Done by Deer

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.

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

Headquarters

HQ city

Silkeborg

HQ country

Denmark

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core 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

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the donebydeer.com storefront. Supports cart functionality, checkout, product catalog management, and store locator features.
• Google Analytics & Google Marketing PlatformcoreTechnology or IntegrationWeb 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.
• KlaviyocoreTechnology or IntegrationEmail marketing platform used for newsletter automation, customer retention campaigns, and marketing communications with consent-based email collection.
• PinterestminorGTM or Marketing PartnerSocial media marketing platform for visual discovery and brand awareness campaigns targeting parents planning baby essentials.
• FacebookcoreGTM or Marketing PartnerSocial 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

Direct 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

• Instagraminstagram.com/donebydeer
• Facebookfacebook.com/donebydeer

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Done by Deer