Prat International Brands

What Prat International Brands does

Prat International Brands, now operating as Beself Brands S.A., is a privately held Spanish multi-brand consumer products group headquartered in Valls, Tarragona (Spain), founded in 2009 and employing 51–100 people. The company has reorganized its portfolio around five wholly-owned specialist sub-brands covering the life and home category: Beeloom (children's products), Fitfiu Fitness (home fitness equipment), Greencut (garden tools and outdoor equipment), Mc Haus (home furnishings and household products), and Playkin (children's play and emotional development products). Each brand operates its own e-commerce storefront (e.g., beeloomkids.com, fitfiu-fitness.com, greencut-tools.com, mc-haus.com, playkinkids.com) and is positioned as an independent specialist within its niche, sharing the group's "Ignite your best" mission.

The company runs an omnichannel go-to-market in Europe, selling through its own brand websites and a network of major marketplaces and retailers, including Amazon, Leroy Merlin, MediaMarkt, Vente-Privee, Privalia, ManoMano, and Maisons du Monde. Revenue is generated through direct hardware/product sales to consumers. Marketing relies on owned brand sites, a corporate blog, email newsletter, and social channels (LinkedIn, YouTube, Instagram, TikTok). The company has also launched BeToken, a blockchain-based community-ownership initiative that allows customers to purchase shares and participate as stakeholders. No public revenue, funding rounds, management team disclosures, patents, or AI capabilities are referenced in the available materials.

Name

Prat International Brands

Legal name

Beself Brands S.A.

Website

https://pratbrands.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

Prat International Brands (Beself Brands) is a Spanish multi-brand consumer products group operating five specialist home and lifestyle brands (Beeloom, Fitfiu Fitness, Greencut, Mc Haus, Playkin) sold across European omnichannel retail.

Ownership category

akta.pro rank

Headquarters

HQ city

Tarragona

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct product sales to consumers through owned e-commerce websites and through marketplace/retail distribution channels. Revenue generated from selling consumer products across five specialist brands in the life and home category.

Go-to-market motion1 record

Distribution channels8 records

Marketing channels7 records

Core offering

Prat International Brands (Beself Brands S.A.) is a Spanish brand group that creates and sells consumer products under five specialist brands spanning children's products (Beeloom, Playkin), fitness equipment (Fitfiu Fitness), garden tools (Greencut), and home furnishings (Mc Haus). Products are sold through brand-owned e-commerce websites and through major European marketplace and retail partners across the European market.

Product overview

Beself Brands is a group of specialist brands focused on life and home products. The portfolio consists of five sub-brands: Beeloom (children's products), Fitfiu Fitness (fitness equipment), Greencut (garden tools), Mc Haus (home furnishings), and Playkin (children's play products). Each brand operates independently in its specialized category while sharing the group's overall mission of helping customers discover and live their best selves.

Differentiator

Problem solved

Functional benefit

Brands

• Beeloom: Children's products and toys brand under Beself Brands, promoting children's well-being.
• Fitfiu Fitness
• Greencut
• Mc Haus
• Playkin
• BeToken

