Our story


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.swedish-design


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 589 stores, both physical and online, in 30 different countries around the world.


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 as well as 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 Organic Textile Standard.”


Johan Ström, founder, owner & CEO Maxomorra

Our business idea

By offering affordable, sustainable and functional children’s clothing our aim is to always be the best possible choice. Each product will always be certified to the highest-possible standard, and we will always strive to exceed the minimum requirements for each standard.

Our values

The Maxomorra brand and company are based on our core values, one of which 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 long-term goals.

Our suppliers

Our main supplier is CMV Global Clothings in India. Our companies were both founded in 2008, with our businesses growing hand in hand ever since. CMV Global Clothings has been GOTS-certified since 2012. The factory has 300 employed workers, around 80% of whom are women, and produces all our jersey, velour, sweat, denim and twill collections. Click here to learn more about the working conditions in the factory.

Who we are

Maxomorra’s office and warehouse are located in Älmhult, Sweden. We are a young and ambitious team, always seeking to challenge our own ways of working and pushing the limits of improvement. Working together, in a non-prestigious environment, and taking care of each other, are central to our company culture. That’s why we can proudly say, “Made with love by Maxomorra”.


Johan Ström - Business Development

Vilma Rydén - Sales and PR

Malin Brandeth - Operations

Kristin Karlsson - Finance and Range Administration

Magda Svensson - Expansion

Per Fhager - Design

Emma Hagström Bonow - Product Development

Anna Karlsson - Warehouse and Photo

Dominika Wisniowska - Warehouse

Would you like to become a Maxomorra retailer?

Go to the retailer login, and register under “new customer”.

We will review your application within 48 hours. Once approved, you will receive a complete overview of the collections and prices. You will also be able to place an order on our order system.


Customer service

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


Kids Agency – Malin Lidén


Germany, Austria
Jättefint – Johanna Gruber


Syster Yster – Nina Kern


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


Seal Agency – Stephanie Martelin


Kids Fashion Agency – Monika and Daniel Munoz


Czech Republic, Slovakia
MOLIETA Agency – Kamila Handlova


Spain, Portugal
KM Family – Pablo Quintano


South America
Wald Spa – Alejandro Senzacqua


South East Asia
Lilla Hus – Mats Johnsson


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