About us

reirei was founded in 2011 and is one of Sweden's leading companies in the child & baby sector. reirei means "lovely, lovely" in Japanese, which is reflected in the products sold, the company culture, and especially in customer service. Our office is in Linköping, but we operate throughout the Nordic region. 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, Owlet, Elvie, Zazu, 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 Nordics as well as Greenland and Estonia.