Name

Parently

Legal name

Parently

Website

https://parently.se

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Children's Equipment Subscription Rental

NAICS

Consumer Goods Rental (5322), All Other Consumer Goods Rental (532289)

akta.pro primary industry

Baby & Kids Furniture Rental (Cribs, Changing Tables, Youth Beds) (CRAIAOAJ)

Keywords

• Baby product rental
• Stroller subscription
• Children's equipment rental
• Circular baby gear
• Infant product subscription

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Rental Subscriptions: Core revenue from monthly subscription fees for baby equipment rental. Customers pay recurring monthly fees to rent premium brands like Bugaboo, Thule, Maxi-Cosi. Longer rental periods offer more favorable pricing.
2. Delivery and Logistics Fees: One-time fees for delivery to DHL service points (90 SEK), home delivery (390 SEK), and Arlanda airport pickup/return (299 SEK).
3. Product Exchange Fees: Fee of 249 SEK for exchanging rented products for different sizes or types.
4. Damage Protection Plan: Optional monthly damage protection plan at 29 SEK per month.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Parently is a direct-to-consumer subscription rental service for premium baby and child equipment (strollers, car seats, bicycles, carriers, cribs, breast pumps, toys) in Sweden and Denmark. Customers pay recurring monthly fees to rent premium-brand gear, with included damage repair, options to swap products as children grow, and delivery via DHL, warehouse pickup, or Arlanda Airport. The model is built around circular-economy reuse and includes Pre-Loved refurbished inventory and an optional damage protection plan.

Product overview

Parently is a subscription-based rental service for premium baby and child products operating in Sweden and Denmark. The platform offers rental of strollers (with Bugaboo as exclusive rental partner in Sweden), car seats, children's bicycles (Woom, Puky, Scott), jogging strollers, bike trailers, baby carriers, sibling strollers, bouncers, cribs, hanging cradles, indoor toys, and breast pumps. The service model provides flexible rental periods with the ability to exchange products as children grow, free damage repairs, and multiple delivery/pickup options including Stockholm warehouse, DHL delivery, and Arlanda Airport. Parently also offers Pre-Loved refurbished products, short-term travel rentals, and a damage protection add-on service.

Differentiator

Problem solved

Functional benefit

Products and services

• Stroller Rental (Barnvagnar) Monthly subscription rental of premium strollers including Bugaboo (Parently is the exclusive rental partner for Bugaboo in Sweden), Thule, Stokke YOYO, and Ergobaby Metro+. Customers can rent for flexible periods and exchange strollers as their child grows.
• Car Seat Rental (Bilbarnstolar) Monthly subscription rental of car seats from Maxi-Cosi, Axkid, Thule, BeSafe, and Doona covering infant, convertible, and booster seats for children from newborn to 7 years.
• Travel Stroller Rental (Resevagnar) Rental of lightweight and compact travel strollers ideal for trips, including Bugaboo Butterfly, Bugaboo Ant, and a TernX model that converts to cabin luggage. Available on daily rates for short-term travel needs.
• Children's Bicycle Rental (Barncyklar) Rental of children's bicycles from Woom, Puky, and Scott, including balance bikes and pedal bikes in 12- to 20-inch wheel sizes plus cycling accessories such as helmets and bike locks.
• Jogging Stroller Rental Rental of jogging strollers for active parents, including Thule Urban Glide 2 and 3 models suitable for running on varied terrain.
• Bike Trailer Rental (Cykelvagnar) Rental of bike trailers for cycling with children including Thule Chariot series (Sport, Cross, Lite), Coaster XT, and conversion kits for jogging and skiing.
• Baby Carrier Rental (Bärselar) Rental of baby carriers from Ergobaby, BabyBjörn, and Thule including ergonomic designs, mesh options for warm weather, and winter covers.
• Sibling Stroller Rental (Syskonvagnar) Rental of double and twin strollers for families with two young children, including Bugaboo Donkey 5, Thule Urban Glide 3 Double, and WonderFold wagon strollers.
• Baby Bouncer and Sitter Rental (Babysitter) Rental of baby bouncers and rockers including BabyBjörn Babysitter Bliss and Balance Soft, Maxi-Cosi Cassia and Kori, and Bugaboo Giraffe.
• Crib and Bedside Sleeper Rental (Sängar) Rental of baby cribs and bedside sleepers including Maxi-Cosi Iora Air and Tori Co-Sleeper, Bugaboo Stardust, Chicco Next2Me, and Babydan Safe Multi Crib.
• Hanging Cradle Rental (Hängvaggor) Rental of hanging cradles with motors and stands from Moonboon and Membantu, designed to soothe and help infants sleep with gentle swinging motion.
• Indoor Toy Rental (Leksaker) Rental of educational and active indoor toys including Stapelstein Rainbow, Cliff climbing walls and triangles, MODU Dreamer blocks, and Eazymec furniture sets.
• Breast Pump Rental (Bröstpumpar) Rental of portable electric breast pumps from Elvie, both single and double pump options, with accessories such as nipple cushions and breast shields.
• Accessories Rental Rental of accessories across product categories including stroller rain covers, footmuffs, car seat adapters, cycling helmets, bike locks, and comfort boards.
• Pre-Loved Refurbished Products Carefully inspected, refurbished pre-loved baby products that meet safety standards, fully functional, thoroughly cleaned, and backed by a satisfaction guarantee.
• Arlanda Airport Pickup and Return Service Pickup and return service at Stockholm Arlanda Airport Terminal 5 baggage storage for short-term rentals of travel products up to 3 months, available 24/7 with pickup and return included in the 299 SEK fee.
• Stockholm Warehouse Pickup Free self-pickup from Parently's warehouse in Sundbyberg (Götgatan 1B, 172 30) within 3 business days of ordering, with QR-code self-service pickup available when the warehouse is unmanned.
• DHL Delivery Service Delivery via DHL to all service points in Sweden within 5-7 business days (90 SEK), or home delivery (390 SEK) including weekday and Saturday morning options.
• Parently Damage Protection Optional monthly damage protection service at 29 SEK/month covering repairs and replacements for minor wear and major damage at no additional cost beyond the monthly fee.
• Parently Gift Cards (Presentkort) Gift cards available for rental of baby and child products, allowing recipients to choose products according to their needs.

