Scandinavian Child acquires Svan of Sweden

Aquisition fuels company's growth through expansion into children's products manufacturing

Retail Editor 3, Jane Kitchen, May 24, 2011

Kjell HagströmKjell Hagström
RALEIGH, NC -- North American juvenile products distributor Scandinavian Child has announced the acquisition of Svan AB, the Swedish-based designer and manufacturer of bentwood high chairs, bouncers and mini furniture marketed under the Svan and Anka brands. The Svan high chair was Scandinavian Child's flagship product when the company began as a distributor in 2002.

"We have always been engaged in product development and strategic vision," said Brenda Berg, founder and CEO of Scandinavian Child. "...This gives us an opportunity to take this to a new level."

Svan CEO Kjell Hagström will join Scandinavian Child as vice president of design and will lead a Scandinavian Child team in Sweden.

"I am thrilled to join the Scandinavian Child team," said Hagström. "The combination of our companies is a natural fit, and I am excited to formally work together to strengthen our products, sourcing and distribution capabilities and build a truly global juvenile products company."

Berg said the U.S. offices of Scandinavian Child will focus on marketing, strategic vision, sales, distribution and sourcing, while the Swedish offices, led by Hagström, will focus on design.

"We were already in a position where we were working very collaboratively with Svan, so the transition is easy," said Berg. "This gives us the opportunity to do everything we've always dreamed of with this brand."

The acquisition positions Scandinavian Child for continued growth through product development and international expansion opportunities. Berg said Svan is currently distributed in half a dozen countries, and she plans to expand that distribution globally.

Scandinavian Child plans to unveil new models and updated branding for the Svan collection at the All Baby and Child Expo this September in Louisville, Kentucky, and Berg said at least two new products will be rolled out this year, with more to come.

"Everything we will be bringing into the collection will focus on design, functionality and safety," said Berg.

Berg said the acquisition of Svan is just the beginning for Scandinavian Child.

"We really enjoy the model of being a hands-on distributor, but acquisition for us right now is definitely the way to go," she said. "...We've always been so responsive with our retail and consumer customers, and now being a manufacturer, it gives us that much more control."

Scandinavian Child currently represents the Svan, líllébaby, Béaba, Micralite, and Anka brands and offers products in various categories including high chairs, bouncers, mini furniture, feeding appliances and accessories, baby carriers, diaper bags, and strollers.

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