The baby products industry in the Nordics thrives on innovation and a deep commitment to safety and sustainability. It includes various companies spanning sectors like baby gear, clothing, nutrition, and health. Not only do players like child safety seat manufacturers emerge from this market, but specialized retailers and eco-friendly brands also find their niche. Increasing awareness about infant health has driven significant consumer interest, propelling growth. Moreover, sustainable products are gaining traction, pushing companies to adapt and innovate. As the industry continues to evolve, the future points towards an integration of tech solutions and environmentally friendly products to meet emerging customer expectations.


The list features a mix of investor types, including private equity firms and venture capitalists, headquartered across key Nordic cities like Stockholm, Oslo, and Copenhagen. Ranging from small teams to large corporates, these investors focus on scaling promising companies and infusing capital to support growth. Founded between 1985 and 2017, most have a mature approach to investment and innovation. In 2024, they collectively made a notable number of investments in baby products, revealing active interest and commitment to nurturing this critical market sector.


Top 16 Baby Products Investors in the Nordics


1. Almi

  • Website: almi.se
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1994
  • Headcount: 201-500
  • Number of deals in 2024: 7
  • LinkedIn: almi-ab

Almi AB is a financial services company based in Stockholm, Sweden, founded in 1994. It specializes in providing loans, risk capital, and business development support to small and medium-sized enterprises. Almi aims to enhance the growth and competitiveness of these businesses through tailored financial solutions and guidance. Among their notable transactions, Almi invested in OTTOs barnmat, a company focused on baby food, during a seed round in 2013. This investment highlights Almi's engagement in the baby products sector. Additionally, they have participated in seed rounds for other companies like Monivent and Neosense Technologies, although these are not directly related to baby products. Overall, Almi's investment in OTTOs barnmat positions them as a relevant player in the baby products industry.


2. Verdane

  • Website: verdane.com
  • Type: Private Equity
  • Headquarters: Oslo, Oslo, Norway
  • Founded year: 1985
  • Headcount: 51-200
  • Number of deals in 2024: 7
  • LinkedIn: verdane-capital

Verdane is a private equity investment firm based in Oslo, Norway, founded in 1985. The firm specializes in growth equity investments, primarily targeting technology-enabled companies that are poised for scaling. Verdane provides not only capital but also hands-on support to enhance operational efficiency and market position. Notably, Verdane has made significant investments in the baby products sector, including multiple funding rounds for Babyshop, which raised over $40 million across three rounds from 2016 to 2019. Additionally, they invested in Stor & Liten, further emphasizing their engagement in the baby and children's products market. This focus on baby products, alongside their broader investment strategy, positions Verdane as a notable player in this niche.


3. Nordic Capital

  • Website: nordiccapital.com
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1989
  • Headcount: 201-500
  • Number of deals in 2024: 10
  • LinkedIn: nordic-capital

Nordic Capital is a private equity firm based in Stockholm, Sweden, founded in 1989. The firm specializes in investments across various sectors, including healthcare and technology, and is known for partnering with management teams to drive growth and operational improvements in portfolio companies. Nordic Capital has a strong focus on creating long-term value and sustainability in its investments. Notably, they have made significant investments in the baby products industry, including the acquisition of Britax, a leading child safety seat manufacturer, in 2010 for approximately $717 million. Additionally, they acquired Britax Childcare Holdings Ltd, further solidifying their presence in the child safety market. In 2015, Nordic Capital Fund VII acquired a majority stake in Max-Inf, a China-based manufacturer of child restraint systems, which is the exclusive distributor of Britax products in China. These transactions highlight Nordic Capital's commitment to the baby products sector, particularly in enhancing safety and growth in this market.


4. eEquity

  • Website: eequity.se
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2010
  • Headcount: 11-50
  • LinkedIn: eequity

eEquity is a Stockholm-based venture capital firm founded in 2010, specializing in growth equity investments. The firm focuses on digitally enabled business models primarily in the Nordics, partnering with entrepreneurs in the technology and retail sectors to help scale their businesses into regional and global leaders. Notably, eEquity has invested in companies relevant to the baby products industry, including Twistshake, which raised over $5 million in a venture round in 2018, and Preglife, a pregnancy app that raised funds in 2019. Additionally, they have invested in KidsBrandStore, which operates in the children's fashion sector, further demonstrating their engagement with the broader market for children's products.


5. Orkla ASA

  • Website: orkla.com
  • Type: Corporate
  • Headquarters: Oslo, Oslo, Norway
  • Founded year: 2017
  • Headcount: 10001+
  • Number of deals in 2024: 1
  • LinkedIn: orkla-asa

Orkla ASA is a leading industrial investment company based in Oslo, Norway, founded in 2017. The company operates across various sectors, including branded consumer goods, aluminium solutions, and financial investments. Orkla offers a wide range of products, including food, snacks, health, and personal care items. Notably, Orkla has made significant investments in the baby products sector, particularly through its involvement with Knodd, which raised funds in both seed and venture rounds in 2022. This investment highlights Orkla's commitment to expanding its portfolio in the baby products market. Additionally, Orkla has made strategic acquisitions in the food sector, such as Struer Brød and Hamé, which further solidifies its position in the consumer goods industry, potentially benefiting families and children.


