Peg Perego

What Peg Perego does

Peg Perego (also branded as "PEG") is an Italian manufacturer of premium juvenile products, founded in 1949 and headquartered in Arcore, Italy, with production clustered across the Veneto and Lombardy regions. The company designs and sells strollers, car seats, high chairs, accessories, and replacement parts targeted at parents of children from birth through 12 years. Its product portfolio is organized around a modular architecture, most notably the City Loop platform, which allows parents to combine a single chassis with interchangeable seats, bassinets, and car seat components and to convert a single stroller into a double configuration via an add-on Duo Adapter. Sub-brands include Primo Viaggio (car seats), Vivace, YPSI, Volo, Siesta, and City Loop, with selected premium products (YPSI, Vivace, Siesta) carrying explicit "Made in Italy" designation. Italy is identified as a net exporter of durable juvenile goods, and Peg Perego is named as one of three domestic champions in the Italian Baby & Child Care market alongside Artsana/Chicco and Inglesina.

Name

Peg Perego

Legal name

Peg Perego

Website

https://pegperego.com

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Peg Perego is an Italian premium juvenile products manufacturer — strollers, car seats, high chairs, and accessories — serving parents of children from birth to 12 years via direct e-commerce and retail, with a modular City Loop platform as its signature offering.

Ownership category

akta.pro rank

Product category

Baby and Juvenile Products Manufacturing

NAICS

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

akta.pro primary industry

Kids & Nursery Furniture Retail (Cribs, Toddler Beds, Changing Tables, Bunk Beds) (CRAIAAAE)

Keywords

• Baby strollers
• Infant car seats
• High chairs
• Modular travel systems
• Juvenile products manufacturing

Headquarters

HQ city

Arcore

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: Primary revenue from one-time hardware sales of baby products including strollers, car seats, high chairs, and accessories. Products are sold at various price points from entry-level ($99.99) to premium ($799.99).

Pricing tiers

Distribution channels1 record

Marketing channels1 record

Core offering

Peg Perego designs, manufactures, and sells premium baby and juvenile products for children aged 0-12 years, including strollers, car seats (infant, convertible, all-in-one, and booster), high chairs, and modular transport accessories. The company's products are sold directly through its e-commerce website and retail distribution, with select premium lines (YPSI, Vivace, Siesta) designated Made in Italy. The flagship City Loop modular platform allows parents to customize transport systems by combining a chassis with interchangeable seats, bassinets, and car seat adapters.

Product overview

Peg Perego (also branded as PEG) is an Italian manufacturer of premium baby products, primarily serving the 0-12 years age group. The company offers a unified product ecosystem organized around modular transport systems. The core portfolio centers on four product lines: (1) Strollers including single strollers (Vivace, Volo), travel systems, and strollers for multiples/twins; (2) Car seats spanning infant car seats (Primo Viaggio family), convertible car seats, all-in-one car seats (birth to 12 years), and booster seats (Viaggio Shuttle 120); (3) High chairs including the Siesta line with height adjustment and recline features, and the Poke modern high chair; and (4) The City Loop modular platform - a customizable mobility concept allowing parents to select and combine chassis, seats, bassinets, and car seat components. The City Loop system enables transformation from single to double stroller configurations via the Duo Adapter. Products are designed and manufactured in Italy (Made in Italy designation), with the modular approach allowing families to expand or adapt their purchases as children grow, creating a unified transport ecosystem across strollers, car seats, and high chairs.

Differentiator

Problem solved

Functional benefit

Brands

• City Loop: A modular mobility concept allowing parents to customize transport systems by selecting only the elements they need
• Primo Viaggio
• Siesta
• Vivace
• YPSI
• Volo

Products and services

• City Loop

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Maxi-Cosi (Dorel Juvenile): European premium infant car seat and travel system brand under Dorel Juvenile. Direct overlap with Peg Perego's Primo Viaggio car seats and City Loop travel system combinations in safety-critical categories.
• Chicco (Artsana): Artsana-owned Chicco is the other leading Italian domestic champion in baby products. Directly comparable across strollers, car seats, high chairs, and nursery categories with similar premium mass-market positioning. Both share "Made in Italy" heritage and global retail ambition.
• Graco (Newell Brands): Mass-market baby gear brand covering strollers, car seats, high chairs, and playards. Comparable across the full Peg Perego product portfolio but at lower price points; serves as the trade-down alternative for budget-constrained consumers.
• Cybex (Goodbaby): Premium child car seat and stroller brand owned by Goodbaby International. Comparable across car seats (Primo Viaggio family overlaps with Cybex Sirona/Cloud lines), strollers, and modular travel systems at similar price points.
• Britax: Global child safety brand specializing in car seats, strollers, and travel systems. Comparable across the Primo Viaggio car seat portfolio and stroller lines, with overlapping premium positioning and safety-led marketing.
• Stokke: Norwegian premium baby products brand (strollers, high chairs, nursery furniture). Comparable on premium European design positioning, Made-in-Europe craftsmanship, and high-chair categories that overlap with Siesta and Poke.
• Evenflo: US baby products brand with broad portfolio across car seats, strollers, high chairs, and feeding. Comparable on product category breadth and mid-market positioning, competing with Peg Perego's entry-tier offerings like the Poke high chair and Viaggio Shuttle 120 booster.
• Inglesina: Italian baby gear manufacturer specializing in strollers, car seats, and high chairs. Direct comparable as the third Italian domestic champion alongside Peg Perego and Chicco, with overlapping premium positioning and Made in Italy design heritage.
• UPPAbaby: US-based premium stroller and car seat brand with strong direct-to-consumer and specialty retail presence. Highly comparable on premium pricing, modular travel systems, and design-led positioning targeting affluent millennial parents.
• Bugaboo: Dutch premium stroller and travel system brand. Directly comparable on premium positioning, modular design philosophy, and global brand building in the urban parent segment where Peg Perego's City Loop and Vivace compete.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Peg_Perego
• Facebookfacebook.com/pegperego
• LinkedInlinkedin.com/company/peg-perego-spa

Compliance1 record

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 Peg Perego