Tellusgruppen is launching Knottie as a new brand in the childcare 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 at Nanny by Tellus and aims to broaden 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, Tellusgruppen 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 offering with a focus 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 enables more precise market segmentation and better alignment with the needs and willingness to pay of different families. In parallel with the launch, a new IT system and an updated digital platform—developed in line with Tellusgruppen's ’s broader technology initiatives—are being implemented. The platform is expected to improve the matching of families with babysitters, reduce lead times for booking and onboarding, and streamline internal processes and administration.

For Tellusgruppen , 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 changing circumstances for families with children. With Knottie, we’re 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 area of childcare are becoming increasingly diverse. Some families seek continuity and long-term arrangements, 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