THE NEWBORN
El Recién Nacido is a Madrid-based Spanish e-commerce retailer (founded 2002) selling personalized baby gift baskets, clothing, engraved jewelry, and newborn photography services, with in-house embroidery and 24-hour delivery across Spain and select EU countries.
- Company typePrivate
- Founded2002
- HeadquartersMadrid, Spain
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What THE NEWBORN does
El Recién Nacido (legal name EL RECIEN NACIDO, S.L., CIF B87480786) is a privately-held Spanish e-commerce retailer founded in 2002 and headquartered at C/ Orense 12, 2ª planta, Madrid. The company operates a direct-to-consumer online storefront (elreciennacido.com) and a physical showroom, specializing in personalized baby gifting — primarily curated gift baskets (canastillas), baby clothing, plush toys, engraved silver jewelry, and baptism gifts — with a smaller services line in newborn and maternity photography. Its core promise is same-day personalization (name embroidery and engraving performed in-house at the Madrid workshop) combined with 24-hour delivery across Spain, supported by free shipping on all canastilla orders and on orders above €75.
The technology stack is a standard small-business e-commerce configuration: a PrestaShop storefront (evidenced by the 'prestashop' cookie), with payment options across credit/debit card, bank transfer, and PayPal (the latter carrying a 3.4% surcharge), and marketing instrumentation via Google Analytics, Google Ads/AdSense, and DoubleClick. Personalization is manual and physical rather than digital — embroidery machines and engraving tools operated on-premises enable real-time name customization at point of order rather than AI-driven configuration. Product catalog spans canastillas (€34–€499.50, with most popular SKUs in the €70–€100 range), individual baby items (€2.95–€50+), and photography sessions (€140–€380), with corporate canastillas marketed separately as B2B offerings for employer benefits.
Revenue mechanics are predominantly transactional, pay-as-you-go unit pricing, with no subscription or licensing layer. Customer mix is dominated by individual consumers (parents, family, and friends) purchasing for gifting occasions (newborn arrivals, baptisms, Mother's/Father's Day, Father's Day), supplemented by corporate clients purchasing canastillas as employee or client gifts. The company ships throughout the Iberian Peninsula, the Balearic and Canary Islands, Ceuta and Melilla, and select EU countries (Portugal, Germany, France, Italy, the Netherlands, and Sweden). With 1–10 employees, no external funding, and no disclosed financial figures, El Recién Nacido operates as a profitable, self-funded micro-retailer anchored by 22+ years of brand history and a 4.6/5 Google rating across 106 reviews.
THE NEWBORN firmographics
Firmographics- Name
- THE NEWBORN
- Legal name
- EL RECIEN NACIDO, S.L.
- Website
- https://elreciennacido.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- El Recién Nacido is a Madrid-based Spanish e-commerce retailer (founded 2002) selling personalized baby gift baskets, clothing, engraved jewelry, and newborn photography services, with in-house embroidery and 24-hour delivery across Spain and select EU countries.
- Ownership category
- akta.pro rank
THE NEWBORN industry classification
Industry- Product category
- Personalized Baby Gifts & Gift Baskets
- NAICS
- Hobby, Toy, and Game Retailers (459120), Jewelry, Luggage, and Leather Goods Retailers (4583), Gift, Novelty, and Souvenir Retailers (45942)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Baby, Kids & Maternity DTC (CRAFACAI)
- akta.pro secondary industries
- Baby, Kids & Maternity Online Retailers (CRAFADAI), Kids’ & Baby Apparel Retail (CRAAABAD), Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)
Keywords
Where THE NEWBORN is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
THE NEWBORN business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Product sales - personalized baby gift baskets: Sale of pre-assembled and customized baby gift baskets (canastillas) containing clothing, accessories, plush toys, and personalized items. This is the core revenue stream. Items are customized (name embroidery) at point of order and delivered within 24 hours.
- Product sales - individual personalized baby items: Sale of individual personalized items including clothing, bibs, blankets, plush toys, bathrobes, baby accessories, jewelry, and baptism gifts. One-time purchase model per product.
