What Stor & Liten does

Stor & Liten AB is a Swedish online-only retailer of toys and children's products, founded in 1975 as a physical toy store that subsequently became Sweden's largest toy retailer before transitioning to a pure e-commerce model. Operating exclusively through its own storefront at storochliten.se, the company delivers within Sweden only and serves parents, families, and gift buyers seeking products for children from newborns through teenagers. Its assortment spans more than 25 categories, including LEGO (with 40+ sub-lines), baby and infant toys, dolls and doll houses, building toys, vehicles, action figures, plush toys, interactive/electronic toys, children's furniture, arts and crafts, games and puzzles, sports and outdoor equipment, outdoor play, winter products, music instruments, gaming merchandise, costumes, children's clothing, baby care items, prams, car seats, educational toys, role-play sets, and curated gift guides.

The underlying technology is a standard e-commerce platform using ASP.NET (SessionId cookies) integrated with Imbox for customer service/chat, Klarna and PayEx for payments (including invoice, card, installments, and Klarna Direct bank-ID with 3D Secure), Unifaun for shipping logistics coordination, and analytics/marketing cookies from Google and Microsoft. Order fulfillment leverages a multi-carrier shipping network (PostNord, Budbee, DHL, Schenker, Instabox, Airmee, Bring) offering home delivery, locker pickup, and same-day options, while warehousing and returns handling are outsourced to partner Babyland Online in Morgongåva. The company is GDPR-compliant, PCI-DSS certified via Klarna for card processing, and holds the Trygg E-handel (Safe E-commerce) certification from Svensk Handel.

The business model is direct-to-consumer e-commerce: one-time retail sales of branded and proprietary toys/children's products at unit prices including Swedish VAT, with free shipping above 499 SEK and a 49 SEK shipping fee below that threshold. GTM is omnichannel-light: organic social (Facebook, Instagram), email newsletters, and a core presence on the PriceRunner comparison shopping platform (which provides price comparison, customer reviews, and Purchase Protection up to 50,000 SEK). The company has been named PriceRunner's "Årets e-handlare" (E-retailer of the Year) in the Toys category in 2017, 2018, 2020, 2022, and 2023. The company received investment from Verdane in 2016, has 11–50 employees, and is privately held with no disclosed ownership structure.

Name

Stor & Liten

Legal name

Stor & Liten AB

Website

https://storochliten.se

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

Stor & Liten is a Sweden-based, online-only retailer of toys and children's products founded in 1975, serving Swedish parents, families, and gift buyers with a broad assortment spanning newborns to teenagers through its e-commerce storefront and multi-carrier delivery network.

Ownership category

akta.pro rank

Product category

Children's Toys and Baby Products Retail

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Outdoor & Ride-On Toys Retail (CRALAFAC)

Keywords

• Children's toys retail
• Online toy store
• Baby products ecommerce
• Kids outdoor equipment
• Children's clothing

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Retail Sales: Revenue generated from direct online sales of toys and children's products to consumers in Sweden. Products are sold at listed retail prices including VAT, with free shipping threshold at 499 SEK.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Stor & Liten operates a Swedish online retail store (storochliten.se) selling toys, baby products, children's clothing, nursery furniture, prams, car seats, books, games, outdoor and winter play equipment, and children's room furnishings. The company sells exclusively online to consumers in Sweden with delivery through multiple shipping partners. Founded in 1975, the company transitioned from a physical toy store into a pure e-commerce retailer offering a broad assortment across 25+ product categories.

Product overview

Stor & Liten is a Swedish e-commerce retailer founded in 1975, operating as a comprehensive online toy store with a broad assortment of toys and children's products. The company offers an integrated e-commerce platform where customers can browse and purchase products across 25+ main categories. The product portfolio centers on LEGO as a flagship brand with extensive sub-categories, complemented by baby and infant toys, children's books, dolls and doll houses, building toys, toy vehicles, action figures, stuffed animals, interactive/electronic toys, children's furniture, arts and crafts supplies, games and puzzles, sports/outdoor equipment, outdoor play items, winter toys, music instruments, gaming merchandise, costumes, children's clothing, baby care products, prams and car seats, educational toys, play kitchen sets, gift guides, and collectibles. The offering includes both physical retail products and customer service integration through chat systems, with various payment options (Klarna, PayEx) and multiple shipping delivery partners throughout Sweden.

