Kiddy.id

What Kiddy.id does

Kiddy.id is an Indonesian direct-to-consumer rental e-commerce platform that rents baby and parenting equipment on a weekly basis to individual parents. The company, operated under the legal entity CV. Rental Favorit Ibu (with PT Alva Prima Rentia handling payment processing in Bandung and Surabaya), was founded in 2017 and is headquartered in Tangerang with owned warehouses and distribution hubs in Jakarta, Bandung, and Surabaya serving the Jabodetabek, Greater Bandung, and Greater Surabaya metros. The catalog spans over 160 SKUs across hospital-grade breast pumps (Spectra, Momcozy, Eufy, Mooimom, Imani), car seats (Nuna, Joie), bedside cribs and playards (Babyelle, Chicco, Joie), strollers (Babyelle, Joie, Baby Jogger), bouncers, walkers, play fences, ride-on toys, and accessories, with rental prices ranging from Rp1,000 to Rp600,000 per week.

The platform is a self-serve web e-commerce site (www.kiddy.id) with WhatsApp customer service and Instagram as the primary marketing channels. Core technology consists of a web-based rental platform with integrated inventory management, booking calendar, and delivery scheduling, supported by Google Sign-In for authentication and Indonesian payment integrations (GoPay, OVO, Virtual Account via BCA/Mandiri/BNI/BRI, credit card). Fulfillment is handled by a proprietary Kiddy Logistics fleet providing free installation plus third-party courier integration (Grab, Lalamove), with self-pickup and return also available at the three warehouses.

The business model is subscription-recurring weekly rentals with ancillary revenue from refundable security deposits (on premium products and self-pickup transactions) and non-refundable 50% down payments for bookings made more than 30 days in advance. Revenue is bootstrapped (no external funding disclosed), generated from a long-tail consumer base segmented primarily into new parents with infants (0-24 months), traveling families needing temporary gear, and decision-making parents using rentals as try-before-you-buy trials for higher-value items like breast pumps. Adjacent branded services include Kiddy Wash (cleaning/laundry) and Kiddy Points/Membership loyalty programs, signaling a broader ecosystem buildout around the core rental transaction.

Name

Kiddy.id

Legal name

CV. Rental Favorit Ibu

Website

https://kiddy.id

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Kiddy.id is an Indonesian D2C rental e-commerce platform that rents baby equipment, including breast pumps, car seats, strollers, and cribs, on a weekly basis to individual parents across the Jabodetabek, Bandung, and Surabaya metros.

Ownership category

akta.pro rank

Product category

Baby Equipment Rental

NAICS

Consumer Goods Rental (5322), All Other Consumer Goods Rental (532289)

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

Baby & Kids Furniture Rental (Cribs, Changing Tables, Youth Beds) (CRAIAOAJ)

akta.pro secondary industries

Nursery & Baby Gear Organization (HSAFAIAE), Outdoor & Ride-On Toys Retail (CRALAFAC)

Keywords

• Baby equipment rental
• Infant gear rental
• Baby product rental
• Mother baby essentials
• Nursery gear rental

Headquarters

HQ city

Tangerang

HQ country

Indonesia

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Baby Equipment Rental: Core revenue from renting baby gear (strollers, car seats, cribs, breast pumps, etc.) on a weekly basis. Customers pay rental fees based on product type and duration. Minimum rental period is 1 week.
2. Security Deposits: Security deposits collected for premium products, self-pickup transactions, and high-value items like breast pumps and cameras. Deposits are refundable upon safe return of products.
3. Down Payment (DP) for Advance Bookings: 50% down payment required for bookings where the rental start date is more than 30 days away. DP is non-refundable if customer cancels.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels3 records

Core offering

Kiddy.id operates a weekly baby equipment rental e-commerce platform serving Indonesian parents across Jabodetabek, Bandung, and Surabaya. Customers rent 160+ SKUs of baby gear—including breast pumps, car seats, strollers, cribs, play fences, bouncers, walkers, ride-on toys, and bed rails—on a minimum 1-week basis, with delivery, in-home installation, cleaning, and pickup handled by an in-house logistics fleet.

