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Our Story

Established in 2008 by Johan Ström in Sweden, Maxomorra is renowned for producing sustainable children's clothing distinguished by its high quality, affordability, and vibrant, iconic designs. With a portfolio boasting over 500 unique designs, we offer a diverse range of styles that have graced generations of children across Europe.

During 2007 and 2008, there was a surge of new startups in the children's clothing industry in Scandinavia. It seemed that people were seeking a change – a departure from mainstream clothing and a shift from exclusively purchasing from large retail chains to something more individual and bold.

Our journey began with a small Indian supplier offering just two prints and a handful of styles. The people we encountered in the factory were remarkable, and the facility housed only 10 machines and 20 workers. At that time, finding a supplier working with organic cotton under fair working conditions was challenging, prompting us to start from scratch. Determined to grow together with our small supplier, we committed to using certified organic cotton from the outset. In 2011, we proudly became the first GOTS certified children's brand in Scandinavia.

Initially adopting a direct-to-consumer (B2C) model, we experienced instant success in Finland, which bolstered our confidence to expand further. Following the triumph in Finland, we received numerous requests from stores eager to stock our products. In 2010, we transitioned to selling exclusively to stores (B2B).

In 2024, we revisited our roots and reintroduced direct-to-consumer sales (B2C), alongside supplying stores across Europe. Now, our products are available both on our homepage store and through our esteemed retailers across Europe.

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