Freshly picked
Freshly Picked is a direct-to-consumer baby products brand selling genuine leather baby shoes, premium diaper bags, accessories and toys online via Shopify, primarily serving moms and parents of infants and toddlers with secondary gift-buyer demand.
- Company typePrivate
- Founded2009
- HeadquartersLehi, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Freshly picked does
Freshly Picked is a privately held, direct-to-consumer baby products brand operating an e-commerce storefront on Shopify and serving primarily mothers and parents of infants and toddlers (0–3 years), with a secondary gift-buyer segment. The company's product portfolio is anchored by genuine leather baby shoes (moccasins, Mary Janes, oxfords, Chelsea boots, sandals and ballet slippers priced $50–$59) and a broad diaper bag line (Classic, Soho, Zurich, Seoul, City, Motion collections priced $119–$229), supplemented by accessories, kids' footwear, nursery items and a magnetic-building-toy sub-brand called MagnetBlox. The brand competes on leather quality, organizational functionality, fashion-forward styling and a wide portfolio of licensed entertainment collaborations (Harry Potter, Hot Wheels, Barbie, Gilmore Girls, Scooby-Doo, DC Super Heroes) that no direct peer replicates.
Freshly Picked monetizes through four revenue streams: direct e-commerce sales via its Shopify storefront (primary), wholesale distribution to third-party retailers, licensing royalties from entertainment-IP collaborations, and an affiliate referral program. Pricing follows a unit-pay-as-you-go model across the catalog with promotional instruments including an automatic Buy-One-Get-One-Free on full-priced baby shoes, a STACK30 code for 30% off sale items, mystery baby shoes at $15, a points-based JOIN REWARDS + SAVE loyalty program, and a $10 gift-wrap option. Distribution combines the Shopify DTC site, a wholesale program and physical retail partners searchable via a store locator. The company operates only in North America, has no disclosed headcount, no disclosed funding rounds, and no disclosed financial metrics, and appears to be founder-owned and bootstrapped based on the absence of any external investor or parent-company references.
Freshly picked firmographics
Firmographics- Name
- Freshly picked
- Legal name
- Freshly Picked
- Website
- https://freshlypicked.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Freshly Picked is a direct-to-consumer baby products brand selling genuine leather baby shoes, premium diaper bags, accessories and toys online via Shopify, primarily serving moms and parents of infants and toddlers with secondary gift-buyer demand.
- Ownership category
- akta.pro rank
Freshly picked industry classification
Industry- Product category
- Baby Apparel and Accessories
- NAICS
- Shoe Retailers (45821), Luggage and Leather Goods Retailers (458320)
- SIC
- Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Children’s & Baby Footwear Retail (CRAAADAF)
- akta.pro secondary industry
- Kids’ & Baby Apparel Retail (CRAAABAD)
Keywords
Where Freshly picked is headquartered
LocationHeadquarters
- HQ city
- Lehi
- HQ country
- United States
- HQ region
- North America
Markets served
Freshly picked business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Direct E-commerce Sales: Primary revenue stream through the company's Shopify-powered direct-to-consumer e-commerce website, selling leather baby shoes, diaper bags, and accessories at retail prices ranging from $50-$209.
- Wholesale Distribution: Bulk sales to retail partners through a wholesale program, selling products in larger quantities to third-party retailers.
- Licensing Royalties: Revenue generated from licensed collaborations with entertainment brands including Harry Potter, Hot Wheels, Barbie, and Gilmore Girls, where brand imagery is applied to Freshly Picked products.
- Affiliate Program: Commission-based revenue through an affiliate program where partners earn commissions for referring customers to the Freshly Picked website.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Baby Shoes - $50-$59 per pair |
| Unit Pricing | Pay-as-you-go | Diaper Bags - $119-$229 |
| Unit Pricing | Pay-as-you-go | Fanny Packs / Park Packs - $69 |
| Unit Pricing | Pay-as-you-go | Crossbody Bags - $79-$110 |
| Unit Pricing | Pay-as-you-go | Accessories - $10-$69 |
| One time/ perpetual license | Pay-as-you-go | Digital Gift Cards |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels10 records
Freshly picked product offering
Product offeringCore offering
Freshly Picked designs, sources, and sells genuine leather baby shoes (moccasins, Mary Janes, oxfords, boots, sandals, ballet slippers) and a portfolio of stylish, organization-focused diaper bags and accessories. The brand operates direct-to-consumer through its own Shopify-powered e-commerce storefront, with additional wholesale distribution and licensed entertainment-brand collaborations (Harry Potter, Hot Wheels, Barbie, Gilmore Girls, Scooby-Doo, DC Super Heroes).
Product overview
Freshly Picked is a direct-to-consumer baby product company offering a portfolio of genuine leather bags and shoes for babies and children. The core product lines include multiple diaper bag styles organized into collections (Classic, Soho, Zurich, Seoul, City, Motion) and a comprehensive baby shoe range featuring moccasins, Mary Janes, oxfords, boots, sandals, and ballet slippers. The company also sells older children's shoes (sneakers, boots), nursery items, play toys (MagnetBlox), and accessories (stroller clips, changing pads, pouches, travel bags, jewelry). Freshly Picked operates a buy-one-get-one-free promotion on baby shoes and runs licensed collaborations with Harry Potter, Hot Wheels, Barbie, Gilmore Girls, Scooby-Doo, and DC Comics. The brand positions itself as mom-founded and emphasizes leather quality and organizational functionality.
