Founded in Lund in 2012 by the couple Niklas and Freja, Najell began with one simple spark - helping Niklas’ niece sleep peacefully. Today, they design baby products that blend Scandinavian style, smart function, and sustainable values, making it easier for parents to live life their way.
They believe parenting doesn’t have to fit a mold. From ergonomic carriers and multifunctional babynests to feeding essentials, each product is built to last in quality, design, and purpose, so parents don’t have to choose between who they were and who they want to be.
Now, with Sitoo behind the scenes, Najell is bringing that same freedom and focus to retail. Smarter tech means store teams can spend less time wrestling with systems and more time doing what really counts – welcoming parents, guiding them to the right products, and bringing the Najell story to life in every interaction.
This is a brand that puts family, functionality, and freedom front and centre, and we can’t wait to support their next leap forward.
