The Babyshop Group (BSG) comprising of Babyshop.com, Lekmer.se, Alexandalexa.com and Melijoe.com, as well as our Flagship store in Sweden. BSG is today a leading global omnichannel retailer with an annual turnover exceeding €100 million. Leading the way within fashion technology with a modern tech stack, BSG also has a self-automated AutoStore warehouse solution containing 130,000 boxes and 120 robots, and as of June 2020, all run on renewable energy. At present BSG has office in Stockholm and our workforce consists of over 50 nationalities where 70% are women.

BSG is a company with a high entrepreneurial spirit that is passionate about creating the best buying experience for parents under our Corporate Core Values (Lead Not Follow, Own it, Simplify and One Family). The Group started with a single domain, Babyshop.se, and two entrepreneurs in 2006.

We at Babyshop always strive to improve our internal processes and we’re especially keen on projects which support us in reducing additional waste.

Our ambition remains to be open for new ways of working if we see opportunities for improvements and possibilities to simplify.

A good example of this is our new Project Paperless, where we have replaced the physical paper customer sales invoice, packing list and the return label with digital documents, available for print out if needed.

To avoid that these paper documents risk to go directly into the bin, creating additional waste for our customers and, let’s be honest – additional costs for us, we have decided to digitalize them. In this way, we still ensure that the customer receive all important documents, but instead via their inbox, while no additional waste is created, and all info remains available digitally in case of need.

Babyshop is GOTS certified since 2021.

GOTS is an international marking for clothes and textiles from organic natural fibers. The marking includes both social and environmental requirements within the whole product chain, all the way from the farm, to harvesting, to manufacturing.

When a product is GOTS certified, it means that it is made with certified organic materials and produced under the strictest social and environmental standards throughout the entire manufacturing process.

Read More: https://global-standard.org/

Babyshop is FSC® certified since 2021. The Forest Stewardship Council® (FSC®) is a global, not-for-profit organization dedicated to the promotion of responsible forest management worldwide. FSC® defines standards based on agreed principles for responsible forest stewardship that are supported by environmental, social, and economic stakeholders. To learn more, visit www.fsc.org. Look for our FSC®-certified products.

PLAN International Sweden

Founded in 1937 and operating in over 80 countries, Plan International is one of the oldest and largest children's rights organisations in the world. This development and humanitarian organisation works to advance children’s rights and equality for girls in some of the world’s poorest communities, ensuring access to the education, health care, food and clean water. Plan International advocates for gender equality, fights to end harmful practices such as child marriage, and empowers girls worldwide to build a better future. Babyshop & Plan International join hands to stand up for all girls’ equal rights. The partnership started in 2022. 

In honour of the International Day of the Girl, .

Read More: https://plansverige.org

The Swedish National Down Syndrome Association

The Swedish National Down Syndrome Association is a non-profit organization that aims for a society where individuals with Down syndrome are equal citizens with full participation, equality, and self-determination based on each person's individual circumstances. Babyshop supports the organization through various ways since 2023. The collaboration was born from the World Down Syndrome Day, the 21st of March, also known as Rock Your Socks.

Read More: https://www.svenskadownforeningen.se/the-swedish-national-down-syndrome-association/

Amfori BSCI

In line with our goals for human  and environment rights we needed to find resource-smart solutions and therefore we took a decision to become members of Amfori, a leading global business association for sustainable trade. Babyshop has been members since 2021. Cooperation is necessary for the industry to become sustainable and through our membership we are committed to accelerate positive impact for people, planet and our business.

Read More: https://www.amfori.org/en

The Swedish Chemicals Group

The Swedish Chemicals Group is hosted by RISE Research Institutes of Sweden, and provides about 120 retailers in the textile and electronic industries with practical and robust tools for non-chemists to manage and substitute regulated chemicals in their products and production processes. This network has a key role in delivering guidance on current developments in EU regulation, green chemistry and new initiatives for sustainable product development. Babyshop is a member since 2021.

Read More: https://www.ri.se/en/what-we-do/networks/the-chemicals-group

The Swedish Toy and Baby Association

The Swedish Toy and Baby Association (Lek- och Babybranschen) is the trade association for all the Swedish companies that sells toys, games, hobbies, children's and baby products. The Swedish Toy and Baby Association must ensure that everyone who sells toys, games, hobbies, children and baby products in Sweden is aware of the applicable laws and regulations and works to ensure that no dangerous toys, children and baby products enter the country. Today, no one can handle all the laws and regulations by themselves, but together we get a stronger voice to influence.

Read more: https://www.lekobaby.se/

As a member of the Swedish Toy and Baby Association, we participate in the work for a healthy development of the Swedish children, baby, game and toy market. We participate in taking social responsibility and work to ensure that the products sold are safe. Babyshop is a member since 2018.


