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Konges Sløjd

Sector Consumer & Private Label
Year invested 2022
Location France
Status Current

Konges Sløjd is a fast-growing premium international lifestyle brand offering apparel and every day products for babies and children. Headquartered in Copenhagen, Konges Sløjd designs and markets high-quality children’s clothing, accessories, home products and toys through a curated network of (online-) retailers and direct-to-consumer e-commerce in more than 50 countries.

Visit kongessloejd.com

Overview

The business is a forerunner in the premium baby/child segment through its stylish, functional, safe, durable, sustainable and affordable products across all children categories, and is well positioned to accelerate its growth across Europe, Asia and North America.

How we add value

We are supporting the development of Konges Sløjd's international footprint with rapid global expansion resulting from a proven and replicable online and offline market-entry strategy. The global baby/child product market benefits from strong sociographic tailwinds such as premiumisation, rising middle classes and older parents having higher disposable incomes when they reach parenthood.

The company operates in a highly fragmented market among mass, premium, affordable luxury and aspirational luxury players, with Konges Sløjd well placed at the convergence of the fast-growing premium and affordable luxury segments.