About reirei
Scandinavian distributor since 2011
Handpicking the best products from the global market for baby, child, and parent to retailers and end consumers in the Nordic region.
reirei was founded in 2011 and, thanks to its business concept, is today one of Sweden's leading companies in mother, child, and baby products. The business idea is to handpick and distribute world-leading and innovative brands with safe design and high quality to the Nordic market. Since 2021, e-commerce has also been conducted directly targeting end consumers.
'reirei' means 'lovely, lovely' in Japanese and is reflected in the products sold, the company culture, and especially in customer service. The company's philosophy is to work with high-quality, innovative products that make everyday life easier, especially for families with children.
In 2021, the company had a turnover of over 100 million and has received several awards, such as DI Gasell 2019 and 2020. reirei operates in the Nordic region as well as in Iceland and Estonia.
Our brands
AeroSleep, AeroMoov, Bumbo, DockATot, Elvie, Ergobaby, Owlet, Suntribe, SpringYard, Suntribe, WaterWipes, and Zazu.
Social media
Follow us and be the first to know what's hip!
The reirei-team
Board
Monica CEO
It all started with me making my own baby product in 2007. Today I have the privilege of working with this team below. My role is largely to guide the business and the market to take on the latest products from our cool brands. In my spare time, I like to hang out with our dogs Peter & Doris and the family.
Anders IT, finance, strategy
At the beginning I worked evenings, night and weekends with Monica. In 2010 I began working daytime as well and have since worked with most tasks at reirei. Today my main responsibilities are human resources, strategy, as well as planning, developing and implementing our digital infrastructure. When I am not at work I enjoy moving in the mountains on skis in winter and with a flyfishing rod in summer and autumn.
Fredrik Purchasing Manager
I joined REIREI in early 2022 to continue creating the market's most attractive brand portfolio along with all the fantastic colleagues. Additionally, I aim to optimize the flow of goods. I have a passion for retail and bring many years of experience from the sports, fashion, and baby industries. In my free time, my children ensure that I maintain an active lifestyle with sports as the focus.
Anton CFO
I have been part of the reirei family since 2012 and my main focus has always been numbers, in one way or another. My responsibilities include forecasting our cash flow, profit and other KPI:s to make sure we are doing the right things in order to reach our goals. In my spare time, I like to hang out in the forest or at the gym.
Fredrik Sales Manager
I started at REIREI in 2020 and have previous experience in the sports industry. I am responsible for sales and work closely with the sales team and our customers in the Nordics, but also have a close working relationship with our brands. In my free time, I tend to my beloved lawn.
Agnes Key Account Manager, Norway
I joined the Reirei-team in April 2021. I was born in Sweden, but have now been living in Oslo, Norway since 2008. When Im not working, I love spending time with my family (especially my two young daughters) and try to make time for my friends as much as I can. In my role as KAM in Norway, I work with looking after and strengthening the relationships with our customers. I am always looking for new collaborations and find it rewarding to be able to work with strong and innovative brands that bring something new to the market.
Ella Key Account Manager Assistant
I had the great pleasure of joining the team at reirei in May 2022 where my main task is to support KAM administratively. I love spending my free time with friends and my partner, preferably in combination with skiing.
Denise Key Account Manager Assistant
In July 2021, I had the joy of joining the REIREI team. In my role as a KAM Assistant, I will provide administrative support to the Key Account Managers. When I'm off duty, my partner and I are often out trying different playgrounds with our son, or we spend time with friends and family.