Products and services

• Beeloom Specialist brand offering children's products and toys designed to motivate children's best play and development, sold through beeloomkids.com and European marketplaces.
• Fitfiu Fitness Specialist brand offering fitness and sports equipment for personal home use, sold through fitfiu-fitness.com and European marketplaces.
• Greencut Specialist brand offering garden tools and outdoor equipment, sold through greencut-tools.com and European marketplaces and retailers.
• Mc Haus Specialist brand offering home furnishings and household products, sold through mc-haus.com and European marketplaces and retailers.
• Playkin Specialist brand offering children's play and emotional development products, sold through playkinkids.com and European marketplaces.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon serves as a key marketplace distribution partner for Beself Brands products across European markets. Products are available for purchase through Amazon's platform alongside other brands.
• Leroy MerlincoreChannel Partner/ Reseller/ DistributorLeroy Merlin, a major European home improvement and gardening retailer, distributes Beself Brands products (particularly Greencut garden tools) through their physical stores and online platform.
• MediaMarktcoreChannel Partner/ Reseller/ DistributorMediaMarkt, a leading European consumer electronics and lifestyle retailer, serves as a distribution partner for Beself Brands products.
• Vente-PriveecoreChannel Partner/ Reseller/ DistributorVente-Privee, a prominent European flash sales and private shopping platform, distributes Beself Brands products through time-limited sales events.
• PrivaliaminorChannel Partner/ Reseller/ DistributorPrivalia, a private sales marketplace, serves as a distribution channel for Beself Brands products in Spain and other markets.
• ManoManocoreChannel Partner/ Reseller/ DistributorManoMano, a specialized European marketplace for home improvement, DIY, and gardening products, distributes Beself Brands products, particularly Greencut garden tools.
• Maisons du MondeminorChannel Partner/ Reseller/ DistributorMaisons du Monde, a French home decoration and furniture retailer, provides distribution for Beself Brands home products through their retail stores and online platform.
• BeTokenminorStrategic or Co-development PartnerBeToken is a blockchain-based token initiative by Beself Brands that allows stakeholders to become owners by purchasing shares. The company encourages stakeholders to help build the future of Beself Brands through their voice.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hasbro: Global multi-brand children's toys and games company (NERF, Play-Doh, My Little Pony). Broader incumbent in the same kids-products consumer category as Beeloom and Playkin, with European retail and marketplace distribution overlap.

Direct peers

• Husqvarna Group: Swedish manufacturer of garden, forestry, and outdoor power products sold across European home-improvement retail (Leroy Merlin, ManoMano). Directly comparable to Greencut: same product category, same channels, same European end-consumer.
• Mattel: Global toy and children's products company operating multiple specialist kids brands (Hot Wheels, Fisher-Price, Barbie). Directly comparable to Beeloom and Playkin: multi-brand kids-products operator selling through both own DTC and major retail/marketplace channels including Amazon.
• Stanley Black & Decker: Global multi-brand operator of tools, outdoor products, and home solutions (DeWalt, Stanley, Black+Decker, Cub Cadet). Directly comparable for the Greencut garden-tools brand and Mc Haus home category, sold across large retailers including Leroy Merlin-style home improvement channels.
• Decathlon: French global sporting-goods retailer that designs, manufactures, and distributes its own portfolio of specialist sport/fitness sub-brands. Directly comparable to Fitfiu Fitness's positioning as a proprietary fitness brand distributed through both DTC and large retail platforms across Europe.
• Keter: Israeli global manufacturer of resin-based home, garden, and outdoor consumer-durable products. Comparable segment overlap with Mc Haus (home furnishings) and Greencut (outdoor/garden), with similar omnichannel European retail distribution.
• Helen of Troy: Multi-brand consumer products aggregator (OXO, Hydro Flask, Braun, Vicks). Closest operating analogue: acquires and retains niche consumer-durable brands, sells through both DTC and major retail/marketplace channels, and consolidates back-office functions across an otherwise unrelated brand set.
• Newell Brands: US-listed multi-brand consumer goods operator (Graco, Rubbermaid, NUK, Yankee Candle). Directly analogous operating model: wholly-owned specialist sub-brands across children's, home, and outdoor consumer-durable categories, acquired and retained under one portfolio umbrella.
• Fiskars Group: Finnish owner of multi-brand home, garden, and lifestyle portfolios (Fiskars, Gerber, Wedgwood, Iittala). Most analogous peer: a European-rooted multi-brand roll-up of consumer-durable sub-brands across home and outdoor categories, matching Greencut and Mc Haus's positioning.

Regional players

• Smoby: French toy and children's play-products maker (now under the Playgro/JPM group). Regional European peer for Beeloom and Playkin in the children's toys and play-products category, with comparable European retail distribution channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@beselfbrands
• LinkedInlinkedin.com/company/beselfbrands/mycompany/?viewAsMember=true
• Instagraminstagram.com/beselfbrands_
• TikToktiktok.com/@beselfbrands_?lang=es%20

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 records

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 Prat International Brands