Bajka was founded in 2011, initially as a small home-based business with an online shop. “At the start, we mainly sold baby accessories – both new and second-hand – as well as toys,” explains Jeczalik. As interest grew, the business moved into high-street retail. Multifunctional pushchairs quickly became a key part of the product range. “Right from the start, we’ve tried to respond flexibly to the needs of the market and our customers,” says the retailer. In 2019, Bajka focused exclusively on new goods in the mid-price range. In 2024, the move to new premises was followed by a consistent specialisation in pushchairs and car seats. For Jeczalik, this specialisation was a logical development: “Prams were actually part of our business right from the start and have always been a key component of our range.” Car seats also became increasingly important over time. As a mother, she had looked closely into the issue of safety: “I know from my own experience how important a child’s safety is – especially when travelling by car.” The more she learnt about car seats, the greater her enthusiasm for the subject became.

Expert advice

“Choosing a pushchair and a car seat are decisions that have a direct impact on a child’s comfort and safety,” emphasises Monika Jeczalik, adding: “Parents pay attention to many details and expect expert advice. We feel we are truly knowledgeable in this area.” Among other things, there is demand for lightweight, compact models that can be folded up quickly with one hand, as well as innovative suspension systems and lightweight, sturdy frames. When it comes to car seats, the focus is on the ongoing development of safety technology. Sustainability is also becoming increasingly important. For Bajka, three criteria are paramount when selecting its product range: safety, comfort and functionality. The products should support families in their everyday lives and be practical and durable. Monika Jeczalik applies a personal standard here: “I only offer products that, as a mother, I would give to my own child.”

Customer feedback is just as important: “We listen very carefully to our customers – to their needs, their opinions and their suggestions.” Parents’ buying behaviour has also changed. As a result, consultations can last several hours and span several visits.

Challenging market trends

When it comes to pushchairs, customers look for style, ease of use, functionality, comfort and weight. “Price is increasingly rarely the deciding factor,” reports the retailer. With car seats, safety is the top priority – from crash tests and side-impact protection to correct installation. “Awareness of how to transport children safely is growing, and that is very encouraging.” One of the biggest challenges is attracting customers, with the falling birth rate intensifying competition. This makes service and advice all the more important. “For us, the greatest success is a satisfied customer who comes back or recommends us to their friends.” Jeczalik is particularly pleased about recommendations: This is the greatest reward.