AGS 92

What AGS 92 does

AGS 92 is a Central European wholesaler and retailer of baby and infant products, founded in 1992 and headquartered in Prague. The group operates through legal entities in Slovakia, Czech Republic, Hungary, and Poland, and runs three integrated business lines: (1) wholesale distribution of more than 30 major international baby and infant brands (including Chicco, Kinderkraft, Waterwipes, Babyono, Bright Starts, Skip Hop, Angelcare, EasyWalker, Neno, Disney Baby, and ErgoPouch) to retail customers across the four countries; (2) direct-to-consumer retail through the Feedo chain of 11 physical stores (8 in Slovakia, 2 in Czech Republic, 1 in Hungary) and three country-specific e-commerce sites (feedo.cz, feedo.sk, feedo.hu / babiez.hu); and (3) the proprietary Petite&Mars own-brand product line, designed and tested in collaboration with Czech and Slovak professionals.

The business model is dual-channel: B2B revenue is generated via transactional wholesale orders to retail partners, increasingly processed through the b2b.ags92.com self-serve portal launched in 2021 with country-specific versions for Czech Republic, Slovakia, Poland, and international customers. B2C revenue comes from in-store and online sales to parents and families. Customer segments are parents of children from birth through teenage years (primary consumer segment) and retailers/wholesalers purchasing for resale (primary B2B segment). A complementary electronic warranty and service platform (servis.ags92.com) handles after-sales operations. The group reports selling over 5.5 million products annually, employs over 250 people, and is positioned as the largest specialized baby product seller in Czech Republic and Slovakia.

Operational infrastructure includes the Praha 9 headquarters, a Bratislava office with the purchasing function, a Győr (Hungary) office, a Poznań (Poland) office, and a Senica (Slovakia) service center and warehouse serving Czech and Slovak operations, with an additional Czech distribution point at Boršice. The company is privately held with no disclosed institutional investors and is undertaking a 2022 cross-border merger between the Slovak and Czech operating entities to consolidate the group structure.

Name

AGS 92

Legal name

ags 92, s.r.o.

Website

https://ags92.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

251–500 employees

Short description

AGS 92 is a Central European wholesaler and retailer of baby and infant products, distributing 30+ international brands and operating the Feedo retail chain (11 stores) and own-brand Petite&Mars across the Czech Republic, Slovakia, Hungary, and Poland.

Ownership category

akta.pro rank

Product category

Baby and Children's Product Distribution & Retail

NAICS

Hobby, Toy, and Game Retailers (45912), Other Specialty Food Retailers (44529)

SIC

Wholesale-Groceries & Related Products (5140), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Baby, Kids & Maternity Online Retailers (CRAFADAI)

akta.pro secondary industries

Kids & Baby Specialty Department Stores (CRAGAGAD), Baby Purees & Jarred Foods (Fruits, Vegetables, Mixed Meals) (CRADAEAE)

Keywords

• Baby product distribution
• Wholesale baby goods
• Infant product retail
• Children's products wholesale
• Baby brand distribution

Headquarters

HQ city

Praha

HQ country

Czechia

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Distribution: Distributes major international baby product brands to retailers across 4 countries. Revenue generated from bulk product sales to business customers.
2. Retail Sales: Operates Feedo chain of 11 physical stores and Feedo e-commerce websites (feedo.sk, feedo.cz). Revenue from direct-to-consumer sales of baby and infant products.
3. Petite&Mars Brand: Develops and sells proprietary baby product line under Petite&Mars brand, designed and tested in collaboration with Czech and Slovak professionals.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

AGS 92 distributes over 30 major global baby and children's product brands (Chicco, Kinderkraft, Waterwipes, Skip Hop, Angelcare, Bright Starts, Concord, and others) to retailers across Slovakia, Czech Republic, Hungary, and Poland. The company also develops and sells its own proprietary Petite&Mars brand of children's products and operates the Feedo retail chain of 11 physical stores plus e-commerce sites selling directly to parents.

