When the calendar turned to 2025, there was a defined plan for the e-commerce company. The company, which develops plant-based baby products such as diapers, had recently presented influencer Penny Parnevik as a co-owner. Both she and founder Filippa Roald expressed a shared vision of offering environmentally friendly alternatives based on renewable materials. Penny Parnevik entered the company and took an operational role with the goal of reaching a wider audience with the products.
This feels like a dream project to become a co-owner, she said at the time.
Expectations characterized the company's start to the year, and in the spring, the products were launched in a new market.
From Online to Grocery Stores
The strategy was to broaden distribution and be available to customers in more places. Bammies had previously focused on its own e-commerce and offered a subscription model, but now they are available at chains such as ICA, Coop, City Gross, as well as several different online pharmacies such as Meds, Apohem, Apotea and Jordklok.
In connection with this, the sales target was set at 10 million Swedish krona for the year.
We have a clear plan and the ambition to change the market, Penny Parnevik announced in April 2025.
But the collaboration would not last the year.
The Unexpected Departure
In November, after less than a year in the company, Penny Parnevik announced via her social media channels that she had chosen to step down. The message was left without any further explanation, and the ability to comment on the post was closed.
I am no longer involved in the company Bammies or Bam. I wish them good luck in the future, Penny wrote briefly.
Filippa Roald handled the situation by describing the departure as a joint strategic decision. The company continued its operations, and during the year, the launch of the new brand Bam was also carried out.
The new line focused on intimate care products made from organic cotton and bamboo.
The 2025 Annual Report
Now the figures for the financial year have been presented, and they show that growth picked up, even though the 10 million target was not reached. The Kind at Sea Hill AB, which is behind the brands Bammies and Bam, reports a turnover of 4.2 million Swedish krona in 2025. This corresponds to an increase of 347 percent compared to the previous year.
But at the same time as revenues increased, so did costs. The company's operating loss is reported at -1.9 million Swedish krona. For 2024, the operating loss was -1.1 million Swedish krona.
As the e-commerce company now looks ahead to 2026, the priorities are to develop e-commerce and prepare for expansion into more European markets. Consumer demand for more sustainable alternatives is cited as a basis for the company's continued strategy.