- Newborn photography sessions: Sale of professional newborn and baby photography sessions conducted at the Madrid studio. Sessions include a virtual gift card and delivery of 15 edited photos in high resolution. Additional services include Smash Cake sessions and maternity sessions.
- Corporate gifting: Sale of baby gift baskets to businesses for employee and client gifts, positioned as a corporate benefit offering.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual baby items priced per unit, from €2.95 to €50+ |
| Unit Pricing | Pay-as-you-go | Canastilla (gift basket) bundles, €34 to €499.50 |
| Unit Pricing | Pay-as-you-go | Free shipping for orders ≥€75 and all canastilla orders |
| Unit Pricing | Pay-as-you-go | Photography sessions: €190–€380 |
| Unit Pricing | Pay-as-you-go | PayPal payments with 3.4% surcharge |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
THE NEWBORN product offering
Product offeringCore offering
El Recién Nacido (THE NEWBORN) is an online retailer of personalized baby gift baskets, embroidered baby clothing, engraved silver jewelry, plush toys, baptism gifts, and newborn photography services. Core orders are customized in-house at the Madrid workshop with on-the-spot name embroidery and engraving, then delivered nationwide across Spain within 24 hours.
Product overview
El Recién Nacido is a Spanish e-commerce company specializing in personalized baby gifts and maternity products. The core offering consists of customizable baby gift baskets (canastillas) presented in various containers, combined with personalized clothing, embroidered plush toys, engraved silver jewelry, and professional photography services. The company operates on a same-day personalization model with 24-hour delivery across Spain. Key product lines include: baby gift baskets (canastillas), baby clothing with embroidery options, personalized jewelry, newborn photography sessions, baptism gifts, and corporate gift programs. The business distinguishes itself through real-time personalization services where names are embroidered at the moment of order, and same-day gift voucher availability.
Differentiator
Problem solved
Functional benefit
Products and services
- Canastillas para Bebés (Baby Gift Baskets) Curated gift baskets for newborns containing clothing, accessories, blankets and personalized items, presented in wicker Moses baskets, cotton baskets, flower baskets and other containers.
- Ropa Bebé (Baby Clothing) Baby clothing items including bodysuits, pajamas, rompers, bathrobes, caps, booties and muslin cloths, many with optional embroidery personalization.
- Joyas Personalizadas (Personalized Jewelry) Engraved silver jewelry including necklaces with birth medals, bracelets, earrings, scapularies and commemorative pieces for babies and mothers.
- Sesiones de Fotos para Bebés (Baby Photography Sessions) Professional newborn photography sessions conducted in the Madrid studio, delivering 15 edited photos in high resolution, with gift vouchers available.
- Regalos Bautizo (Baptism Gifts) Personalized baptism gifts including engraved baptism shells, silver crib medallions, personalized candles, photo albums and religious jewelry.
- Peluches Personalizados (Personalized Plush Toys) Customizable plush toys including rabbits, bears and dolls with optional name embroidery, doudous and thermal plush toys for microwave warming.
- Accesorios Bebé (Baby Accessories) Baby care accessories including changing mats, diaper bags, stroller backpacks, silicone bibs, thermoses, wooden toys and reusable diapers.
- Canastillas Corporativas (Corporate Gift Baskets) Customized baby gift baskets for businesses to give to employees and clients as maternity gifts or corporate benefits.
- Canastillas para Gemelos (Twin/Multiples Baskets) Special gift baskets designed for twins or multiples, featuring personalization options for multiple names.
- Regalos Solidarios (Charitable Gifts) Gift baskets and items that support charitable causes, including Foundation Cadete solidarity products.
Quantifiable outcome
- 4.6/5 Google rating from 106 reviews
Companies that use THE NEWBORN
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
THE NEWBORN technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
THE NEWBORN partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
THE NEWBORN competitors and assessment
Company assessmentDirect peers
- Suavinex: Spain-headquartered baby brand with e-commerce presence spanning feeding, soothing, and care products plus gifting items. Closest home-market peer with overlapping baby assortment and similar Spanish consumer targeting.
