mifold
Mifold (Carfoldio Ltd.) designs and sells patented ultra-portable child booster seats using a belt-down mechanism instead of seat-lifting design, serving traveling and carpooling families globally through D2C e-commerce and major US retailers.
- Company typePrivate
- Founded2002
- HeadquartersRa'anana, Israel
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What mifold does
Mifold (legal entity Carfoldio Ltd.) is an Israeli-registered private company that designs and sells ultra-portable child booster seats, founded by Jon Sumroy in 2002/2013 and currently operating with 11–50 employees. The company's core technology is a patented belt-down mechanism — instead of lifting the child to seatbelt height like conventional boosters, Mifold holds the vehicle seatbelt down onto the child's lap and shoulder at three correct anatomical contact points. Its flagship SKUs are the Mifold Comfort backless booster (CompactComfort cushion, $74.99) and the Mifold Hifold highback booster (MultiFit 243-setting adjustability, MultiFold portability, 6 impact protection zones, $219.99), both certified to FMVSS 213b in the US, ECE R44/04 in the EU, and RSSR in Canada. The business is a direct-to-consumer e-commerce brand powered by Shopify and distributed through Amazon, Walmart, Target, Nordstrom, BabyList, and Buy Buy Baby, supplemented by accessories, bundles, gift cards, and Sezzle BNPL financing. Mifold claims 1.3M+ units sold across 150+ countries and 1M+ families served, with cumulative disclosed funding of roughly $5.5M (primarily a record-breaking 2015 Indiegogo campaign and 2015–2016 venture rounds including Sweet Capital, JamJar Investments, and Silver Cloud Ventures). The leadership team consists of founder/CEO Jon Sumroy, CFO/COO Robert Morris, CMO/VP Sales Jonathan Album, and VP Operations Tal Presenty.
mifold firmographics
Firmographics- Name
- mifold
- Legal name
- Carfoldio Ltd.
- Website
- https://mifold.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mifold (Carfoldio Ltd.) designs and sells patented ultra-portable child booster seats using a belt-down mechanism instead of seat-lifting design, serving traveling and carpooling families globally through D2C e-commerce and major US retailers.
- Ownership category
- akta.pro rank
Where mifold is headquartered
LocationHeadquarters
- HQ city
- Ra'anana
- HQ country
- Israel
- HQ region
- Middle East
Offices3 records
Markets served
mifold business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Booster Seat Product Sales: One-time purchase revenue from two main booster seat products: Mifold Comfort (grab-and-go backless booster) and Mifold Hifold (fit-and-fold highback booster). Both are priced for individual consumer purchase with no recurring fees.
- Accessories and Bundles: Sales of complementary products including designer bags for Mifold Comfort and Original, Hifold storage bags, clip-on cup holders, and bundled kits combining boosters with accessories at discounted prices.
- Gift Cards: Digital gift cards available for purchase, allowing customers to gift safety products to other parents.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Mifold Comfort - Grab-and-Go Booster |
| One time/ perpetual license | Pay-as-you-go | Mifold Hifold - Fit-and-Fold Highback Booster |
| One time/ perpetual license | Pay-as-you-go | Mifold Hifold Combo Bundle |
| One time/ perpetual license | Pay-as-you-go | Mifold Comfort Combo Pack |
| One time/ perpetual license | Pay-as-you-go | Mifold Designer Bag (Mifold Comfort) |
| One time/ perpetual license | Pay-as-you-go | Mifold Hifold Storage Bag |
| Transaction based/ take rate | Pay-as-you-go | Sezzle Payment Plans |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels9 records
mifold product offering
Product offeringCore offering
Mifold designs, manufactures and sells compact, portable child booster car seats — the backless Mifold Original/Mifold Comfort and the highback, foldable Mifold Hifold — that use a patented belt-down system to fit the seatbelt to a child instead of lifting the child up. The seats are roughly 10x smaller than traditional boosters, meet FMVSS 213b (US), ECE R44/04 (EU) and RSSR (Canada) safety standards, and are sold directly to parents through e-commerce and major retail partners, alongside branded accessories, bundles and gift cards.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 10x smaller than traditional boosters while maintaining equivalent safety certification
- +2 more outcomes
Companies that use mifold
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
mifold technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
mifold partnerships and signals
Strategic signalScale indicators7 records
Recent moves6 records
Expansion highlights5 records
mifold competitors and assessment
Company assessmentBroad incumbents
- Evenflo: Major US child car seat manufacturer offering a full range of infant, convertible, and booster seats across price points. Directly competes with Mifold in the booster category but operates as a broad incumbent across the full child-restraint portfolio rather than specializing in portable boosters.
