What Lieblingsshop does

Lieblingsshop GmbH operates kitaeinkauf.de, a B2B e-commerce platform that supplies Kindertagesstätten (Kitas), Kindergärten, Krippen (crèches), Horte (after-school care facilities), and licensed home-based childminders (Tagesmütter/Tagesväter) across Germany and six neighboring European countries (Austria, Netherlands, Belgium, Luxembourg, Denmark, Italy). The platform offers over 30,000 curated articles across categories including diapers and changing supplies, Kita furniture, hygiene and cleaning products, arts and crafts, outdoor play equipment, safety products, books and training, textiles, and office supplies, with a house-brand diaper line (Lieblingswindeln) positioned alongside branded options. Customer accounts must be registered and validated before ordering, and orders can be placed via the web shop, telephone, fax, or email.

The business is run as a high-leverage, asset-light operation: only 1-10 employees support a stated base of 10,000+ Kitas, and the underlying technology is a Shopware-based B2B e-commerce platform with accessibility improvements and email-based login. Logistics are outsourced to GLS and DHL domestically and DPD internationally, with a flat shipping fee (€4.48/order via GLS), while large furniture and outdoor equipment is delivered and assembled on-site by manufacturer crews. Revenue is generated primarily through one-time B2B product sales with recurring consumable-driven repeat orders; a minimum order value of €29.99 applies, gross prices include VAT, and leasing/rent-to-own is offered for capital equipment orders above €10,000.

Lieblingsshop is a privately held subsidiary of Klett Gruppe, a German educational publishing and services conglomerate, with Managing Director Martin Borucki. Beyond product sales, the company has built an ecosystem of complementary services — on-site facility consulting, room design, the kitaeinkauf PLUS content platform, the Lieblingsrezepte recipe-planning app, Windelpauschale (diaper flat-rate) and Sammelbestellung (group ordering) programs, and partnerships with REWE for grocery delivery, Klett Kita GmbH for professional training, and major welfare associations (DRK, Diakonie, Paritätischer, Evangelische/Katholische Kindertagesstätten) for marketing reach. Marketing combines trade-fair presence (Deutscher Kitaleitungskongress), email/newsletter, downloadable catalogs, a PLUS blog/resource hub, and partner referrals.

Name

Lieblingsshop

Legal name

Lieblingsshop GmbH

Website

https://kitaeinkauf.de

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Lieblingsshop GmbH operates kitaeinkauf.de, a B2B e-commerce platform supplying over 30,000 curated products to 10,000+ Kindertagesstätten, Kindergärten, crèches, after-school care facilities, and licensed childminders across Germany and six EU neighbors, with delivery, on-site consulting, and complementary services such as REWE grocery delivery and Klett Kita training mediation.

Ownership category

akta.pro rank

Product category

Childcare Facility Supplies E-commerce

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Office Supplies and Stationery Retailers (459410)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Arts, Crafts & Activity Supply Organization (HSAFAIAG)

akta.pro secondary industries

Virtual Children’s Room & Toy Organizing Consultations (HSAFAIAL), Seasonal & Outgrown Items Management (Clothes/Toys) (HSAFAIAI)

Keywords

• B2B daycare supplies
• Childcare facility procurement
• Early childhood education products
• Diapers and hygiene supplies
• Kindergarten furniture equipment

Headquarters

HQ city

Wiesbaden

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales (B2B): Core revenue stream from selling Kita supplies and equipment to registered B2B customers (Kindertagesstätten, Krippen, Horte, Kindertagespflegepersonen). Transactions are primarily one-time per order, with repeat purchase behavior driven by recurring consumable needs (hygiene products, diapers, cleaning supplies). No subscription model is explicitly stated; however, recurring consumables drive repeat purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Lieblingsshop operates kitaeinkauf.de, a B2B-only online shop that sells more than 30,000 curated articles to validated commercial customers (Kindertagesstätten, Kindergärten, Krippen, Horte and licensed childminders) across Germany and six neighboring European countries. The assortment spans diapers and changing supplies (including the in-house brand Lieblingswindeln), hygiene and cleaning products, Kita-specific furniture, toys, arts and crafts, outdoor play equipment, safety products, books and training media, office supplies, textiles and seasonal items. Beyond retail, the company provides Kita-Beratung (on-site facility consulting), Kita-Raumgestaltung (room design), the kitaeinkauf PLUS content and tools platform, and the Lieblingsrezepte recipe-planning app, with white-glove delivery and assembly for furniture orders.

