Stor
Stor (STOR, S.L.) is a Spanish licensed tableware manufacturer and wholesaler founded in 1969, designing and distributing character-themed children's and household products (Disney, Marvel, Pokémon, Harry Potter, etc.) across 100+ countries via B2C e-commerce and a B2B wholesale portal.
- Company typePrivate
- Founded1969
- HeadquartersMadrid, Spain
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Stor does
Stor (legal entity STOR, S.L.) is a privately held Spanish company founded in 1969 and headquartered in Madrid, Spain. The company designs, manufactures, and distributes branded and licensed tableware, dinnerware, storage boxes, and bathroom accessories, with a product portfolio organized into six categories: Toddlers (0-3), Kids (4+), Young Adults (9+), Home, Hospitality, and Stor Brand proprietary items. Its core offering is built around official licenses from major entertainment franchises including Disney (Mickey Mouse, Frozen, Stitch), Marvel (Avengers, Spider-Man), Warner Bros' Harry Potter, The Pokémon Company, Nintendo (Super Mario, Minecraft), Sega (Sonic), Bandai (Dragon Ball), and properties such as Peppa Pig, Paw Patrol, and Bluey. The competitive moat is anchored by this licensing portfolio, an internal design team of 20+ professionals, third-party safety certifications (TÜV Rheinland, SGS, Bureau Veritas), and a physical distribution footprint that includes a central warehouse in Illescas and claimed presence in 100+ countries with 20+ international offices.
The business operates through a dual-channel model. The B2C storefront (storline.com) sells individual units across 28+ European markets with prices starting at €1.64 for tumblers and reaching €29.74 for insulated stainless steel bottles. The B2B wholesale portal, launched in 2017, serves distributors, retailers, and online resellers with account-based validation, assigned pricing tiers, and real-time stock visibility, supported by an international network of sales agents. A third, smaller segment targets professional hospitality buyers with commercial-grade tableware. Stor generates revenue primarily through hardware sales (B2C) and transaction-based wholesale distribution (B2B), with additional custom product development services for large orders (minimum 600-1200 units per design). Pricing is not publicly disclosed for B2B customers; B2C unit pricing and shipping terms are visible on the website. The company employs approximately 114 people per its 2024 sustainability report and has invested in operational sustainability, including FSC certification, a photovoltaic plant at its Illescas distribution center, and measured Scope 1-3 emissions totaling 12,884 tCO2e in 2024.
Stor firmographics
Firmographics- Name
- Stor
- Legal name
- STOR, S.L.
- Website
- https://storline.com
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Stor (STOR, S.L.) is a Spanish licensed tableware manufacturer and wholesaler founded in 1969, designing and distributing character-themed children's and household products (Disney, Marvel, Pokémon, Harry Potter, etc.) across 100+ countries via B2C e-commerce and a B2B wholesale portal.
- Ownership category
- akta.pro rank
Where Stor is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices2 records
Markets served
Stor business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- B2C E-commerce Sales: Direct-to-consumer product sales through storline.com website. One-time product transactions with individual consumers across Europe.
- B2B Wholesale Distribution: Wholesale distribution to retailers, physical stores, and online businesses. Professional customers access exclusive B2B portal with assigned pricing tiers. No minimum order requirement but some products have unit minimums for logistics.
- Custom Product Development: Design and manufacturing services for customized products with minimum orders of 600-1200 units per design, serving large orders for distributors and retailers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | B2C Individual Consumer Pricing |
| Transaction based/ take rate | Pay-as-you-go | B2B Professional Wholesale Pricing |
| Unit Pricing | Pay-as-you-go | B2C Shipping Costs (Spain) |
| Unit Pricing | Pay-as-you-go | B2B Shipping Costs (Europe) |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Stor product offering
Product offeringCore offering
Stor designs, manufactures, and distributes licensed and proprietary children's tableware, drinkware (bottles, tumblers, mugs), food containers, storage boxes, and hospitality tableware. Products are sold both direct-to-consumer through storline.com across Europe and wholesale to distributors, retailers, and hospitality venues via an exclusive B2B portal with real-time stock and assigned pricing.
Product overview
Stor is a licensed children's tableware distributor and wholesaler offering a comprehensive portfolio across multiple categories: Toddlers (0-3) including baby bibs, bottles, pacifiers, cutlery, teethers, plates, bowls, gift sets, and training cups; Kids (4+) featuring lunch bags, bottles, cutlery, bowls, placemats, plates, food containers, sandwich boxes, mugs, dinner sets, and tumblers; Young Adults (9+) with bottles, bowls, tumblers, and mugs; Home products including mouse pads, snow globes, storage boxes, toilet training seats, money boxes, and waste bins; and Hospitality professional tableware. The portfolio combines proprietary Stor Brand products with licensed merchandise featuring major franchises including Disney (Mickey Mouse, Minnie Mouse, Frozen, Stitch), Marvel (Avengers, Spider-Man), Pokémon, Super Mario, Minecraft, Harry Potter, Dragon Ball, Sonic, Paw Patrol, Peppa Pig, and Bluey. The company also operates a B2B platform for wholesale distributors.
