March 26, 2026
After significant success, the American baby tech brand Baby Brezza renews its agreement with IBP Scandinavia, which is responsible for distribution, marketing and after-sales in Sweden and the Nordics.
“Our model for launching and establishing brands in the Nordic market has proven very successful. The partnership with Baby Brezza is clear proof of that,” says Said Saharkhiz, CEO of IBP Scandinavia.
Since 2016, IBP Scandinavia has served as Baby Brezza’s extended arm in the Nordics. By combining sales, brand building, retail development and local market expertise, IBP has built a strong and lasting position for the brand in the region.
Unlike a traditional distributor, IBP Scandinavia works as a so-called Brand Partner, taking full responsibility for the brand’s development. This covers everything from strategic marketing and content production to retailer networks and the customer experience.
“For us, it’s not just about selling products. We build demand, strengthen the brand’s visibility and credibility, and ensure high quality at every point of contact with the consumer. It is this holistic approach that ensures the partnership continues to develop,” says Said Saharkhiz.
IBP Scandinavia is today Baby Brezza’s most successful distribution partner globally, measured by market penetration. Baby Brezza has established a market-leading position within the category of smart and automated formula preparation machines and is the preferred choice for many parents of young children.
“In 2025, Baby Brezza sold 51 per cent into markets outside Sweden. The growth is driven by an increased awareness of the brand, broader distribution and a growing need for products that simplify everyday life for families with young children.”
IBP Scandinavia will continue to invest in the organisation, marketing presence, sales and logistics to enable the next phase of growth.
“The objective is to continue growing the brand in the Nordics, strengthen our presence in both existing and new channels, and increase reach and availability. We see great potential in both new product launches and in developing markets where we already have a strong position,” says Said Saharkhiz.
Baby Brezza is also continuing to expand its product range. The portable bottle warmer Superfast Portable Warmer is already available at major retailers, and in June 2026 the SuperQuick Sterilizer Dryer will also be launched.
“We are working closely with Baby Brezza on expanding distribution and have recently expanded into new channels, including beauty, electronics and home retail, in parallel with continued growth within traditional retail and e-commerce.”
From Baby Brezza, the partnership with IBP Scandinavia is highlighted as a global success story:
“IBP has been an outstanding partner for Baby Brezza in the Nordic region. Over the past decade, they have combined strong sales execution with thoughtful brand building and high-quality distribution. What sets IBP apart is their deep understanding of the local market, their entrepreneurial mindset and their ability to grow our brand with both speed and long-term focus.”
Said Saharkhiz was also invited as a speaker at Baby Brezza Global Family Reunion 2026, held on 24–25 March at JW Marriott Hotel in Bangkok. IBP was highlighted as an example of how a broad and integrated go-to-market strategy can create strong growth.
Baby Brezza develops products that make parenthood easier and more convenient. The range includes automatic formula preparation machines, sterilisers for bottles, bottle warmers and machines for preparing breast milk substitutes. The company operates in over 50 countries. IBP Scandinavia is Baby Brezza’s Nordic partner with responsibility for distribution, marketing and after-sales.
For more information, contact:
Said Saharkhiz, CEO and founder, said@ibpscandinavia.se
Fredrik Lagerström, press contact, 0706-49 68 55, fredrik.lagerstrom@awareness.se
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 40 million. ibpscandinavia.se
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