Product overview

AGS 92 is a Central European baby and children's product company founded in 1992 operating across 4 countries (Slovakia, Czech Republic, Hungary, Poland) with over 250 employees. The company operates as a unified portfolio combining wholesale distribution of 30+ international brands (including Chicco, Kinderkraft, Waterwipes, Angelcare, Ergo Pouch, Disney Baby) with its proprietary Petite&Mars brand, a retail network of 11 Feedo stores across the region with associated e-commerce platforms, and a B2B ordering portal for business customers. The company sells over 5.5 million products annually and over 1 million items per year in Czech Republic and Slovakia alone, making it the largest baby product seller in these markets. Additionally, AGS 92 provides electronic warranty and service management through dedicated online platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Feedo: Retail chain of children's product shops and e-commerce platform operating in Slovakia (8 shops), Czech Republic (2-3 shops), and Hungary (babiez.hu webstore). The largest specialized e-shop for infant nutrition and supplies in the Czech Republic.
• Petite&Mars
• AGS 92 B2B Portal

Products and services

• Wholesale Distribution Distribution of over 30 major global baby and children's product brands (Chicco, Petite&Mars, Concord, Oball, Bright Starts, Babyono, Waterwipes, Kinderkraft, Skip Hop, Angelcare, and others) to retailers across Slovakia, Czech Republic, Hungary, and Poland.
• Petite&Mars Proprietary brand of children's products from birth through teenage years, designed and developed in collaboration with Czech and Slovak technicians, testing facilities, and designers. Products are tested on the company's own employees' children.
• Feedo Retail Chain Network of physical retail stores and e-commerce platform selling baby and children's products. Operates 8 stores in Slovakia, 2-3 in Czech Republic, and 1 in Hungary, plus e-commerce sites feedo.cz, feedo.sk, and babiez.hu/feedo.hu. The largest baby product retailer in Czech Republic and Slovakia.
• B2B Portal Business-to-business online ordering platform enabling wholesale customers to create and send orders conveniently and flexibly. Available with country-specific versions for Czech Republic, Slovakia, Poland, and international customers.
• Electronic Warranty/Service System Online complaint registration and warranty service management system allowing business partners to submit and track product complaints electronically. Available in Slovak and Czech versions.

Named customers4 records

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

18 partnerships are on record, tiered core and minor.

• ChiccocoreChannel Partner/ Reseller/ DistributorMajor global baby product brand distributed by AGS 92 across Central European markets
• Petite&MarscoreStrategic or Co-development PartnerProprietary baby product brand owned by AGS 92, developed with Czech and Slovak technicians, designers, and testing facilities. Products are tested on company employees' children.
• ConcordcoreChannel Partner/ Reseller/ DistributorInternational baby product brand distributed by AGS 92
• OballcoreChannel Partner/ Reseller/ DistributorBaby toy brand distributed by AGS 92
• Bright StartscoreChannel Partner/ Reseller/ DistributorBaby product brand distributed by AGS 92
• KinderkraftcoreChannel Partner/ Reseller/ DistributorBaby and children product brand distributed by AGS 92
• WaterwipesminorChannel Partner/ Reseller/ DistributorBaby wipes brand distributed by AGS 92
• BabyonocoreChannel Partner/ Reseller/ DistributorEuropean baby product brand distributed by AGS 92
• EasywalkerminorChannel Partner/ Reseller/ DistributorStroller and baby gear brand distributed by AGS 92
• NenominorChannel Partner/ Reseller/ DistributorBaby product brand distributed by AGS 92
• Skip HopcoreChannel Partner/ Reseller/ DistributorBaby and toddler product brand distributed by AGS 92
• AngelcareminorChannel Partner/ Reseller/ DistributorBaby monitor and care product brand distributed by AGS 92
• IngenuityminorChannel Partner/ Reseller/ DistributorBaby product brand distributed by AGS 92
• NattouminorChannel Partner/ Reseller/ DistributorBaby plush and nursery product brand distributed by AGS 92
• Baby EinsteinminorChannel Partner/ Reseller/ DistributorEducational baby toy brand distributed by AGS 92
• Disney BabyminorChannel Partner/ Reseller/ DistributorDisney-branded baby product line distributed by AGS 92
• ErgoPouchminorChannel Partner/ Reseller/ DistributorBaby sleepwear and swaddles brand distributed by AGS 92
• Ceba BabyminorChannel Partner/ Reseller/ DistributorBaby product brand distributed by AGS 92

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BabyOne: German specialty baby products retailer operating a chain of physical stores plus online, with a wholesale/distribution arm for international baby brands. Closely comparable to AGS 92's integrated wholesale-plus-Feedo retail model and Central European footprint.
• Smyths Toys: Pan-European toy and baby products retail chain operating physical superstores and online across multiple European countries. Comparable in multi-country retail footprint, multi-category baby/children assortment, and partnerships with major global brands like those AGS 92 distributes.
• Prenatal: Italian specialty baby and maternity retailer with a chain of physical stores and online platform across multiple European countries. Directly comparable business model to AGS 92's Feedo chain in serving expectant parents and families with baby products from leading global brands.

Peers

• Mothercare:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ags92

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AGS 92