Maisonette

What Maisonette does

Maisonette (legal entity Maisonette World, Inc.) is a Delaware-incorporated, privately held e-commerce retailer founded in 2017 and headquartered in Brooklyn, New York. The company operates a curated online marketplace for children's and baby products — clothing, footwear, accessories, gear, furniture, decor, toys, and gifts — aggregating more than 1,000 brands including recognizable premium and boutique labels such as Trotters London, Tea Collection, Rachel Riley, Petite Plume, Lola + The Boys, Mustard Made, Angel Dear, and Stapelstein. The storefront also encompasses a "Women's" vertical and a "Tween" segment, broadening the addressable buyer beyond traditional baby/kids categories.

The platform is built on Shopify as the core e-commerce technology, supported by a dedicated iOS mobile application that offers an exclusive first-purchase discount. The company runs a direct-to-consumer distribution model with no physical retail footprint, ships globally from the website, and serves a North America–focused market. Distribution is entirely owned-channel, with marketing executed through email newsletter promotions, a content blog ("Le Scoop"), social media, and the iOS app.

Maisonette monetizes through one-time product sales at unit pricing ranging from approximately $1 accessories to $1,500+ premium items, supplemented by sale sections offering up to 70% off and new-customer acquisition incentives (e.g., code NEW10 for 10% off first orders of $75+, free shipping on all orders). The company has raised approximately $66.25M in aggregate across six funding rounds from 2017 through March 2026, with NEA and Thrive Capital as repeat seed/Series A participants, G Squared leading the 2021 Series B, and smaller bridge rounds filed in 2025 and 2026. Headcount is reported in the 11-50 range, and the company is actively operating with no disclosed parent or controlling entity.

Name

Maisonette

Legal name

Maisonette World, Inc.

Website

https://maisonette.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Maisonette is a Brooklyn-based, Shopify-powered curated e-commerce marketplace selling children's and baby clothing, gear, toys, furniture, and gifts from over 1,000 premium and boutique brands directly to parents and gift-givers across North America.

Ownership category

akta.pro rank

Product category

Children's Apparel & Lifestyle E-commerce

NAICS

Furniture and Home Furnishings Retailers (4491), Furniture Retailers (449110)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Furniture Stores (5712)

akta.pro primary industry

Kids’ & Baby Apparel Retail (CRAAABAD)

akta.pro secondary industries

Baby, Kids & Maternity DTC (CRAFACAI), Kids & Nursery Furniture Retail (Cribs, Toddler Beds, Changing Tables, Bunk Beds) (CRAIAAAE), Nursery & Kids Home Textiles Retail (Crib Bedding, Kids Rugs, Kids Bath Textiles) (CRAIALAH)

Keywords

• Children's clothing e-commerce
• Curated kids marketplace
• Baby apparel retail
• Kids lifestyle store
• Multi-brand boutique

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Product Sales: Maisonette generates revenue through direct product sales of curated children's clothing, baby gear, toys, furniture, and home decor from over 1,000 brands. The company acts as a multi-brand online retailer offering both regular-priced and sale items.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Maisonette is a direct-to-consumer, curated multi-brand e-commerce retailer selling children's clothing, baby gear, toys, furniture, and home decor from over 1,000 brands. The platform serves parents and families shopping for children from newborn through teen years, offering trend-based and occasion-based collections alongside a baby registry and gift-shopping experience. Operations run through a Shopify-based website and an iOS mobile app with free shipping on all orders.

Product overview

Maisonette is a curated e-commerce marketplace for children's and baby products, offering over 1000 brands. The platform provides boutique clothes, decor, toys, gear, and gifts across categories including Baby, Toddler, Kids, Tween, Women's, Play, Home, and Gifts. The core Shopify-based platform features numerous third-party sub-brands including Angel Dear (pajamas), Bits & Bows (accessories), Lola + The Boys (bold clothing), Mustard Made (colorful storage), Petite Plume (premium sleepwear), Rachel Riley (British children's wear), Smol (open-ended toys), Stapelstein (movement toys), Super Smalls (sparkle accessories), Tea Collection (cultural prints), and Trotters London (British premium wear). The platform also offers a mobile app for iOS with first-purchase discounts.

