stack, BSG also has a self-automated AutoStore warehouse solution containing 130,000 boxes and 120 robots, and as of June 2020, all run on renewable energy. At present BSG has offices in Paris, Stockholm, and Oslo, and our workforce consists of over 50 nationalities where 70% are women.

BSG is a company with a high entrepreneurial spirit that is passionate about creating the best buying experience for parents under our Corporate Core Values (Lead Not Follow, Own it, Simplify and One Family). The Group started with a single domain, Babyshop.se, and two entrepreneurs in 2006.