Company information

Jolly good

Jollyroom is the largest online store for baby and child products operating in Scandinavia, Finland and Germany. CEO Ole Sauar attributes the retailer’s success to several efficiencies, which includes reducing the number of physical shops.

“We have a high internet sales growth in general and have built an online store where parents can find everything they need,” says Ole. “This cuts out the middle man, makes logistics more efficient and keeps us more cost effective.”

Jollyroom has expanded into sports equipment, toys and interiors as a result, and plans to launch in more European countries soon. “At the beginning we only had baby products, but now we have a much wider assortment and products for older children, too,” Ole says.

“We recently opened up in Germany and will launch in more European countries in the future. The biggest opportunities for us come from increasing our range, and expanding into new markets.”

Jollyroom now hopes to become a leading European retailer, and the team is on the lookout for the right people to help it achieve this aim.

“Our goal is to become the number one children’s retailer in Europe, so we are constantly looking for talent and are hiring new staff every week,” says Ole.

Ole expects the baby and child sector to consolidate too – while online will continue to grow. “Today there are a lot of small and medium-sized enterprises involved in baby and children products. We expect there will be fewer players in the future, but there will be larger companies.

“The number of physical stores in Europe will be reduced heavily and we expect 50% of all turnover to be online within five to 10 years’ time.”

As for advice from Ole for new businesses starting out: “Focus on finding the right people for your organisation and expect to work hard for many years.”