The new store in Barkarby covers 900 square meters and will focus on baby equipment, test areas, and advice. The establishment is part of the company's omnichannel strategy, where physical presence is seen as an important factor when purchasing products such as strollers and car seats.
This is our best store so far – and a clear proof of our ambition to take a leading position in the Swedish market, says Hedda Ottenstedt, Head of Brand & Marketing at Babysam.
E-commerce and Store Interact
Babysam, which recently reported revenue of over SEK 1.3 billion at the group level, points to Sweden as its strategic growth engine. The company sees concrete synergies between its digital and physical presence.
According to Hedda Ottenstedt, the channels are closely linked, with services such as "Click & Collect" and the expanded digital store assortment ("Endless Aisle") driving sales across channels.
Our expansion is based on a clear omnichannel strategy where physical stores and e-commerce strengthen each other. Where we have a physical presence, people also shop digitally. The Click & Collect service is growing strongly and allows customers to order online and pick up their goods in store, she explains and continues:
Overall, the goal is to create a seamless customer experience where customers can freely move between our channels and always have access to the right products, personal advice, and competitive prices.
Planning for More Establishments
The Barkarby store is the company's tenth in Sweden, but the company is already preparing for further expansion. When asked about how future store rollouts will look, Hedda Ottenstedt states that the company is evaluating several new locations.
We are constantly looking for the right store locations and see good opportunities to continue expanding. Our assessment is that there is room to double our store network over the next 2–4 years, provided attractive locations become available. We are currently in active dialogue regarding several establishments in Sweden and hope to announce another opening shortly.