Hajdi.si

What Hajdi.si does

Hajdi.si is a Slovenian direct-to-consumer e-commerce retailer specializing in curated children's products, headquartered at Stanetova ulica 7, Celje, and operating under the legal entity Hajdi.si d.o.o. Founded in 2015, the company targets parents of newborns, infants, and toddlers in Slovenia, offering an alternative to the classic children's product offer through a personally curated multi-brand assortment spanning strollers, toys, fashion and accessories, feeding products, baby care, nursery furniture, car seats, gift sets, and travel/mobility gear. The store carries 50+ brands including Bugaboo, Elodie, Done by Deer, Kid's Concept, Babymoov, Nuna, Joie, Jellycat, Doomoo, and others, with a stated emphasis on stylish, functional, and safety-tested products personally vetted by the founder Hajdi, a mother of two.

The underlying technology is the third-party Shopamine e-commerce SaaS platform, which provides the storefront, product catalog, search/filter, shopping cart, user accounts, wishlist, newsletter, and B2B login functionality; Hajdi.si operates no proprietary technology or in-house development. Distribution is exclusively domestic through the owned online storefront, with 1–3 business day delivery and free shipping on orders above €100; the business also exposes a B2B login for wholesale/business buyers. Promotional activity is conducted through the website, an editorial blog, email/newsletter, and seasonal discount codes (e.g., FAKTOR15 for 15% off marked items), with seasonal collection launches such as Summer 2026.

Revenue is generated entirely through one-time retail product sales at unit pricing with standard retail margins, occasional promotions, and bundle deals; the company is founder-owned with no external institutional investment, no funding rounds, no M&A activity, no disclosed revenue, and no reported AI capabilities. Scale signals indicate a small operation (1–10 employees) confined to a single-country market.

Name

Hajdi.si

Legal name

Hajdi.si d.o.o.

Website

https://hajdi.si

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Hajdi.si is a Slovenian direct-to-consumer e-commerce retailer offering a curated multi-brand assortment of premium children's products — strollers, toys, fashion, feeding, nursery, gifts, car seats, and travel gear — to parents of newborns through toddlers across Slovenia, founded in 2015 and operated by founder Hajdi.

Ownership category

akta.pro rank

Product category

Children's Products Retail

NAICS

Hobby, Toy, and Game Retailers (45912), All Other Miscellaneous Retailers (45999)

SIC

Retail-Hobby, Toy & Game Shops (5945), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Baby, Kids & Maternity Online Retailers (CRAFADAI)

Keywords

• Children's products retail
• Baby gear e-commerce
• Premium strollers
• Nursery and feeding
• Multi-brand kids store

Headquarters

HQ city

Celje

HQ country

Slovenia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Retail Product Sales: Hajdi.si generates revenue through direct retail sales of children's products including strollers, toys, clothing, feeding items, care products, nursery items, car seats, and gifts. Products are sold at varying price points with standard retail pricing, occasional promotions, and bundle deals. Free delivery is offered for orders exceeding €100.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Hajdi.si is an online Slovenian retailer that sells a curated assortment of children's products for newborns, infants, and toddlers across categories such as strollers, car seats, toys, fashion and accessories, feeding products, baby care, nursery furniture, gifts, and travel/mobility gear. The store carries more than 50 international brands (Bugaboo, Elodie, Done by Deer, Kid's Concept, Babymoov, Doomoo, Nuna, Joie, BIBS, Babiators, Jellycat, Konges Sløjd, etc.) with selections personally tested by founder Hajdi, and ships orders domestically in 1-3 days with free delivery above €100.

Product overview

Hajdi.si is a Slovenian e-commerce children's store offering a curated selection of premium baby and children's products. The platform operates as a multi-brand marketplace featuring strollers (Bugaboo, Nuna, Joie, Elodie), toys (Kid's Concept, Done by Deer, Jellycat, A Little Lovely Company), fashion and accessories, feeding products, baby care items, nursery furniture, gifts, car seats, and travel/mobility gear. The company is founded by Hajdi, a mother of two, who personally selects and tests products for quality and safety. The store features seasonal collections (Summer 2026) and promotional campaigns with brand partners like Elodie and Bugaboo.

