IDEXE'

What IDEXE' does

IDEXE' is an Italian children's apparel brand that designs, manufactures, and retails clothing and accessories for children from birth to 14 years of age. The brand is owned and operated by MAULI SpA, an Italian public limited company headquartered in Revello (Cuneo) with a registered share capital of €6,935,000 (fully paid-in). IDEXE' sells its products through a distribution network of approximately 180 owned and franchised stores across Italy and approximately 50 stores internationally, supplemented by a direct-to-consumer e-commerce platform at idexe.com. The product portfolio spans five age segments — newborns (0–1 month), babies (1–9 months), toddlers (9–36 months), and children (3–14 years) — covering everyday wear (bodies, t-shirts, trousers, jackets, dresses) and accessories, plus two thematic sub-collections: Hugs Bear (themed baby line) and Special Days (occasion wear). Pricing is unit-based, ranging from approximately €3.95 for basic accessories to €48.95 for coordinated sets.

The company operates a franchise model to support store expansion and runs the Carta Fedeltà IDEXE' loyalty program, which links in-store and online purchases through a single point-rewards mechanism. Customer acquisition relies on physical store presence, word-of-mouth, and organic social media (Facebook, Instagram) plus a blog with style guides. There is no evidence of proprietary technology, digital platforms beyond the e-commerce storefront, AI/ML capabilities, or third-party API integrations. The company is privately held with no disclosed venture capital, private equity, or institutional investors, and no management team, board, or leadership information is publicly available in the source material.

IDEXE' monetizes primarily through one-time transaction-based retail sales of apparel and accessories at mid-market price points. Free product exchanges are offered at all Italian locations, supporting customer retention. The brand emphasizes Italian design heritage, quality fabrics (cotton, linen, fleece, denim), and a coordinated mix-and-match assortment that allows parents to outfit children across multiple age stages, generating repeat-purchase economics as customers' children age through the brand's portfolio.

Name

IDEXE'

Legal name

MAULI SpA

Website

https://idexe.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

IDEXE' is an Italian children's apparel brand owned by MAULI SpA, designing and retailing clothing for ages 0–14 through ~180 stores in Italy, ~50 stores internationally, and an e-commerce platform. The brand targets parents with mid-priced everyday wear and themed sub-collections.

Ownership category

akta.pro rank

Product category

Children's Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Kids’ & Baby Apparel Retail (CRAAABAD)

akta.pro secondary industries

Baby Apparel (0–24 months) (CRAAAHAA), Kids Apparel (5–12) (CRAAAHAC)

Keywords

• Children's apparel
• Baby clothing
• Infant wear
• Kids fashion
• Children's accessories

Headquarters

HQ city

Revello

HQ country

Italy

HQ region

Europe

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. Retail Apparel Sales: IDEXE' generates revenue through direct retail sales of children's clothing and accessories, operating approximately 180 owned and franchised stores across Italy and 50 stores internationally, plus an e-commerce website. The revenue model is primarily one-time transaction-based retail sales of apparel.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

IDEXE' manufactures and retails children's clothing and accessories for the 0-14 year age range, offering bodysuits, onesies, trousers, t-shirts, shirts, dresses, jackets, and coordinated accessories through themed sub-collections (Hugs Bear and Special Days). Products are sold via approximately 180 owned and franchised stores in Italy, 50 stores internationally, and an e-commerce platform (idexe.com), supported by the Carta IDEXE' loyalty card program.

Product overview

IDEXE' is an Italian children's clothing brand offering a unified portfolio of apparel products spanning five age segments: newborns (0-1 month), babies (1-9 months), toddlers (9-36 months), and children (3-14 years). The core offering consists of everyday wear including bodysuits, onesies, trousers, t-shirts, shirts, dresses, jackets, and accessories. The brand operates two sub-collections—Hugs Bear (themed baby collection with teddy bear motifs) and Special Days (formal occasion wear)—plus a loyalty program (Carta Fedeltà). Products are available through approximately 230 retail locations (180 in Italy, 50 internationally) and an e-commerce platform. The parent company is MAULI SpA, headquartered in Revello, Italy.

Differentiator

Problem solved

Functional benefit

Products and services

• Newborn Clothing 0-1 Month (Abbigliamento Neonati 0-1 Mese)

Quantifiable outcome

• Free exchange available in any IDEXE' store across Italy

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• The Children's Place: US specialty retailer of children's apparel and accessories for newborns to 14-year-olds; closely aligned in product taxonomy, store-based DTC model, and price positioning.
• Carter's: Largest US specialty retailer of children's apparel, focused on newborn through early childhood; comparable 0–14 age coverage and multi-channel retail model, though primarily North American.
• H&M Kids: Mass-market kids apparel line from H&M; overlaps with IDEXE' on value pricing, multi-age assortment, and global online reach, and competes for the same Italian family shoppers.
• Zara Kids (Inditex): Global fast-fashion kidswear line operated by Inditex; competes with IDEXE' across the 3–14 age range with a much larger store network, faster trend cycles, and integrated e-commerce.

Direct peers

• Chicco (Artsana): Italian baby and children's brand under Artsana, selling apparel and baby gear from newborn through early childhood; comparable product taxonomy, Italian design heritage, and broad retail/wholesale distribution.
• Il Gufo: Italian premium children's apparel brand with a 0–14 assortment, owned retail and selective international distribution; comparable Italian heritage positioning and full age-band product line.
• Monnalisa: Italian luxury kidswear brand with monobrand stores and wholesale distribution in Europe and globally; comparable Italian design heritage and special-occasion (ceremony) focus, but positioned at a higher price point.
• United Colors of Benetton Kids: Italian heritage apparel brand with a dedicated 0–12 kids line sold through monobrand stores and wholesale; closely comparable in Italian design positioning and franchise/store model.
• Prenatal (Artsana Group): Italian-headquartered specialist retailer of baby and children's apparel, footwear, and accessories with a similar multi-brand, multi-channel model and comparable 0–14 age targeting across owned stores, franchisees, and e-commerce.
• Okaïdi (Okaïa): French-origin children's apparel retailer with strong presence in Italy; comparable 0–14 assortment, mid-market price positioning, and a similar mix of owned stores and e-commerce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/idexe
• Instagraminstagram.com/idexe_official
• Xx.com/idexe
• LinkedInlinkedin.com/company/idexe

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 IDEXE'