About us

reirei was founded in 2011 and is one of Sweden's most prominent companies in the children & baby sector. reirei means 'lovely, lovely' in Japanese, which is reflected in the products sold, the company culture, and especially customer service. Today, there are just under 20 employees working across the Nordic region as well as at the headquarters in Linköping. The company's philosophy is to work with high-quality, innovative products that make everyday life easier, especially for families with children. Examples of brands we sell include Ergobaby, UPPababy, Owlet, Elvie, and WaterWipes.

In 2023, reirei has a turnover of approximately 100 million and has several awards on the shelf, such as DI Gasell 2019 and 2020. reirei is present in the Nordic countries as well as Greenland and Estonia.