Kid’s Concept
Kid's Concept is a Swedish design company, founded in 2007 and based in Borås, that designs and sells FSC-certified wooden toys, children's furniture, and room décor to families and resellers in approximately 30 countries via its DTC site, B2B portal, and an exclusive distributor network.
- Company typePrivate
- Founded2007
- HeadquartersBorås, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Kid’s Concept does
Kid's Concept (legal entity Sweden Concepts AB) is a privately held Scandinavian design company founded in Borås, Sweden in 2007 by three women. It designs, develops, and sells FSC-certified wooden toys, children's furniture, and room décor for children from birth through approximately age 10, including core product lines such as rocking horses, role-play toys, dress-up costumes, play tents, toy storage, tables and chairs, sofas, textiles, and rugs. Sub-brand collections include licensed Pippi Longstocking and Moomin ranges alongside a proprietary Dress-Up and Wallpaper line. Products are developed in-house by a team led by designer Lotta Hallenius on a 6–18 month concept-to-market cycle, using FSC-certified wood (MDF, schima, pine, plywood, rubberwood, beech, poplar), OEKO-TEX certified textiles (organic cotton, recycled polyester), and tested to CE, EN71-1,2,3, and REACH standards across roughly twenty audited factories.
The company operates a dual go-to-market model. Consumer sales run direct-to-consumer via kidsconcept.com with Klarna checkout and Schenker fulfillment, priced from EUR 17.95 to EUR 179.00 including VAT, with a free-shipping threshold of 599 SEK in Sweden. Wholesale and reseller sales run through a dedicated b2b.kidsconcept.com portal, with the company also reaching approximately 30 countries through third-party retailers (online and physical stores) and an exclusive distributor and agent network covering Sweden, Italy, Benelux, Greece, Denmark, Czech Republic, Slovakia, Poland, Spain, France, Germany, Hungary, Slovenia, Croatia, and Hong Kong. Demand generation is multi-channel: a 100,000+ Instagram community, an email newsletter program, an Awin-powered affiliate program, a formal influencer application process, and a Test Family program in the EU. Pricing is one-time purchase at retail (DTC) and individually negotiated terms at wholesale (B2B), with no subscription, licensing-revenue, or service-based monetization disclosed.
Kid’s Concept firmographics
Firmographics- Name
- Kid’s Concept
- Legal name
- Sweden Concepts AB
- Website
- https://kidsconcept.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Kid's Concept is a Swedish design company, founded in 2007 and based in Borås, that designs and sells FSC-certified wooden toys, children's furniture, and room décor to families and resellers in approximately 30 countries via its DTC site, B2B portal, and an exclusive distributor network.
- Ownership category
- akta.pro rank
Kid’s Concept industry classification
Industry- Product category
- Children's Wooden Toys and Furniture
- NAICS
- Hobby, Toy, and Game Retailers (459120), Home Furnishings Retailers (44912)
- SIC
- Retail-Hobby, Toy & Game Shops (5945), Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Educational/Children’s Learning Games & Puzzles Retail (CRALALAN)
- akta.pro secondary industries
- Kids & Nursery Furniture Retail (Cribs, Toddler Beds, Changing Tables, Bunk Beds) (CRAIAAAE), Kids & Nursery Décor Retail (Décor Accessories, Wall Art, Growth Charts) (CRAIACAH), Children’s Room & Toy Storage Systems (Non-Construction) (HSAFAHAF)
Keywords
Where Kid’s Concept is headquartered
LocationHeadquarters
- HQ city
- Borås
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Kid’s Concept business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Others
Revenue model
- Direct-to-Consumer Product Sales: Products are sold directly to consumers through the company's e-commerce website kidsconcept.com. Customers can purchase wooden toys, children's furniture, and room décor at retail prices including VAT. Payment is processed through Klarna.
- B2B Wholesale to Resellers: The company sells to resellers (webshops and physical stores) and distributors/agents globally at wholesale prices excluding VAT. B2B pricing is available through a dedicated login portal. Payment terms are agreed individually with each retailer.
- Affiliate Referrals: The company pays affiliates a percentage of total order value generated through unique tracking links via the Awin platform. Affiliates earn commission by promoting Kid's Concept products on social media channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Retail pricing for individual consumers on kidsconcept.com |
| One time/ perpetual license | Multi-year contract | Wholesale pricing for B2B/resellers |
| Unit Pricing | Pay-as-you-go | Shipping costs for Swedish consumers |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Kid’s Concept product offering
Product offeringCore offering
Kid's Concept designs and sells Scandinavian-styled wooden toys, children's furniture, and kids' room décor, primarily manufactured from FSC-certified wood. The assortment spans wooden toys (rocking horses, role-play, dress-up, play tents, building blocks), children's furniture (tables, chairs, toy storage, sofas), room décor (cushions, rugs, textiles, wallpaper), and licensed collections (Pippi Longstocking, Moomin). Products are sold both directly to consumers via kidsconcept.com and to resellers via the dedicated B2B portal.
