What Konges Sløjd does

Konges Sløjd A/S is a privately held Danish children's clothing and lifestyle brand that designs, manufactures, and sells apparel, accessories, toys, and home goods targeted at infants through young children (approximately 0-8 years) and their design-conscious parents. Its product portfolio spans clothing (dresses, swimwear, outerwear, knitwear), bags (changing bags, backpacks, school bags, travel suitcases, wallets), dolls and doll accessories (doll prams, doll strollers), and home items (bedtime, dinnertime, kidsroom), with a dedicated baby sub-brand called Fanga Fontana. The underlying technology is centered on textile production rather than software: products are made from organic cotton, recycled polyester, and GOTS-, GRS-, and OEKO-TEX Standard 100-certified materials, with signature print collections (Cherry, Lemon, KS Classics) providing cross-category brand coherence.

The company operates a dual-channel distribution model. The primary channel is direct-to-consumer e-commerce through kongessloejd.com, where the brand maintains localized storefronts across 40+ countries in Europe, North America, Asia-Pacific, and the Middle East, priced in Euros with free shipping above €150 and a 30-day return policy. The secondary channel is wholesale to third-party retail partners globally, supported by 'find a retailer' and 'become a retailer' flows. Revenue is generated entirely through one-time unit purchases (no subscription model), with product prices ranging from approximately €12.95 (baby essentials) to €164.95 (doll prams). Marketing is conducted primarily through organic social channels (Instagram, Facebook, TikTok, Pinterest), email newsletters, and SEO-optimized product collections.

Konges Sløjd is operationally active, operates without a parent company or disclosed institutional investors, and has no public listing. There is no disclosed revenue, no headcount data, no funding history, no M&A activity, and no named leadership team in the available sources. The brand's identifiable competitive moats are brand recognition in Scandinavian children's design, certification-backed sustainability positioning, and a broad multi-market DTC + wholesale distribution footprint.

Name

Konges Sløjd

Legal name

Konges Sløjd A/S

Website

https://kongessloejd.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Konges Sløjd A/S is a privately held Danish children's lifestyle brand that designs and sells organic, GOTS/GRS/OEKO-TEX-certified apparel, bags, dolls, and home goods to design-conscious parents of infants and children up to 8 years old through DTC e-commerce across 40+ countries and global wholesale retail partners.

Ownership category

akta.pro rank

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through their official website selling children's clothing, accessories, toys, and home items directly to consumers. Products are sold at one-time purchase prices with no subscription model.
2. Wholesale/B2B Retail Distribution: Revenue from selling to retail partners who resell Konges Sløjd products. The website mentions 'find a retailer' and 'become a retailer' options indicating a B2B wholesale channel.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Konges Sløjd designs, manufactures, and sells children's clothing, accessories, bags, swimwear, dolls and toys, and home items under its own brand and the Fanga Fontana baby sub-brand. Products are produced with organic cotton, recycled polyester, and GOTS/GRS/OEKO-TEX certified materials, feature signature Scandinavian-inspired prints (Cherry, Lemon), and are sold directly to consumers via kongessloejd.com and through wholesale retail partners globally.

Product overview

Konges Sløjd is a children's clothing and lifestyle brand offering a comprehensive portfolio of kids' products organized into distinct categories: apparel (dresses, swimwear, clothing), bags (changing bags, backpacks, school bags, travel suitcases, small bags, toiletry bags), dolls and accessories (dolls, doll prams, doll strollers), and baby products (Fanga Fontana sub-brand). The product range emphasizes organic materials (GOTS-certified cotton), recycled materials (GRS-certified), and safety certifications (OEKO-TEX Standard 100). Key signature elements include signature prints like Cherry and Lemon, classic silhouettes, and thoughtful design features for children's comfort and imaginative play.

Differentiator

Problem solved

Functional benefit

Brands

• Fanga Fontana: A baby-focused sub-brand under Konges Sløjd offering newborn essentials including baby clothing, bedding, swimwear, bath toys, and nursery accessories.

