It all began in the small town of Älmhult, Sweden, in 2008, when my son Max was two years old. My wife and I found it difficult to find colourful, fun, sustainable and affordable children’s clothing for him, so we decided to start up our own brand, based on those criteria. The idea from the start was to only use organic cotton, as well as ecological and socially responsible production, and to make the clothes available to customers online through our own webshop.
Two years later, the interest and demand for our unique Maxomorra designs had increased, as well as the requests from stores wishing to sell Maxomorra’s sustainable children’s clothing. In 2010, we changed Maxomorra’s business model and, since then, our products are sold exclusively through resellers.
You can now find our clothes in 671 stores, both physical and online, in 33 different countries around the world.