What Bimbo Store does

BimboStore is an Italian omnichannel specialty retailer of baby and children's products, operating as a brand under the parent company Prénatal Retail Group S.p.A. The company is headquartered in Milan and runs over 130 physical retail locations across Italy complemented by a full e-commerce storefront at bimbostore.com. Its assortment spans children's clothing and footwear (newborn through age 10), baby food (including formula, cereals, and homogenized products), nursery furniture and home goods, i-Size certified car seats, strollers, feeding products, bath and hygiene items, and toys, distributed across major branded vendors such as Chicco, Cybex, Peg Perego, Inglesina, Aptamil, Hipp, Chicco, Nike, and Adidas. The technology stack is a standard e-commerce platform featuring store-locator functionality, wishlists, a fidelity card loyalty program, order tracking, gift cards, baby registry ('lista nascita'), and an 'Ordina e Ritira' (Order and Pick Up) omnichannel service that allows online purchase with in-store collection at 120+ locations.

BimboStore's business model is a hybrid direct-to-consumer retail operation combining brick-and-mortar sales, e-commerce, and ancillary services (baby registry, gift cards, equipment rental for breast pumps and scales, free returns within 15 days). Pricing follows unit pricing across categories, with free shipping on orders above €100, a 10% first-order newsletter discount, and seasonal promotional flyers. The customer base consists of Italian parents and expectant parents of children aged 0–10, with primary use cases including one-stop shopping for baby essentials, baby registry preparation, and gift purchasing. Marketing is conducted across social media (Facebook, Instagram, YouTube, TikTok, Spotify), email newsletters, the BimboStorie content platform, and weekly promotional flyers. BimboStore reports a 4.88/5 customer satisfaction score from 1,707 reviews.

The company's most recent disclosed strategic activity includes a 2025 partnership with AccessiWay for WCAG 2.2 AA accessibility compliance, ongoing product launches across strollers and nursery categories (Chicco Sdraietta Mia, Chicco Passeggino Urbino Black), and continued expansion of its social media and content footprint. BimboStore does not disclose revenue figures, has no external funding activity, and operates exclusively within Italy.

Name

Bimbo Store

Legal name

Prénatal Retail Group S.p.A.

Website

https://bimbostore.com

Company type

Private

Founded year

2003

Operating status

Operating

Short description

BimboStore is an Italian omnichannel specialty retailer selling baby and children's products — clothing, footwear, nursery, car seats, strollers, feeding, hygiene, and toys — through over 130 physical stores across Italy and an e-commerce site, serving parents of children aged 0–10 as a brand under Prénatal Retail Group S.p.A.

Ownership category

akta.pro rank

Product category

Baby and Children's Products Retail

NAICS

Clothing and Clothing Accessories Retailers (458110), General Merchandise Retailers (455)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Variety Stores (5331)

akta.pro primary industry

Baby, Kids & Maternity Online Retailers (CRAFADAI)

akta.pro secondary industry

Kids’ & Baby Apparel Retail (CRAAABAD)

Keywords

• Baby products retail
• Children's clothing
• Baby care products
• Children's footwear
• Baby nursery products

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales - Physical Stores: Revenue from sales of children's clothing, footwear, baby food, nursery products, car seats, strollers, feeding equipment, bath products, toys, and accessories through over 130 physical store locations across Italy.
2. E-commerce Online Sales: Revenue from direct online sales through bimbostore.com, including customer account management, wishlists, and gift cards.
3. Services Revenue: Revenue from ancillary services including gift cards, fidelity card program, baby registry (lista nascita), and equipment rental (tiralatte, bilance).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Bimbo Store is an Italian omnichannel retailer that sells baby and children's products — including children's clothing and footwear, baby food, nursery furniture, car seats, strollers, feeding equipment, bath and hygiene products, and toys — through more than 130 physical stores across Italy and the bimbostore.com e-commerce site. The retailer also offers supporting services such as buy-online-pick-up-in-store (Ordina e Ritira), baby registry (Lista Bebè), a Fidelity Card loyalty program, gift cards, and rental of equipment such as breast pumps and scales.

