PRESS

BabySwede Awarded Exclusive Distributorship

May 2, 2005— Stockholm

BABYBJÖRN® AB is pleased to announce that as of May 1, 2005, Cleveland, Ohio-based BabySwede LLC will be the exclusive distributor of BABYBJÖRN® products in the United States and Canada.

"I am very pleased to have BabySwede as the new distributor in our largest market," says Björn Jakobson, Founder and President of BabyBjörn. "We are excited to have this new partnership in place and I am confident that BabySwede will do a great job for BABYBJÖRN® in the United States."

BabySwede's management team consists of Niklas Gerborg, President; Jim Haluska, Vice President of Sales and Marketing; and Gregory Infante, Chief Financial Officer.

For questions about the distribution of BABYBJÖRN® products in North America or for information about BABYBJÖRN® AB or their products, please contact Niklas Gerborg at BabySwede or Annika Sander, Head of Communications, BabyBjörn, Stockholm, Sweden.

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