Kids Plaza Joint Stock Company

Name

Kids Plaza Joint Stock Company

Legal name

Kids Plaza Joint Stock Company

Website

https://kidsplaza.vn

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Mother and Baby Specialty Retail

NAICS

General Merchandise Retailers (455)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Baby, Kids & Maternity Online Retailers (CRAFADAI)

Keywords

• Mother baby retail
• Baby care products
• Infant nutrition supplies
• Maternal care stores
• Baby specialty retail

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Kids Plaza generates revenue through retail sales of mother and baby products across 206 physical store locations and its e-commerce platform kidsplaza.vn, selling a wide range of products including milk formula, diapers, feeding bottles, skincare, vitamins, and baby gear.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Kids Plaza Joint Stock Company operates a multi-channel mother-and-baby specialty retail business, selling products such as diapers, baby formula, baby food, feeding bottles, newborn items, fashion, vitamins, bath products, and toys through a chain of physical retail stores in Northern Vietnam, an e-commerce website, a mobile app, and Zalo store channels. The company also operates a customer loyalty program called Kicoin.

Product overview

Kids Plaza Joint Stock Company operates Vietnam's largest mother and baby care retail chain with 206 physical stores and an e-commerce platform (kidsplaza.vn). The company offers a comprehensive portfolio of baby and mother care products including formula milk, diapers (Moony, Merries, Goon, Pampers), feeding bottles and accessories, baby food, vitamins and health supplements, apparel and accessories, toys and learning materials, bath and skincare products, and breastfeeding support items. The product portfolio spans multiple international brands including Japanese (Moony/Unicharm, Pigeon), Italian (Chicco), Swiss (Medela), Korean, and domestic Vietnamese brands. The company also operates a loyalty program (Kicoin) and mobile app for customer engagement. Key distribution partnerships include Concung and Kids Plaza for Korean brand Elyssia's Moyuum breastfeeding products in Vietnam.

Differentiator

Problem solved

Functional benefit

Products and services

• Kids Plaza Retail Store Network
• Kids Plaza E-commerce Platform
• Kids Plaza Mobile App
• Diaper Product Range
• Baby Formula and Nutrition
• Baby Care Accessories and Newborn Supplies
• Children's Fashion and Toys

Named customers1 record

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

One partnership is on record.

• Elyssia (Korean baby care products developer)coreChannel Partner/ Reseller/ Distributor · 1 January 2021Korean baby care company Elyssia distributes its products through Kids Plaza as one of its major retail partners in Vietnam. Elyssia's Moyuum breastfeeding brand became the top-selling baby feeding bottle in Vietnam through distribution at Kids Plaza and Concung. Elyssia achieved significant global expansion growing exports from 4% to over 20% of total sales after acquisition by Widus Partners in 2021, with products distributed to 12 countries.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• AEON Vietnam: Japanese-backed hypermarket and mall operator in Vietnam. Sells baby products and diapers within broader general merchandise formats and competes for family-oriented retail spend, though it does not specialize in mother and baby the way Kids Plaza does.
• Mothercare: Global specialty retailer of mother and baby products. While not operating in Vietnam today, Mothercare represents the international template for a branded mother & baby specialty chain and an aspirational benchmark for Kids Plaza's positioning and assortment.
• Shopee Vietnam: The largest marketplace in Vietnam, listing many of the same imported baby brands (Moony, Pigeon, Medela, Chicco) at aggressive prices. Represents the dominant alternative online channel for Vietnamese mothers shopping the same SKUs as Kids Plaza.
• Lazada Vietnam: Major regional marketplace with significant Vietnam baby-category GMV, stocking Moony, Pampers, Medela, and similar imported brands. Competes with Kids Plaza's kidsplaza.vn platform for online baby product purchases.

Emerging players

• Kidzoo: Vietnamese specialty retailer focused on kids' apparel and accessories. Overlaps with Kids Plaza's apparel and accessories category and competes for the same parenting demographic in major Vietnamese cities.
• TikTok Shop Vietnam: Fast-growing social commerce platform in Vietnam where premium baby brands are increasingly sold via livestream and short video. Competes with Kids Plaza's owned e-commerce site and its own TikTok channel for the same Vietnamese mother audience.

Regional players

• Bibo Mart: China-based large-scale mother and baby specialty retail chain with a multi-hundred store footprint and similar omnichannel model. Operationally comparable to Kids Plaza in scale and format, though in a different geographic market.
• Central Group (Thailand): Thai retail conglomerate that distributes the Korean Elava/Elyssia baby brand alongside Kids Plaza in different geographies. Represents a regional incumbent with comparable category breadth and a potential cross-border partnership or expansion benchmark.
• Bách Hóa Xanh: Large Vietnamese grocery and household goods retail chain owned by Mobile World. Overlaps with Kids Plaza on adjacent categories (baby food, formula, household essentials) and competes for Vietnamese mothers' weekly basket spend.

Direct peers

• Con Cưng (Concung): Vietnam's other large-scale mother and baby specialty retail chain, also cited as a co-distributor of the same Korean Moyuum/Elyssia brand. Directly competes with Kids Plaza on stores, assortment, and supplier partnerships within Vietnam.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/KidsPlazaChannel
• Facebookfacebook.com/kidsplaza.com.vn
• TikToktiktok.com/@kidsplazaofficial
• Xx.com/kidsplazashop

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 Kids Plaza Joint Stock Company