WUMASO
WUMASO AG is a Swiss direct-to-consumer e-commerce retailer operating wumaso.com, selling specialty mermaid swimming equipment, bicycle components, lifestyle products, and holiday rentals to consumers across Switzerland, Liechtenstein, and the EU via a multi-language, multi-currency online shop.
- Company typePrivate
- Founded2013
- HeadquartersVolketswil, Switzerland
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What WUMASO does
WUMASO AG is a privately held Swiss e-commerce retailer headquartered in Volketswil, Switzerland, operating the online shop wumaso.com. The company sells a diverse, multi-category product portfolio organized into thematic "worlds": Mermaid World (its flagship specialty featuring mermaid tails, monofins, costumes, bikinis, leggings, and accessories under the sub-brand MJSS), Sports World (bicycle components from SRAM, RockShox, and other cycling brands), Tech World, Health World, Experience World, Gift World, and Holiday Apartments & Stays. A mermaid swimming school service complements the core product line. The shop runs on the JTL-Shop e-commerce platform and supports multi-language (German/English) and multi-currency (CHF/EUR) checkout, with delivery to Switzerland, Liechtenstein, and EU member states, although general terms explicitly target customers resident in Switzerland or Liechtenstein.
The business model is a direct-to-consumer, self-serve product sales model with one-time purchase transactions across physical goods ranging from approximately 11.90 CHF to 265.00 CHF per unit, supplemented by volume discounts on select SKUs and free shipping to qualifying European destinations. Customer acquisition is driven by organic/SEO channels, an email newsletter, and account-based features (wishlists, product comparisons). The company also operates sister websites crisfit.ch and mjss.ch, suggesting a small multi-brand digital retail group. No external funding rounds, management team disclosures, headcount, or revenue figures are publicly available.
Primary customer segments are individual consumer retail buyers (mermaid swimming enthusiasts across children, teens, and adults; cycling hobbyists) with a secondary segment of mermaid swimming schools purchasing for instructional use. Marketing is limited to the company's own website and email newsletter; no paid advertising, social media presence, or app distribution was identified. The company carries no disclosed certifications, patents, trademarks, or strategic partnerships.
WUMASO firmographics
Firmographics- Name
- WUMASO
- Legal name
- WUMASO AG
- Website
- https://wumaso.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- WUMASO AG is a Swiss direct-to-consumer e-commerce retailer operating wumaso.com, selling specialty mermaid swimming equipment, bicycle components, lifestyle products, and holiday rentals to consumers across Switzerland, Liechtenstein, and the EU via a multi-language, multi-currency online shop.
- Ownership category
- akta.pro rank
WUMASO industry classification
Industry- Product category
- Online Sporting Goods Retail
- NAICS
- Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)
- akta.pro secondary industry
- Swimwear (Children) (CRAAAHAG)
Keywords
Where WUMASO is headquartered
LocationHeadquarters
- HQ city
- Volketswil
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
WUMASO business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Product Sales: Direct e-commerce sales of physical products including mermaid swimming equipment, cycling components, sporting goods, and lifestyle products. One-time purchase transactions with customers selecting from catalog and completing checkout online.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with volume discounts |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
WUMASO product offering
Product offeringCore offering
WUMASO AG operates a Swiss-based direct-to-consumer e-commerce shop at wumaso.com, powered by the JTL-Shop platform, selling a diverse portfolio of physical products across multiple thematic categories. The flagship specialty is Mermaid World — a complete ecosystem of mermaid swimming equipment including tails, monofins (Nunui for adults, Keiki for kids), costumes, bikinis, leggings, and accessories — alongside bicycle components (SRAM, RockShox, BBB), sporting goods, lifestyle items, holiday apartments, and a mermaid swimming school.
Product overview
WUMASO is a Swiss e-commerce company operating an online shop (wumaso.com) powered by JTL-Shop platform. The company sells a diverse portfolio of products across multiple thematic 'worlds': Mermaid World (the core specialty), Sports World, Tech World, Experience World, Gift World, Health World, and Holiday Apartments. The Mermaid World is the flagship category, featuring a complete ecosystem of products including mermaid tails with monofins (Nunui for teens/adults, Keiki for kids), mermaid costumes, bikinis, leggings, accessories (necklaces, carrying bags, bathing caps), and a mermaid swimming school. The Sports World includes bicycle components from SRAM, RockShox, and other cycling brands. The shop operates in Swiss Francs (CHF) and Euros (EUR), serving customers in Switzerland, Liechtenstein, and EU countries.