Product overview

Lieblingsshop operates kitaeinkauf.de, a specialized B2B e-commerce platform serving over 10,000 Kita (daycare), Kindergarten, Krippe (crèche), Hort (after-school care) facilities, and registered childminders across Germany and neighboring EU countries. The platform offers over 30,000 products across 14 main categories including diapers & changing supplies (featuring house brand Lieblingswindeln alongside Pampers and eco options), Kita furniture, hygiene & cleaning products, play & toys, arts & crafts, outdoor equipment, safety products, books & media, and office supplies. The offering extends beyond retail through Kita-Beratung (on-site facility consulting), Kita-Raumgestaltung (room design services), Kita PLUS membership (with free downloads and tools), and the Lieblingsrezepte-App (recipe planning application). The company also offers specialized purchasing models including collective diaper purchasing (Windelpauschale) and group ordering programs. Lieblingsshop is part of the Klett Gruppe and maintains partnerships with organizations including REWE for food delivery services.

Differentiator

Problem solved

Functional benefit

Brands

• Lieblingswindeln: House brand of diapers sold by Kitaeinkauf, offered as an alternative to branded diaper products.
• kitaeinkauf PLUS

Products and services

• Kita-Beratung (Kita Consulting) On-site facility consulting service in which kitaeinkauf consultants visit childcare facilities to advise on optimal solutions for interior rooms and outdoor areas, leading to high-value furniture and equipment orders.
• Kita-Raumgestaltung (Kita Room Design) Room design and space planning service that helps daycare facilities plan and optimize interior layouts, typically paired with Kita furniture purchases.
• kitaeinkauf PLUS Content and membership platform providing free downloads, useful tools, informative blog articles, and ideas for pedagogical work in daycare facilities.
• Lieblingsrezepte-App (Favorite Recipes App) Free recipe-planning mobile/web application for childcare providers that auto-scales recipes for group size and includes weekly planning and shopping list functionality.
• Lieblingswindeln (Private Label Diapers) Lieblingsshop's own-brand line of diapers offered as an alternative to branded products such as Pampers, available in multiple sizes for daycare and childcare use.
• REWE Grocery Delivery (via kitaeinkauf) Food and grocery delivery service offered in cooperation with REWE.de for Kitas, crèches, and childminders, providing produce, breakfast ingredients, frozen foods and other groceries on schedule.
• Bücher, Medien & Weiterbildung (Books, Media & Training Mediation) Offerings of professional and children's books, educational materials, and mediation of training and professional development courses (in partnership with Klett Kita GmbH) for early childhood education staff.

Quantifiable outcome

• 30,000+ Kita-specific articles available from a single supplier
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

16 partnerships are on record, tiered core, major and minor.