Differentiator
Problem solved
Functional benefit
Products and services
- Marvel Licensed Children's Tableware Officially Marvel-licensed children's tableware, drinkware, and accessories featuring Avengers, Spider-Man, and Guardians of the Galaxy characters, sold via B2B wholesale and B2C e-commerce.
- Dragon Ball Licensed Children's Tableware Official Dragon Ball branded bottles, tumblers, and mugs featuring anime characters, distributed to children and young adults through retail and wholesale channels.
- Disney Frozen Licensed Children's Tableware Official Disney Frozen-licensed tableware and drinkware featuring Elsa, Anna, and Olaf, designed for toddlers and kids.
- Harry Potter Licensed Children's Tableware Official Harry Potter licensed mugs and tableware featuring themes from the Wizarding World, for kids and young adult fans.
- Hello Kitty Licensed Children's Tableware Official Hello Kitty branded tableware and drinkware targeted at kids and young adults.
- Disney Mickey Mouse Licensed Children's Tableware Official Mickey Mouse licensed tableware, bottles, lunch boxes, and accessories for toddlers and kids.
- Minecraft Licensed Children's Tableware Official Minecraft-licensed tumblers, sandwich boxes, and lunch products for kids and young adults.
- Paw Patrol (Patrulla Canina) Licensed Children's Tableware Official Paw Patrol licensed tumblers and meal products for toddlers and kids.
- Peppa Pig Licensed Children's Tableware Official Peppa Pig licensed children's tableware and meal products targeted at toddlers and kids.
- Pokémon Licensed Children's Tableware Official Pokémon licensed bottles, tumblers, and meal products distributed to wholesale partners and retail customers.
- Sonic Licensed Children's Tableware Official Sega-licensed Sonic themed bottles and meal products for children.
- Spider-Man Licensed Children's Tableware Official Spider-Man branded tumblers, bottles, and drinkware for children and young adults.
- Disney Stitch Licensed Children's Tableware Official Disney Stitch-licensed tableware, bottles, and accessories for kids.
- Super Mario Licensed Children's Tableware Official Nintendo-licensed Super Mario themed bottles, tumblers, mugs, and lunch containers for kids and young adults.
- Stor Proprietary Brand Tableware and Household Articles Stor's proprietary branded tableware and household articles, including non-licensed designs across the Toddlers, Kids, Young Adults, Home, and Hospitality categories.
- Hospitality Professional Tableware Professional tableware for hospitality venues including accessories, glassware, cutlery, table jugs, tongs and scoops, plates, bowls, salad dishes, containers, trays, cups and glasses. Targeted at hotels, restaurants, and catering operations via the B2B channel.
- Stor B2B Wholesale Platform Exclusive B2B wholesale portal providing professional customers (distributors, retailers, hospitality operators) with real-time stock, assigned pricing tiers, downloadable product imagery, and online ordering. Account validation takes 24-48 hours; no overall minimum order required.
- Custom Product Development Service Bespoke product design and manufacturing service for distributors and retailers, handled by Stor’s internal design team of 20+ professionals, with minimum orders of 600-1200 units per design.
Quantifiable outcome
- Over 80% recycled components in certain product lines
- +2 more outcomes
Companies that use Stor
Customer profileSegments4 records
Ideal customer profiles3 records
Stor technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature2 records
Stor partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, major and supporting.
- DisneycoreStor holds official licensing agreements with Disney for products featuring Disney characters including Mickey Mouse, Minnie Mouse, Frozen (Elsa, Anna, Olaf), Stitch, and other Disney franchises. Products include children's tableware, bottles, lunch boxes, and accessories.
- MarvelcoreOfficial licensing partner for Marvel characters including Avengers, Spider-Man, and other Marvel franchises. Products include tumblers, bottles, and drinkware featuring superhero themes.
- Warner Bros. (Harry Potter)majorLicensed distributor for Harry Potter branded children's tableware and accessories featuring themes from the Wizarding World.
- The Pokémon CompanymajorOfficial wholesale distributor for Pokémon branded products including bottles, tumblers, and lunch accessories.
