Scaling up when the market slows down

Written by Emma Viström, October 2025

How Najell built a global baby brand in the face of falling birth rates.

Najell was born from a real parenting challenge. When co-founder Niklas Najafi Kristensen struggled to put his baby niece to sleep without waking her, it sparked an idea. Together with his partner, Freja, he designed the Babynest SleepCarrier – a portable baby nest that allows parents to move their sleeping child with ease. From that one product, Najell has grown into a global baby brand – rooted in Swedish design, built for modern life.

Less than a decade later, the company sells in over 30 markets and recently opened a flagship store in Copenhagen. That growth stands out – especially as Swedish birth rates hit a twenty-year low. Najell is going in the opposite direction: expanding its team, launching new products and continuing to scale.

Consistent voice, local relevance
Najell has never positioned itself as a niche Scandinavian brand. From day one, the ambition was to create high-quality products for modern parents everywhere. Still, launching in larger and more competitive markets has come with its challenges.

“The bigger the market, the tougher it is to stand out,” Niklas says. “You have to work harder to earn attention – but that is not a reason to stay small.”

That ambition is balanced with structure. Najell’s entire marketing setup is handled in-house, from their office in Lund. “It is how we keep the brand consistent. One voice, one team.” This setup extends across paid, organic and influencer marketing. What changes between markets is not the message, but the reach. “If we are well known in a country, we can say more with less. In a new market, we need to build more context.”

Paid campaigns focus on product features and function. Organic content highlights the emotional side – how parenthood can be lived on your own terms. “We want to show that becoming a parent does not mean becoming someone else. You can still be yourself – just with more love.”

Growing with structure
As Najell expands, the team grows with it. But rather than build separate teams for every market, they structure around core functions. “We try to double up on each role,” says Niklas. “It means we are ready when people move on – and we do not become dependent on individuals.”

Their mix of sales channels has also evolved. While direct-to-consumer remains central, partnerships and physical stores are seen as complementary.

“The important thing is meeting customers where they are – not forcing one model everywhere.”

Looking ahead, the company is focused on deepening its presence where it already has traction. “It is easy to be distracted by new opportunities,” says Niklas. “But we see more value in going deeper where we are already known.” Europe remains the core, with China and the US as long-term priorities.

Growth – even when the category shrinks
Najell’s recent success stands out in a tough market. June was the company’s best month ever, with 40% growth year on year – despite the lowest Swedish birth rates in over two decades.

Niklas credits the growth to a clear understanding of today’s parents – and staying true to the brand’s mission. “People wonder how you grow in the baby category when fewer children are being born. But it is about what people value. Today’s parents care about quality, design and products that match their lifestyle. That does not change just because the numbers go down.”

Internally, focus has been just as important as ambition.

“One of the biggest aha moments,” Niklas says, “was seeing how hard it is to get everyone aligned around doing fewer things better – especially when each market creates its own noise and distractions.”

That challenge has shaped how the company scales. Najell is currently adding 12 new positions across sales, CRM, product development, logistics and marketing – all based at the Lund HQ. “That means new products, better systems and a team ready for what comes next,” says Niklas.

It is part of a broader approach: set a clear direction, stay close to the customer – and keep building systems that support both. Najell’s growth is not driven by big pivots or splashy campaigns, but by steady momentum and sharp execution. It is a reminder that even in uncertain markets, focus and follow-through can take you far.

Three things I wish I had known before going abroad

Each brand featured in Succeed Abroad – The Magazine shared three lessons they wish they had known before expanding abroad – practical advice shaped by real experience. This is what Niklas Najafi Kristensen shared:

• Start small
  Focus your efforts and grow from where you already have traction.

• Go for it
  Do not overthink it – you learn by doing, not by planning forever.

• Structure around functions, not individuals
  Double up on key roles so you are ready for growth – and change.