Done by Deer
Done by Deer A/S is a Danish privately held brand that designs, produces and distributes lifestyle products for babies and toddlers across feeding, sleep, play, and nursery categories, unified by a 15-character Deer Friends universe and sold via DTC e-commerce, B2B wholesale, retail and Amazon US.
- Company typePrivate
- Founded2014
- HeadquartersSilkeborg, Denmark
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Done by Deer does
Done by Deer A/S is a Danish privately held designer, manufacturer and distributor of lifestyle products for babies and toddlers (0 months to approximately 3+ years), headquartered in Silkeborg, Denmark (CVR: 36456329). The portfolio spans 697 SKUs across five core categories: mealtime (silicone dinnerware, Stick & Stay suction plates and bowls, insulated food containers, drink bottles, silicone and sleeved bibs), changing and caregiving accessories (changing bags and backpacks manufactured from up to 48 recycled PET bottles per unit, plus foldable changing mats), sleep and nursery (cozy nests, comfort blankets, baby sleeping bags), play and development (wooden toys, board books, soft books, puzzles, cuddle toys, activity toys, pull-along and walker toys), and outdoor and travel gear (insulated lunch bags, kids' backpacks). A proprietary Deer Friends character universe of 15 animal characters (Elphee, Croco, Lalee, Raffi, Birdee, Ozzo, Nozo, Zebee, Antee, Jelly, Wally, Sheepy, Pigee, Dotti, Clucky) appears across product lines, and the Deer Friends Book Club sub-brand extends the IP into audio content. Relevant products carry OEKO-TEX certification for harmful-substance safety.
The technology layer is a conventional DTC e-commerce stack: a Shopify storefront (donebydeer.com) with multi-currency support (DKK, EUR, SEK, GBP) covering Denmark, Germany, Sweden, the UK, Ireland, France, Belgium, the Netherlands, Austria, Portugal, Spain and Finland; Klaviyo for email automation; Google Analytics and Google Marketing Platform for paid acquisition and retargeting; Facebook and Pinterest pixels; and Cookie Information for EU cookie-consent compliance. Commercial logic is straightforward unit pricing across SKUs ranging from approximately 72 DKK for wooden toys to approximately 770 DKK for a quilted changing backpack, with an outlet channel for discounted inventory.
Distribution is multi-channel and balanced: direct-to-consumer e-commerce (primary), a dedicated B2B wholesale portal (b2b.donebydeer.com) for retailers, a physical retail partner network spanning 13+ European countries plus Australia, Canada and the US, and an Amazon brand store for the US market. The company is founder-led by Helene Hjorth (founder and head of design), is privately held with no disclosed external investors, parent company, M&A activity, or funding rounds, and operates with a headcount of 11–50 employees.
Done by Deer firmographics
Firmographics- Name
- Done by Deer
- Legal name
- Done by Deer A/S
- Website
- https://donebydeer.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Done by Deer A/S is a Danish privately held brand that designs, produces and distributes lifestyle products for babies and toddlers across feeding, sleep, play, and nursery categories, unified by a 15-character Deer Friends universe and sold via DTC e-commerce, B2B wholesale, retail and Amazon US.
- Ownership category
- akta.pro rank
Where Done by Deer is headquartered
LocationHeadquarters
- HQ city
- Silkeborg
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Done by Deer business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct B2C E-commerce Sales: Primary revenue stream through owned e-commerce website (donebydeer.com) selling directly to consumers across multiple European countries and the UK. Prices in DKK, EUR, SEK, and GBP. Sells 697 products across categories including feeding, play, sleep, and nursery items.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing across 697 SKUs |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Done by Deer product offering
Product offeringCore offering
Done by Deer designs, manufactures and distributes physical lifestyle products for babies and toddlers across feeding (silicone dinnerware, suction tableware, insulated bottles and lunch boxes), on-the-go (recycled-PET changing bags and backpacks, foldable mats), sleep and nursery (cozy nests, comfort blankets, sleeping bags), play and development (wooden toys, puzzles, books, activity toys, pull-along toys), and daycare/school accessories. The portfolio of 697 SKUs is unified by a proprietary Deer Friends character universe of 15 animal characters, and is sold directly to consumers across Europe and to retailers through a wholesale portal.
Product overview
Done by Deer is a Danish children's products brand offering a unified portfolio centered around the 'Deer Friends' character universe—a collection of recognizable animal friends (Elphee the elephant, Croco the crocodile, Lalee the llama, Raffi the giraffe, and others) that appear across all product lines. The offering spans five core product categories: (1) Mealtime essentials including Foodie dinner sets, Stick & Stay suction tableware, insulated food containers, drink bottles, and various bib types; (2) Changing & caregiving accessories including changing bags, backpacks, and foldable changing mats made from recycled PET bottles; (3) Sleep & nursery items including cozy nests, comfort blankets, sleeping bags, changing pads, and nursing pillows; (4) Play & development products including wooden toys, board books, soft books, puzzles, and activity toys; and (5) Outdoor & travel gear including insulated lunch bags and kids' backpacks. The company operates both a B2C e-commerce platform and a separate B2B wholesale portal. Products feature Scandinavian-inspired design with soft colors and practical features for everyday family life.
