Two little Geggamojababies are welcomed to planet Earth. The office and studio in Enebyberg become second homes for cousins Vilgot and Valter while Edvin attends preschool. Spilled porridge over the keyboard, VAT reports with smudges and scribbles, sales calls timed with nap times. Ideas knock on the door every week and new fun clothes take shape. Now popular products are created such as the "foot blanket" fleece hats, helmet hats, neck collars, drool bibs, etc.
The first retailer comes into the office - (Thanks to the store Lilla Helsingborg!) By the end of 2007, Geggamoja has 10 retailers in Sweden and the demand for the brand is increasing.

All production still takes place in mom Agneta's studio. The diligence is on par with the little birds' sewing of Cinderella's ball gown on Christmas Eve.

Geggamoja becomes Geggamoja AB. Formex at Älvsjömässan in Stockholm is followed by the fashion fair in Denmark. Now inquiries start coming in for real. By the end of the year, around 60 retailers are crowded in. Yabba! Now we have to get business cards – Anna gets severe anxiety over what title she should have; designer sounds pretentious, she thinks. If it can say Mom/Designer, she's in. But then problems arise with the title when contacting foreign manufacturers, and the budget doesn't allow for double business cards. Designer it is. Jante is not a partner in this company, says sister Sara.  

Outerwear and fleece footmuffs take a place in the collection. Most clothes are still sewn at home in the studio. Mom is still the best, but she needs help. The sisters get good tips and track down the most skilled manufacturers, and parts of the production start being sewn professionally in Lithuania and India.

The Topline hat is launched and sells like crazy (and is still a bestseller today). Tens of thousands of Topline hats are worn by small children every year. Striped, solid color, and patterned – everyone finds their favorite.

Grandpa's basement is starting to feel a bit sardine-like. Party tents are set up when orders from all over the country need to be packed. Family and friends help out and work late nights with order picking and inventories. Gratitude is just the beginning.

Goodbye, Grandpa! We're moving all the way across the street. 160 sqm office and warehouse. A big step for a small company.
Demand for organic children's clothes and products is increasing. Geggamoja becomes one of the first companies to work with GOTS-certified suppliers.
Choosing organic and sustainable materials compared to conventional materials helps protect nature and animals as well as the people working in production. Costs a bit more but is worth it. As a result, a new slogan is launched:

WE DON'T SELL JUST ANY CRAP, WE SELL GEGGAMOJA.

The first product catalog is photographed and family and friends' children pose as models!

Function is becoming increasingly important. In 2010 Geggamoja Outdoor was launched – great functional outerwear for kids who jump, get muddy, bounce, laugh, roll, and are like… well, kids. When producing outerwear, you put knowledge to the test, and it turned out we succeeded! Good functions and good materials meant that we produced outerwear for children who love Geggamoja.

We dress, You raise will be our theme. Reflects children's charm in their sincerity.

Kids don’t think twice before telling you that your breath stinks, before announcing that Grandma´s food is disgusting, or before asking strangers about the red spots on their face. As annoying it may be, in many ways their brutal honesty is all part of their charm. At Geggamoja we have no desire to change this honesty. On the contrary we feel that we adults occasionally would benefit from applying some of it to our own lives. Therefore we are committed to only make clothes in materials and designs we would love to see our own children dressed in. Rather than speculating in what may sell some five seasons ahead, we stay true to our own feelings about what’s right and what’s not, for families as well as for business. You see, to us there is no difference between these two since we are a family business consisting of two sisters with two young families. In short: We dress. You raise.

Oh YES! We are getting our first distributor. Also starting to export to Japan.

Geggamoja Store, the address of the first own store will be Grev Turegatan 10, right in central Stockholm next to Stureplan. Not much more than a hole in the wall, but we get a presence in the capital where we can showcase the entire collection, and also test sales in-store for new models. A place where we get direct contact with customers and can have a dialogue about what is good and less good.

We let the children design! In 2011, we have a contest where children can submit their striped design. The winner will be a blue/yellow Sweden hat created by a 9-year-old boy from Vemdalen.

Feet become the main thing – almost. Geggamoja starts producing sneakers. Now it's time to stumble over Geggamoja sneakers in the hallway… Geggamoja shoes are launched

Geggamoja in book form! We are launching the book Captain Geggamoja!

