What Finn & Emma does

Finn & Emma (DBA: Finn + Emma) is a direct-to-consumer organic baby apparel, toys, and gear brand founded in 2011 and headquartered in Fairfield, USA. The company designs and sells 100% organic cotton clothing — footies, rompers, graphic bodysuits, twirl dresses, pajamas, tees, lounge pants, bibs, and blankets — alongside a complementary gear and toys line that includes handcrafted macrame swings and play mats, hand-knitted wool toys, rattles, lovies, teethers, and real-sheepskin booties. Manufacturing relies on a distributed network of women artisans earning fair wages, using non-toxic dyes and plastic-free packaging; the core technology is therefore as much artisanal process as material specification, with macrame construction and hand-knitting serving as quality and differentiation markers.

The business model is omnichannel DTC anchored on a Shopify storefront (finnandemma.com) with global multi-currency shipping to 60+ country markets and free US shipping above $50. Pricing is unit-based across six observable tiers: entry-level bodysuits and tees at $12–$22, one-pieces and sleepwear at $22–$34, dresses and tops at $28–$38, gift sets and bundles at $39–$189, gear and toys at $25–$349 (with the Macrame Swing at $99 and play mats at $349), and bath/bed essentials at $17–$40. Wholesale to children's boutiques, a Maisonette marketplace listing, a BabyList gift registry presence, and a Shopify Collective dropship arrangement with Mushie (which supplies the Organic Muslin Baby, Bath Time, and Bed Time collections) supplement DTC. Marketing is concentrated in organic social (Instagram, Facebook, Pinterest, YouTube, X), an email newsletter, influencer collaborations, and an affiliate program — there is no paid-ads disclosure in the data.

The company is privately held and remains small by venture standards: 11–50 employees, a January 2023 StartEngine equity crowdfunding raise of $66,172 against an approximately $10M pre-money valuation, and no public revenue or ARR disclosure. Customer segments are predominantly consumer — parents of babies (0–24 months), parents of toddlers (2–4 years), and gift buyers — with a secondary wholesale/retail buyer segment for boutique distribution. The brand is positioned on safety, sustainability, ethical manufacturing, and heirloom durability rather than price.

Name

Finn & Emma

Legal name

Finn & Emma

Website

https://finnandemma.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Finn & Emma is a US-based, direct-to-consumer organic baby apparel, toys, and gear brand founded in 2011, serving parents of infants and toddlers and gift buyers worldwide via a Shopify storefront, wholesale, and marketplace channels.

Ownership category

akta.pro rank

Product category

Organic Baby & Toddler Apparel and Gear

NAICS

Clothing and Clothing Accessories Retailers (458110), Hobby, Toy, and Game Retailers (459120), Clothing and Clothing Accessories Merchant Wholesalers (424350)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651), Dolls & Stuffed Toys (3942)

akta.pro primary industry

Baby, Kids & Maternity Online Retailers (CRAFADAI)

akta.pro secondary industries

Kids’ & Baby Apparel Retail (CRAAABAD), Baby Apparel (0–24 months) (CRAAAHAA), Toddler Apparel (2T–5T) (CRAAAHAB), Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)

Keywords

• Organic baby clothing
• Infant apparel
• Baby toys gear
• Children's clothing
• Toddler essentials

Headquarters

HQ city

Fairfield

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Finn & Emma generates revenue primarily through direct-to-consumer online sales of organic baby apparel, toys, and gear through their Shopify e-commerce platform. Products are sold at various price points from budget-friendly bodysuits to premium gift sets and bundles.
2. Crowdfunding Campaign: The company raised funds through a StartEngine crowdfunding campaign to expand operations, with a valuation of approximately $10 million.
3. Wholesale: Finn & Emma offers wholesale options for retailers interested in carrying their organic baby product line.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Finn & Emma designs, sources, and sells organic cotton baby and toddler apparel (footies, rompers, bodysuits, dresses, pajamas, tees, bottoms, bibs, blankets) alongside handcrafted gear and toys including macrame swings, playmats, knit stuffed toys, lovies, teethers, and real sheepskin booties. Products are sold primarily direct-to-consumer through a Shopify storefront with global shipping, supplemented by a wholesale program and marketplace partnerships.

Product overview

Finn & Emma is an organic children's apparel and baby gear company founded in 2011, operating as an e-commerce platform built on Shopify. The product portfolio centers on a core apparel line (footies, rompers, graphic bodysuits, twirl dresses, pajamas, graphic tees, bibs, blankets, lounge pants, and bundles) alongside a complementary gear and toys category featuring the best-selling Macrame Swing, playmats, nursery rugs, and various knit/fabric toys (Wool Knit Buddies, Rattle Buddies, Lovies, Teethers, Stroller Toys). The company also curates seasonal sub-brand collections including Holiday Express, Monthly Milestones, Organic Muslin Baby Collection (featuring Mushie brand bedding and bath products), Celebrate Family, Bath Time, and Bed Time. Products are organized by gender (Girls, Boys, Gender Neutral), age (Baby, Toddler), and theme graphics (Family, Funny, Holiday, Inspiring, Body Language). The company emphasizes 100% organic materials, non-toxic dyes, and ethical manufacturing by women artisans earning fair wages.