Differentiator
Problem solved
Functional benefit
Products and services
- Stick & Stay Suction Tableware
Companies that use Done by Deer
Customer profileSegments3 records
Ideal customer profiles2 records
Done by Deer technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Done by Deer partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- ShopifycoreE-commerce platform powering the donebydeer.com storefront. Supports cart functionality, checkout, product catalog management, and store locator features.
- Google Analytics & Google Marketing PlatformcoreWeb analytics (GA4) for tracking user behavior and site performance. Google Marketing Platform for targeted advertising, retargeting, and conversion tracking across devices. Includes Google Ads integration.
- KlaviyocoreEmail marketing platform used for newsletter automation, customer retention campaigns, and marketing communications with consent-based email collection.
- PinterestminorSocial media marketing platform for visual discovery and brand awareness campaigns targeting parents planning baby essentials.
- FacebookcoreSocial media advertising platform with Facebook pixel (_fbp) for retargeting, conversion tracking, and audience building for product marketing campaigns.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Done by Deer competitors and assessment
Company assessmentDirect peers
- Mushie: US-based DTC baby brand specializing in silicone bibs, dinnerware, and nursery essentials with a minimalist Scandinavian aesthetic. Comparable modern DTC baby brand competing for the same design-conscious parent segment.
- Sebra: Danish interior and children's brand producing baby and toddler products, nursery decor, and toys with a strong character-based design philosophy. Direct overlap on Scandinavian design, baby category focus, and B2B retail distribution.
- Liewood: Copenhagen-based children's brand designing baby and toddler products across dining, textiles, toys, and accessories with a similar Scandinavian aesthetic and direct-to-consumer model. Most direct comparable peer in positioning, design language, and distribution model.
- Cam Cam Copenhagen: Danish sustainable baby and children's brand offering certified organic textiles, wooden toys, tableware, and nursery items—overlaps Done by Deer on aesthetic, sustainability positioning, and product categories.
- ferm LIVING: Danish design brand with a dedicated kids line covering nursery decor, storage, tableware, and toys. Comparable Scandinavian heritage and DTC-plus-retail distribution model.
Broad incumbents
- Beaba: Established French baby products brand with broader portfolio including feeding systems, sterilization equipment, strollers, and high chairs. Overlaps Done by Deer on feeding category but at a larger, more diverse scale.
- Skip Hop: Large US baby brand offering bags, feeding gear, toys, and nursery essentials. Competes with Done by Deer especially in diaper bags and feeding categories with greater retail penetration.
- BabyBjörn: Swedish baby brand best known for carriers but extending across bouncers, high chairs, and travel gear. Scandinavian heritage overlap and broader category presence in baby essentials.
- Philips Avent: Mass-market baby feeding and care brand within Philips' consumer health portfolio. Competes broadly in bottles, bibs, and feeding accessories where Done by Deer also operates, at much higher scale.
- Stokke: Norwegian premium baby brand with high chairs, strollers, and nursery furniture. Overlaps Done by Deer on Scandinavian design language and premium positioning but operates at significantly larger scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Done by Deer social profiles
Digital presenceDone by Deer compliance and trust
Trust signalCompliance1 record
Done by Deer financial estimates
Financial estimateRevenue estimate
Valuation estimate
Done by Deer leadership team
Management profileNumber of profiles
Profiles1 record
Done by Deer funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Done by Deer M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Done by Deer
What does Done by Deer do?
Done by Deer designs, manufactures and distributes physical lifestyle products for babies and toddlers across feeding (silicone dinnerware, suction tableware, insulated bottles and lunch boxes), on-the-go (recycled-PET changing bags and backpacks, foldable mats), sleep and nursery (cozy nests, comfort blankets, sleeping bags), play and development (wooden toys, puzzles, books, activity toys, pull-along toys), and daycare/school accessories. The portfolio of 697 SKUs is unified by a proprietary Deer Friends character universe of 15 animal characters, and is sold directly to consumers across Europe and to retailers through a wholesale portal.
Is Done by Deer a public or private company?
Done by Deer is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Done by Deer founded?
Done by Deer was founded in 2014. It employs 11 to 50 people.
Where is Done by Deer based?
Done by Deer is headquartered in Silkeborg, Denmark, in the Europe region.
How does Done by Deer make money?
One revenue line is on record: direct B2C E-commerce Sales.
Who are Done by Deer's main competitors?
Direct peers on record are Mushie, Sebra, Liewood, Cam Cam Copenhagen and ferm LIVING. Broad incumbents are Beaba, Skip Hop, BabyBjörn, Philips Avent and Stokke.
Does Done by Deer have an API?
No public API is recorded for Done by Deer.