Differentiator
Problem solved
Functional benefit
Brands
- MagnetBlox: Magnetic building block toys for kids
Products and services
- Genuine Leather Baby Shoes
Quantifiable outcome
- 603 reviews on Butterscotch Classic Diaper Bag II, indicating significant customer engagement and purchase volume on the flagship product
- +1 more outcomes
Companies that use Freshly picked
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Freshly picked technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Freshly picked partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Warner Bros. Discovery (Harry Potter)coreLicensed collaboration with Warner Bros. Discovery featuring Harry Potter branding across Freshly Picked's product line, including Classic Diaper Bags II, Mini Classic Diaper Bags, Crossbody bags, Fanny Packs/Play Packs, City Mocc baby shoes, and Marauder's Map designs.
- Mattel (Hot Wheels, Barbie)coreLicensed collaboration with Mattel featuring Hot Wheels and Barbie branding on Freshly Picked baby shoes and accessories. Hot Wheels collection includes City Mocc baby shoes with racing themes. Barbie collection features Friendship Bracelet Slip On baby shoes.
- Warner Bros. Discovery (Gilmore Girls)minorLicensed collaboration with Warner Bros. Discovery featuring Gilmore Girls branding on Mini Classic City Diaper Bags, Daisy Mary Jane baby shoes, and Utility Pouches.
- Warner Bros. Discovery (Scooby-Doo)minorLicensed collaboration with Warner Bros. Discovery featuring Scooby-Doo branding on Freshly Picked baby products.
- DC (DC Super Heroes)minorLicensed collaboration with DC featuring Super Heroes branding on Freshly Picked diaper bags and accessories.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Freshly picked competitors and assessment
Company assessmentDirect peers
- Ju-Ju-Be: Premium diaper bag and parent accessory brand offering tote, backpack, and messenger-style bags with prints and collaborations. Direct competitor to Freshly Picked in the stylish, feature-rich diaper bag category.
- Petunia Pickle Bottom: Premium designer diaper bags and parent accessories sold through D2C and department-store channels. Closely comparable to Freshly Picked on aesthetic positioning, price point, and target demographic of style-conscious parents.
- Fawn Design: Stylish minimalist diaper bags and parent accessories in vegan leather and canvas, sold D2C. Direct competitor in the fashion-forward, functional diaper bag niche with similar target customer and aesthetic.
- Lily Jade: Leather diaper bags and parent accessories in a similar premium price band. Especially comparable to Freshly Picked on the genuine leather, fashion-meets-function positioning.
- Itzy Ritzy: Parent-focused brand offering diaper bags, baby carriers, teething jewelry, and accessories. Comparable in product breadth (multiple parent categories) and D2C-led go-to-market, though more design-led than leather-premium.
- Pediped: Premium baby and toddler footwear brand focused on foot-healthy soft-sole shoes. Direct competitor in the baby shoes category, comparable on premium positioning and developmental-design messaging.
- Robeez: Soft-sole baby shoes and toddler footwear brand sold through D2C and major retailers. Direct competitor in the baby moccasin/soft-shoe category, though Robeez typically sits at a lower price band than Freshly Picked's leather line.
Broad incumbents
- Skip Hop: Mass-market baby products brand owned by Carter's, with a broad portfolio of diaper bags, baby gear, and toys. Larger incumbent with overlapping diaper bag assortment but distributed through mass and big-box retail rather than premium D2C.
- Carter's: Largest U.S. children's apparel and baby products retailer (owns Skip Hop and OshKosh). Comparable as a broad incumbent in the kids' apparel and baby products category, including via Skip Hop which directly competes with Freshly Picked's diaper bag assortment.
Regional players
- Babymel: UK-based premium diaper bag and parent accessory brand. Comparable on product category and design-led positioning, but primarily serves the UK/European market rather than North America.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
Freshly picked social profiles
Digital presenceFreshly picked financial estimates
Financial estimateRevenue estimate
Valuation estimate
Freshly picked leadership team
Management profileNumber of profiles
Freshly picked funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Freshly picked M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Freshly picked
What does Freshly picked do?
Freshly Picked designs, sources, and sells genuine leather baby shoes (moccasins, Mary Janes, oxfords, boots, sandals, ballet slippers) and a portfolio of stylish, organization-focused diaper bags and accessories. The brand operates direct-to-consumer through its own Shopify-powered e-commerce storefront, with additional wholesale distribution and licensed entertainment-brand collaborations (Harry Potter, Hot Wheels, Barbie, Gilmore Girls, Scooby-Doo, DC Super Heroes).
Is Freshly picked a public or private company?
Freshly picked is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Freshly picked founded?
Freshly picked was founded in 2009. It employs 51 to 100 people.
Where is Freshly picked based?
Freshly picked is headquartered in Lehi, United States, in the North America region.
How does Freshly picked make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution, licensing Royalties and affiliate Program.
Who are Freshly picked's main competitors?
Direct peers on record are Ju-Ju-Be, Petunia Pickle Bottom, Fawn Design, Lily Jade, Itzy Ritzy, Pediped and Robeez. Broad incumbents are Skip Hop and Carter's. Babymel is listed as a regional player.
Does Freshly picked have an API?
No public API is recorded for Freshly picked.
What industry is Freshly picked in?
Freshly picked's product category is Baby Apparel and Accessories. Its primary akta.pro industry code is CRAAADAF, Children’s & Baby Footwear Retail, with a secondary code of CRAAABAD, Kids’ & Baby Apparel Retail. Its NAICS code is 45821 and its SIC code is 5661.