Product overview
Kid's Concept is a Scandinavian design brand founded in Sweden in 2007, specializing in wooden toys, children's room furniture, and kids' room décor. The company offers a unified portfolio centered on FSC-certified wooden products and textile items. Product lines include core toy categories (Rocking horses, Role-play sets like the Swedish candy shop, Dress-up costumes, Play tents), furniture (Tables & Chairs, Sofas & Chairs, Storage ottomans), interior décor (Cushions, Rugs, Bed blankets), and licensed sub-brands (PIPPI Collection featuring Pippi Longstocking-inspired furniture and toys, MOOMIN Collection, Wallpaper Collection, DRESS UP Collection). The PIPPI Collection is a major 2026 launch featuring Villa Villekulla-inspired furniture including chairs, benches, stools, armchairs, pouffes, cushions, bed blankets, rocking horses, and tufted mats. The company operates through its own e-commerce platform (B2B Portal for resellers) and retails in approximately 30 countries, with Europe as the largest market.
Differentiator
Problem solved
Functional benefit
Products and services
- Toys Scandinavian-designed wooden and textile toys across categories including baby toys, cars and vehicles, dolls and soft toys, rocking horses and ride-on toys, building blocks and bead mazes, toy instruments, play tents and play tunnels, role play, games and puzzles, dress-up, and outdoor play. Designed and safety-tested for children with focus on FSC-certified wood and EN71 compliance.
- Kid's Room Furniture and Décor Children's room furniture and décor spanning tables and chairs, toy storage (including the Pouffe cylinder with storage), interior decorations (cushions), rugs and textiles (including tufted mats and bed blankets), sofas and chairs (including children's armchairs), and outdoor furniture. Built primarily from FSC-certified wood for aesthetic, durable kids' spaces.
- PIPPI Collection Licensed sub-brand collection inspired by Astrid Lindgren's Pippi Longstocking, including furniture, textiles, and toys featuring the character's iconic dotted horse pattern, candy motifs, and playful color palette. Built on FSC-certified wood with OEKO-TEX-certified textiles.
- MOOMIN Collection Licensed children's product collection featuring Tove Jansson's Moomintroll characters and designs across toys, textiles, and décor items for Scandinavian-themed children's rooms.
- DRESS UP Collection Costume and dress-up accessory line for children including themed items such as the Bow DRESS-UP and Ice cream DRESS-UP costumes, designed for pretend-play and creative role-play.
- Wallpaper Collection Decorative wallpaper collection designed for children's rooms, coordinated with the company's broader Scandinavian-style interior décor assortment.
- B2B Wholesale Portal Dedicated business-to-business online portal for registered resellers (webshops, physical retailers, and distributors/agents) to log in, view VAT-exclusive wholesale pricing, place orders, and download marketing assets including logos, product images, lifestyle photography, and guidelines for online and offline selling.
Quantifiable outcome
- Products available in approximately 30 countries worldwide with Europe as the largest market
- +2 more outcomes
Companies that use Kid’s Concept
Customer profileSegments3 records
Ideal customer profiles2 records
Kid’s Concept technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
Kid’s Concept partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and flagship.
- AwincoreKid's Concept partners with Awin for affiliate marketing. The Awin platform tracks affiliate-generated traffic and purchases through unique links, with affiliates earning a percentage of total order value. Awin charges a SEK 50 application fee (refunded with first payout) to screen serious applicants.
- Ama srl (Italy)coreExclusive distributor for Kid's Concept products in Italy. Contact: ama srl, email and phone available for Italian market inquiries.
- Mrs Jansen Agency (Benelux)coreAgency representing Kid's Concept in Benelux region (Netherlands, Belgium, Luxembourg). Contact through Jonien Kuijpers.
- Afoi Votsi Oe (Greece)coreDistributor for Kid's Concept in Greece. Also operates cozykids.gr retail website. Contact: +30 2310467574.
- Jette Andersson (Denmark)coreAgent representing Kid's Concept in Denmark. Contact: email and +46 72 336 85 00.
- Elisdesign s.r.o. (Czech Republic & Slovakia)coreDistributor for Kid's Concept in Czech Republic and Slovakia.
- Scandinavian Baby (Poland)coreDistributor for Kid's Concept in Poland. Also operates scandinavianbaby.pl website. Contact: +48 22 7270269.
- Ziggy Trading S.L. (Spain)coreDistributor for Kid's Concept in Spain. Contact: +34 950 531 494, ziggy-trading.es.
- Viviane Garcia (France)coreAgent representing Kid's Concept in France. Contact: email and +33 611 87 18 53.
- T&K ScandicToys (Germany)coreDistributor for Kid's Concept in Germany. Contact: +49 6233 325 686, scandictoys.com.
- Pippadu Hungary Kft (Hungary)coreDistributor for Kid's Concept in Hungary. Contact: +36 30 129 9070, pippadu.hu.
- Hajdi.si (Slovenia & Croatia)coreDistributor for Kid's Concept in Slovenia and Croatia. Contact: +38670611911, hajdi.si.
- Planet B Limited (Hong Kong)coreDistributor for Kid's Concept in Hong Kong. Contact: email available.
