Elodie Details

What Elodie Details does

Elodie Details is a Stockholm-based direct-to-consumer e-commerce company, founded in 2005 as a DIY project and now operating as Elodie Details AB (Swedish reg. 556745-7295). It designs and sells premium, Scandinavian-aesthetic baby and children's products — most notably the Elodie MONDO Stroller (a 6.7 kg, IATA-compliant compact travel stroller that folds to 54x42x18 cm) and the Elodie GRACE High Chair (a modular seating system engineered to grow with the child from newborn to six years) — alongside an extensive accessory portfolio spanning footmuffs, seat liners, rain covers, baby nests, blankets, pacifiers, bibs, cutlery, silicone feeding sets, and glass feeding bottles. The company emphasizes sustainability through recycled materials, organic cotton, bamboo, and food-grade silicone, with key product lines holding OEKO-TEX Standard 100 Class 1, EN 14350/14372/1400, REACH, and EU 1935/2004 certifications.

The business operates a hybrid distribution model: direct e-commerce through elodiedetails.com with global shipping, a flagship retail store at Jakobsbergsgatan 16 in Stockholm, an Amazon UK Brand Store, and a network of 40+ regional distribution partners across Europe, Asia, the Middle East, and Oceania. Commercial reach is amplified by an Awin-powered affiliate program (45-day cookie, commission-based), active social media presence across Instagram, TikTok, Pinterest, Facebook, YouTube, and LinkedIn, and a #YesElodieDetails user-generated content program. The company is bootstrapped and founder-led, with no disclosed funding rounds, parent company, or M&A activity. It has earned recurring best-in-test recognition from Bäst-i-test.se, Testproffs.se, Babycentrum.se, Prisjakt, Junior Design Awards (Gold 2025, 2024), and MAMA Awards (Bronze 2024), though it has also faced a voluntary recall of the Silicone Dinner Plate Dalmatian Dots due to elevated VOC levels.

Name

Elodie Details

Legal name

Elodie Details AB

Website

https://elodiedetails.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Elodie Details is a Stockholm-based, bootstrapped DTC e-commerce brand founded in 2005 that designs and sells premium Scandinavian-designed baby products — most notably the Elodie MONDO Stroller and Elodie GRACE High Chair — to design-conscious parents across 40+ countries via direct e-commerce, wholesale partners, a Stockholm flagship, and an Awin affiliate program.

Ownership category

akta.pro rank

Product category

Baby and Children's Products

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro industry

PRIMARYCRAFABAG

Baby, Kids & Maternity Marketplaces

Consumer Products & Retail/E-commerce & Marketplaces/Vertical/Specialist Marketplaces

Keywords

• Baby products retail
• Scandinavian baby gear
• Premium baby strollers
• Children's feeding products
• Baby nursery essentials

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: The company sells products directly to consumers through its e-commerce platform elodiedetails.com, operating globally with shipping to most countries. Products include strollers, high chairs, baby accessories, feeding products, and nursery items at various price points.
2. Affiliate Program: Content creators and influencers can join the Awin affiliate program to earn commission on referred sales, with 45-day cookie period and competitive commission rates based on basket value.
3. Distribution Partner Sales: Wholesale distribution to 40+ regional distribution partners worldwide who resell Elodie products in their territories, with dedicated partners across Europe, Asia, Middle East, and Oceania.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Elodie Details designs, sources and sells premium Scandinavian-style baby and children's products directly to consumers worldwide. The portfolio is anchored by two flagship products, the Elodie MONDO compact travel stroller (IATA-approved fold) and the Elodie GRACE convertible high chair, supported by stroller accessories (footmuffs, rain covers, seat liners, mittens), baby accessories (pacifiers, blankets, bibs, hooded towels, baby nests), and feeding products (dinner sets, cutlery, silicone bowls, glass feeding bottles). Sales are primarily conducted direct-to-consumer via the elodiedetails.com e-commerce store with global shipping.

