The online store Babyland.se is now greeting its visitors with a farewell message on the homepage:
After 14 years, we have decided to close down Babyland.se. You, our customers, have been the greatest joy throughout the years.
The annual report for Babyland Online Nordic AB reveals a number of challenges behind this decision.
Revenue for the full year 2025 amounted to 155.7 million Swedish krona. This represents a decrease of just over four percent from the previous year's sales of 162.9 million Swedish krona. At the same time, the loss on the bottom line increased. The result after financial items landed at minus 53.2 million Swedish krona, meaning that the deficit more than doubled compared to the 19.5 million Swedish krona the year before.
In the management report, the company management points to the reasons for the slowing sales:
The 2025 financial year has been characterized by a challenging market situation where a combination of demographic factors such as low birth rates, competition and price pressure have negatively impacted sales volumes.
Cost savings were not enough
To manage margins, the company has implemented ongoing measures such as clearing out obsolete goods from the warehouse, renting out excess warehouse space to external parties and carrying out strategic sales.
Ownership lies primarily with the parent company Laulima AB, which controls 69.5 percent of the shares.
Approximately half of the loss in Babyland is explained by operational losses, while the rest is attributable to financial items.
The write-downs are a result of a cautious valuation of the shares in the wholly-owned subsidiary Stor & Liten AB based on current market conditions.
During the spring of 2026, the company repaid a VAT deferral from the pandemic of approximately five million Swedish krona. Liquidity has been strained throughout the period.
Without affecting our statements, we would like to note that deducted tax and social security contributions & value added tax have not been paid on time on several occasions,” the auditor wrote as a comment in the report.
Auditor's warning and board exodus
The auditor also raised questions about the company's ability to continue operating, and noted that the forecasts pointed to continued financial gaps during 2026.
Shortly after the annual report was signed, major changes also occurred in the company's top management.
At the end of June 2026, Chairman Sarah Ahnström and board members Christian Huber and Sebastian Schröder resigned from their positions. Instead, a completely new board entered the company, consisting of Chairman Camilo Günesli and board members Anders Cserkuti, Eva Modig and Pia Stoltz. The position of CEO has been held by Maria Kärrlander Örup during the period.