Differentiator

Problem solved

Functional benefit

Products and services

• Footies + Rompers One-piece outfits with enclosed feet for babies in various graphics and seasonal prints, made from organic cotton.
• Graphic Bodysuits Short and long-sleeve bodysuits with playful graphics, family themes, and inspiring messages printed on organic cotton.
• Twirl Dresses Flowy dresses in short and long sleeve options designed for easy movement, available in organic cotton.
• Pajamas Organic cotton sleepwear for babies and toddlers in short and long sleeve pajama sets.
• Graphic Tees Toddler and adult-sized t-shirts featuring family graphics, funny sayings, and inspiring messages.
• Bibs + Blankets Organic cotton bibs, swaddles, hooded towels, and blankets for bath time and bedtime.
• Lounge Pants + Bottoms Comfortable organic cotton pants and shorts for toddlers in various colors.
• Bundles + Gift Sets Pre-packaged clothing sets and coordinated multi-piece gift packages for gifting occasions including baby showers, birthdays, and milestones.
• Macrame Swing Handcrafted macrame baby swing for playtime, marketed as a best seller and made by women artisans.
• Playmats + Nursery Rugs Macrame and fabric play mats designed as soft flooring surfaces for nurseries and play areas.
• Knit Baby Toys (Wool Knit Buddies, Rattle Buddies, Lovies) Handmade knit stuffed animals, rattle buddies, and lovies in wool and fabric, designed as heirloom-quality baby companions and comfort toys.
• Teethers + Pacifier Holders Organic and non-toxic teethers for soothing baby's gums, plus coordinating pacifier clips.
• Stroller Toys + Puppets Small toys designed to attach to strollers and hand puppets for interactive play.
• Cozy Booties Baby booties made from real sheepskin with roll-down sock tops to prevent slipping, designed as gender-neutral.
• Grab Bags Mystery assortment of clothing items sold at discounted bundle prices.
• Gift Cards Digital gift cards available in various denominations for gifting.
• Organic Muslin Baby Collection Soft muslin cotton baby products including hooded towels, washcloths, swaddles, crib sheets, and sleep bags, curated from partner brand Mushie.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• BabyListminorGTM or Marketing PartnerBabyList is a baby registry platform where Finn & Emma maintains a gift registry presence, allowing parents to add Finn & Emma products to their baby registries.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mori: Mori is a DTC and wholesale brand selling organic cotton and bamboo baby and toddler sleepwear, swaddles, and apparel in the UK and internationally. Highly comparable on sustainability credentials, soft natural fabrics, and the parent gifting occasion.
• aden + anais: aden + anais is a leading baby textiles brand best known for its muslin swaddles, blankets, and sleep essentials, with strong retail and gifting presence. Directly comparable to Finn & Emma in the bath/bed/muslin textile category via the Mushie partnership products.
• Monica + Andy: Monica + Andy is a DTC premium organic baby brand offering clothing, sleepwear, and gifts with a focus on soft, organic cotton and a curated gifting experience. Directly comparable to Finn & Emma on premium positioning, organic materials, and gifting bundles.
• Posh Peanut: Posh Peanut is a DTC and wholesale baby and kids apparel brand offering bamboo and knit clothing, accessories, and matching family outfits. Comparable to Finn & Emma on premium kids apparel, matching family sets, and boutique/wholesale channel strategy.
• Burt's Bees Baby: Burt's Bees Baby is a leading DTC and wholesale brand of organic cotton baby clothing, bedding, and essentials. It is the closest scaled competitor to Finn & Emma, competing on the same 100% organic cotton, GOTS-certified promise and the same parent gift-gifting occasion.
• Loulou Lollipop: Loulou Lollipop is a Canadian-born DTC and wholesale brand offering silicone teether jewelry, bibs, and baby accessories with a design-forward aesthetic. Comparable to Finn & Emma on premium baby accessories and teethers, gift-friendly assortment, and boutique wholesale presence.
• Kyte Baby: Kyte Baby is a DTC brand specializing in ultra-soft bamboo and organic baby sleepwear, rompers, and blankets. Comparable to Finn & Emma on direct-to-consumer go-to-market, organic/natural material story, and sleep/bath product categories.

Broad incumbents

• Carter's: Carter's is the largest US children's apparel brand with deep wholesale, owned retail, and DTC operations across baby, toddler, and kids. Comparable as the broad incumbent against which all premium organic baby brands compete on price, assortment breadth, and shelf space.
• Tea Collection: Tea Collection is a global children's apparel brand offering premium, globally-inspired clothing from baby to big kid, sold DTC and through specialty wholesale. Broader incumbent compared to Finn & Emma because it spans a much wider age range and price architecture, but overlaps on premium kids apparel and boutique wholesale.
• Hanna Andersson: Hanna Andersson is an established premium children's apparel brand known for soft, long-lasting organic cotton clothing sold DTC and through its own retail stores. Comparable to Finn & Emma on organic cotton promise and gift-driven family purchases, but operates at a larger scale and broader age range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/finnandemma
• YouTubeyoutube.com/finnandemma
• Facebookfacebook.com/finnandemma
• Instagraminstagram.com/finnandemma
• Pinterestpinterest.com/finnandemma
• LinkedInlinkedin.com/company/finn-emma

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

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 Finn & Emma