Products and services

• All You Need Bag (Changing Bag) A signature changing bag designed for parents on the go, with thoughtful compartments to organize baby essentials. Available in various prints and colors including black and lemon. Targeted at parents of newborns and infants.
• Backpacks Kids backpacks designed for comfort with soft padding along the back and adjustable straps for growing bodies. Includes hip belts for weight distribution; made primarily from durable polyester.
• Travel Suitcases Kids hard-shell travel suitcases with four double wheels, aluminum details, and TSA lock combination locks. 25L volume (41 x 31 x 21 cm), adjustable telescopic handles, and organized interior compartments.
• Dolls Soft dolls designed for imaginative play and nurturing role-play. Made from 100% organic cotton with recycled polyester filling; certified with GOTS, GRS, and OEKO-TEX.
• Doll Prams Classic-inspired doll prams with vintage charm. Features four large wheels for stability, adjustable pram hoods, storage baskets, and quilted textiles with scalloped edges.
• Doll Strollers Foldable doll strollers built on solid iron frames with four double wheels for stability. Feature removable, machine-washable fabrics and included harnesses for doll passengers.
• Swimwear Kids swimwear including swimsuits, bikinis, and swim shorts made from recycled polyester and nylon. Features UPF 50+ protection, quick-drying fabrics, and stretch; many styles GRS certified and OEKO-TEX Standard 100 certified.
• UV Swimwear UV-protective swimwear including swim onesies, swim shoes, and swim hats offering UPF 50+ protection against sun rays. Part of the Fanga Fontana baby universe line.
• Dresses Girls' dresses in woven and jersey styles. Available in materials including linen, modal, silk, and viscose with signature prints and patterns like cherry, lemon, hearts, and floral motifs.
• Fanga Fontana (Baby Universe Sub-Brand) A dedicated baby universe under Konges Sløjd featuring products for newborns including clothing, equipment, and toys. Includes UV swimwear, baby blankets, onesies, and bath toys, all crafted from organic materials.
• School Bags Durable school bags designed for daily use with padded pockets for lunch boxes, external water bottle pockets, and reflective strips for safety. Often sold as complete sets with matching pencil cases.
• Small Bags & Wallets Small bags, wallets, and purses for children featuring various prints and materials including hand-sewn glass beads and reversible sequins for texture and sparkle.
• Toiletry Bags Wash bags and toiletry bags for travel or home use. Available in various sizes including small and big quilted toiletry bags.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Liewood: Danish children's lifestyle brand offering a similar product mix including toys, clothing, accessories, baby products, and home items. Shares Scandinavian aesthetic, sustainability focus, and similar scale and demographic focus. Strongest direct peer based on comparable product breadth and brand positioning.
• Cam Cam Copenhagen: Danish children's brand with sustainable focus, similar Scandinavian aesthetic, and comparable product categories (clothing, baby gear, toys, home). Both target design-conscious parents with certification-led trust and similar price points.
• Fabelab: Copenhagen-based children's brand with organic textiles and similar design philosophy. Overlaps on baby/kids apparel, accessories, and home items. Shares Scandinavian design language and sustainability focus.
• Done by Deer: Danish children's brand with toys, baby products, and interior. Similar aesthetic and Scandinavian design language. Overlaps on dolls, plush toys, and baby equipment categories.
• Bobo Choses: Spanish design-led children's brand with similar aesthetic, sustainability focus, and category breadth (clothing, accessories, home). Comparable premium positioning and design-led approach.
• Tiny Cottons: Spanish design-led children's clothing brand with playful prints and similar aesthetic. Direct overlap on the apparel category with comparable price points and design philosophy.
• Babymel: UK-based specialist in changing bags, directly overlapping with Konges Sløjd's signature 'All You Need Bag' changing bag product line. Competes in the same product category with similar functionality and premium positioning.
• Storksak: UK-based specialist in changing bags, directly overlapping with Konges Sløjd's changing bag category. Competes in the same product category with similar premium positioning and parent-focused functionality.

Emerging players

• Quincy Mae: US-based children's clothing brand with similar muted aesthetic and focus on natural materials. Smaller scale and more focused on US market. Overlaps on the apparel category with comparable design philosophy.
• Mori: UK-based baby clothing brand with sustainability focus (bamboo). Overlaps on the baby clothing segment and shares sustainability-led positioning. Smaller scale than Konges Sløjd but with rapidly growing distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/kongessloejd
• Instagraminstagram.com/kongessloejd
• TikToktiktok.com/@kongessloejd
• Pinterestpinterest.dk/kongessloejd
• LinkedInlinkedin.com/company/konges-sl

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Konges Sløjd