Two small Geggamoja babies are welcomed to planet Earth. The office and the workshop in Enebyberg become like a second home for cousins Vilgot and Valter, while Edvin goes to preschool. Spilled porridge over the keyboard, tax returns covered in scribbles and doodles, sales calls timed according to bedtimes. New ideas come knocking at the door every week and fun new clothes take shape. Popular products such as the “foot blankets,” woollen caps, hats, collars, bibs, and so on are created now.

The office gets its first dealer (Thank you, Lilla Helsingborg boutique!). Towards the end of 2007, Geggamoja counts 10 retailers in Sweden and the demand for the brand’s products is increasing.

All products are still being made in mother Agneta’s workshop. She is as hardworking as the little birds sewing Cinderella’s ball gown on Christmas Eve.

Geggamoja becomes Geggamoja AB. The Formex fair at Stockholm International Fairs and Congress Centre, followed by clothing fairs in Denmark. Requests now truly begin to pour in. By the end of the year, we are surrounded by roughly 60 dealers. Hurrah! Now we must make the business card – Anna becomes very worried about what title she should have, “designer” sounds pompous, she thinks. If the card can say “Mom / Designer,” she is fine with it. But there is a problem with this title when dealing with foreign suppliers, and the budget does not allow for two different cards. Designer it shall be. Jante is not a partner in this company, says his sister.

Fleece outerwear and footmuffs take their place in the collection. Most of the clothes are still sewn in the workshop. Mom is still the best, but she needs help. The sisters receive good advice and seek out the most skilled makers, and parts of the production begin to be sewn professionally in Lithuania and India.

The Topline cap is launched and sells very well (to this day it is our best seller). Tens of thousands of Topline caps are worn by small children every year. Striped, plain colour or patterned – everyone will find their favourite.

Grandpa’s cellar begins to feel packed like a sardine tin. Party tents are set up when orders from across the country must be put together. Family and friends help out, working late into the night to assemble orders and arrange the stock.

Goodbye, Grandfather! We are moving all the way across the street. 160 square meters of office and storage. A big step for a small company.
The 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 who work in production. It costs a little more but is worth it. As a result, a new slogan is launched:

WE DO NOT SELL JUST ANY JUNK, WE SELL GEGGAMOJA.

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

Farewell, Grandpa! We are moving all the way across the street. 525 square feet of office and storage space. This is a great leap for a small business.

The need for natural baby clothing and goods is growing. Geggamoja will be among the first firms to collaborate with GOTS-certified suppliers. Choosing natural and lasting materials over common ones helps safeguard nature and animals as well as the people involved in making the products.

The first product catalogue has been photographed, with children of family and friends serving as models!

Geggamoja Store, the address of our first own shop is Grev Turegatan 10, in central Stockholm near Stureplan. Not much more than a small nook, but it gives us a place in the capital where we can show the entire collection, and can also test shop sales for new models. A place where we have direct contact with customers and can have a talk about what is going well or not so well.

We let the children design! In 2011 we held a contest where children could send in their striped designs. The winner is a blue and yellow Sweden hat made by a 9-year-old boy from Vemdalen.

Feet become the main focus – almost. Geggamoja begins making sneakers. Now we start tripping on Geggamoja Sneakers in the hallway... Geggamoja shoes are launched.

Geggamoja in book form! We publish the book “Captain Geggamoja”!

We love colors and stripes, now to the extent that we combine several colors in the same pattern. Multi-stripes rule!

Princess Estelle is born and Geggamoja is interviewed by TV4. We hope that the new princess will wear Swedish children’s clothing.
What can we do to make life better? We begin our cooperation with the Infant Fund, a non-profit organization that supports those who have lost a child during pregnancy or during the child's first year.

We move again, to even larger premises. We are now six employees.

Our first stuffed animal, Doddi, comes to life in spring 2013. A sweet puppy made from recycled leftover fabrics from our collections. A quite natural result of the environmental care we share with our customers. It feels wrong to throw away leftover fabrics. The name comes from the nickname Anna’s son Vilgot gave to his cousin Valter.

Pretty for Christmas! Our first Christmas collection is launched. It is well received and becomes very popular. Who doesn’t want to look extra lovely for Christmas in Geggamoja clothing.

The demand for natural products is growing more and more and Geggamoja becomes GOTS-certified. We are one of the three Swedish children’s clothing brands that have this certification. Feels good! Now not only are our suppliers inspected, but so are we.

We pat ourselves on the back – we are nominated by fashion magazine HABIT as Children’s clothing supplier of the year!

”Safe in the family business’s skilled and personal entrepreneurship and with the will to build good relationships, Geggamoja grows steady and strong, on its own merits. The business idea of natural production of babies’ and children’s clothing, in safe designs for a mindful audience, the smooth deliveries and payment procedures as well as the sales through retailers, online shop and own store, meet a wide market and demand. A great focus on the customer, responsiveness and new ideas mark a brand of great quality with feeling and uniqueness in the designs.”

