Ju-Ju-Be International

What Ju-Ju-Be International does

Ju-Ju-Be International is a privately held consumer goods company founded in 2005 and headquartered in Costa Mesa, California, that designs, manufactures, and distributes premium diaper bags and parenting accessories. Its core catalog spans multiple diaper bag form factors — backpacks, crossbody, messenger, duffle, shoulder, tote, and mini styles — supplemented by accessories such as insulated bottle bags, organizers, pacifier cases, bibs, straps, travel accessories, guided journals, and baby shoes, with retail prices ranging from approximately $55 to $220. The company's product differentiation rests on proprietary functional features including machine-washable construction, bacteria- and mold-resistant interior linings, insulated bottle pockets, cushioned changing pads, and all-metal hardware, paired with a layered portfolio of licensed and celebrity collaborations (Hello Kitty, tokidoki, Disney's The Little Mermaid, Sazan Hendrix, Witney Carson, and Mr. Men / Little Miss Sunshine). Sub-brands include JJB by JuJuBe and the Pre-Loved Collection, a circular-commerce resale program hosted on Treet.co.

The business operates a hybrid go-to-market combining a direct-to-consumer e-commerce storefront at jujube.com (powered by Shopify), wholesale partnerships, and a physical retail store locator, supported by an active loyalty/rewards program and broad social media presence across Instagram, YouTube, Twitter, Pinterest, TikTok, and a dedicated Facebook community. Revenue is generated through one-time product sales (no subscription component), with pricing structured around unit pricing, gift tiers (under $50, $100, $200), and a $100 free-shipping threshold. The company received institutional capital from Bregal Partners in February 2018 and appears to be independently operated with a small team of 11–50 employees. There is no evidence of AI/ML capability, enterprise customers, or disclosed revenue.

Name

Ju-Ju-Be International

Legal name

Ju-Ju-Be International

Website

https://ju-ju-be.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Ju-Ju-Be International designs, manufactures, and distributes premium diaper bags and parenting accessories through DTC e-commerce, wholesale, and retail channels, targeting parents of infants and toddlers with functional, machine-washable designs and a portfolio of licensed collaborations.

Ownership category

akta.pro rank

Product category

Diaper Bags & Parenting Accessories

NAICS

Jewelry, Luggage, and Leather Goods Retailers (4583), Luggage and Leather Goods Retailers (45832)

SIC

Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Backpacks & Travel Bags (CRAAAJAB)

akta.pro secondary industries

Leather Travel Goods & Luggage (CRAKAEAC), Handbags & Purses (CRAAAJAA)

Keywords

• Diaper bags
• Parenting accessories
• Baby travel gear
• Licensed character collections
• Circular fashion resale

Headquarters

HQ city

Costa Mesa

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: One-time sales of diaper bags, backpacks, accessories, and baby essentials through direct e-commerce and wholesale channels. Revenue generated from individual product transactions with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Ju-Ju-Be International designs and sells premium diaper bags and parenting accessories across backpack, crossbody, duffle, shoulder, tote, and mini styles, plus insulated bottle bags, organizers, pacifier cases, bibs, straps, and journals. Products are sold through direct e-commerce at jujube.com, wholesale, and physical retail channels, with prices ranging from approximately $55 to $220. The brand extends its offering through licensed collaborations (Hello Kitty, tokidoki, Disney's The Little Mermaid, Mr. Men and Miss Sunshine), celebrity partnerships (Witney Carson, Sazan Hendrix), and a circular Pre-Loved Collection for reselling pre-owned bags.

Product overview

Ju-Ju-Be International offers a comprehensive portfolio of intuitively designed diaper bags and baby accessories. The core product line centers on diaper bags available in multiple form factors including backpacks, crossbody, messenger, duffle, shoulder, and tote styles. The Signature Collection represents the premium tier with high-quality materials, machine-washable fabric, light-colored linings, insulated bottle pockets, and cushioned changing pads. The company differentiates through brand collaborations with Hello Kitty, tokidoki, Sazan Hendrix, and Witney Carson, while the sub-brand JJB by JuJuBe extends the product range. The Pre-Loved Collection enables circular commerce through a resale platform. Accessories include organizers, pouches, pacifier cases, bibs, straps, travel accessories, guided journals, and baby shoes.

Differentiator

Problem solved

Functional benefit

Brands

• JJB by JuJuBe: Sub-brand collection under JuJuBe product line
• Pre-Loved Collection

