Badger Basket

What Badger Basket does

Badger Basket is a family-owned U.S. manufacturer of baby, juvenile, and doll furniture operating under the legal entity Standard Container Company from its headquarters in Edgar, Wisconsin. The company traces its origins to a 1911 veneer factory and has been continuously owned by the founding Erny family since 1944; it has survived two major plant fires (1959, 1966) and today runs a single-site operation with 11–50 employees. Its catalog of more than 230 SKUs spans two primary product lines: (1) Baby & Kids furniture — bassinets, Moses baskets, changing tables, convertible high chairs, storage cubbies, toy boxes, hampers, and sandboxes — and (2) Doll & Toy furniture — armoires, doll bassinets/cribs, strollers, high chairs, carriers, and playsets scaled predominantly to 18-inch dolls. Products are constructed primarily from wood, woven materials, and fabric, with replacement parts, bedding, and pads offered as a structured aftermarket.

Revenue is generated entirely through one-time unit sales of physical goods, priced between roughly $10 and $280 per SKU. The go-to-market motion is a hybrid of direct-to-consumer e-commerce (badgerbasket.com with free ground shipping on contiguous U.S. orders) and wholesale distribution to a broad roster of national retailers — Walmart, Target, Kohl's, Macy's, Amazon, Wayfair, and buybuyBaby — supplemented by a formal wholesale program for specialty, catalog, and mid-tier retailers. The company maintains U.S.-based customer service with a 30-day limited parts warranty and explicit geographic limitation to the United States. Marketing is primarily content-led through the company website and email newsletter, with retail partners handling the bulk of in-store and marketplace conversion. The customer base is fragmented across families with infants, doll-play households, gift buyers, and home organization consumers.

Name

Badger Basket

Legal name

Standard Container Company

Website

https://badgerbasket.com

Company type

Private

Founded year

1911

Operating status

Operating

Headcount range

11–50 employees

Short description

Badger Basket is a family-owned U.S. manufacturer founded in 1911 (legal entity Standard Container Company) that produces 230+ baby, juvenile, and doll furniture SKUs priced $10–$280, selling through Walmart, Target, Amazon, and direct e-commerce to parents, gift buyers, and doll enthusiasts.

Ownership category

akta.pro rank

Product category

Baby & Juvenile Furniture

NAICS

Other Furniture Related Product Manufacturing (3379), Doll, Toy, and Game Manufacturing (339930)

SIC

Household Furniture (2510), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro industry

PRIMARYCRAIAAAE

Kids & Nursery Furniture Retail (Cribs, Toddler Beds, Changing Tables, Bunk Beds)

Consumer Products & Retail/Home & Furniture Retail/Furniture Retail (Living, Dining, Bedroom)

SECONDARYCRALAFAD

Dolls, Plush & Action Figures Retail

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Toy Stores & Games Retail

Keywords

• Baby furniture
• Juvenile products
• Nursery furniture
• Doll furniture
• Storage solutions

Headquarters

HQ city

Edgar

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Badger Basket generates revenue through the direct sale of baby furniture and accessories via their e-commerce website, with free ground shipping for retail orders shipped within the contiguous U.S.
2. Wholesale/Retail Distribution: The company sells through authorized retailers including Walmart, Target, Kohl's, Macy's, Amazon, Wayfair, buybuyBaby, and Ashton Drake. They maintain a wholesale program for specialty, Internet, catalog, mid-tier, and mass retailers.

Pricing tiers

Go-to-market motion1 record

Distribution channels9 records

Marketing channels3 records

Core offering

Badger Basket manufactures and sells baby and juvenile furniture and accessories, including bassinets, Moses baskets, changing tables, high chairs, doll furniture, sandboxes, hampers, toy boxes, and storage furniture. The company operates as a family-owned manufacturer that began as a veneer factory in 1911 and has evolved into a premier producer of infant, children, and doll furnishings sold via its own e-commerce site and through major national retailers.

Product overview

Badger Basket is a family-owned manufacturer of baby and juvenile furniture that has operated since 1911, originally as a veneer factory. The company produces two main product lines: Baby & Kids furniture (bassinets, Moses baskets, changing tables, high chairs, storage furniture, toy boxes, hampers, sandboxes) and Doll & Toy furniture (doll cribs, bassinets, strollers, high chairs, carriers, furniture sets). Their Baby & Kids line centers on nursery essentials including the Elite Oval and Empress bassinet families with canopy options, the Envee II convertible high chair, Modern and Sleigh Style changing tables with integrated baskets, and modular storage cubby systems. The Doll & Toy line features realistic doll furniture scaled for 18-inch dolls including canopy cribs, triple strollers, trolley carriers, and combination playsets. Products are sold through major retailers (Walmart, Target, Kohl's, Macy's, Amazon, Wayfair) and directly via their e-commerce site, with a 30-day limited parts warranty and free ground shipping on retail orders.

