Sweden Buyersclub buys collapsed Babyland brand, plans 2027 relaunch
What's the deal? Sweden Buyersclub has acquired the BabylandDealroom has a profile for this one. Try Dealroom → and Little Louie brands weeks after the baby-goods retailer shut down, the First North-listed e-commerce company said. It is buying intangible assets only — the brands, the domains babyland.se, babyland.no and babyland.fi, the customer register, social accounts and image material — not staff, stock, contracts or debts. The price was not disclosed and is paid in cash.
Why now? Babyland ceased operations in early October after 14 years online, closing its site. The brand itself dates to 1959, giving Buyersclub a recognisable name to revive once the operating business behind it had failed.
What's the endgame? Buyersclub plans to reopen babyland.se in the first quarter of 2027 as a storefront for baby equipment and toys, including its own Little Louie brand. It will run on the same automated platform that powers buyersclub.se, bookhero.se, kontorsboden.se and storytelbooks.com, with shared product data, purchasing, pricing, inventory and logistics.
The cost case: That shared setup is the point. "It is the same platform that will drive everything from buyersclub.se to storytelbooks.com, and therefore we can launch Babyland with low fixed costs," said chief executive officer Emil Henriksson.
What could go wrong? The acquisition does not fix what sank the previous business. Babyland Online Nordic AB posted 2025 revenue of US$18.8M, down more than 4%, while its loss after financial items widened to US$6.43M from US$2.36M a year earlier. Management blamed low birth rates, competition and price pressure, and the auditor flagged late tax payments and doubts over the company's ability to continue operating.
Mind the gap: The target was bigger than its buyer. Babyland's revenue topped US$18.7M, while Buyersclub reported over US$12.1M in net sales for 2025 — its first full year with positive EBITDA. Its most recent quarter showed 30% growth and a positive operating result.
The signal: The deal tests whether a lean, platform-first operator can resurrect a familiar retail name without inheriting the cost base that killed it. Buyersclub has moved fast this autumn, passing 30,000 paying monthly subscribers and taking over the platform behind Storytel's online bookstore. Babyland follows a pattern of well-known brands outliving the businesses that ran them — much as toy chain BR once did.
Read more: ehandel.com
Image credit: Generated with Gemini