Differentiator

Problem solved

Functional benefit

Products and services

• LEGO Products Comprehensive LEGO assortment with over 40 sub-categories including LEGO City, LEGO Friends, LEGO Star Wars, LEGO Harry Potter, LEGO Ninjago, LEGO Technic, LEGO Duplo, LEGO Super Mario, LEGO Marvel, LEGO Minecraft, LEGO Pokémon, and other themed sets for children of all ages.
• Baby and Infant Toys Range of toys for babies including activity toys, baby balls, baby gyms, baby blocks, pram toys, teething toys, ball pits, shape sorters, rattles, music toys, stacking toys, and ride-on toys.
• Children's Books Collection of children's books including fairy tale books, fact books, fill-in books, audiobooks, picture books, series books, song books, and educational titles.
• Dolls and Doll Houses Doll play collection featuring Barbie dolls and accessories, doll houses with furniture and figures, doll clothes, dolls, doll prams, hand puppets, fashion dolls, soft dolls, and styling heads.
• Building and Construction Toys Building toys including building blocks, building kits, building sticks, marble runs, magnetic building blocks, Plus Plus tiles, Magna-Tiles, and wooden building sets.
• Toy Vehicles Wide range of toy vehicles including construction vehicles, cranes, car tracks, car mats, boats, aircraft, garage sets, trucks, toy cars, monster trucks, race cars, tractors, trains, emergency vehicles, and radio-controlled cars and helicopters.
• Figures and Playsets Action figures including Marvel, DC Comics, Spider-Man, Star Wars, Transformers, Turtles, Playmobil in various themed lines, Funko POP collectibles, Pokémon figures, LOL dolls, and TV/film character figures.
• Stuffed Animals and Plush Toys Plush toys including farm animals, dinosaurs, dragons, fantasy creatures, heat pack plush toys, pets, character plush toys, hobby horses, teddy bears, forest animals, sea creatures, wild animals, and large plush toys over 50cm.
• Interactive and Electronic Toys Electronic and interactive toys including batteries, interactive animals, interactive plush toys, cameras, tablets and mobile phones, radio-controlled toys (drones, vehicles, helicopters), and robots.
• Children's Furniture and Room Decor Children's room furnishings including baby cots (co-sleepers, cribs, cradles), children's tables and chairs, sofas, storage solutions, shelves, bean bags, bedding, room textiles (blankets, curtains, bed canopies), lighting (lamps, night lights, star projectors), and wall decorations.
• Arts, Crafts and Stationery Arts and crafts supplies including DIY kits, glitter, stickers, modeling clay, play sand, magnets and magnetic boards, coloring books, paints, craft sets, pencils, pens, paintbrushes, craft books, bead kits, paper, scissors, glue, slime, jewelry making, and painting supplies.
• Games and Puzzles Board games and puzzles including family games, classic games, brain teasers, card games, knowledge games, memo and bingo games, word games, travel games, movement games, cooperative games, toddler games, strategy games, 3D puzzles, floor puzzles, knob puzzles, Rubik's cubes, and jigsaw puzzles in various piece counts.
• Sports and Outdoor Equipment Sports and outdoor gear including ball sports (bandy, floorball, basketball, baseball, football, volleyball), boxing, camping, cycling (bikes, helmets, seats, tricycles, balance bikes), life vests, racket sports (badminton, table tennis, tennis), skateboards, inline skates, and scooters.
• Outdoor Play Equipment Outdoor toys including playhouses and play structures, trampolines, pools (baby, children, family), water slides, sandboxes, sandbox toys, water toys, flying discs, swings, bounce balls, garden toys, sleds, snow racers, electric cars for children, and inflatable toys.
• Winter Play Products Winter toys including baby sleds, sleds, ski helmets, ice skates, snowboards, snow gliders, snowkicks, snow racers, tails, saucers, and sled mats for winter outdoor activities.
• Music Instruments Musical toys including speakers, headphones, instruments (wind instruments, guitars and ukuleles, piano and keyboards, drums and xylophones), microphones and karaoke, and song bags.
• Gaming Products Gaming merchandise and collectibles including Fortnite, Minecraft, and other popular video game franchises.
• Role Play and Dress-Up Costume clothing and accessories for children's dress-up and role-play including face paint, costumes (animals, insects, Halloween, royalty, superheroes), wigs, masks, spy and agent gear, and beauty products.
• Children's Clothing and Shoes Children's apparel including baby clothing (sizes 50-92), toddler clothing (sizes 98-128), accessories (bibs, hats, gloves, bags, sunglasses), shoes, rain gear, swimwear, pajamas, and wool garments.
• Baby Care Products Baby care items including nursing pillows, baby baths, changing tables, diaper bins, safety gates, baby carriers and wraps, breastfeeding aids, breast pumps, baby monitors, travel cots, and nursing clothing.
• Prams and Strollers Prams and stroller accessories including duo strollers, travel strollers, pushchairs, sports strollers, sibling strollers, pram accessories, hand warmers, seat cushions, sheepskins, standing boards, and footmuffs.
• Car Seats Child car seats including rear-facing car seats, seat cushions, belt seats, and car seat accessories.
• Learning and Educational Toys Educational toys and learning aids including experiments and science kits (astronomy, biology, electronics, chemistry), clock learning, reading learning, math learning, swimming learning, writing practice, and potty training.
• The Little Home Collection Play kitchen and household role-play toys including toy kitchens, play food, toy kitchenware, toy phones, toy tools and workbenches, cleaning toys, garden toys, and role-play sets for shops, doctors, and hairdressers.
• Gift Ideas Curated gift selection for children of all ages including christening gifts, age-specific gift guides (0 years, 1-2 years, 3-4 years, 5-6 years, 7+ years), charity products, and Toy of the Year winners.
• Collectibles Collectible items and merchandise including Funko POP! figures, Pokémon cards, and other collector's items.