We love colors and stripes, now to the extent that we combine several colors in the same stripe. Multistripe rules!
Princess Estelle is born and Geggamoja is interviewed by TV4. We hope that the new princess will wear Swedish children's fashion.

What can we do to make life better? Collaboration with the Infant Fund begins.

New move to even larger premises. We are now 6 employees.
The first stuffed animal, Doddi, comes to life in spring 2013. A cute dog made from salvaged leftover fabrics from collections. A quite natural consequence of the environmental thinking we share with our customers. It felt crazy to throw away the leftover fabrics. The name comes from Anna's son Vilgot's nickname for his cousin Valter.

Demand for organic products increases further and Geggamoja becomes GOTS-certified. One of three Swedish children's clothing brands holding the certification. Feels good! Now not only our suppliers are audited but also We.

We pat ourselves on the back - nominated by the fashion industry's magazine HABIT as children's clothing supplier of the year!

"Secure in the family business's professional and personal entrepreneurship and with a desire to build good relationships, Geggamoja grows steadily and solidly on its own strength. The business idea with organic production of baby and children's clothes in safe design for a conscious target group, smooth delivery and payment routines, as well as sales via retailers, webshop, and own store meets broad market and demand. Strong customer focus, responsiveness, and innovation characterize a quality brand with feeling and uniqueness in the design."

"What an honor and how proud we are of this nomination It gives us extra energy and strength to continue working in the same spirit and together with our customers and partners create the best Geggamojan" - says Anna Rietz, one of the founders of Geggamoja.

Product development continues and the next stuffed animal is the monkey Kokki. Uses leftover fabrics from other collections just like the dog Doddi. The name is Sara's son Valter's nickname for cousin Vilgot.

From stripes and solids to all-over prints! In 2014, we sew our first garments in printed fabric. Stars and dots in a super cozy mix. Of course produced in sustainable materials.

We are launching Geggamoja Classic – a basic collection in black and pink, in true Geggamoja spirit.

Suddenly we realize that about a dozen agents around the world work for us and that we exhibit at at least 6 trade fairs a year. We are present at 250 retailers outside Sweden. The best markets are Germany and Switzerland.

"Working with the fantastic Brand Geggamoja is a huge privilege for me. Having daily contact with the professional and ambitious people behind this Brand is an enrichment, also because I`m Swedish and live and Work in Switzerland, It's a bit "home".

I`m very happy to be part of the "Geggamoja Family" - Nina Kern, Agent

 We want to make life better for more people! We are collaborating in a campaign with A Non Smoking Generation.

– To achieve a smoke-free generation requires multiple forces, and that is the foundation of this collaboration. Together we want to create a safer and healthier environment, says Ann-Therese Enarsson, Chairperson of A Non Smoking Generation.

Under 35 years, A Non Smoking Generation has made a difference through its innovative information efforts and has educated and inspired thousands of schools' youth. Most recently, they are involved in the work to introduce smoke-free outdoor dining areas, playgrounds, and public transport stops.

– All work that can benefit children is important. That's why it felt great to do this collaboration with A Non Smoking Generation, says Sara Sidenbladh, one of the founders of Geggamoja.

The children who were first dressed in Geggamoja clothes are now 10 years old and we are increasing our sizes to 146/152.

We grow with our customers' children, one can safely say.

We continue to work on functionality! Who doesn't love garments that can make everyday life easier. One example is pajamas with a two-way zipper that becomes a success. Product development continues and the development of baby products is taking off. We manage our warehouse and distribution ourselves. Something that is starting to become a challenge.

The market for children's products and children's clothing is growing and e-commerce's progress is rapid! We are moving our warehouse to Dream Logistics in Habo - to be able to offer our customers faster service and deliveries!

The range for our baby stores is expanding and we are signing an agreement with the Swedish chain Babyproffsen.

In 2017 we have shipped Geggamojaprodukter to as many as 40 different countries (Yihhaa)

Online only is born and new e-commerce

We want to offer Geggamoja's customers unique products that are only available at www.geggamoja.com. Online Only is born. The range includes everything from outerwear to baby products, these products can only be purchased at www.geggamoja.com. We are moving our office back to the roots in Enebyberg - imagine that we are back!

