{"id":4972,"date":"2023-07-07T10:35:36","date_gmt":"2023-07-07T08:35:36","guid":{"rendered":"https:\/\/babyjourney.se\/?p=4972"},"modified":"2023-12-07T11:02:22","modified_gmt":"2023-12-07T10:02:22","slug":"interview-baby-rejse-mor-najell","status":"publish","type":"post","link":"https:\/\/webstaging.babyjourney.se\/dk\/insikter\/intervju-baby-journey-moter-najell\/","title":{"rendered":"Interview: Baby Journey m\u00f8der Najell"},"content":{"rendered":"

Kernen i Najell er at give nybagte for\u00e6ldre mulighed for at forts\u00e6tte med at leve livet efter deres egne regler. Det er blevet grundlaget for udviklingen af flere produkter, som i dag er det oplagte valg for mange nybagte for\u00e6ldre, ikke mindst den ber\u00f8mte SleepCarrier. Vi har talt med Najells CEO og grundl\u00e6gger Niklas Najafi Kristensen for at finde ud af, hvad han har l\u00e6rt om m\u00e5lgruppen af gravide og nye b\u00f8rnefamilier gennem \u00e5rene, og hvor han tror, at baby- og b\u00f8rnebranchen er p\u00e5 vej hen.\u00a0<\/span><\/p>\n

<\/b>Hej Niklas, for dem, der ikke kender Najell i forvejen. Hvad er det, du laver?\u00a0<\/span><\/h2>\n

At blive for\u00e6lder er en af de st\u00f8rste forandringer, vi mennesker kan g\u00e5 igennem. Det er let at blive v\u00e6k i sig selv, n\u00e5r man gennemg\u00e5r store forandringer, og vores ambition er at designe og markedsf\u00f8re produkter, der hj\u00e6lper for\u00e6ldrene med at finde deres egen vej i livet sammen med deres barn. Vi tror p\u00e5, at glade for\u00e6ldre er bedre for\u00e6ldre. Vores mest popul\u00e6re produktkategorier er babynest, b\u00e6reseler og graviditetspuder.<\/span><\/p>\n

<\/b>Hvilke indsigter har du f\u00e5et om m\u00e5lgruppen af gravide og sm\u00e5b\u00f8rnsfor\u00e6ldre de seneste \u00e5r? <\/span><\/h2>\n

Vi synes, det er vigtigt at st\u00e5 for noget og turde g\u00e5 hele vejen. Det er noget, vi m\u00e6rker meget tydeligt i de kunderelationer, vi har i dag. Vi f\u00e5r st\u00e6rke reaktioner og relationer, n\u00e5r vi g\u00f8r ting, der er \u00e6gte og ikke bliver for glatte og veltilpassede. Jeg ved ikke, om det er noget nyt, men det er en erkendelse, som vi l\u00e6rer og skal minde os selv om hele tiden. Det er godt at v\u00e6re lidt kantet og sk\u00e6v, s\u00e5 folk reagerer og ikke bare er middelm\u00e5dige.
\n<\/span><\/p>\n

<\/b>Hvilke tendenser ser du i branchen i \u00f8jeblikket, og hvor tror du, at branchen er p\u00e5 vej hen?<\/span><\/h2>\n

<\/b>Lige nu gennemg\u00e5r detailhandlen som helhed en temmelig h\u00e5rd tid, og det ser ud til at v\u00e6re endnu h\u00e5rdere for netop vores branche, hvor en r\u00e6kke detailhandlere er i kn\u00e6. Jeg tror, det skyldes, at vi brands samlet set skaber for lidt innovation. Der er for mange produkter, som knap nok er et skuldertr\u00e6k v\u00e6rd. Det f\u00f8les n\u00e6sten ikke som om, at brands tror p\u00e5 deres egne innovationer, men det handler om at tilbyde det samme som konkurrenterne, og det tror jeg er en blindgyde.\u00a0<\/span><\/p>\n

