- Company: Luksusbaby
- Location: Denmark
- Industry: Children Clothes
In a time where ecommerce is often driven by automation and scale, Luksusbaby stands out by staying close to its roots: A strong brand DNA and a relentless focus on customer service.
In episode two of Conversations, we talk to Morten Grabowski Kjær, co-founder of Luksusbaby – a Danish ecommerce company that started in a living room and grew into a 100-person organization with customers across several markets.
The idea was simple: To make shopping for baby clothes easier, more curated, and more personal. What began as a response to the frustration of browsing multiple stores turned into a full-blown brand – built around clarity, quality, and care.
“My wife said, ‘I just want one place that has all the right things.’ Not hundreds of options. Just the right ones.”
But what truly differentiates Luksusbaby is the way it treats its customers. Early on, Morten and his team decided to go far beyond standard service. They offered support late into the evening and included handwritten, personalized notes in every package – even as order volume reached 1,000 per day.
“We didn’t want to feel like a big, faceless store. We wanted people to feel who was behind the company.”
“It’s not the same to be a leader today as it was 10 or 15 years ago. It’s okay to be vulnerable – to show your emotions and be authentic with your team.”
As the company evolved, so did Morten’s role as a leader. For him, leadership today is less about hierarchy and more about honesty, presence, and creating a workplace where people genuinely thrive.
This approach to leadership reinforces the same DNA that Luksusbaby is built on: Real people, real care, and a brand that stands for something beyond the products it sells.
That same philosophy extended internally as the company scaled. When Luksusbaby partnered with new owners to professionalize and grow the business, one thing remained clear: The DNA couldn’t be compromised. Structure was needed – but not at the cost of what made the company special in the first place.
“You can’t fake your DNA. If you lose it, you lose your relevance.”
The result? A brand that feels close to its customers, even at scale. A culture where people matter – both those who buy from you, and those who work with you. And a company that continues to grow, without growing away from its identity.
Watch the full episode here:
What is Hello Retail Conversations
Hello Retail Conversations is a video format where we sit down with people from across the ecommerce world – founders, operators, thinkers, to talk honestly about what’s changing in the industry right now.
It’s not about trends 10 years from now. It’s about real stories, hard-earned lessons, and the decisions that shape digital commerce today.