Geggamoja Store is closing on Grev Turegatan to make way for renovations on the street - the search for a new store location is underway, but we now refer to our wonderful retailers across the country.

New www.geggamoja.com is born

We want to offer geggamojas customers a frictionless e-commerce journey on www.geggamoja.com. 2019 is the year we launch a new e-commerce to simplify things for you as a customer. Geggamoja customer club is born where you as a member get extra nice benefits - join us on our journey!

The year that didn't turn out as expected ..

Covid-19 hit us all like a storm, and as business owners, we had to roll up our sleeves and become even more creative to meet new needs. Things we took for granted were now something slipping away from us. B2B meetings are digitized, and a shaky world affects stores across Sweden and the world. As a business owner, you love challenges and often choose to see the opportunities - of course, we did too. We met new target groups online that required extra care and information - exciting and educational.

We are growing and meeting our new customers on the e-commerce. Oh, so many web orders are coming in!
Jennie is hired to take care of customer service, Katarina to get products up on the e-commerce, and everything else that must be in place to sell online. What stars! We also started with reviews on the website - what do customers really think of us. We get embarrassed by all the nice reviews! Most of the time we do a good job, sometimes we make small mistakes, but we and our team in the warehouse are no more than human. We make sure everyone is satisfied.  

The effect of Covid 19 showed itself, delayed and missed deliveries and big challenges that we chose to tackle, with a smile on our lips and the goal in sight. We managed to get most of it home, thanks to Anna who is great at solving things. Yes! More children can walk around in our Geggamojakläder. 

You read that right. The house on Kvarnängsvägen where we have our office caught fire, and the office burned down to the ground. The firefighters are struggling to save as much as they can, but about 95% of all things in the office burned up. Fortunately, no one was injured, it was only material that burned up, but things that can be good to have when working with designing children's clothes are now gone. What do we do now? After the years with Covid, we are all used to working remote. But of course, you miss working close to your colleagues. Fortunately, we didn't have our warehouse in the building - so you customers didn't notice it that much. 

As the positive team we are, we look ahead and see solutions. The experience was horrible, and it has taken a lot of work and energy to get everything in order. Now we finally have a new Geggamoja house in Enebyberg - where we create magic together.

Together we are strong! We are launching several collaborations during the year. Geggamoja X Mrs Mighetto - two fantastic collections from two Swedish companies, both of which started in separate basements. 

Car seats don't have to be colorless and boring. We are launching a collaboration with Swedish Axkid with colorful covers - a smart move we think!

We like characters with humor - in September we are launching a collection together with Mamma Mu and the crow!

So, we have realized that the world is like a giant candy bowl and Sweden is just a small sugar cube in the corner. We have decided to jump out of the safe sugar bowl and go out to explore new markets. You have always been able to shop from all corners of the world, but now we want to make it a little easier and better for our customers. We have started high and fast by launching in Norway, Estonia, and Finland, and during 2024 we will learn even more languages.
We feel it's time to show the world what we have to offer!

 We do our best to present our products as thoroughly as possible, but sometimes there are wrong purchases and then you as a customer want to return. In 2023, we launched a new convenient return service, where you as a customer can safely track your return and we can get even better at understanding why you returned. Convenient, right? You know what, we have reduced our returns thanks to your feedback. Good for us, good for you, and good for the environment.

We've succeeded! We realized the world is like a giant candy bowl, and even though Sweden is just a small sugar cube in a corner, we've dared to step out of the bowl. We've left our safe base and started exploring new, exciting markets. Shopping from all corners of the world has always been possible, but now we've made it easier and better for our customers. With great success, we've launched in Norway, Estonia, Germany, and Finland, and in 2024 we're ready to conquer even more languages and markets. We're opening our first warehouse in Germany and ready to ship Geggamoja all over Europe.
We feel proud and ready to show the world what we're made of!

When we said we wanted to "go big on flow" in the business in 2024, we didn't mean it literally. Mother Nature had other plans and delivered a heavy downpour that turned part of the warehouse into a small-scale lake. Luckily, we have the world's best team who quickly rolled up their sleeves (and pants!) to save both products and spirits :)

We're making more friends! In 2024, we launched our first collection together with Humlan Djojj and Pettson & Findus. Our customers love what we've created together, and that's the most important thing for us.