Mit mest almindelige sp\u00f8rgsm\u00e5l internt i vores produktudvikling er, hvad vi tilf\u00f8jer, som ikke allerede findes p\u00e5 markedet. Hvis det ikke tilf\u00f8jer noget, ved jeg ikke, om vi skal g\u00f8re det. S\u00e5 er der selvf\u00f8lgelig t\u00e6pper osv., som m\u00e5ske ikke beh\u00f8ver at tilbyde s\u00e5 meget funktionalitet, men som helhed h\u00e5ber jeg, at flere mennesker skaber noget nyt i stedet for bare at kopiere hinanden. Det kunne f\u00e5 branchen til at tage fart.<\/span><\/p>\n

S\u00e5 er detailhandlerne n\u00f8dt til at finde m\u00e5der at s\u00e6lge p\u00e5, som ikke involverer de priskrige, der har v\u00e6ret n\u00f8glen til mange e-detailhandlere, eller at kunden skal ud i \"k\u00f8bsbutikken\" for at finde produkter til den kommende baby. Hvad er egentlig en god indk\u00f8bsoplevelse i vores branche?<\/span><\/p>\n

\"najell\"
Tjek det ud Naiella<\/a> her!<\/figcaption><\/figure>\n

<\/b>Hvor er Najell om tre \u00e5r?<\/span><\/h2>\n

I dag er vi relativt veletablerede i Skandinavien og arbejder p\u00e5 at f\u00e5 et solidt fodf\u00e6ste p\u00e5 de store europ\u00e6iske markeder i Tyskland, Frankrig og Storbritannien. Min ambition er, at vi inden for 3 \u00e5r ogs\u00e5 skal have etableret os p\u00e5 nogle asiatiske markeder og\/eller i USA. S\u00e5 h\u00e5ber jeg, at vi er blevet endnu bedre til at bygge videre p\u00e5 vores brand og v\u00e6rdier, der opfordrer til uafh\u00e6ngighed, og at hver person skal have lov til at g\u00e5 sine egne veje p\u00e5 sine egne betingelser.\u00a0<\/span><\/p>\n

V<\/span>Hvem henter du personligt inspiration fra?\u00a0<\/b><\/span><\/h2>\n

J<\/span>Der er mange virksomheder og brands, som inspirerer mig. Min ven Gustav, som driver sko- og taskefirmaet Flattered, synes, at jeg g\u00f8r en masse gode ting i en branche, som er ekstremt konkurrencepr\u00e6get. Og s\u00e5 har jeg kigget meget p\u00e5 Toteme og deres rejse. Deres CEO Johanna er meget drevet og klar i m\u00e6let om, hvordan de vil g\u00e5 frem.\u00a0<\/span><\/p>\n

P\u00e5 det personlige plan er jeg en gammel basketballfan, og Michael Jordan og Kobe Bryant var meget vigtige for mig, da jeg voksede op, og de talte ofte om, hvor h\u00e5rdt de arbejdede for at opn\u00e5 succes, og det er noget, jeg stadig b\u00e6rer med mig.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

K\u00e4rnan i Najell \u00e4r att ge nyblivna f\u00f6r\u00e4ldrar m\u00f6jlighet att forts\u00e4tta leva livet enligt sina egna regler. Detta har blivit grunden till utvecklandet av flera produkter som idag \u00e4r givna val f\u00f6r m\u00e5nga nyblivna f\u00f6r\u00e4ldrar, det g\u00e4ller inte minst den…<\/p>","protected":false},"author":2,"featured_media":4973,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[29,35],"tags":[],"class_list":["post-4972","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insikter","category-intervjuer-trender"],"acf":[],"yoast_head":"\nIntervju: Baby Journey m\u00f6ter grundaren av Najell<\/title>\n<meta name=\"description\" content=\"Baby Journey m\u00f6ter Najell och grundaran Niklas Najafi Kristensen f\u00f6r att h\u00f6ra vad han har l\u00e4rt sig om m\u00e5lgruppen gravida och nyblivna barnfamiljer under \u00e5ren.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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