Quantifiable outcome

• 365-day open purchase on entire assortment
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• Babyland OnlineminorOthersWarehouse and returns handling partner. Returns are sent to Babyland Online warehouse at Molnebovägen 16, 74451 Morgongåva.
• KlarnacoreTechnology or IntegrationPayment processing partner providing invoice (30-day terms), installment plans, card payments, and Klarna Direct bank-ID payment solutions.
• PostNordcoreChannel Partner/ Reseller/ DistributorShipping carrier partner for parcel delivery throughout Sweden.
• BudbeecoreChannel Partner/ Reseller/ DistributorShipping carrier partner offering home delivery options.
• DHLminorChannel Partner/ Reseller/ DistributorShipping carrier partner for parcel delivery.
• SchenkerminorChannel Partner/ Reseller/ DistributorShipping carrier partner for freight and parcel delivery.
• InstaboxminorChannel Partner/ Reseller/ DistributorLocker delivery partner for parcel collection at pickup points.
• AirmeeminorChannel Partner/ Reseller/ DistributorDelivery partner offering same-day and scheduled delivery options.
• BringminorChannel Partner/ Reseller/ DistributorShipping carrier partner for parcel delivery services.
• PriceRunnercoreGTM or Marketing PartnerProduct comparison platform partner. Company appears on PriceRunner with customer reviews and price comparison. Includes Purchase Protection up to 50,000 SEK.
• Meta Platforms (Facebook)minorGTM or Marketing PartnerSocial media marketing partner for brand presence and advertising on Facebook and Instagram platforms.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Hamleys: Global iconic toy retailer with online presence - comparable toy category focus and brand heritage, though primarily UK/international rather than Swedish-specific.
• Amazon Sweden: Swedish arm of Amazon - broad e-commerce incumbent whose toy category directly competes with Stor & Liten on price, selection, and Prime delivery.
• CDON: Swedish e-commerce marketplace selling toys, baby products, and broader consumer goods - indirect competitor on assortment and pricing, with significant marketplace scale.

Direct peers

• Lekmer: Swedish online toy and baby products retailer - the closest direct competitor to Stor & Liten, serving Swedish parents with a comparable product assortment and pure e-commerce model.
• Lekia: Swedish toy store chain with both physical stores and online presence - direct overlap in toy category with stronger omnichannel footprint and broader geographic retail coverage in Sweden.
• BR (BabyRikedomar): Swedish toy retail chain operating online and physical stores - comparable in toy assortment and Swedish focus, with stronger physical retail presence than Stor & Liten.
• KidsBrandStore: Swedish online retailer specializing in branded children's and baby clothing with adjacent toy offerings - overlaps in children's apparel category that Stor & Liten also serves.
• Babyshop: Swedish online baby and children's products retailer with similar category breadth including prams, car seats, clothing, and toys - direct competitor in the baby/kids segment.

Emerging players

• Babyland Online: Swedish baby and children products retailer that also operates Stor & Liten's warehouse - competes in adjacent baby/child categories and represents both a partner and potential competitor.

Regional players

• Smyths Toys: Pan-European toy retailer with online and physical stores in neighboring markets (UK, Ireland, Germany) - comparable toy category focus but does not directly serve the Swedish market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/storochliten
• Facebookfacebook.com/storochliten
• LinkedInlinkedin.com/company/stor-liten-ab

Compliance4 records

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 Stor & Liten