Product overview

Bimbo Store is an Italian omnichannel children's products retailer operating over 120 physical stores across Italy plus an e-commerce platform. The product portfolio centers on children's clothing and footwear (Moda Bambini, Calzature) for neonates through age 10, alongside specialized baby care categories including Baby Food (formula, cereals, homogenized foods), Home/Nursery products (cribs, furniture, rockers), Car Seats and Strollers (with i-Size certified options), Feeding products (high chairs, breast pumps, bottles), Bath & Hygiene (diapers, skincare), and Toys. The company also operates BimboStorie, a content platform providing parenting advice. Core services include Order & Collect (buy online/pick up in store), Baby Registry, Fidelity Card loyalty program, Gift Cards, Rental services (breast pumps/scales), Wishlists, Free Returns within 15 days, and Personal Shopping assistance.

Differentiator

Problem solved

Functional benefit

Products and services

• Moda Bambini (Children's Fashion) Children's clothing assortment for neonates (0-9 months), toddlers (3-36 months), and children (2-10 years), including dresses, outfits, t-shirts, pants, jackets, pajamas, underwear, and accessories; carried brands include Chicco, Mawi, IDO, Mignolo, Boppy, Jbrand, Nike, Nuvita, Huggies, and Babymoov.
• Calzature (Footwear) Children's footwear assortment including newborn shoes, low shoes, sport shoes, slippers, sandals, boots, and sneakers across age groups; carried brands include Chicco, Nike, and Grunland Jr.
• Baby Food Infant and toddler food assortment including formula milk (special, stage 1, stage 2, growth 3-4-5), baby cereals, freeze-dried foods, complete meals, pasta for children, rice and sauces, homogenized foods (fruit, meat, fish, vegetables, cheese), snacks, biscuits, fruit purees, drinks, juices, herbal teas, and supplements; carried brands include Aptamil, Humana, Plasmon, Mellin, Nestlé, Hero, Frullà, Alce Nero, Hipp Baby, and Nipiol.
• Casa (Nursery and Home) Nursery and home products including cribs, playpens, furniture, learning towers, bed linens, mattresses, cradles, cushions, rockers, swings, bouncers, walkers, night lights, mobiles, safety accessories, and surveillance devices; carried brands include Chicco, Giordani, CAM Il Mondo del bambino, Inglesina, Italbaby, Fisher-Price, Babymoov, Micuna, Boppy, and Ingenuity.
• Seggiolini Auto (Car Seats) Car seats with i-Size certification for age groups 0-4, 0-12, 1-12, and 3-12 years, anti-abandonment safety systems, and bicycle seats; carried brands include Chicco, KinderKraft, Cybex, Foppapedretti, Inglesina, Peg Perego, Disney Shop, Bellelli, Giordani, and Rosa prima infanzia.
• Passeggini (Strollers) Strollers including modular systems, lightweight, classic, comfort, and twin models with various accessories; carried brands include Chicco, Peg Perego, Inglesina, KinderKraft, Giordani, Cybex, Foppapedretti, CAM Il Mondo del bambino, Baby Jogger, and Italbaby.
• Pappa (Feeding) Baby feeding products including high chairs, boosters, plates and feeding sets, breast pumps (manual and electric), bottles and teats, sterilizers, bottle warmers, pacifiers, and breastfeeding accessories; carried brands include Chicco, That's Love, Philips Avent, Nuvita, Disney Shop, Suavinex, Tommee Tippee, Lulabi, Giordani, and MAM.
• Bagno e Igiene (Bath and Hygiene) Bath and hygiene products including bath tubs, changing tables, drawers, scales and thermometers, basins, potties and toilet seats, diapers in all sizes (1-6), diaper bags, wipes, washcloths, cleansers and creams, mother and baby skincare, aerosols and humidifiers, and sun protection; carried brands include Chicco, Huggies, Pampers, Nuvita, Tommee Tippee, Fiocchi di Riso, Foppapedretti, Disney Shop, Giordani, CAM Il Mondo del bambino, and Mustela.
• Giochi (Toys) Children's toys including early learning toys, musical toys, plush toys, activity mats and gyms, rattles, first step toys, stroller and cradle toys, educational toys, electronic learning games, entertainment games, outdoor toys, bicycles and tricycles, dolls, construction toys, and vehicles.
• Ordina e Ritira (Order and Collect) Buy-online-pick-up-in-store service available at over 120 retail locations across Italy, allowing online purchase combined with in-store collection.
• Lista Bebè (Baby Registry) Baby registry service allowing expectant and new parents to create and manage wishlists for baby showers and births.
• Fidelity Card Loyalty program allowing customers to collect and redeem points both in-store and online.
• Gift Card Gift card service for purchasing and gifting presents for various occasions including baby showers, births, birthdays, and christenings.
• Servizio Noleggio (Rental Service) Rental service for baby-care equipment including breast pumps (tiralatte) and baby scales (bilance).
• Personal Shopper Personal shopping assistance service to help customers identify and select products that match their needs.
• BimboStorie Magazine Editorial content platform providing parenting advice, childcare tips, weaning and nutrition guidance, travel tips, and product recommendations across categories such as newborn care and education.