Product overview

Elodie Details is a Stockholm-based direct-to-consumer e-commerce company founded in 2005 specializing in premium baby and children's products. The product portfolio centers on two flagship product lines: the Elodie MONDO Stroller (a compact, travel-focused stroller with IATA-approved dimensions for air travel) and the Elodie GRACE High Chair (a convertible seating system designed for children from newborn to six years). These core products are supported by extensive complementary accessories including stroller gear (footmuffs, seat liners, rain covers, stroller mittens, changing bags), baby accessories (pacifiers, blankets, hooded towels, drool bibs, baby nests), and feeding products (dinner sets, bibs, cutlery, silicone bowls, glass feeding bottles, napkins). The company emphasizes Scandinavian design aesthetics with consistent signature patterns across product lines and sustainability through recycled materials and OEKO-TEX certified textiles. Products are sold direct-to-consumer through their e-commerce platform with global distribution through regional partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Elodie MONDO Stroller Compact travel stroller with IATA-approved dimensions designed for city life and travel; weighs 6.7 kg and folds to 54x42x18 cm with generous storage basket convertible to a backpack. Priced €399-€499, with Le Leopard variant at €449.
• Elodie MONDO Carry Cot Carry cot attachment for the Elodie MONDO stroller that provides a flat sleeping position for newborns from birth. Available standalone at €249.00 or as part of a stroller set at €599.00.
• Elodie GRACE High Chair Convertible high chair designed to grow with the child from newborn to six years, with a modular seating system offering multiple configurations and Scandinavian design. Priced at €249.90, with complete seating sets at €479 and newborn high chair sets at €449.
• Footmuffs (Stroller) Insulated stroller footmuffs for winter warmth, available in universal and convertible styles, many made from recycled materials. Priced €149-€169.
• Baby Overalls Insulated one-piece suits for babies that attach to footmuffs, providing additional warmth and full coverage for cold weather. Priced around €119.
• Stroller Mittens Insulated hand warmers for parents that attach to stroller handlebars with velcro. Priced €39.90-€44.90.
• Stroller Rain Covers Universal waterproof rain protection covers for strollers, keeping babies dry in wet weather. Priced €39.90-€44.90.
• Changing Bags Diaper bags in quilted changing and soft shell styles with comfortable handles and stroller hooks. Priced €69.90-€79.90.
• BackPack MINI Compact parent backpack featuring Elodie signature patterns such as Free Bird. Priced at €49.90.
• Portable Changing Pads Compact changing mats designed for on-the-go diaper changes. Priced at €49.90.
• Pacifier Clips Accessories to attach pacifiers to clothing or strollers, available in wood and fabric designs. Priced €12.90-€14.90.
• Baby Mittens Baby mittens for infants aged 0-12 months and 1-3 years in various Elodie patterns. Priced €20.93-€39.90.
• Warming Collars Insulated collar accessories designed for use with baby bunting bags or strollers. Priced at €29.90.
• Winter Beanies Baby winter hats in various Elodie patterns. Priced €17.43-€24.90.
• Blankets Baby blankets including soft cotton blankets and pointelle knit blankets in Elodie patterns. Priced €19.90-€39.90.
• Bath Ponchos and Hooded Towels Bath ponchos and hooded towels for toddlers after bathing, in Elodie colors and patterns. Priced at €39.90.
• Portable Baby Nests Portable sleeping nests for newborns, designed for safe supervised sleeping on the go. Priced at €129.00.
• 3-Piece Dinner Sets Complete toddler feeding sets with plate, bowl, and cup featuring removable suction pads. Materials include melamine, PLA bioplastic and silicone options. Priced €39.90-€49.90.
• Baby Bibs Feeding bibs with waterproof materials, quick-dry properties and adjustable neck closures. OEKO-TEX Standard 100 Class 1 certified. Priced €22.90-€29.90.
• Long-Sleeved Baby Bibs Full-coverage bibs that protect shoulders, chest, and arms during messy activities, made from recycled polyester. OEKO-TEX Standard 100 Class 1 certified. Priced at €29.90.
• Drool Bibs Bandana-style absorbent bibs with water-repellent membrane for teething babies. Made from organic cotton and OEKO-TEX Standard 100 Class 1 certified. Priced at €14.90.

Quantifiable outcome

• Elodie MONDO Stroller recognized as Best travel pram by Independent.co.uk (UK) 2026
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

13 partnerships are on record, tiered regional, flagship, core and minor.