- Nintendo (Super Mario)majorLicensed distributor for Super Mario branded children's tableware including tumblers, bottles, mugs, and lunch containers.
- Bandai (Dragon Ball, Sonic)majorOfficial wholesale distributor for Dragon Ball and Sonic branded products featuring anime characters for children's tableware.
- TÜV RheinlandsupportingIndependent testing laboratory that tests and certifies Stor products for safety and quality compliance with European standards.
- SGSsupportingIndependent testing laboratory that certifies Stor products meet food safety and child safety standards.
- Bureau VeritassupportingIndependent testing laboratory that certifies Stor products for quality and safety compliance.
- SEDEXsupportingAuditing organization that conducts annual audits of STOR's production facilities to ensure responsible labor conditions.
- BSCIsupportingBusiness Social Compliance Initiative that conducts annual audits to guarantee socially responsible labor conditions in production centers.
Scale indicators6 records
Recent moves2 records
Expansion highlights6 records
Stor competitors and assessment
Company assessmentDirect peers
- Character World: UK-based specialist in officially licensed homewares, textiles, and accessories featuring Disney, Marvel, and other major franchises. Direct competitor in the licensed character home goods wholesale space, with overlapping B2B retail customers in Europe.
- Zak Designs: US-based manufacturer of licensed character drinkware, tumblers, and tableware for kids and families. Directly comparable to Stor across product category (character-licensed children's drinkware), licensing strategy (Disney, Marvel, etc.), and dual B2B/B2C distribution.
- Hunter Price International: UK-based designer, manufacturer, and distributor of licensed character products (back-to-school, lunch, drinkware) for the European market. Highly comparable in product mix (lunch bags, bottles, drinkware) and licensing-driven wholesale model.
- Sambro International: UK-headquartered supplier of licensed character products across toys, stationery, and homewares. Comparable in combining Disney/Marvel/Pokémon licensing with B2B distribution to European mass retailers — overlapping product mix and customer base with Stor.
- The Character Group: UK-based designer and distributor of licensed toys, gifts, and homewares for the mass market. Comparable as a publicly-traded (AIM) European licensed-products wholesaler with similar Disney/Marvel/Pokémon IP relationships and B2B retail channels.
- PMS International: UK-based distributor of licensed character merchandise across stationery, homewares, and gift categories. Closely comparable business model: B2B wholesale of licensed IP products to mass-market retailers in Europe, with similar licensing relationships and customer base.
Broad incumbents
- CamelBak: US-based global hydration brand (now under Vista Outdoor/Helios) with a broad reusable-bottle portfolio. Comparable in the reusable-insulated-bottle category where Stor competes, with stronger outdoor/sports positioning and larger scale.
- Sistema Plastics: New Zealand-founded global manufacturer of plastic storage, lunch boxes, and drinkware. Comparable in storage-box and children's food-container categories, but operates at much larger scale, primarily on proprietary (non-licensed) IP.
- Thermos LLC: Global leader in insulated drinkware and food containers, including licensed character lines. Comparable in insulated-bottle and kids' drinkware categories, with deeper retail penetration and broader product portfolio.
Emerging players
- Mepal: Netherlands-based specialist in children's lunch boxes, drinkware, and food storage. Comparable as a European-focused children's tableware brand, though Mepal relies on its own design IP rather than character licensing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Stor social profiles
Digital presenceStor compliance and trust
Trust signalCompliance6 records
Stor financial estimates
Financial estimateRevenue estimate
Valuation estimate
Stor leadership team
Management profileNumber of profiles
Profiles1 record
Stor funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Stor 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 Stor
What does Stor do?
Stor designs, manufactures, and distributes licensed and proprietary children's tableware, drinkware (bottles, tumblers, mugs), food containers, storage boxes, and hospitality tableware. Products are sold both direct-to-consumer through storline.com across Europe and wholesale to distributors, retailers, and hospitality venues via an exclusive B2B portal with real-time stock and assigned pricing.
Is Stor a public or private company?
Stor is a private company. It is classified as unknown and is currently operating.
When was Stor founded?
Stor was founded in 1969. It employs 51 to 100 people.
Where is Stor based?
Stor is headquartered in Madrid, Spain, in the Europe region.
How does Stor make money?
Three revenue lines are on record. B2C E-commerce Sales are the primary driver. The others are B2B Wholesale Distribution and custom Product Development.
Who are Stor's main competitors?
Direct peers on record are Character World, Zak Designs, Hunter Price International, Sambro International, The Character Group and PMS International. Broad incumbents are CamelBak, Sistema Plastics and Thermos LLC. Mepal is listed as an emerging player.
Does Stor have an API?
No public API is recorded for Stor.