Petit Jour Paris

Name

Petit Jour Paris

Legal name

Petit Jour SA

Website

https://petitjour.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Children's Tableware & Accessories

NAICS

Hobby, Toy, and Game Retailers (45912), Toy and Hobby Goods and Supplies Merchant Wholesalers (423920), Doll, Toy, and Game Manufacturing (339930)

SIC

Retail-Hobby, Toy & Game Shops (5945), Dolls & Stuffed Toys (3942)

akta.pro primary industry

Traditional Toy Stores (CRALAFAA)

Keywords

• Children's tableware
• Licensed character products
• Children's toys
• Baby accessories
• Children's travel gear

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2C Product Sales: Direct-to-consumer sales of children's tableware, toys, and accessories through e-commerce website and physical retail stores. Products include plates, bowls, cups, cutlery, lunch boxes, backpacks, socks, and toys featuring licensed characters and proprietary Maison Petit Jour designs.
2. B2B Wholesale: Business-to-business sales to retailers and resellers through dedicated professional portal (petitjourpro.com). Products sold in bulk quantities to children's specialty stores, gift shops, and department stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Petit Jour Paris designs, sources, and distributes a 570+ SKU range of children's tableware, toys, travel accessories, bedroom items, and clothing under two brand lines: Petit Jour Paris (featuring licensed characters such as Peter Rabbit, The Little Prince, Barbapapa, Moomin, Peppa Pig, and Ernest & Célestine) and Maison Petit Jour (exclusive original collections co-created with illustrators such as Nathalie Lété and Marie Assénat). The company also selectively distributes partner toy brands B'Toys and Le Toy Van. Products are sold in France through owned e-commerce, company boutiques, a dedicated B2B professional portal, and third-party retailers.

Product overview

Petit Jour Paris is a French children's products company operating since 1977 that sells a comprehensive portfolio of items for young children. The company operates two main brand lines: Petit Jour Paris (featuring licensed characters from children's books like Pierre Lapin, The Little Prince, Moomin, and Peppa Pig) and Maison Petit Jour (exclusive original collections created with illustrators featuring themed designs like La Campagne, La Ferme, La Mer, and La Savane). The product range includes tableware (plates, bowls, cups, cutlery, snack boxes, lunch boxes), toys (teething rings, balls, puzzles, musical toys, soft toys, bath toys), travel accessories (backpacks, trolleys, luggage, umbrellas, passport cases), bedroom decorations (slippers, pillows, baskets), clothing (bibs, socks, pajamas, blankets, sleep sacks), and accessories (phone cases, pouches, purses, keychains). The company also distributes partner brands B'Toys and Le Toy Van (wooden toys). Products are sold primarily through their e-commerce platform and physical store locations in Paris.

Differentiator

Problem solved

Functional benefit

Brands

• Maison Petit Jour: Our own collections in collaboration with talented illustrators. An exclusive creative universe featuring themes like La Campagne (The Countryside), La Ferme (The Farm), La Mer (The Sea), La Savane (The Savanna), and other whimsical designs.
• Petit Jour Paris

Products and services

• Petit Jour Paris licensed-character collections

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• B'ToyscoreChannel Partner/ Reseller/ DistributorB'Toys (B.Toys) is a featured guest brand on Petit Jour Paris, offering a family of original toy ideas. The collection includes water toys, music instruments, bath toys, vehicles, and developmental toys for children. Products are displayed prominently on the website with dedicated category pages.
• Le Toy VancoreChannel Partner/ Reseller/ DistributorLe Toy Van is featured as a guest collection, offering durable and imaginative wooden toys designed to spark children's creativity. The partnership includes wooden dollhouses, vehicles, and play sets.
• NavirminorChannel Partner/ Reseller/ DistributorNavir appears as a guest brand in the 'Nos invités' (Our guests) section, offering children's products.
• DistriminorChannel Partner/ Reseller/ DistributorDistri is listed in the guest brands section, offering plush toys (peluches) through the Petit Jour distribution network.
• Illustrator Collaborators (Nathalie Lété, Marie Assénat, and others)coreStrategic or Co-development PartnerProprietary Maison Petit Jour collections are created in collaboration with talented illustrators including Nathalie Lété (Les Collections de Nathalie Lété) and Marie Assénat (Les Jouets de Marie Assénat). These exclusive creative universes are unique to Maison Petit Jour.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Liewood: Danish premium children's lifestyle brand offering tableware, toys, textiles, and accessories with strong design DNA and DTC + wholesale distribution. Comparable through premium children's accessories positioning, broad SKU range, and multi-channel go-to-market.
• Djeco: French family-owned children's brand specializing in toys, puzzles, games, and craft kits with strong design and illustrator-driven collections. Comparable because of French heritage, design-led positioning, and similar customer demographic (parents and gift buyers of young children).
• Moulin Roty: French heritage children's brand founded in 1972 producing toys, tableware, décor, and baby gifts with a similar artisanal and illustrative aesthetic. Most directly comparable peer given French origin, premium positioning, and overlapping product categories (tableware, plush, gifts).
• Sophie la Girafe: Iconic French baby brand offering teething toys, tableware, and nursery accessories with strong international distribution. Comparable through French heritage, baby/infant focus, and licensed/character-led branding strategy.
• Le Toy Van: UK-based wooden toy company producing durable, imaginative play sets (dollhouses, vehicles, farm sets). Already a partner brand distributed via Petit Jour Paris; comparable through wooden toy category overlap and shared European distribution channels.
• B'Toys: Children's toy brand offering developmental toys, bath toys, musical toys, and ride-on vehicles. Already distributed via Petit Jour Paris; comparable through overlapping toy categories and shared customer segment of parents of young children.
• Trousselier: French children's brand producing traditional toys, night lights, music boxes, and nursery décor with a heritage positioning. Comparable to Petit Jour Paris through French roots, gift-focused assortment, and illustration-led product development.

Broad incumbents

• Bonpoint: Established French luxury children's fashion and lifestyle brand founded in 1975 with broader apparel, beauty, and home categories. Comparable through French heritage and premium positioning, though operates at a significantly higher price tier and broader assortment.

Emerging players

• Cam Cam Copenhagen: Danish children's brand offering organic baby textiles, tableware, and nursery décor with a minimalist Scandinavian aesthetic. Comparable through premium baby/child lifestyle positioning and overlapping categories (tableware, accessories, gifts).
• Done by Deer: Danish children's brand producing toys, tableware, and nursery products with original design characters. Comparable through design-led children's products with proprietary (non-licensed) IP and similar gifting/multi-category assortment strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PetitJour
• Instagraminstagram.com/petitjourparis
• LinkedInlinkedin.com/company/petit-jour-paris

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 Petit Jour Paris