The Story of IBP Scandinavia: “Has Revolutionised the Children’s and Baby Industry”

Emotions ran high when Said Saharkhiz and his wife had just had their first child. One night, as Said fell asleep standing with his forehead leaning against the microwave, he thought in frustration that there must be an easier way to prepare and heat up formula. That night marked the beginning of a company that today supplies innovative children’s and baby products to some of the largest retailers in the Nordic region.

IBP Scandinavia is driven with great ambition by Said Saharkhiz and Behzad Rahimi. They have known each other since they were thirteen years old and describe their relationship as close, complementing each other as people. Therefore, there was no doubt about who would become Said’s business partner when, during sleepless nights, he frantically Googled for a product that could prepare formula automatically and make his nights easier.

When he finally found the Baby Brezza Formula Pro – a machine that could measure, mix and heat formula to 37 degrees completely automatically – he was overjoyed. At that moment, he had no idea that the product he would launch in Sweden in 2016 would become one of the best sellers on Jollyroom, the largest baby product site in the Nordic region, two years later.

When he finally found the Baby Brezza Formula Pro – a machine that could measure, mix and heat formula to 37 degrees completely automatically – he was overjoyed. At that moment, he had no idea that the product he would launch in Sweden in 2016 would become one of the best sellers on Jollyroom, the largest baby product site in the Nordic region, two years later.

“When I found Baby Brezza, which is the first brand in our product portfolio, I immediately thought that it would be a lifesaver for me and all other new parents. Said contacted his childhood friend Behzad, who was quick to jump on the idea. Since Behzad had previously worked in the children’s and baby industry, he could see a gap in the market that they could fill with the machine.”

Established their first contacts in the industry
Said contacted his childhood friend Behzad, who was quick to jump on the idea. Since Behzad had previously worked in the children’s and baby industry, he could see a gap in the market that they could fill with the machine. They contacted Baby Brezza, and after a few email exchanges, they managed to secure a first pitch meeting in Paris. At that point, they had little more to show than their strong determination and a presentation with their business idea alongside a business plan for the Scandinavian market. Despite not yet having a registered company, they received such positive feedback that a few hours later they walked out with a contract in their hands.

“We were nervous and excited. Looking back on the preparations for the meeting, we would probably have made a few small changes to our presentation today. But setting all of that aside, it really couldn’t have gone any better.”

Since then, more retailers and new suppliers have approached IBP Scandinavia, having recognised the uniqueness of the business model. IBP purchases products from suppliers, markets them, and distributes them to retailers in the right market — where demand already exists, thanks to a strategy built on working hard with social media.

“We call it ‘Distributor 2.0’ — a perpetual service where we establish brands in Sweden. Our idea is to simplify the work for everyone involved by handling everything from pre-market, marketing, sales, logistics and after-sales. Our social media content attracts interest from an already highly engaged audience — namely, parents. Who wouldn’t want to streamline their everyday life and spend more time with their child,” says Behzad.

Ambitious growth targets
In addition to Baby Brezza, IBP Scandinavia now also distributes and markets products from UPPAbaby and Owlet. Behzad and Said have ambitious goals and aim to help brands across industries break through in the Nordic market.

“Today, IBP Scandinavia is the largest distributor of baby tech products in Scandinavia. We have now passed the start-up phase and are taking the next step in scaling up, and we see good opportunities to reach SEK 100 million within two years,” says Said.

In the future, they want to continue delivering quality to suppliers, retailers and customers by continuing to market themselves and their products, thereby creating demand so that new brands can enter the Nordic market.

“We have found a balance between demand and price, and we have worked hard to create a win-win situation with a strong focus on quality — and we will continue to do so,” concludes Said Saharkhiz.

Since its launch, the company has grown and now has a turnover of approximately SEK 50 million.

For further information, contact: Said Saharkhiz, CEO and Founder said@ibpscandinavia.se

About IBP Scandinavia
IBP Scandinavia markets and distributes innovative products in Sweden, Norway, Denmark and Finland. The company holds the rights to international brands such as Baby Brezza, UPPAbaby and Owlet. Headquartered in Gothenburg, the company has a turnover of approximately SEK 50 million. www.ibpscandinavia.se