Adeline Sterner and Christopher Irding are acquiring 100 percent of the e-commerce stores Bonti and Köpbarnvagn. The acquisition is being made through Irding's investment company and will result in the two businesses being consolidated under the company Baby Brands Nordic AB.
The deal means that Johan Larsson is leaving his role as CEO. The position will instead be taken over by Alexander Ruckemann, who previously worked as Chief Operating Officer for Icaniwill.
We are always open to finding business opportunities, says Adeline Sterner about the decision to the website.
A Segment in Transformation
The baby industry has been characterized by restructuring and changing demand in recent years. Bonti underwent a reconstruction in 2024 before being acquired by Royal Baby Group, which subsequently also acquired Köpbarnvagn. Now, the entire group is changing ownership again.
The new ownership duo plans to manage the business with a data-driven strategy. Bonti operates sales through physical stores on Odenplan and NK in Stockholm, while Köpbarnvagn manages its e-commerce from Karlstad.
We think it's fun with consumer e-commerce, we are data-driven and control freaks, says Adeline Sterner.
Financial Development
According to the latest public financial year for 2024, Bonti had a turnover of SEK 57.2 million and reported an operating profit of SEK -400,000. In 2025, Köpbarnvagn had a turnover of SEK 43.6 million and delivered an operating profit of SEK 900,000.
In the case of Stellar Equipment, where Babyshop's founder Linn Rundgren steps in as new CEO on August 1st, the annual report for 2024/2025 showed that turnover fell from SEK 138 million to SEK 129 million, a decrease of 6.5 percent. Operating profit for the same period went from SEK -8.4 million to SEK -5.5 million.