Product overview

Kiddy.id is a baby equipment rental service (rental e-commerce) offering short-term rentals of premium baby and mother products across Indonesia. The platform operates as a catalog-based rental marketplace where parents can browse, select, and rent equipment for periods starting from 1 week. The product portfolio includes breast pumps (Spectra, Momcozy, Mooimom, Imani, Eufy, Mom Uung, Momabae), baby cribs and bedside sleepers (Babyelle Cloud, Chicco Next2Me, Joie, Nuna), car seats (Nuna, Joie), strollers (Babyelle, Joie, Baby Jogger), baby monitors (Foscam), baby walkers (Babyelle, Cocolatte, Bright Starts), bouncers and swings (Babyelle, Joie, Nuna), bed rails (GOL Baby, Choc Chick), play fences and ballpits (Coby Haus, Parklon, Ibebe, GOL Baby), compact trikes (Babyelle, Micro, Baobaohao), ride-on toys (Pliko Mercedes Benz, PMB Pajero), jumperoos (Babyelle, Fisher Price, Evenflo), kids bikes, pregnancy accessories (BabyPlus), health equipment, and breast milk freezer storage. The service delivers across Jabodetabek, Bandung, and Surabaya with cleaning and hygiene standards. Payment methods include Virtual Account (BCA, Mandiri, BNI, BRI), credit cards, GoPay, and OVO. The business is operated by CV. Rental Favorit Ibu (Jabodetabek) and PT Alva Prima Rentia (Bandung & Surabaya).

Differentiator

Problem solved

Functional benefit

Products and services

• Breast Pump Rental Weekly rental of hospital-grade and portable electric breast pumps (Spectra, Momcozy, Mooimom, Imani, Eufy, Mom Uung, Momabae brands) for nursing mothers, including handsfree, wearable, and double models, with rates ranging from Rp80,000/week to Rp250,000/week and 2-week bundled rates for multi-piece sets.
• Baby Crib Rental 2-week rental of bedside cribs, co-sleepers, and playards (Babyelle Cloud, Chicco Next 2 Me, Joie Roomie Glide, Babyelle BS999, Babyelle Cloud Swing) with features including swing functions, mosquito nets, Bluetooth, and removable changers; rates Rp199,000-Rp249,000/2 weeks.
• Car Seat Rental Weekly rental of infant and convertible car seats (Joie Meet Gemm, Joie iGemm Signature, Nuna Rava, Nuna Exec, Nuna Pipa series) with ISOFIX and non-ISOFIX options; rates from Rp84,000/3 days to Rp600,000/week.
• Stroller Rental Rental of single and twin strollers (Babyelle Duo Allure Twin, Joie Aire Twin, Baby Jogger City Tour 2 Twin, Joie Signature Estrella) with auto-fold and lightweight features; rates Rp185,000/3 days to Rp500,000/week.
• Baby Monitor Rental 2-week rental of the Foscam Wireless Baby Monitor with 5-inch screen for remote infant monitoring at Rp249,000/2 weeks.
• Bed Rail Rental 2-week rental of adjustable bed rails (GOL Baby Bed Rail in multiple sizes, Choc Chick Extra Tall Bed Rail) with optional L-connectors for U-shaped configurations; rates Rp49,000-Rp99,000/2 weeks.
• Play Fence Rental 2-week rental of baby play fences and ballpits (Coby Haus 6+2+2, Parklon Folding 12+2, GOL Baby Playpen Ballpit, Ibebe Marshmallow 10+2); rates Rp119,000-Rp239,000/2 weeks.
• Bouncer and Swing Rental 2-week rental of baby bouncers, swings, gliders, and rockers (Babyelle Automatic Cradle Swing, Joie Sansa 2in1, Joie Serina 2in1, Nuna Leaf, Nuna Leaf Grow); rates Rp99,000-Rp249,000/2 weeks.
• Baby Walker Rental 2-week rental of 2-in-1 and 3-in-1 baby walkers (Babyelle, Cocolatte, Bright Starts) with height adjustments and detachable seats; rates Rp69,000-Rp99,000/2 weeks.
• Compact Trike Rental Rental of convertible stroller boards and compact trikes (Babyelle Rider Convertible, Micro Trike XL, Baobaohao V8) for ages 1-5; rates Rp75,000/3 days to Rp125,000/week.
• Ride-On Toy Rental Rental of electric and push ride-on toys (Pliko Mercedes Benz GT4 Mobil Aki, PMB Pajero Sport Push & Ride On, Happy Play Tayo Bus Slide 2in1) for toddlers; rates Rp69,000/2 weeks to Rp349,000/week.
• Jumperoo Rental 2-week rental of activity jumpers (Babyelle Jungle Jumperoo, Baby Einstein Neptune's Ocean Discovery, Baby Einstein Neighborhood Friends, Fisher Price Woodland Friends SpaceSaver, Fisher Price Astro Kitty SpaceSaver, Evenflo Exersaucer Safari Friends); rates Rp99,000-Rp179,000/2 weeks.
• Kids Bike Rental 2-week rental of themed kids bikes (Element Kids Bike 16 inch in Jurassic World, Batman, and other themes) at Rp199,000/2 weeks.
• Pregnancy and Prenatal Equipment Rental 4-week rental of the BabyPlus Prenatal Education device at Rp350,000/4 weeks.
• Health Equipment Rental Rental of health-related baby equipment including the Onemed Digital Baby Scale (Rp59,000/2 weeks), OneHealth DY800 Travel Wheelchair (Rp125,000/week), and the Freezer ASI/ASIP Aqua 5 Rak breast milk freezer (Rp550,000/12 weeks).
• Kiddy Wash Laundry Service Washing and laundry service for baby gear as a complementary offering, enabling customers to return rented products with confidence in hygiene standards.