- Mothercare: Long-established UK-origin baby and maternity retailer with multi-region presence offering clothing, gifts, and accessories. Comparable on product mix and on serving new-parent and gifting occasions, though typically at broader scale.
- Personalization Mall: Pure-play e-commerce retailer specializing exclusively in personalized and engraved gifts across multiple categories. Comparable operating model — online-only, personalization-led, gift-occasion-driven — to El Recién Nacido.
- Build-A-Bear Workshop: Global specialty retailer of personalized plush toys where customers choose and customize a stuffed animal in-store. Closely comparable on the personalized plush toy and on-the-spot customization experience that anchors El Recién Nacido's offering.
- Things Remembered: Personalized gifts retailer offering engraving and embroidery across product categories including baby items. Operates the comparable 'customize-on-the-spot, gift-occasion-led' model that El Recién Nacido runs for baby gifts.
- Prénatal: Italy-headquartered, pan-European baby retailer (owned by Artsana) with substantial Spain footprint selling baby apparel, gear, and gift items. Directly competes for the same Spanish consumer basket and gifting occasions.
- My 1st Years: UK-based direct-to-consumer retailer specializing in personalized baby gifts (embroidered blankets, plush toys, clothing) with on-demand personalization — the closest international comparable on product mix, model, and target buyer.
Broad incumbents
- H&M Baby: Mass-market fast-fashion baby apparel line from H&M, including giftable baby clothing and accessories sold online across Spain and Europe. Overlaps as a broad, well-capitalized incumbent rather than a personalization specialist.
- Carter's: Largest US specialty retailer of baby and young children's apparel, with broad assortment including giftable baby clothing sets. Operates at mass scale rather than personalization-led, but competes for the same purchase occasion.
Emerging players
- Aden + Anais: Premium baby swaddle, blanket, and sleepwear brand with global distribution and strong gifting positioning. Comparable on premium baby textiles and the giftability of its core product range, though without El Recién Nacido's on-the-spot personalization model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
THE NEWBORN social profiles
Digital presenceTHE NEWBORN compliance and trust
Trust signalCompliance2 records
THE NEWBORN financial estimates
Financial estimateRevenue estimate
Valuation estimate
THE NEWBORN leadership team
Management profileNumber of profiles
THE NEWBORN funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
THE NEWBORN M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about THE NEWBORN
What does THE NEWBORN do?
El Recién Nacido (THE NEWBORN) is an online retailer of personalized baby gift baskets, embroidered baby clothing, engraved silver jewelry, plush toys, baptism gifts, and newborn photography services. Core orders are customized in-house at the Madrid workshop with on-the-spot name embroidery and engraving, then delivered nationwide across Spain within 24 hours.
Is THE NEWBORN a public or private company?
THE NEWBORN is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was THE NEWBORN founded?
THE NEWBORN was founded in 2002. It employs 1 to 10 people.
Where is THE NEWBORN based?
THE NEWBORN is headquartered in Madrid, Spain, in the Europe region.
How does THE NEWBORN make money?
Four revenue lines are on record. Product sales - personalized baby gift baskets are the primary driver. The others are product sales - individual personalized baby items, newborn photography sessions and corporate gifting.
Who are THE NEWBORN's main competitors?
Direct peers on record are Suavinex, Mothercare, Personalization Mall, Build-A-Bear Workshop, Things Remembered, Prénatal and My 1st Years. Broad incumbents are H&M Baby and Carter's. Aden + Anais is listed as an emerging player.
Does THE NEWBORN have an API?
No public API is recorded for THE NEWBORN.
What industry is THE NEWBORN in?
THE NEWBORN's product category is Personalized Baby Gifts & Gift Baskets. Its primary akta.pro industry code is CRAFACAI, Baby, Kids & Maternity DTC, with a secondary code of CRAFADAI, Baby, Kids & Maternity Online Retailers. Its NAICS code is 459120 and its SIC code is 5600.