Differentiator

Problem solved

Functional benefit

Products and services

• Strollers (Otroški vozički) Children's strollers including Bugaboo (Fox 5 Renew, Fox 5, Donkey 5, Donkey 6, Dragonfly, Butterfly 2, Butterfly, Bee 6, Fox Cub), Nuna, and Joie models, plus 2v1 combinations, twin/double strollers, sport strollers, and stroller accessories (summer canopies, adapters, winter bags, liners, organizers, rain covers, stroller toys) targeted at parents of newborns and toddlers in Slovenia.
• Toys (Igrače) Toys for infants and older children including contrast toys, rattles, plush toys, activity toys, play mats, wooden toys, tents, musical instruments, board games, children's cameras, smart watches, dress-up costumes, and modular building sets from brands such as Kid's Concept, Done by Deer, A Little Lovely Company, Jellycat, and Trixie.
• Fashion and Accessories (Moda) Children's clothing and fashion accessories including hats, gloves, sunglasses, footwear, blankets, cosmetics bags, and costumes from Elodie, Babiators, Done by Deer, and Konges Sløjd.
• Feeding Products (Hranjenje) Feeding accessories including high chairs, plates and bowls, spoons and cutlery, cups and glasses, bottles, bibs, meal sets, food preparation products, bottle warmers, sterilizers, breastfeeding pillows, pacifiers, and teething toys from Babymoov, Badabulle, Done by Deer, and Elodie.
• Baby Care (Nega) Baby care products including changing mats, diaper bins, cloth diapers, potty chairs, heating pads, towels, bathrobes, baby bathtubs, bath toys, skincare products, and nursing care for mothers from Doomoo, Done by Deer, Badabulle, Elodie, and Ubbi.
• Nursery and Room (Sobica) Nursery furniture and décor including electronic and video baby monitors, cribs, nests, bedding, blankets and pillows, bouncers and rockers, sleeping bags, nursing pillows, night lights, rugs, mobiles, toy storage, slides and trampolines, and rocking horses from BabyBjörn, Babymoov, and Kid's Concept.
• Gifts (Darila) Curated gift sets and presents for newborns, boys, girls, and mothers, sourced from Elodie, Done by Deer, A Little Lovely Company, Childhome, Kid's Concept, and Suavinex.
• Car Seats (Avtosedeži) Child safety seats categorized by weight group (0+, 0+/1, 0+/1/2, 1/2/3, 2/3), age, and height, including IsoFix bases and accessories from Bugaboo and Recaro.
• Mobility and Travel (Potepanje) Travel and mobility products including balance bikes, scooters, tricycles, helmets and protectors, baby carriers, portable cribs, children's backpacks and suitcases, diaper bags, and umbrellas from Scoot&Ride, Wishbone, A Little Lovely Company, and other brands.
• Summer 2026 Collection Seasonal Summer 2026 collection aggregating sun protection, beach/pool/vacation items, walking and exploring gear, on-the-go feeding, home food preparation, smart watches, water toys, travel entertainment, and outdoor play items, promoted with discount code FAKTOR15 for 15% off marked items.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• BugaboocoreChannel Partner/ Reseller/ DistributorBugaboo is a key brand partner offering premium strollers. Hajdi.si carries the full range including Bugaboo Fox 5 Renew, Bugaboo Butterfly 2, Bugaboo Donkey 6, and Bugaboo Dragonfly. Special promotional bundles are offered such as the Fox 5 Renew with free portable bassinet.
• ElodiecoreChannel Partner/ Reseller/ DistributorElodie is a Swedish children's fashion brand featured prominently on Hajdi.si. The store carries Elodie strollers, accessories, clothing, blankets, pram organizers, and care products. The Spring/Summer 2026 Elodie Daydreaming collection is highlighted.
• Done by DeercoreChannel Partner/ Reseller/ DistributorDone by Deer is a Danish brand featured across multiple product categories on Hajdi.si including feeding, care, toys, and gifts. The brand is frequently highlighted in promotional sections and sale categories.
• Kid's ConceptminorChannel Partner/ Reseller/ DistributorKid's Concept is a Scandinavian brand offering wooden toys, stacking toys, plush toys, and nursery items. Products like the Edvin rattle, wooden xylophone, and rocking horses are featured.
• BabymoovminorChannel Partner/ Reseller/ DistributorBabymoov is a French brand specializing in innovative baby products. Hajdi.si carries their full range including baby food processors (Nutribaby+), video monitors, carriers, baby bottles, and portable beds.
• A Little Lovely CompanyminorChannel Partner/ Reseller/ DistributorA Little Lovely Company offers Scandinavian-designed children's products including lighting (night lights), travel accessories, lunch boxes, and gift sets. Products are featured across multiple categories.
• DoomoominorChannel Partner/ Reseller/ DistributorDoomoo offers pregnancy and postpartum care products including heating pads, nursing pillows, postpartum underwear, intimate care products, and changing table accessories. New products for pregnancy and postpartum care are regularly featured.
• ShopaminecoreTechnology or IntegrationShopamine is the e-commerce platform powering Hajdi.si online store. The platform provides the technical infrastructure for product listings, shopping cart, checkout, user accounts, and B2B functionality.

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• Babymarkt: Large German online retailer of baby and children's products with a similar multi-brand marketplace model and a comparable premium-brand assortment. Closest regional peer in category structure and customer profile.
• Kidsroom: German online retailer specializing in strollers, car seats, and children's products from premium European brands (Bugaboo, Cybex, etc.). Directly comparable multi-brand D2C model with similar premium-brand reseller positioning, though at much larger scale.
• Smallable: Paris-based curated online concept store for kids, fashion, and design with a premium multi-brand positioning. Closely comparable in 'curated premium children's brand marketplace' concept, with a founder-led lifestyle narrative.
• Melijoe: French online retailer of premium and designer children's fashion and lifestyle products. Comparable in curating premium kids brands (Elodie, Konges Sløjd-style Scandinavian labels) for style-conscious parents.

Broad incumbents

• BabyOne: Germany's largest specialty chain for baby and toddler products, combining online and physical retail across strollers, car seats, nursery, and toys. Comparable assortment breadth and parent-targeting, with a much more established omnichannel footprint.
• Vertbaudet: European (French-origin) online and catalog retailer of children's clothing, nursery, and maternity products. Comparable curated multi-category kids assortment serving parents, with a stronger owned-brand and apparel focus.
• Mothercare: Long-established global specialty retailer of products for parents and young children, covering strollers, car seats, nursery, clothing, and toys. Comparable category breadth, though at much larger scale and primarily department-store based.
• Otto (Baby & Kids): Major German general-merchandise online retailer with a sizeable baby and kids assortment including strollers, car seats, clothing, and toys. Competes for the same Slovenian cross-border shopper and demonstrates the threat from generalist e-commerce.

Others

• Bugaboo: Premium Dutch stroller brand and a core Hajdi.si supplier. While not a direct competitor, Bugaboo's direct-to-consumer push represents both a partnership asset and a disintermediation risk for Hajdi.si.
• Elodie: Swedish premium children's brand and a key Hajdi.si partner across strollers, fashion, and accessories. A brand-partner/supplier relationship rather than a direct competitor, but central to Hajdi.si's assortment and differentiation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Hajdi.si