6. Novo Holdings

  • Website: novoholdings.dk
  • Type: Venture Capital
  • Headquarters: Hellerup, Denmark
  • Founded year: 1999
  • Headcount: 51-200
  • Number of deals in 2024: 45
  • LinkedIn: novo-a-s

Novo Holdings A/S is a not-for-profit investment firm based in Hellerup, Denmark, founded in 1999. It manages the assets of the Novo Nordisk Foundation and primarily invests in life science companies at various stages of development. The firm provides capital and strategic support to enhance healthcare solutions. Notably, Novo Holdings has participated in significant transactions, including a Series A investment in Biomilq, a startup developing lab-grown human breast milk, which raised $21 million in October 2021. This investment highlights their interest in innovative solutions for infant nutrition. Additionally, they have been involved in other life science ventures, such as ESCAPE Bio and Kate Farms, further showcasing their commitment to healthcare and nutrition-related innovations.


7. Heartcore Capital

  • Website: heartcore.com
  • Type: Venture Capital
  • Headquarters: Copenhagen, Denmark
  • Founded year: 2007
  • Headcount: 11-50
  • Number of deals in 2024: 17
  • LinkedIn: heartcorecapital

Heartcore Capital is a venture capital firm based in Copenhagen, Denmark, founded in 2007. The firm specializes in investing in early-stage technology companies and focuses on building long-term relationships with entrepreneurs to support their business journeys. Heartcore has been active in various sectors, including the baby products industry, as evidenced by their investment in LILLYDOO GmbH, which raised funds in a Series A round in November 2017. LILLYDOO is known for its innovative baby care products, particularly eco-friendly diapers. Additionally, Heartcore's investment in Numi, a French milktech startup that raised €3 million in Seed funding in November 2023, highlights their interest in products related to infant nutrition. These transactions demonstrate Heartcore's commitment to supporting companies that cater to the needs of families and infants, reinforcing their relevance in the baby products market.


8. CapMan

  • Website: capman.com
  • Type: Private Equity
  • Headquarters: Helsinki, Uusimaa, Finland
  • Founded year: 1989
  • Headcount: 51-200
  • Number of deals in 2024: 4
  • LinkedIn: capman

CapMan Oyj is an investment management firm based in Helsinki, Finland, specializing in private equity, real estate, infrastructure, and natural capital investments. Founded in 1989, CapMan serves institutional investors by providing access to diverse investment strategies aimed at achieving sustainable returns. With a strong presence in the Nordic markets, CapMan leverages its expertise to manage funds and drive value creation for its clients. Notably, CapMan has been involved in various transactions, including the acquisition of The Tokmanni Group and Espira, as well as investments in companies like Kidburg, which focuses on children's products. This involvement in Kidburg highlights CapMan's engagement in the baby products sector, making them a relevant player in this market.


9. Cni


CNI Advisory AB is a venture capital firm based in Stockholm, Sweden, founded in 2012. The firm specializes in funding and supporting entrepreneurial businesses across various sectors, including technology, finance, and e-commerce. Notably, Cni has made significant investments in the baby products sector, including Babyland Online Nordic, which raised an undisclosed amount in a venture round in October 2019, and KidsBrandStore, which raised over $4 million in December 2018. These investments highlight Cni's engagement in the baby products market, showcasing their commitment to creating sustainable shareholder value through strategic guidance and capital support for startups and established firms in this niche.


10. Polaris Private Equity


Polaris Private Equity is a private equity firm based in Copenhagen, Denmark, founded in 1998. The firm specializes in investment management, focusing on supporting mid-sized companies in the Nordic region through tailored investment strategies, including private equity, flexible capital, and public equity. Polaris partners with management teams to drive growth and operational improvements, helping these companies realize their full potential. Notably, Polaris has been involved in significant transactions in the baby products sector, including the acquisition of BabySam in 2008, which is recognized as Denmark's leading baby equipment retailer with a revenue of approximately €65 million. This acquisition aimed to transform BabySam into the Nordic region’s leading integrated baby equipment retail chain, highlighting Polaris's strategic interest in the baby products market. Additionally, their acquisition of Hitowa Holdings, which provides childcare support services, further demonstrates their engagement in sectors related to child and baby care.


11. Litorina

  • Website: litorina.se
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1998
  • Headcount: 11-50
  • LinkedIn: litorina

Litorina is a private equity investment firm based in Stockholm, Sweden, founded in 1998. The firm specializes in private equity investments in Nordic niche market-leading companies, partnering with management teams and entrepreneurs to provide capital, strategic guidance, and operational support aimed at driving growth and value creation. Litorina focuses on well-managed, profitable companies primarily in the business services and consumer sectors. Notably, Litorina has made several acquisitions, including Leos Lekland, a company that operates in the children's entertainment sector, which may align with the interests of baby products investors. Other acquisitions include KungSängen, Atelje Margaretha, Care of Carl, and ECO-Boråstapeter, but these do not directly relate to baby products. Their investment in Leos Lekland indicates a potential interest in the children's market, which could extend to baby products.


