The Tellus Group is launching Knottie as a new brand in the child care sector
Published: May 4, 2026
Tellusgruppen AB (publ.) is launching a new brand in the childcare sector: Knottie. This initiative complements Tellusgruppen’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 negatively impacted by tight household budgets and declining birth rates. As economic conditions gradually improve, the Tellus Group sees an opportunity to adopt a more aggressive positioning within this business area. With the launch of Knottie, the Company is creating a clearer structure between its brands:
- Nanny by Telluscontinues to position itself as a more established and comprehensive premium service with a focus on continuity, quality, and long-term relationships.
- Knottieis being introduced as a more flexible and accessible option, with a focus on simplicity, quick matching, and a more digitally enhanced offering.
This breakdown enables more precise market segmentation and better alignment with the needs and willingness to pay of different families. Alongside the launch, a new IT system 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 of families with babysitters, reduce lead times for booking and onboarding, streamline internal processes, and reduce administrative work.
For the Tellus Group, this means increased 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.
Business Area Manager Gabriel Gjerss emphasizes the importance of meeting the needs of different families 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 on the new website www.knottie.se
For more information, please contact Gabriel Gjerss at gabriel.gjerss@tellusgruppen.noboxdesign.se