Differentiator

Problem solved

Functional benefit

Products and services

• Baby Bassinets Premium baby bassinets for newborns including oval and round styles with canopies, featuring caster wheels, storage shelves, and removable bedding.
• Moses Baskets Lightweight portable sleeping baskets for babies, including woven wicker-look styles with bedding sets in various colors such as Natural/Ecru, Gray/White, and Espresso/Ecru.
• Changing Tables Baby changing tables in multiple styles featuring safety rails, safety belts, and integrated storage baskets. Prices range from $30 to $240.
• Baby High Chairs Convertible high chairs for infants and toddlers, including the Envee II model with playtable conversion feature available in multiple color combinations.
• Storage Furniture Modular storage solutions including stackable cubbies, combo bin storage units, and multi-bin cubbies with bins, baskets, and various finish options.
• Storage Benches & Toy Boxes Functional seating and storage solutions combining benches with toy boxes and removable baskets in various finishes.
• Hampers Laundry hampers including folding hamper sets with baskets and wicker two-hamper sets with removable washable liners in White, Natural, and Gray finishes.
• Outdoor Play Sandboxes Children's sandboxes including covered convertible cedar sandboxes with canopy and bench seats, octagon sandboxes, and simple sandbox models.
• Doll Furniture Comprehensive doll furniture collection including doll armoires, dressers, care stations, bedroom furniture sets, and locker sets for 18-inch dolls.
• Doll Bassinets & Cradles Miniature baby doll bassinets and cradles with personalization options, rocking doll bassinets, and folding cradles with hoods.
• Doll Cribs & Beds Doll cribs and beds including canopy doll cribs, cabinet doll cribs, trundle bunk beds, convertible bunk beds, and storage doll cribs.
• Doll Carriages & Strollers Doll strollers and prams including folding single, double, and triple strollers, jogging strollers, pram styles, and umbrella strollers.
• Doll Carriers & Travel Doll travel carriers including travel cases with beds, tote bags, backpack carriers, trolley carriers, and double carrier options.
• Digital Gift Cards Electronic gift cards available for purchase on badgerbasket.com for giving as presents.

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Delta Children: One of the largest US manufacturers of cribs, bassinets, changing tables, and nursery furniture, selling through the same mass-market retailers (Walmart, Target, Amazon). Directly comparable in product mix, channel strategy, and customer base to Badger Basket.
• DaVinci Baby: Specialty manufacturer of cribs, changing tables, dressers, and nursery furniture sold online and through boutique/mid-tier retailers. Comparable to Badger Basket in baby furniture focus and DTC/wholesale omnichannel distribution.
• Simmons Kids: Manufacturer of kids mattresses, bunk beds, and bedroom furniture sold through Amazon and other retail channels. Comparable in producing juvenile furniture and storage solutions for the same end consumer.
• KidKraft: Manufacturer of dollhouses, kids furniture, and outdoor play products including play kitchens and sandboxes. Closely comparable in the doll furniture and outdoor play categories where Badger Basket has dedicated SKUs.
• Dream On Me: US-based manufacturer of baby furniture, bassinets, high chairs, and play yards sold through Amazon, Walmart, and Target. Directly comparable in baby furniture manufacturing and big-box channel exposure.
• South Shore Furniture: Manufacturer of ready-to-assemble furniture including nursery and kids room collections sold through Wayfair, Amazon, and mass retailers. Comparable in nursery/kids furniture manufacturing with overlapping channels.
• Stork Craft: Manufacturer of cribs, changing tables, dressers, and nursery gliders sold through mass-market retailers including Amazon and Walmart. Closely comparable in product category, price tier, and channel mix.

Emerging players

• MGA Entertainment (Our Generation / American Girl): Owns the Our Generation 18-inch doll line, which drives demand for doll furniture and accessories that Badger Basket's doll line serves. Comparable as an adjacent player in the 18-inch doll ecosystem.

Broad incumbents

• Ameriwood Home: Mass-market furniture manufacturer offering kids and home storage products through Walmart, Target, Amazon, and Wayfair. Comparable in product mix (storage, kids furniture) and big-box distribution strategy.
• Graco (Newell Brands): Iconic mass-market baby gear brand under Newell Brands covering high chairs, bassinets, and play yards. Competes with Badger Basket in baby furniture and gear through the same retailers but at much larger scale and broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/badgerbrands

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 Badger Basket