TEKO is the Swedish trade and employers’ association for companies working in the textile and fashion industry. TEKO represent the sector, both nationally and internationally, in all questions of common interest. They support their members in questions concerning employment and labour rights, sustainability, research and innovation, logistics and competence provision. Babyshop is a member since 2020.

Read More: https://www.teko.se/aboutus/

Here you will find our sustainability reports.

2020 Sustainability report

2019 Sustainability report

BSG has decided to work towards the UNs Sustainable Development Goals (SDGs) https://sdgs.un.org/goals. The internal Agenda2030 group; including managers representing the warehouse, tech, sustainability, people, marketing, and retail, have collectively agreed upon suitable goals for BSG where they believe BSG can make a difference.

BSG's main sustainability initiatives have been built to match the groups chosen UNs Sustainable Development Goals (SDGs).

Report section


Sustainable purchasing

Sustainable purchases Material assessment Reduce chemical impact Product safety and compliance


Increase transparency Sustainable production

Sustainable operations

Reduce emissions B2C transports and returns Reuse and recycle Packaging Sustainable tech-solutions


Healthy employee Working conditions Diversity and equality

Social engagement

Education for everyone Charitable initiatives

Yes, we have requirements for both social and environmental sustainability for all suppliers. The suppliers have to commit to our chemical contract regarding EU chemical legislation and comply with EU product safety legislation, they also have to follow our quality and safety guidelines and provide information about their sustainability efforts.

When it comes to our own brands, we have an even bigger influence and more power to create change since we have direct contact with the factories. We also have a code of conduct that all supplying factories need to follow in our own production. We are also doing visits at the factories and conducting audits with 3rd party companies to ensure compliance.

Regarding our external brand suppliers, we share the responsibility of making sustainable changes and continuously work to inspire and push them to make sustainable demands and decisions further down the supply chain.

We are also members of amfori BSCI, which is a world leading organization with the aim to ensure open, ethical and sustainable trade. It is of highest priority that the products sold through our channels comes from a production where there is no child labor, forced labor and that the workers have fair working conditions. We are looking to increase our sustainable assortment and will therefore steer our purchases towards brands that can provide those products and type of production.

Yes, we do! To take a stand against materials and substances that BSG wants to exit or reduce the use of, we have clearly communicated them to all our suppliers in both contracts and company information. Here are some examples: PVC Babyshop Group is phasing out all PVC from our products and are working towards offering only PVC-free products in the near future. However, three item types are accepted: balls, dolls and inflatable swimming products/pools. When a product contains PVC, the softener (CAS-number and name) used, must be reported to BSG. Fluorocarbons From 2020, BSG is not purchasing any more products that have been treated with fluorocarbon coatings (PFAS, PFOA, PFOS, PFC etc). Fluorocarbons are usually added to make functional wear and shoes water and dirt repellent. BSG’s own production is 100% fluorocarbon free. Fur-free BSG has a fur free policy that states that they should be 100% free from products made from fur, angora or mohair. Wool and down is accepted if it has a Responsible Wool Standard certification, a Responsible Down Standard certification or that the vendor in any other way has shown the details of their production with proof that they are only using ethical and responsible suppliers as part of the supply chain. SVHC-substances BSG are phasing out products that contain any type of SVHC-substance (substances of very high concern) according to REACH.

75% of Babyshop Group’s products fit in the Warehouse automation which is powered by 120 electric motor robots. Our orders from the auto storage are packed into carton boxes or bags. The boxes are managed by a fully automated system where the goods are packed in recyclable cartons that optimizes the size of the box to the content so that little to no extra air needs to be shipped with the boxes. Since we changed to the optimized boxes, the size of the boxes has decreased on average by 25%. This reduction leads to lower emissions and less cost. The paper, both in bags and box are made from 70-100% recycled material and is 100% recyclable. Another benefit with fitting the box size to the goods, is that there is no use for extra padding to keep the products from moving around in the box during shipping. If possible, an order is packed into a bag. At the end of 2020 BSG transitioned from plastic into paper bags and are only shipping in paper bags from 2021 and forward. The benefit of the paper bag is to reduce the use of single use plastic and plastic waste. The items that are outside of our automatic storage are usually shipped in their product package box or repacked at the warehouse so that the item is not damaged during shipment.

Our 43,000 m2 warehouse is located in the center of Sweden, just south of Jönköping.

Gender neutrality and diversity has always been neutral for the Group founded by two entrepreneurs, a man and woman.

Since first measured in 2019, the group had over 50 nationalities in the business!

From 2021 the group has a female CEO and a board with a majority of women. BSG has had a female chair since 2018.

When applying the sustainable development Goal 5. Gender Equality, the company decided to have the ambition of not having any gender representing more than 60% within the company. This applies to the board, the management team, managers, team setups, departments etc. We believe that equality and diversity is a recipe for success!

Did you know that a child goes through about 17 sizes of clothing between the ages 0 - 16?! That is a lot of clothes! Therefore we have put together a list that might help you become a more responsible online shopper - click here to read more.