- Chicco: Global child car seat and juvenile products brand. Sells booster seats at comparable price points through similar big-box retailers (Target, Buy Buy Baby legacy), making it a direct competitor in the booster category though without Mifold's portability focus.
- Maxi-Cosi (Dorel Juvenile): Global child car seat brand with strong European presence and ECE certifications. Competes with Mifold internationally and in the US, particularly in the highback booster category, though broader portfolio and European focus differentiate the go-to-market.
- Cosco (Dorel Juvenile): Value-tier child car seat brand owned by Dorel Industries. Competes with Mifold at the lower end of the booster price spectrum, particularly in mass-market retail channels where both brands are stocked.
- Safety 1st (Dorel Juvenile): Mass-market child safety brand offering booster seats at lower price points. Competes with Mifold in mass retail channels but as part of a broad juvenile products portfolio rather than a focused booster specialist.
- Graco (Newell Brands): Largest US car seat manufacturer with deep relationships at Walmart, Target, and Amazon. Competes with Mifold across booster and highback categories but as part of a much wider portfolio of juvenile products, diluting focus on the portable/travel niche.
- Britax: Premium child car seat maker with strong brand recognition among safety-focused parents. Competes in the booster and highback tiers and shares Mifold's premium positioning, though Britax is broader and does not specialize in compact/portable form factors.
Regional players
- Joie (Goodbaby International): International child car seat and gear brand with growing US distribution. Sells booster and highback options at mid-tier price points and overlaps with Mifold in the travel/portable positioning, particularly outside the core US market.
Direct peers
- Diono: Specializes in compact, travel-friendly, and narrow-fit car seats — including boosters and all-in-one designs — targeting similar space-constrained and travel-oriented use cases as Mifold. The closest direct peer in product positioning and target customer.
- Clek: Premium, design-forward child car seat brand offering boosters and compact highback options. Targets the same safety-conscious, design-aware parent segment as Mifold with comparable premium pricing and a similar emphasis on form factor and material quality.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key highlights7 records
Customer concentration
mifold social profiles
Digital presencemifold financial estimates
Financial estimateRevenue estimate
Valuation estimate
mifold leadership team
Management profileNumber of profiles
Profiles4 records
mifold funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
mifold M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about mifold
What does mifold do?
Mifold designs, manufactures and sells compact, portable child booster car seats — the backless Mifold Original/Mifold Comfort and the highback, foldable Mifold Hifold — that use a patented belt-down system to fit the seatbelt to a child instead of lifting the child up. The seats are roughly 10x smaller than traditional boosters, meet FMVSS 213b (US), ECE R44/04 (EU) and RSSR (Canada) safety standards, and are sold directly to parents through e-commerce and major retail partners, alongside branded accessories, bundles and gift cards.
Is mifold a public or private company?
mifold is a private company. It is classified as venture growth investor backed and is currently operating.
When was mifold founded?
mifold was founded in 2002. It employs 11 to 50 people.
Where is mifold based?
mifold is headquartered in Ra'anana, Israel, in the Middle East region.
How does mifold make money?
Three revenue lines are on record. Booster Seat Product Sales are the primary driver. The others are accessories and Bundles and gift Cards.
Who are mifold's main competitors?
Broad incumbents on record are Evenflo, Chicco, Maxi-Cosi (Dorel Juvenile), Cosco (Dorel Juvenile), Safety 1st (Dorel Juvenile), Graco (Newell Brands) and Britax. Joie (Goodbaby International) is listed as a regional player. Direct peers are Diono and Clek.
Does mifold have an API?
No public API is recorded for mifold.