3i to invest in Danish children's brand Konges Sløjd

The investment will see management remaining in the company, further scaling the brand worldwide, especially in Asia and the US. The company has demonstrated rapid global expansion resulting from its online and offline market-entry strategy, according to a press release.

The global baby and child product market benefits from strong sociographic tailwinds such as premiumisation, rising middle class, and older parents having higher disposable incomes when they have children, according to the press release. The market is highly fragmented among mass, premium, affordable luxury and aspirational luxury players, with Konges Sløjd placed at the convergence of the premium and affordable luxury segments.

Company
Headquartered in Copenhagen, Denmark, Konges Sløjd designs, sources and markets children’s clothing, accessories, home products and toys through a network of online retailers and direct-to-consumer e-commerce in more than 50 countries. Its products are made with environmentally friendly materials and are being sold through +1,000 global retailers and own webshops.

People
3i − Boris Kawohl (partner).
Konges Sløjd − Emilie Konge Breindal (founder and CEO).

Advisers
Equity – McKinsey (CDD); Deloitte (FDD and tax); Bruun & Hjejle (legal); Anthesis (ESG DDP).

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