Differentiator
Problem solved
Functional benefit
Brands
- MJSS: Swiss swimming equipment brand offering mermaid tails, monofins, and swimming accessories
Products and services
- Mermaid Swimming Tails (Kids, Teens and Adults) High-quality mermaid tails with monofins for safe, joint-friendly swimming. Range covers children (EU 128-164), teens and adults (EU 36-46). Made from stretchable swimsuit fabric (80% Polyester, 20% Elastane) with flexible plastic monofins. Targets recreational and competitive mermaid swimming enthusiasts.
Companies that use WUMASO
Customer profileSegments2 records
Ideal customer profiles2 records
WUMASO technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
WUMASO partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
WUMASO competitors and assessment
Company assessmentDirect peers
- Bike24: European online specialist for cycling components and accessories (including SRAM and RockShox) — directly comparable to WUMASO's Sports World category in product mix, customer base, and D2C e-commerce model.
- Bike-Discount: Germany-based online cycling retailer specializing in components and parts from brands like SRAM, RockShox, and BBB — same product mix and target customer as WUMASO's cycling components assortment.
- SUN TAILS: Mermaid monofins, tails, and costume brand — listed as a manufacturer carried on WUMASO — directly comparable on the same mermaid equipment category that anchors WUMASO's Mermaid World.
- Finfun Mermaid: Specialist mermaid tail and monofin retailer serving consumer and school markets globally. Most directly comparable to WUMASO's flagship Mermaid World, which competes on the same core SKUs (mermaid tails, monofins, costumes).
Broad incumbents
- Decathlon: Global sporting-goods mass retailer with deep water-sports, swimming, and cycling categories. Comparable to WUMASO as a multi-category sporting goods D2C retailer, but operating at vastly greater scale and category breadth.
- Amazon: General online marketplace that carries mermaid swimwear, cycling components, and lifestyle products competitively. Represents the structural ceiling WUMASO faces on price, assortment, and fulfilment across all of its categories.
- INTERSPORT: Global sporting-goods retail chain with swimming, cycling, and water-sports categories. Comparable to WUMASO across the sporting-goods and swimwear categories, but with omnichannel scale.
Emerging players
- The Mertailor: Boutique mermaid tail maker and retailer serving enthusiasts and professional performers. Comparable niche overlap with WUMASO's Mermaid World but with a more artisanal, custom-positioned offering.
Regional players
- Brack: Major Swiss online retailer carrying a broad assortment across consumer goods. Comparable to WUMASO as a DACH-focused multi-category e-commerce storefront, though at substantially larger scale.
- Galaxus (Digitec Galaxus): Switzerland's largest online retailer, carrying sporting goods, lifestyle, tech, and household categories. Closest regional parallel to WUMASO's multi-world D2C model, serving the same Swiss customer base.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights5 records
Customer concentration
WUMASO social profiles
Digital presenceWUMASO financial estimates
Financial estimateRevenue estimate
Valuation estimate
WUMASO leadership team
Management profileNumber of profiles
Profiles1 record
WUMASO funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WUMASO 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 WUMASO
What does WUMASO do?
WUMASO AG operates a Swiss-based direct-to-consumer e-commerce shop at wumaso.com, powered by the JTL-Shop platform, selling a diverse portfolio of physical products across multiple thematic categories. The flagship specialty is Mermaid World — a complete ecosystem of mermaid swimming equipment including tails, monofins (Nunui for adults, Keiki for kids), costumes, bikinis, leggings, and accessories — alongside bicycle components (SRAM, RockShox, BBB), sporting goods, lifestyle items, holiday apartments, and a mermaid swimming school.
Is WUMASO a public or private company?
WUMASO is a private company. It is classified as unknown and is currently operating.
When was WUMASO founded?
WUMASO was founded in 2013. It employs 11 to 50 people.
Where is WUMASO based?
WUMASO is headquartered in Volketswil, Switzerland, in the Europe region.
How does WUMASO make money?
One revenue line is on record: product Sales.
Who are WUMASO's main competitors?
Direct peers on record are Bike24, Bike-Discount, SUN TAILS and Finfun Mermaid. Broad incumbents are Decathlon, Amazon and INTERSPORT. The Mertailor is listed as an emerging player. Regional players are Brack and Galaxus (Digitec Galaxus).
Does WUMASO have an API?
No public API is recorded for WUMASO.
What industry is WUMASO in?
WUMASO's product category is Online Sporting Goods Retail. Its primary akta.pro industry code is CRAMABAI, Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories), with a secondary code of CRAAAHAG, Swimwear (Children). Its NAICS code is 459 and its SIC code is 5600.