BabySam’s online revenue has quadrupled since 2017
With an annual revenue exceeding DKK 720 million across online sales, 32 physical stores in Denmark, 10 in Sweden, and institutional sales, BabySam is by far the largest player in the Danish market for baby and children’s equipment. At the same time, the company is gaining significant market share in Sweden following the acquisition of Babyworld.
BabySam is steadily moving toward a revenue of one billion DKK and expects to reach this milestone in the 2025/2026 financial year. The business is profitable, with a profit of DKK 15.9 million for 2024/2025.
From digital toddler to fully grown omnichannel player
BabySam and Hesehus entered a partnership in 2017 aimed at strengthening the baby equipment chain’s online presence, making it more data-driven, and increasing its impact within the target group. This resulted in a gold award in the category ‘Best Seamless Customer Experience’ at the 2026 E-commerce Awards.
Already in 2018, the year after the new solution was implemented, the conversion rate increased by 44% and organic traffic by 33%. In 2019, BabySam and Hesehus also won silver at the E-commerce Awards for their close collaboration and strong results.
These results paved the way for the next step in the strategy: linking physical stores and online into a true omnichannel experience.
The e-commerce solution has been absolutely crucial for BabySam in the journey we have been on with our omnichannel. It has been key to the successes we have achieved with Click & Collect and with our membership club.
Kenneth Willenbrack Nørgaard
CEO, Babysam
Click-and-collect paradise
The biggest strength in BabySam’s omnichannel strategy so far has been the strong focus on creating effective click-and-collect solutions. And it pays off. Click-and-collect orders now account for 14% of in-store revenue – and the share is growing. One in five click-and-collect customers also makes additional purchases when visiting the store, driving upselling.
Aiming to be the largest in the Nordics
BabySam has a clear ambition to become the largest retailer of baby equipment in the Nordics in the coming years. The chain is already a significant player in Sweden and expects to expand further, including acquisitions in Norway. This is made possible by the underlying e-commerce platform, which makes it easy to add new markets, products, and brands. AI-powered translations directly in the PIM system have saved BabySam significant resources and freed up time to create value in other parts of the customer journey.
Omnichannel customers buy more often and more
Customers who use both physical stores and the webshop are far more valuable to BabySam. Their customer lifetime value is significantly higher, they place twice as many orders, and they spend up to 2.6 times more on average. In other words, omnichannel customers are ideal BabySam customers.
Know your customers
BabySam has exceptional access to its target group, with permission from 96% of all new parents in Denmark. This creates a strong data foundation, making it possible to register 80% of all in-store purchases digitally in the customer club. This is extremely valuable, as it enables personalization of content and offers, as well as continuous optimization of the user experience on babysam.dk.
Packed and ready in no time
A click-and-collect order is typically packed and ready in under half an hour. This means customers are more willing to visit stores when they know items are in stock, and BabySam also saves significantly on shipping costs. Overall, using stores as pick-and-pack warehouses is a major competitive advantage, outperforming pure players on both speed and cost efficiency.
A strong foundation drives strong results
The success is partly driven by BabySam’s robust e-commerce solution, which provides a scalable platform with the ability to create the right integrations. For example, the strong Hesehus solution ensures reliable product data and stock availability, which is essential for Research Online – Buy Offline. This drives traffic to BabySam stores and supports the success of click-and-collect. At the same time, integrations with live shopping have delivered excellent results since the COVID period.