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

Partnerships

One partnership is on record.

• AccessiWayminorImplementation/ SI/ Consulting Partner · 9 September 2025Accessibility audit and compliance partnership. AccessiWay conducted external expert-led manual audit on 09/09/2025 to verify accessibility compliance against WCAG 2.2 AA and EN 301 549 standards. Ongoing annual audit support to maintain accessibility standards.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Prénatal: Sister brand under Prénatal Retail Group S.p.A. targeting the same expectant-parent and 0-3 year segment in Italy with a comparable baby products assortment. Operates both physical stores and e-commerce; the most direct strategic and operational comparable to BimboStore.
• Vertbaudet: French multichannel baby and children's apparel and nursery retailer with an active Italian e-commerce presence. Directly comparable for children's clothing, nursery, and maternity product mix; strong online catalogue-led model with physical partnerships.
• Mamas & Papas: UK-based specialty retailer of baby and nursery products (prams, car seats, clothing, nursery furniture) operating its own stores and e-commerce. Closely mirrors BimboStore's high-AOV nursery/stroller-led assortment and customer profile, though in a different geography.
• Toys Center: Another sister brand within Prénatal Retail Group, focused on toys and games for children. Shared group ownership, similar Italian physical store footprint, and overlapping customer base make this a close operational and channel peer.

Broad incumbents

• Carter's: Largest US specialty retailer of baby and children's apparel, operating both own stores and a strong e-commerce platform. Useful benchmark for apparel-led category mix, omnichannel operations, and loyalty program design even though geographically separate.
• Mothercare: Global heritage baby and maternity retailer offering clothing, nursery, feeding, and travel systems. Comparable in category breadth and target customer; competes with BimboStore in the European specialty baby market where its brand re-enters via franchise/online models.
• Chicco (Artsana): Artsana-owned Italian baby brand that competes across nearly every BimboStore category (clothing, feeding, nursery, car seats, strollers). While manufacturer-led, Chicco operates its own retail and direct-to-consumer channels in Italy, making it both a supplier and competitor.

Emerging players

• Smallable: French online concept store for children, baby, and maternity, curating premium and designer brands. Comparable in curated-assortment model and target customer, and a direct digital competitor for premium parents in Italy shipping from EU.
• Melijoe: Paris-based premium online retailer of children's designer fashion. Comparable in the children's apparel category BimboStore addresses (Moda Bambini), though with a premium/luxury positioning; serves as a digital-first alternative for the same parent buyer.

Regional players

• Cicaboom / BabyChiccoStore (Italian online baby retailers): Italian online specialist baby retailers (e.g., independent e-tailers and marketplaces) operating in the same geography with a narrower, online-only assortment. They compete directly for price-sensitive Italian parents shopping online for baby products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/Bimbostore
• Facebookfacebook.com/bimbostore
• Instagraminstagram.com/bimbostoreofficial/?hl=it
• TikToktiktok.com/@bimbostore.official?lang=it-IT
• LinkedInlinkedin.com/company/bimbo-store

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 Bimbo Store