Reima, the leading Nordic brand for functional children’s wear, that recently launched its range of clothing in the UK, has bought Finnish Baby Box, an online business that sells starter kits for first-time parents.
Finnish Baby Box was founded in 2014, selling starter kits for first time parents, directly to consumers online. According to the agreement signed today, Finnish Baby Box Oy and its entire business will become part of Reima Oy. This new business venture will launch officially on 1 January 2017 and will be headed up by Heikki Tiittanen, CEO of Finnish Baby Box and Eric Selin, head of technology. All employees of Finnish Baby Box will become staff of Reima Oy.
“Finnish Baby Box is a magnificent example of an innovative, global online startup company which has been able to quickly grow by utilising digital possibilities. I believe that with the help of their online experience we can improve our agility and further strengthen our digital skills. For Reima this acquisition is a natural strategic step, which allows us to increase the service level of our products and amplify great customer experiences. We warmly welcome Finnish Baby Box to be a part of Reima. The service concept has now been tested with baby boxes, and we look forward to expanding it to older age groups,” states Elina Björklund, CEO of Reima.
“Reima offers us an excellent platform for growth. The company’s long experience in kids’ wear along with its international knowledge will support us and help us to continue to grow our business rapidly. Our views on the future of digital services are well aligned, and we have great expectations for our future cooperation,” concludes Heikki Tiittanen, CEO of Finnish Baby Box.
The ambitious goal of this union is to add services to Reima kids’ wear and to develop a strong online business platform which runs alongside Reima’s existing offering. Reima has set online customer experience at the centre of its strategy and aims to raise its own digital channels’ share to 25 per cent of its total sales by the year 2020, from the current 10 percent.