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

Product development continues and the next cuddly toy is Kokki the monkey. It is made using leftover fabrics from other collections, just like Doddi the dog. The name is Sara’s son Valter’s nickname for his cousin Vilgot.

From stripes and plain colours to all-over prints! In 2014 we sew our first items in printed fabric. Stars and dots in an amazing mix. Naturally, all produced using lasting materials.

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

Quite suddenly, we realize that a dozen agents around the world are working for us and that we exhibit at least 6 trade fairs a year. We can be found through 250 dealers outside Sweden. Our best markets are Germany and Switzerland.

"Working with the fantastic Brand Geggamoja is a huge privilege for me. Having daily contact with the skilled and driven people behind this Brand is a blessing, also because I’m Swedish and live and work in Switzerland, it feels a bit like '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 participate in a campaign with A Non Smoking Generation.

- Achieving a smoke-free generation requires many efforts and that is the foundation for this cooperation. Together we want to create a safer and healthier environment, says Ann-Therese Enarsson, board chairman for A Non Smoking Generation.

In the past 35 years, A Non Smoking Generation has made a difference thanks to their inventive advocacy, training and inspiring young people in thousands of schools. Lately we are involved in efforts to introduce a no smoking policy in outdoor cafés, playgrounds and public transport stops.

- Anything that can bring benefit to children is important. That’s why it felt great to begin this cooperation with A Non Smoking Generation, says Sara Marmsjö, one of the founders of Geggamoja.

The children who first wore Geggamoja clothes are now 10 years old and we are increasing our sizes up to 146/152. We grow with our customers' children, one can safely say. We are continuing to work on usefulness! Who doesn’t love clothes that can make life easier? One example is the nightwear with two-way zipper.

Our efforts to create Sweden’s most lasting children’s clothing company continue.
We do not own any workshops, instead we have about 10 different suppliers in six countries. Most of the suppliers, just like us, are family businesses that care about good, long-term ties.

What a dream!
The market for children's and baby clothing is growing and online trade is expanding very quickly! We are moving our warehouse to Dream Logistics - to be able to offer our customers faster service and delivery!

The selection in our baby shops is broadened and we have made an agreement with the Swedish chain Babyproffsen, and you can find Geggamoja at the Norwegian chain Babyshop.

We want to offer our customers unique goods available only at www.geggamoja.com. Only online. The selection includes everything from outer garments to baby items, these goods can only be bought at www.geggamoja.com - We are moving our office back to the roots in Enebyberg. Geggamoja Store closes on Grev Turegatan to make way for rebuilding on the street. We are launching a new Classic Clothes collection!

2019 is the year when we launch a new online shop to make things easier for you as a customer. For us, it is important to provide you as a customer with a smooth online shopping experience. We launch Geggamoja Club - a membership club for you!

The year that did not turn out as expected..

Covid-19 struck us all suddenly, and as business owners we had to roll up our sleeves and become even more inventive to meet new needs. Things we once took for granted now became something that slipped away from us. Business-to-business meetings are being held online, and an uncertain world is affecting shops across Sweden and the globe. As a business owner, you welcome challenges and, as often, choose to see the opportunities - naturally, we did too. We met new groups online that required extra care and information - exciting and instructive.

We are growing and meeting our new customers through online trade. Oh, so many message boards coming in!
Jennie is hired to take care of customer support, Katarina to put products up on the online shop, and everything else that needs to be in place to sell online. What stars! We also started with reviews on the website - what do the customers really think of us. Embarrassed by all the kind reviews! Most of the time we do a good job, sometimes we make small mistakes, but we and our team at the storeroom are no more than human. We make sure that everyone is content.

The effect of the plague Covid 19 showed itself, delayed and missed deliveries and big challenges that we chose to tackle, with a smile on our faces 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 Geggamoja clothes.

You read that right. The house on Kvarnängsvägen where we have our office caught fire, and the office burned down completely. The firefighters struggled to save as much as they could, but about 95% of everything in the office was destroyed by fire. Fortunately, no one was hurt; it was only belongings that were lost, but things that are useful when working on designing children's clothes are now gone. What do we do now? After the years with Covid, we are all used to working from a distance. But you certainly miss working close to your coworkers. Luckily, we did not have our storage in the building – so you customers did not notice much.

As the positive team we are, we look ahead and see solutions. The experience was terrible, and it took 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 a cellar.

Car seats do not have to be dull and colorless. We are launching a collaboration with Swedish Axkid with colorful covers – a clever move, we think!

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

So, we've realized that the world is like a giant bowl of sweets and Sweden is just a small lump of sugar in the corner. We have decided to jump out of the safe sugar bowl and go out and explore new markets. People 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 loudly and quickly by launching in Norway, Estonia, and Finland, and in 2024 we will learn even more tongues.
We feel it's time to show the world what we have to offer!

We do our best to present our goods as fully as possible, but sometimes there are wrong purchases and then you as a customer want to return them. In 2023, we launched a new flexible return service, where you as a customer can safely follow your return and we can become even better at understanding why you returned it. Smooth, right? You know what, we've reduced our returns thanks to your feedback. Good for us, good for you, and good for the earth.