The Tellus Group is launching Knottie as a new brand in the child care sector

Published: May 4, 2026

  

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Tellusgruppen AB (publ.) is launching a new brand in the childcare sector, Knottie. This initiative complements the company’s existing offering under Nanny by Tellus and aims to expand its market presence, increase scalability, and create a more differentiated customer offering.

In recent years, the childcare market has been affected by tight household budgets and declining birth rates. As economic conditions gradually improve, the Tellus Group now sees an opportunity to take a more proactive stance in this business area.

With the launch of Knottie, the company is creating a clearer structure among its brands:

Nanny by Tellus continues to position itself as an established premium service focused on continuity, quality, and long-term relationships.

Knottie is being introduced as a flexible and accessible option, with a focus on simplicity, quick matching, and a digitally enhanced offering.

This breakdown allows for more precise market segmentation and better alignment with the needs and willingness to pay of different families. In parallel with the launch, a new system support and an updated digital platform are being implemented, developed in line with the Tellus Group’s broader technology initiatives. The platform is expected to improve the matching between families and babysitters, reduce lead times in booking and onboarding, and streamline internal processes and administration.

For the Tellus Group, this initiative means greater opportunities for economies of scale and improved profitability over time.

“Childcare is a sector where demand is fundamentally strong, but where the supply needs to evolve in step with the changing circumstances of families with children. With Knottie, we are creating a complementary brand that makes us more relevant to a wider range of target groups, while also enhancing the efficiency of our service delivery through new technology,” says Bijan Fahimi, CEO of Tellusgruppen.

The business unit manager emphasizes the importance of meeting diverse needs in a changing market environment:

– We can clearly see that customer needs in the childcare sector are becoming increasingly diverse. Some families seek continuity and long-term solutions, while others prioritize flexibility and quick availability. With Knottie, we can meet both of these needs more effectively while also creating better conditions for growth in this business area,” says Gabriel Gjerss, Business Area Manager for Childcare at Tellusgruppen.

Learn more at www.knottie.se

For more information, please contact:
Gabriel Gjerss
gabriel.gjerss@tellusgruppen.noboxdesign.se