Our story


It all began in the small town of Älmhult, Sweden, in 2008. The idea of the founder, Johan Ström and his wife, was to make colourful, fun, sustainable and affordable children’s clothing. Something they wanted for their own children, but couldn’t find. The idea from the start was to use only organic cotton, as well as ecological and socially responsible production, and to make the clothes available to customers online through the company’s own internet shop.swedish-design


Two years later the interest and demand for the unique Maxomorra design had increased, as well as the requests from stores wishing to sell Maxomorra sustainable childrens’ clothing. In 2010 Maxomorra changed its business model and today our products are sold exclusivity through resellers.


You can find our clothes in over 700 stores, both physical and web shops, in 30 different countries .


Find all shops


We made the choice right from the start to use only organic cotton. We simply believe it’s the right thing to do – for our children and for the environment.Bild Johan Ström_liten_2

We also wanted to set our standard high from the start. That’s why we are proud of being one of only a few Swedish companies certified by the global textile standard GOTS.”


Johan Ström, founder, owner & CEO Maxomorra

Our business idea

By offering affordable, functional and sustainable children’s clothing in colourful and playful prints our aim is to be attractive to as many people as possible.

Our vision

To be a sustainable and affordable children’s brand.

Our values

Maxomorra brand and company is based on our core values. One of them is sustainability. The importance of organic and social sustainability in everything we do includes the production of high quality goods. Other core values are transparency, honesty and simplicity. Our values govern both our daily business and our long-term goals.

Would you like to sell Maxomorra?

Go to “Retailer login” and register under “new customer.

We will review your application within 48 hrs. Once approved, you will get a complete overview of the collections and prices. And you can place an order directly in our order system.


Customer service

If you are a retailer please contact your local sales agent.


Kids Agency – Malin Lindén


Germany, Austria
Jättefint – Johanna Gruber


Netherlands, Belgium, United Kingdom, France, Ireland, Luxembourg
Björn Agency – Martine & Frans Passchier


Spain, Italy, Portugal, Greece, Slovenia, Turkey, Arab Emirates
KM Family – Pablo Quintano


For any other questions send an email to: info@maxmorra.com