12. Nalka

  • Website: nalka.com
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2015
  • Headcount: 11-50
  • Number of deals in 2024: 1
  • LinkedIn: nalka

Nalka is a private equity investment firm based in Stockholm, Sweden, founded in 2015. The firm focuses on developing independent companies in the Nordic and DACH regions, providing investment management and strategic support to small- and medium-sized businesses to help them achieve sustainable growth and profitability. Nalka operates with a long-term perspective, emphasizing sustainability and responsible ownership. Notably, Nalka has made significant acquisitions in the baby products context, including Barnas Hus, a company specializing in children's products, acquired in January 2010, and Lekolar, which also deals with educational and children's products, acquired in January 2017. These transactions highlight Nalka's commitment to the baby products industry and its potential for growth.


13. FSN Capital Partners

  • Website: fsncapital.com
  • Type: Private Equity
  • Headquarters: Oslo, Oslo, Norway
  • Founded year: 1999
  • Headcount: 51-200
  • LinkedIn: fsn-capital

FSN Capital Partners is a private equity investment firm based in Oslo, Norway, founded in 1999. The firm focuses on managing investments across various sectors, including services, green transition, industrials, and technology, with a commitment to driving growth and transformation in its portfolio companies. Notably, FSN Capital has been involved in significant transactions such as the acquisition of Holmbergs Safety System, which specializes in safety systems for child safety seats, highlighting their engagement in the baby products industry. This acquisition, along with other investments, showcases their strategy of partnering with companies to achieve sustainable returns for institutional investors and pension funds.


14. Essity


Essity AB is a hygiene and health company based in Stockholm, Sweden, founded in 2017. It develops, supplies, and sells a wide range of products, including tissue paper, baby diapers, and wound care solutions. Essity's customer base includes consumers and businesses in healthcare and retail sectors, with a strong focus on improving hygiene and health outcomes. The company has made strategic acquisitions to enhance its product offerings, including the acquisition of 45.8% of Productos Familia, a Colombian hygiene company, which specializes in hygiene products, including baby diapers. Additionally, Essity acquired Modibodi, known for its leak-proof underwear, and Knix Wear, which also aligns with personal hygiene and care. These transactions highlight Essity's commitment to expanding its portfolio in the hygiene sector, making it a relevant player in the baby products market.


15. Procuritas

  • Website: procuritas.com
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1986
  • Headcount: 11-50
  • LinkedIn: procuritas-ab

Procuritas is a private equity investment firm based in Stockholm, Sweden, founded in 1986. The firm specializes in private equity and growth capital investments, partnering with entrepreneurs and business owners to provide capital and strategic guidance for achieving market leadership. Their portfolio includes a diverse range of industries, reflecting a commitment to fostering long-term growth. Notably, Procuritas has made significant investments in the baby and children's products sector, including the acquisition of Polarn O. Pyret, a prominent Swedish children's clothing provider, and Lekolar, which focuses on educational products for children. These transactions highlight Procuritas's active role in the baby products market, alongside their broader investment strategy.


16. Humble Group

  • Website: humblegroup.se
  • Type: Corporate
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2009
  • Headcount: 501-1000
  • LinkedIn: bayn-europe-ab

Humble Group is a corporate investor based in Stockholm, Sweden, founded in 2009. The company specializes in fast-moving consumer goods (FMCG) with a strong emphasis on innovative and sustainable consumer products. They offer a diverse range of healthier food options, including snacks, confectionery, and functional foods, targeting health-conscious consumers and retailers. Notably, Humble Group has made significant acquisitions that enhance their portfolio in the consumer goods sector. One of their key transactions includes the acquisition of Naty AB for approximately $100 million, which focuses on compostable and degradable personal care products, including baby diapers. This acquisition highlights Humble Group's commitment to sustainability and innovation in the baby products market. Additionally, they have acquired other companies like Franssons and Wellibites, which, while primarily focused on confectionery, demonstrate their strategy to broaden their product offerings and production capabilities in the FMCG space.



Baby Products Insights: Key Investors in the Nordics


InvestorHeadquarterSizeFoundedDeals 2024
AlmiStockholm, Stockholm, Sweden201-50019947
VerdaneOslo, Oslo, Norway51-20019857
Nordic CapitalStockholm, Stockholm, Sweden201-500198910
eEquityStockholm, Stockholm, Sweden11-5020100
Orkla ASAOslo, Oslo, Norway10001+20171
Novo HoldingsHellerup, Denmark51-200199945
Heartcore CapitalCopenhagen, Denmark11-50200717
CapManHelsinki, Uusimaa, Finland51-20019894
CniStockholm, Stockholm, Sweden1-1020121
Polaris Private EquityCopenhagen, Denmark51-20019984
LitorinaStockholm, Stockholm, Sweden11-5019980
NalkaStockholm, Stockholm, Sweden11-5020151
FSN Capital PartnersOslo, Oslo, Norway51-20019990
EssityStockholm, Stockholm, Sweden10001+20170
ProcuritasStockholm, Stockholm, Sweden11-5019860
Humble GroupStockholm, Stockholm, Sweden501-100020090


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