ReiRei AB in restructuring proceedings
On 23 October 2024, the District Court of Linköping ordered the commencement of company reorganisation proceedings (Sw. företagsrekonstruktion) for ReiRei AB, Reg. No. 556853-2773 (“ReiRei”). At the same time, attorney-at-law Jonas Premfors was appointed as administrator (rekonstruktör) by the court.
Founded in 2011, ReiRei is a leading distributor and retailer of premium childcare products across the Nordic region. The company supplies retailers in the baby and children's products sector, pharmacies, and grocery chains, while also selling directly to consumers through its e-commerce platform, https://reirei.se/. ReiRei's business philosophy is centred on offering high-quality, innovative products that simplify everyday life, particularly for families with young children. Its portfolio includes well-known brands such as Ergobaby, Owlet, Elvie and WaterWipes. In the 2023 financial year, ReiRei generated revenues of approximately SEK 100 million and has received several prestigious business awards, including DI Gasell in 2019 and 2020.
Key milestones in the restructuring process
- A preliminary restructuring plan was presented to creditors at the creditors' meeting held before the District Court of Linköping on 11 November 2024.
- At the plan confirmation hearing on 24 March 2025, the affected parties voted in favour of adopting the restructuring plan for ReiRei, after which the plan was confirmed by the court.
- The restructuring plan included a composition settlement under which unsecured creditors receive payment of 25 per cent of their claims, corresponding to a debt write-down of 75 per cent.
- The plan further provided for an equity contribution from ReiRei's parent company and the renegotiation of existing credit facilities with Danske Bank.
- Following confirmation, the restructuring plan gained legal force, and the restructuring proceedings were successfully completed on 24 April 2025.