- Pippi Longstocking (Licensed Collection)flagshipKid's Concept has a licensed collection featuring Pippi Longstocking characters from Astrid Lindgren's books. The Pippi collection includes furniture (chairs, benches, armchairs, pouffes), textiles (bed blankets, cushions, tufted mats), and toys (rocking horse). Products feature iconic Pippi design elements including dotted patterns and the character's distinctive braids.
- Moomin (Licensed Collection)coreKid's Concept features a Moomin-themed collection, leveraging the popular Scandinavian literary characters created by Tove Jansson.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Kid’s Concept competitors and assessment
Company assessmentDirect peers
- Liewood: Danish premium children's brand spanning toys, textiles, and nursery interiors with a strong DTC and wholesale footprint in Europe. Direct peer based on Scandinavian design DNA, premium pricing, and cross-category kids portfolio.
- Done by Deer: Danish brand producing Scandinavian-designed baby and children's products including toys, textiles, and nursery interior. Direct peer given shared Scandinavian design language and cross-category baby/kids offering.
- Plan Toys: Thai sustainable wooden-toy manufacturer with rubberwood-based products and ethical supply chain. Direct peer given material sustainability story, wooden toy focus, and European distribution that overlaps with Kid's Concept.
- Cam Cam Copenhagen: Danish children's brand with sustainable wooden toys, furniture, and room décor in a Scandinavian aesthetic. Direct peer given overlapping premium positioning, sustainability focus, and combined toy/furniture/room offering.
- Trixie: Belgian children's brand specializing in wooden toys and nursery décor with Scandinavian-inspired design. Direct peer based on shared European premium positioning, wood-material focus, and combined toys-plus-kids-room catalogue.
- Sebra: Danish children's interior and toy brand using wood, organic textiles, and traditional craftsmanship for nursery furniture and toys. Direct peer given overlapping Scandinavian aesthetic, nursery-focused mix, and organic/sustainable positioning.
- BRIO: Swedish heritage brand producing wooden toys including rocking horses, baby toys, and ride-ons. Closest direct peer to Kid's Concept given shared Swedish origin, FSC-grade materials, and overlapping product categories (rocking horses, pull-alongs, baby toys).
Broad incumbents
- Ferm Living: Danish design brand with a dedicated kids' line of furniture, toys, and décor alongside a broader adult interiors portfolio. Broader incumbent given the kids category is one of multiple verticals, but comparable in Scandinavian design language and nursery aesthetic.
- Stokke: Norwegian premium children's brand specializing in high-end nursery and children's furniture (high chairs, cribs, strollers). Broader incumbent given larger scale and adult-replacement furniture cycles, but comparable in premium Scandinavian nursery positioning.
Emerging players
- Charlie Crane: French/European modern nursery furniture brand with premium wooden baby furniture and accessories. Emerging peer given narrower furniture-focused scope but overlapping premium Scandinavian-influenced positioning and DTC/wholesale hybrid model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Kid’s Concept social profiles
Digital presenceKid’s Concept compliance and trust
Trust signalCompliance10 records
Kid’s Concept financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kid’s Concept leadership team
Management profileNumber of profiles
Profiles1 record
Kid’s Concept funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kid’s Concept 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 Kid’s Concept
What does Kid’s Concept do?
Kid's Concept designs and sells Scandinavian-styled wooden toys, children's furniture, and kids' room décor, primarily manufactured from FSC-certified wood. The assortment spans wooden toys (rocking horses, role-play, dress-up, play tents, building blocks), children's furniture (tables, chairs, toy storage, sofas), room décor (cushions, rugs, textiles, wallpaper), and licensed collections (Pippi Longstocking, Moomin). Products are sold both directly to consumers via kidsconcept.com and to resellers via the dedicated B2B portal.
Is Kid’s Concept a public or private company?
Kid’s Concept is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Kid’s Concept founded?
Kid’s Concept was founded in 2007. It employs 11 to 50 people.
Where is Kid’s Concept based?
Kid’s Concept is headquartered in Borås, Sweden, in the Europe region.
How does Kid’s Concept make money?
Three revenue lines are on record. Direct-to-Consumer Product Sales are the primary driver. The others are B2B Wholesale to Resellers and affiliate Referrals.
Who are Kid’s Concept's main competitors?
Direct peers on record are Liewood, Done by Deer, Plan Toys, Cam Cam Copenhagen, Trixie, Sebra and BRIO. Broad incumbents are Ferm Living and Stokke. Charlie Crane is listed as an emerging player.
Does Kid’s Concept have an API?
No public API is recorded for Kid’s Concept.
What industry is Kid’s Concept in?
Kid’s Concept's product category is Children's Wooden Toys and Furniture. Its primary akta.pro industry code is CRALALAN, Educational/Children’s Learning Games & Puzzles Retail, with a secondary code of CRAIAAAE, Kids & Nursery Furniture Retail (Cribs, Toddler Beds, Changing Tables, Bunk Beds). Its NAICS code is 459120 and its SIC code is 5945.