• Klett GruppecoreStrategic or Co-development PartnerLieblingsshop GmbH is a subsidiary of the Klett Gruppe. The parent company sets supply chain standards under the German Supply Chain Due Diligence Act (Lieferkettensorgfaltspflichtengesetz), and Klett Kita GmbH is referenced for course mediation services. The relationship is both a strategic corporate affiliation and an operational partnership for standards and course offerings.
• REWE.demajorStrategic or Co-development PartnerA food delivery partnership where Kitaeinkauf offers REWE grocery delivery services to Kitas, crèches, and day-care providers through its platform. REWE delivers fresh produce, frozen goods, and breakfast ingredients on a scheduled basis, integrated into the Kitaeinkauf ecosystem.
• DRK (Deutsches Rotes Kreuz)majorGTM or Marketing PartnerThe German Red Cross operates numerous Kita facilities and partners with Kitaeinkauf for procurement. Listed as a partner on the website's partner section, suggesting a co-marketing or preferred supplier arrangement.
• Paritätischer GesamtverbandmajorGTM or Marketing PartnerOne of the largest welfare associations in Germany, operating many childcare facilities. Listed as a partner on Kitaeinkauf's partner page, indicating a preferred supplier or co-marketing relationship.
• element-iminorGTM or Marketing PartnerAn educational Kita chain and operator. Listed as a partner on the Kitaeinkauf partner page.
• Denk mit!minorGTM or Marketing PartnerA Kita operator/chain listed as a partner on the Kitaeinkauf partner page.
• Kinderzentren KunterbuntminorGTM or Marketing PartnerA chain of children's centers operating Kitas across Germany. Listed as a partner on the Kitaeinkauf partner page.
• pme FamilienserviceminorGTM or Marketing PartnerA family service organization operating Kitas. Listed as a partner on the Kitaeinkauf partner page.
• Evangelische KindertagesstättenmajorGTM or Marketing PartnerThe Protestant (Evangelical) church-run Kita network, representing numerous Kita facilities across Germany. Listed as a partner on the Kitaeinkauf partner page.
• Katholische KindertagesstättenmajorGTM or Marketing PartnerThe Catholic Church-run Kita network, representing numerous Kita facilities across Germany. Listed as a partner on the Kitaeinkauf partner page.
• DiakoniemajorGTM or Marketing PartnerThe Diakonie (Protestant welfare organization) operates a significant number of Kitas in Germany. Listed as a partner on the Kitaeinkauf partner page.
• Klett Kita GmbHmajorStrategic or Co-development PartnerKitaeinkauf mediates course participation for training and professional development courses offered by Klett Kita GmbH (a subsidiary of Klett Gruppe). Kitaeinkauf acts as a sales representative with signing authority for Klett Kita GmbH, offering courses on pedagogy and childcare to Kita staff through the Kitaeinkauf platform.
• Kita-Coach Peggy BresnikminorGTM or Marketing PartnerA professional Kita coach and consultant. Listed as a partner on the Kitaeinkauf partner page, suggesting cross-referral and content collaboration.
• Achtsamkeit & WohlbefindenminorGTM or Marketing PartnerA wellness/ mindfulness resource for Kita professionals. Listed as a partner on the Kitaeinkauf partner page.
• littlebigUniverseminorGTM or Marketing PartnerAn educational resource/play concept provider for Kitas. Listed as a partner on the Kitaeinkauf partner page.
• KindermitteminorGTM or Marketing PartnerA Kita operator/chain listed as a partner on the Kitaeinkauf partner page.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• BABYONE: Germany's largest baby and toddler specialty retail chain. Comparable in product categories (diapers, furniture, toys, textiles) for the same end-user demographic, though BABYONE serves consumer (B2C) rather than institutional B2B buyers.
• Westwing: European e-commerce retailer for home furnishings and decor. Comparable as a curated, content-led European e-commerce platform overlapping on furniture and home textile categories sold to consumers and design-sensitive buyers.
• Staples: Global B2B office and facility supplies retailer. Overlaps with kitaeinkauf in office supplies, hygiene, and furniture categories sold to institutional customers, though Staples does not specialize in early-years childcare.
• Office Depot: Large B2B office products and services provider in Europe and North America. Comparable business model (B2B catalog, contract customers, delivery logistics) with overlap in office, cleaning, and breakroom categories.
• Amazon Business: B2B purchasing arm of Amazon serving institutional and business customers in Germany. Competes for the same institutional buyers across office, hygiene, and general supplies categories, offering scale and delivery speed.

Direct peers

• Community Playthings: Manufacturer and supplier of educational furniture and play equipment for nurseries and kindergartens. Comparable in product specialization (early-years furniture, outdoor equipment) and customer segment (childcare institutions).
• TTS Group: UK-based specialist supplier of educational resources, furniture, and outdoor equipment to schools and nurseries. Highly comparable as a B2B specialist serving early-years and childcare institutions with curated catalogs and dedicated account support.
• Cosy Direct: UK supplier specializing in nursery and early-years furniture, toys, and resources. Directly comparable to kitaeinkauf in target customer (childcare professionals), curated product mix, and B2B procurement focus.
• Nienhuis Montessori: Specialist supplier of Montessori educational materials and furniture for schools and nurseries worldwide. Comparable in serving institutional early-years buyers with curated educational product ranges.

Regional players

• Viking Direct (Office Depot Europe): European B2B office and workplace supplies distributor. Comparable as a regional B2B supplier of office, hygiene, and facility products to SMEs and institutions across Europe, including Germany.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LieblingsshopGmbH
• LinkedInlinkedin.com/company/lieblingsshop-gmbh

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Lieblingsshop