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

16 partnerships are on record, tiered core and minor.

• BugaboocoreChannel Partner/ Reseller/ DistributorBugaboo is Parently's exclusive rental partner in Sweden. Parently offers rental of the full range of Bugaboo strollers including Fox 5, Donkey 5, Butterfly 2, Bee 6, Ant, and Dragonfly. Products available include both new and Pre-Loved (refurbished) options.
• ThulecoreChannel Partner/ Reseller/ DistributorThule is a key rental partner offering jogging strollers, car seats, bike trailers, and child bike seats. Popular products include Thule Urban Glide 3, Thule Chariot series, and Thule Sapling.
• Maxi-CosicoreChannel Partner/ Reseller/ DistributorMaxi-Cosi provides car seats and baby gear for rental including Pebble 360, Mica 360 Pro, CabrioFix, and Iora Air co-sleeper.
• AxkidcoreChannel Partner/ Reseller/ DistributorSwedish brand Axkid offers rear-facing car seats for rent including Axkid One series, Minikid series, and Modukid infant seats.
• BabyBjörncoreChannel Partner/ Reseller/ DistributorBabyBjörn products available for rental include babysitters (Balance Soft, Bliss), carriers (Harmony Mesh 3D, Mini), and bouncer accessories.
• ErgobabyminorChannel Partner/ Reseller/ DistributorErgobaby carriers and strollers available for rental including Omni Dream, Omni Breeze, and Metro+ stroller.
• MoonboonminorChannel Partner/ Reseller/ DistributorMoonboon hanging cradles and sleep products available for rental. Danish brand known for Scandinavian design and premium baby sleep solutions.
• WoomminorChannel Partner/ Reseller/ DistributorAustrian brand Woom offers children's bikes available for rental including balance bikes and pedal bikes from 12-20 inch wheel sizes.
• PukyminorChannel Partner/ Reseller/ DistributorGerman brand Puky provides balance bikes and children's bikes for rental including LR M balance bikes and LS-PRO pedal bikes.
• DoonaminorChannel Partner/ Reseller/ DistributorDoona car seat strollers and accessories available for rental including Doona i, Doona X, and Liki trikes.
• ElvieminorChannel Partner/ Reseller/ DistributorElvie breast pumps and accessories available for rental or purchase including single and double electric pumps.
• StokkeminorChannel Partner/ Reseller/ DistributorStokke YOYO³ stroller available for rental - compact premium travel stroller.
• BeSafeminorChannel Partner/ Reseller/ DistributorBeSafe transport protection bags for car seats available for rental.
• DHLcoreChannel Partner/ Reseller/ DistributorLogistics partner for delivery services across Sweden. Delivers to DHL service points (5-7 days) and offers home delivery.
• Tiny LibraryminorChannel Partner/ Reseller/ DistributorPartnership for managing stroller lease programs in Europe as part of Bugaboo's circular business model initiatives.
• StrollMeminorChannel Partner/ Reseller/ DistributorPartnership for managing stroller lease programs in Europe as part of Bugaboo's circular business model initiatives.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• BabyQuip: BabyQuip is the largest baby gear rental service in North America, offering strollers, car seats, and other equipment for travelers. Directly comparable to Parently in product category (premium baby gear rental) and customer segment (parents/travelers), though geographically focused on the US.
• Tiny Library: Tiny Library is a European stroller lease program partner mentioned in Parently's data, working with Bugaboo on circular business model initiatives. Directly comparable as a peer operating Bugaboo-affiliated leasing across Europe.
• StrollMe: StrollMe is a European stroller leasing platform partnered with Bugaboo and mentioned in Parently's own partnerships list. Comparable as a direct competitor/peer in branded stroller lease programs across Europe.
• Bundle Baby: Bundle Baby is a Dutch baby product rental subscription service offering strollers, car seats, and other gear. Comparable to Parently in subscription model, target customer, and product breadth — though geographically focused on the Netherlands.

Broad incumbents

• Grover: Grover is a Berlin-based consumer electronics and appliance subscription rental platform with a much broader product range than Parently. Comparable as a subscription rental business model but serves a different product category (tech) at larger scale, representing how a circular-rental specialist could scale.

Regional players

• Hire For Baby: Hire For Baby is a UK-based baby equipment rental service offering strollers, car seats, and travel cots. Comparable to Parently in product offering and rental model, though operating in the UK market rather than the Nordics.
• Babbe: Babbe is a Dutch baby product rental subscription service for strollers, car seats, and related gear. Comparable to Parently in subscription-rental model and target demographic, though operating in the Netherlands/Benelux rather than Nordics.

Emerging players

• Rent-a-Stroller: Rent-a-Stroller is a US-based stroller rental service targeting travelers at major destinations and theme parks. Comparable to Parently's travel/Airport rental angle but focused exclusively on strollers in the US leisure-travel segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtiktok.com/@parently.se
• YouTubeyoutube.com/watch?v=d9BncfG1e3M
• Facebookfacebook.com/parentlysweden
• Instagraminstagram.com/parently.nordics
• LinkedInlinkedin.com/company/parently-ab

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors2 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 Parently