I had a look at some of the Sladda stuff that showed up at my local IKEA in Sweden a couple weeks ago when I bought a nice vanity and sink for my bathroom. I was pretty focused on my goal, so didn't dilly-dally too much.
If I had been in the market for a city-type helmet, I would have bought the one they offer. I may pick up a helmet anyhow to keep at my desk at work. The panniers also seemed nice and inexpensive.
The bike had some features that I like. I did like the front disk brake and the threadless headset, which are somewhat uncommon on city bikes here. Though I have a city bike with a rear coaster brake that I use without trouble, and admit that it's probably fine or even preferable in for the general population here, I really don't care for them. I have no idea why they'd go with the 2-speed hub compared to the 3-speed Shimano variants that are so common here.
I'll consider the trailer, too, for sure. The only thing I really would use it for is, perhaps, trips to IKEA, though.
Ironically, the Sladda line doesn't seem to be on the Swedish website, but is on the American one.