December 16, 2014 - Assignment

Babyshop acquires AlexandAlexa

The Swedish e-commerce retailer Babyshop has acquired its British competitor AlexandAlexa to form a leader in the premium segment for kids’ e-commerce. Together, the two companies will form The Luxury Kids Group, which is expected to reach four times the size of its closest European competitor.

Babyshop was established in 2006 by Marcus and Linn Tagesson with a vision of building the leading online store for kids’ clothes in the Nordics. The company is backed by Verdane Capital VII.

Babyshop was advised by Mannheimer Swartling and Herbert Smith Freehills in the transaction. Mannheimer Swartling’s team consisted primarily of Peter Alhanko, Johan Frost Bergman and Fredrik Lundegårdh.