Products and services

• Diaper Bags Flagship product category of diaper bags available in multiple carrying styles (backpack, crossbody, duffle, shoulder, tote, satchel) with machine-washable fabric, bacteria-resistant linings, insulated bottle pockets, cushioned changing pads, and all-metal hardware. Targeted at parents of infants and toddlers.
• Insulated Bottle Bag Compact insulated bag designed to maintain the temperature of baby bottles while on the go. Available in multiple colors, including Witney Carson co-branded Cloud variant. Priced at $55–$60.
• Satchel Diaper Bag Structured satchel-style diaper bag with a professional appearance suitable for work and travel. Offered in Black and Taupe at $220. Features machine-washable construction, light-colored interior linings, insulated bottle pockets, and an integrated cushioned changing pad.
• Hello Kitty x JuJuBe Baby Essentials Collection Licensed collaboration collection featuring Hello Kitty branded baby essentials, including easy-to-clean silicone bibs and Bow Mini Bags for storing pacifiers and small essentials. Targeted at collectors and parents seeking character-branded baby products.
• tokidoki x JuJuBe Collection Collaborative collection featuring tokidoki's artistic designs on Ju-Ju-Be bags and accessories, including special editions like Meadow Blooms, C'est la vie à Paris themes, and 20th Anniversary bundles sold in curated sets.
• Sazan Hendrix x JuJuBe Collection Celebrity/influencer collaboration with Sazan Hendrix featuring signature bag designs including the Classic Diaper Backpack in Paisley Floral and a 3-piece Pouch Clutch Purse Set.
• Witney Carson x JuJuBe Collection Celebrity partnership collection with dancer Witney Carson featuring her signature bag line, including the Classic Diaper Backpack in Cloud color and the Witney Carson Insulated Bottle Bag.
• Baby Essentials: Mr. Men and Miss Sunshine Collection Licensed collaboration featuring Mr. Men and Little Miss Sunshine characters on baby essentials products sold through the Baby Essentials collection.
• Disney's The Little Mermaid Ocean of Dreams Collection Time-limited licensed collaboration featuring Disney's The Little Mermaid Ocean of Dreams theme, distributed through the Ju-Ju-Be x Disney collaboration page on jujube.com.
• Pre-Loved Collection Circular commerce program enabling customers to buy and sell pre-owned Ju-Ju-Be products through the Treet.co resale platform, supporting sustainability and extending the brand's addressable buyer base into the secondary market.
• Baby Accessories Accessory assortment including organizers and pouches, baby essentials, pacifier cases, bibs, replacement and upgrade shoulder straps, stroller clips, travel accessories, guided journals, and baby shoes, sold as add-ons to the diaper bag line or as standalone gifts.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Hello KittycoreGTM or Marketing PartnerLicensed collaboration featuring Hello Kitty branded baby essentials including silicone bibs and Bow Mini Bags for storing pacifiers and small essentials. The partnership includes limited-edition collections like the Cherry Blossoms Collection.
• tokidokicoreGTM or Marketing PartnerMajor collaboration partner with multiple collections including Meadow Blooms, 20th Anniversary Bundles, and C'est la Vie a Paris. Collections available in curated sets and bundles for collectors and gift-givers.
• Sazan HendrixcoreStrategic or Co-development PartnerCelebrity collaboration featuring the Sazan + JuJuBe Classic Diaper Backpack in Paisley Floral and 3-piece Pouch Clutch Purse Set. Active co-development partnership with influencer Sasha Hendrix.
• Witney CarsoncoreStrategic or Co-development PartnerCelebrity partnership with professional dancer and personality Witney Carson featuring the Witney Carson Classic Diaper Backpack and Witney Carson Insulated Bottle Bag. Products sold as signature collections.
• Disney (The Little Mermaid)minorGTM or Marketing PartnerTime-limited collaboration featuring Disney's The Little Mermaid Ocean of Dreams collection with promotional countdown to launch dated 5/16.
• Mr. Men and Miss SunshineminorGTM or Marketing PartnerBaby Essentials collaboration featuring Mr. Happy and Little Miss Sunshine themed products in the Baby Essentials collection.
• Saturday SundaeminorGTM or Marketing PartnerCo-branding partner featured in footer with Saturday Sundae brand, indicating cross-promotional relationship in the baby/lifestyle space.
• Studio OhminorGTM or Marketing PartnerCo-branding partner featured in footer with Studio Oh brand, indicating cross-promotional relationship.
• Bella TunnominorGTM or Marketing PartnerCo-branding partner featured in footer with Bella Tunno brand, indicating cross-promotional relationship in the baby products space.
• Orange Circle StudiominorGTM or Marketing PartnerCo-branding partner featured in footer with Orange Circle Studio brand, indicating cross-promotional relationship.
• Treet.co (Pre-Loved Collection)minorChannel Partner/ Reseller/ DistributorSecondary marketplace partnership for Ju-Ju-Be's Pre-Loved Collection enabling resale of pre-owned Ju-Ju-Be products through Treet.co platform.

Recent moves6 records

Expansion highlights6 records

Direct peers

• Petunia Pickle Bottom: Premium lifestyle diaper-bag brand with strong design and pattern aesthetic, comparable price points, and overlapping parent and gift-buyer audience.
• Skip Hop: Direct competitor in the diaper bag and baby-gear bag category with broad retail distribution and similar feature-led positioning (insulated pockets, changing pads, stroller clips).
• Baggallini: Lightweight, organization-focused bags and crossbodies often used as parental/travel bags; overlaps directly with Ju-Ju-Be's crossbody, tote, and travel-accessory lines.
• Lily Jade: Designer leather diaper bags and tote backpacks targeting the same premium parenting segment, sharing high price points and lifestyle-led branding.
• Fawn Design: Modern, function-forward diaper bags and baby gear accessories — directly competitive on minimalist design, organization, and on-the-go parenting utility.

Broad incumbents

• Herschel Supply Co. Established lifestyle backpack and bag brand with strong DTC and global retail — competes for the same discretionary parental spend and adjacent backpack/duffle real estate Ju-Ju-Be occupies.
• Vera Bradley: Pattern-led bags, backpacks and accessories brand with comparable licensed collaboration cadence and gifting positioning, including baby/parenting product extensions.
• Carter's: Largest U.S. baby/children's apparel brand with extensive retail footprint and parenting-product adjacency; competes for both wallet share and baby registry real estate.

Emerging players

• Bella Tunno: Functional baby accessories and silicone bibs brand listed as a Ju-Ju-Be co-branding partner; comparable target market and emerging-gift-category play.
• Tula: Premium baby carriers and parenting accessories brand serving the same demographic of style-conscious millennial/Gen-Z parents; competes for premium brand positioning in the parenting lifestyle category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/jujube_intl
• YouTubeyoutube.com/channel/UCFXnQ3i5uIxFda_PGOhnzUA/featured
• Instagraminstagram.com/jujube_intl
• TikToktiktok.com/@jujube_intl
• Pinterestpinterest.com/jujubebags
• Facebookfacebook.com/jujubeintl

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Ju-Ju-Be International