Differentiator

Problem solved

Functional benefit

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Angel DearcoreChannel Partner/ Reseller/ DistributorAngel Dear is a featured brand on Maisonette, offering baby clothes and loveys with consistent quality. Their signature 2-way zipper footie pajamas are a Maisonette bestseller.
• Bits & BowscoreChannel Partner/ Reseller/ DistributorSister-started company Bits & Bows creates accessories including their signature Bow Baseball Hat. Maisonette features their products as part of their curated accessories selection.
• Lola + The BoyscoreChannel Partner/ Reseller/ DistributorFounded by Irina Ovrutsky, known for standout tulle dresses, sequin jackets, and shimmery sneakers. Featured as a premium brand on Maisonette.
• Mustard MadecoreChannel Partner/ Reseller/ DistributorFounded by sisters Becca and Jess, Mustard Made creates colorful storage lockers and furniture for children's spaces. Featured with extensive brand editorial content on Maisonette.
• Petite PlumecoreChannel Partner/ Reseller/ DistributorCreates timeless silhouettes in ultra-soft pajamas and nightgowns from the finest cotton. Many styles are monogrammable. Featured as a premium sleepwear brand.
• Rachel RileycoreChannel Partner/ Reseller/ DistributorBritish award-winning brand known for classic, beautifully crafted childrenswear with timeless silhouettes and signature London charm.
• SmolminorChannel Partner/ Reseller/ DistributorMakes playtime more fun, open-ended, and beautiful with a range of products designed to encourage imaginative play without adding clutter.
• StapelsteinminorChannel Partner/ Reseller/ DistributorFounded by Stephan Schenk and Hannah König, creates Bauhaus-inspired playful movement elements that spark creativity for all ages.
• Super SmallsminorChannel Partner/ Reseller/ DistributorFeel-good accessories brand celebrating sparkle in everyone, inspired by glitzy grown-up stuff designed for play.
• Tea CollectioncoreChannel Partner/ Reseller/ DistributorTravels the world to bring beauty of different cultures and modern design to kids' clothing. Gives back 10% of profits to ensure a better world for children.
• Trotters LondoncoreChannel Partner/ Reseller/ DistributorBritish family business founded in 1990, specializing in premium clothing from newborn to 12y. Exclusively designed in London and made in Europe.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kidizen: Kidizen is a peer-to-peer marketplace for buying and selling kids' and baby clothing, similar to Maisonette's curated multi-brand marketplace model serving parents of young children.
• Babylist: Babylist is a baby registry and e-commerce platform offering curated products across gear, clothing, and nursery essentials to expecting parents, directly overlapping with Maisonette's baby and registry verticals.
• Hanna Andersson: Hanna Andersson is a premium children's apparel brand with a strong DTC e-commerce presence, known for soft, durable, and design-forward kids' clothing similar to several brands carried on Maisonette.
• Janie and Jack: Janie and Jack is a premium kids' apparel retailer offering curated, boutique-style children's clothing from baby through tween, directly competing with Maisonette's apparel assortment and premium positioning.
• Crate & Kids (Land of Nod): Crate & Kids is the kids-focused brand from Crate & Barrel, offering curated kids' furniture, bedding, and decor online and in-store, directly competing with Maisonette's home/furniture and nursery categories.

Emerging players

• Tea Collection: Tea Collection is a premium kids' clothing brand featured on Maisonette, but also operates its own DTC e-commerce site, making it both a partner and a partial competitor in the premium kids' apparel space.
• Rockets of Awesome: Rockets of Awesome is a kids' clothing subscription and online retailer offering curated seasonal boxes of children's apparel, partially overlapping with Maisonette's curated multi-brand kids apparel model.

Broad incumbents

• Nordstrom: Nordstrom is a broad department-store incumbent with a significant kids' and baby apparel and home/gift assortment that competes for premium parent spending alongside Maisonette.
• The Children's Place: The Children's Place is the largest pure-play specialty retailer of children's apparel in North America, offering kids' clothing from newborn through tween at value price points across stores and e-commerce.
• Amazon: Amazon is the dominant mass-market e-commerce incumbent with an extensive kids' and baby apparel, gear, and home assortment that competes on price, selection, and Prime delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/maisonetteworld
• Facebookfacebook.com/maisonetteworld

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds5 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Maisonette