Babyshop announced merging operations with Melijoe from France.

Babyshop, a Stockholm, Sweden-based company operating a business selling kids clothing, announced entering into a business agreement for joining operations with France-based Melijoe, a leading multi-brand website for premium children's fashion.

FInancial details were not disclosed. The Melijoe founder, Nathalie Genty, and its owner, Gimv, will remain shareholders and join Babyshop's investors led by Verdane Capital.

The merger fuels the ambitions of both organisations to become the largest and most professional e-tailer for premium children's fashion.

Melijoe, founded in 2007 when Parisienne Nathalie Genty, mother of five, operates a website selling children clothing, offering more than 150 fashion brands, supported by back offices in New York and Hong Kong, and generating EUR 20 million ($24M) per year.

Gimv has been an investor in Melijoe since November 2014.

Babyshop, founded in 2006 by wife and husband Linn and Marcus Tagesson (CEO), operates in over 140 markets and reaches over 1 million customers via its four stores Babyshop, Alexandalexa, Lekmer and Oiidesign. The company had sales of SEK 1.13bn ($130M) in 2019.