Quantifiable outcome

• Rental period can be extended flexibly based on availability
• +1 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Babierge: US baby gear rental platform offering delivery of strollers, car seats, cribs, high chairs, and toys to traveling families and locals. Operates an independent-cleaner-driven model for hygiene — directly comparable to Kiddy.id's product mix and value proposition.
• BabyQuip: US-based baby equipment rental marketplace serving traveling families and new parents with strollers, car seats, cribs, and toys. Closest international analog to Kiddy.id — same product categories, weekly rental cadence, and delivery-to-doorstep model.
• The Baby Rental Co: Australian baby equipment rental company covering strollers, car seats, cots, and play equipment for domestic travelers and tourists. Closest APAC ex-Indonesia peer and useful comparable for Asia-Pacific unit economics and seasonality patterns.
• Bundle Baby: UK-based baby equipment rental service offering prams, car seats, cots, and high chairs on short-term rentals to families and visitors. Directly comparable rental model and product categories to Kiddy.id, with travel/leisure demand driver.

Broad incumbents

• Mothercare: Global incumbent retailer of baby and maternity products (strollers, car seats, clothing, nursery furniture). Competes indirectly by offering ownership-based purchase and broad assortment; does not offer rental but defines the retail benchmark Kiddy.id must differentiate against in Indonesia and globally.

Regional players

• Hippo Indonesia: Indonesian baby and kids e-commerce retailer selling strollers, car seats, toys, and nursery products. Competes for the same Indonesian parent customer base with a purchase-first model, making it the closest domestic ownership-based alternative.
• Kidz Station: Indonesian specialty retailer of baby gear, toys, and kids' products operating multiple stores across major Indonesian cities. Overlaps with Kiddy.id on product categories and customer segments (Indonesian parents) but competes on ownership vs. rental.

Emerging players

• Whirli: UK-based toy subscription rental service for children, allowing families to swap toys on a rotating basis. Partial overlap with Kiddy.id's toy-rental line, demonstrates toy-only rental as a sub-category and potential expansion path.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/kiddyid
• Instagraminstagram.com/kiddyid
• Facebookfacebook.com/kiddy.idrent
• LinkedInlinkedin.com/company/kiddy-id

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 Kiddy.id