About us

Babyshop was founded in 2006 by Linn and Marcus Tagesson with a vision of building the best online store in the Nordics for children's clothing. Today we have more than 80 000 customers living in over 50 countries. Our goal is to inspire our customers by offering an exclusive shopping experience and excellent customer service with the best mixture of well-known and high-quality brands. Our product assortment is comprised of baby and children's clothes, shoes, toys, strollers, car seats, maternity clothes, accessories and much more for ages 0-10.

We have been awarded several times but we are most proud of our The Year's E-commerce Award at the Nordic E-commerce Summit 2011 and The Best Online Fashion Boutique for Children's Clothing at the Habit Fashion Awards in 2012.

You can find Babyshop online, on your mobile or in our flagship store in Sturegallerian Stockholm, newly opened in August 2013.

For who we are and our individual contact information, please visit the Contact Us page.


Business Code: 556699-1542

Babyshop CVR-nr: 33503490


Come and join our family!


Each day with us should be fun – Don´t Monday it!


We are a fast growing company and are constantly looking for talented people to work in our Stockholm headquarters, our state-of-the-art automated warehouse in Jönköping, our London office and in any of our retail stores in Sweden or Norway. Lekmer is part of The Babyshop Group; including Babyshop.com, Lekmer.se, Alexandalexa.com and 13 physical stores in Norway and Sweden. Babyshop Group is today a leading global omni-channel retailer with a total turnover of 1 billion SEK.


Click here to check out our career page - Come and join our family!

Size guides

Size measurements often vary from brand to brand, hence why it’s not always easy to choose the right size for your children’s clothes and shoes. Below, you will find a list of size-guidelines from some of our biggest brands. If the brand you’re searching for does not have its own guideline, please have a look at our general children’s clothing and shoe size-guide.

Please note that the brands’ own size guides are basic recommendations, and that the sizes can herewith vary depending on the garment’s shape and fit.

Below, you will find advice on how to take your children’s measurements:

  • A: Measure the height while standing with the heels against a wall. Then, just measure from the floor to the top of the head.
  • B: Head circumference is measured around the head.
  • C: Chest circumference is measured around the widest part of the chest.
  • D: Waist circumference is measured around the narrowest part of the waist.
  • E: Seat circumference is measured around the widest part of the hip.
  • F: Inside leg is measured from where the inside leg begins, down to the floor.
  • G: Shoulder, and arm are measured from the neck, down to the wrist.
  • H: Shoulder width is measured from one shoulder to the other.
  • I: The sleeve length is measured from shoulder to wrist.
  • J: Side seam is measured from the waist, down to the foot.


Shoe size

While shopping for children’s shoes, finding the right size is extremely important. Children’s feet grow very fast, and our general recommendation by this means, is to add 1.5cm to the length of the foot, while choosing the size. This will prevent the shoes from being too tight while playing and running, and will provide some space for the feet to grow.

Please note that the brands’ own size guides are basic recommendations, and that the sizes can herewith vary depending on the shoe’s shape and fit.

The size guides for children's shoes, either show the shoe’s insole measurement, or the foot’s measurement.

Feet are simply measured by placing the back of the heel against a flat surface, e.g. a wall. Mark the longest toe of the foot on a piece of paper. Afterwards, you can easily measure the length with the use of a ruler. Please measure both feet, as they often vary in size. If one foot is larger than the other, always select a size based on the measurements of the longest foot.