• Babyland LLCregionalChannel Partner/ Reseller/ DistributorDistribution partner for Azerbaijan market. Contact: Nadir Shirinov, [email protected], www.babyland.az, +994 50 333 06 56
• Fliis Trade OÜregionalChannel Partner/ Reseller/ DistributorDistribution partner for Baltic states (Estonia, Latvia, Lithuania). Contact: Kersti Piirmets, +372 502 4695, www.fliistrade.com
• BABYmatters bvregionalChannel Partner/ Reseller/ DistributorDistribution partner for Benelux region. Contact: Conny Goossens, +32 3 609 52 80, www.babymatters.com
• T&K ScandicToys e.K.regionalChannel Partner/ Reseller/ DistributorDistribution partner for DACH region (Germany). Contact: Kerstin Orth or Ulrike Helbing, +49 6233 325 686, www.scandictoys.com
• HS AgenturregionalChannel Partner/ Reseller/ DistributorDistribution partner for Norway. Contact: Helle Skriver, +47 958 02 202, www.hs-agentur.no
• Scandinavian BabyregionalChannel Partner/ Reseller/ DistributorDistribution partner for Poland. Contact: Piotr Dmowski, +48 22 72 70 269, www.scandinavianbaby.pl
• Designer Baby Brands LimitedregionalChannel Partner/ Reseller/ DistributorDistribution partner for New Zealand. Contact: Victoria McAllister, (+649) 218 9540
• Caizu Inc.regionalChannel Partner/ Reseller/ DistributorDistribution partner for Japan. Contact: Kazuto Yagi, +81 (0) 6-6943-4323, https://caizu-corporation.com/
• Diido S.r.l.regionalChannel Partner/ Reseller/ DistributorDistribution partner for Italy. Contact: Edoardo Tessari or Simona Giuliani, +39 045 2373243, https://diido.it/
• Stig LindbergflagshipStrategic or Co-development PartnerDesigner collaboration featuring the iconic 'Bersa' pattern with green leaves. Collection includes dinner sets, feeding bottles, and other products with the vintage Scandinavian design motif.
• William MorrisflagshipStrategic or Co-development PartnerDesigner collaboration for the Elodie MONDO Stroller Pimpernel collection featuring iconic William Morris botanical prints. Awarded Best Pushchair Design at Junior Design Awards 2024.
• AwincoreGTM or Marketing PartnerAffiliate marketing platform partner. Content creators can join the Elodie Details affiliate program through Awin to earn commission on referred sales. Features include 45-day cookie period, competitive commission rates, and dedicated affiliate support.
• AmazonminorChannel Partner/ Reseller/ DistributorMarketplace channel for UK customers through Amazon Brand Store.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ergobaby: Premium baby carrier and ergonomic baby gear brand; comparable to Elodie on premium positioning, design-led parents, and multi-category nursery accessory ecosystem.
• Peg Perego: Italian-made premium strollers, high chairs, and nursery gear; directly comparable to Elodie on made-in-Europe premium build, design-led aesthetics, and broad accessory catalog.
• UPPAbaby: US premium stroller and travel-system brand with strong design and accessory ecosystem; directly comparable to Elodie's MONDO Stroller plus accessory attach-rate model.
• Stokke: Norwegian premium nursery brand whose Tripp Trapp high chair and strollers compete in the same Scandinavian design-led premium segment as Elodie's GRACE High Chair and MONDO Stroller.
• BabyBjörn: Swedish baby products brand sharing Elodie's Stockholm origin and Scandinavian design DNA; competes across baby carriers, bouncers, and nursery accessories aimed at design-conscious parents.
• Bugaboo: Dutch premium stroller and travel-system brand; directly comparable to Elodie's MONDO Stroller positioning at the premium/compact end of the stroller category with similar design-led, urban-parent target customer.
• Cybex: German premium stroller, car seat, and baby gear brand; competes across the same urban-parent, design-forward premium tier as Elodie's stroller and high chair ranges.

Broad incumbents

• Britax Römer: European incumbent in child mobility (car seats and strollers); overlaps Elodie's premium safety-led positioning and broad distribution model across European retailers.
• Maxi-Cosi: Dorel-owned mass-premium infant brand with broad portfolio of car seats, strollers, and feeding products; overlaps Elodie's categories but at lower average price points and far greater scale.

Emerging players

• Joie: Fast-growing infant gear brand with broad stroller, car seat, and nursery assortment; competes with Elodie on accessible price tiers below Bugaboo/Stokke but with a wider, less design-curated catalog.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCLtzN8XGmEgUhGF2vs8R-Kw
• Facebookfacebook.com/ElodieDetails
• LinkedInlinkedin.com/company/elodie-details-ab
• Instagraminstagram.com/elodiedetails
• TikToktiktok.com/@elodiedetails
• Pinterestpinterest.se/elodiedetails

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Elodie Details