BAGHI

What BAGHI does

BAGHI is a fair trade e-commerce retailer registered as a sole proprietorship in Wiesbaden, Germany, founded by Susan Bohn in 2005. It sells a curated assortment of yoga accessories, clothing, home decor, jewelry, handmade paper goods, wood and cork items, seasonal Christmas items, and more recently specialty spices, sourced through direct relationships with artisan communities in Nepal, India, and Oman. The storefront runs on the JTL-Shop e-commerce platform with standard payment and shipping integrations, and the merchant has registered with Händlerbund for legal compliance across cross-border D2C sales.

The business operates primarily as a direct-to-consumer online shop serving individual buyers in Germany, with shipping also enabled to the broader EU and Switzerland. A separate B2B registration pathway and a professional discount program target yoga teachers, therapists, and small resellers as an adjacent monetization segment, though no named enterprise accounts are disclosed. Revenue mechanics rely on standard retail markup across a niche, story-led assortment rather than on proprietary technology, scale economics, or algorithmic differentiation.

BAGHI has no outside funding, no disclosed revenue or headcount beyond an unverified 11-50 employee band, and no AI, automation, or data-driven capabilities. Its competitive position rests on two decades of fair trade sourcing relationships, founder-led brand credibility in the sustainable lifestyle niche, and incremental merchandising moves such as the 2025 Rare Spices launch, rather than on structural advantages in technology, scale, or distribution.

Name

BAGHI

Legal name

Susan Bohn

Website

https://baghi.de

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

BAGHI is a Wiesbaden-based fair trade e-commerce sole proprietorship founded in 2005, selling yoga accessories, lifestyle goods, and specialty spices sourced from artisan communities in Nepal, India, and Oman to consumers across Germany, the EU, and Switzerland.

Ownership category

akta.pro rank

Product category

Fair Trade E-commerce Retail

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Seasonal & Holiday Craft Supplies Retail (CRALACAI)

Keywords

• Fair trade products
• Yoga accessories
• Sustainable e-commerce
• Handmade paper goods
• Artisanal home decor

Headquarters

HQ city

Wiesbaden

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail E-commerce Sales: BAGHI generates revenue through direct online sales of fair trade, sustainable products across multiple categories including yoga accessories, clothing, home decor, jewelry, paper products, wood & cork items, spices, and seasonal Christmas items. Products are sold at various price points with standard per-unit pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

BAGHI operates a direct-to-consumer fair trade e-commerce shop selling curated, sustainably produced goods sourced from artisan communities in Nepal, India, and Oman. The product portfolio spans eight categories: yoga accessories (meditation cushions, yoga mats, cork blocks, incense), yoga and pilates clothing, home decor (towels, cushion covers, plaids), jewelry, handmade paper products (Daphne Cannabina paper from Nepal), wood and cork items, rare spices, and seasonal Christmas decorations. Customers include individual conscious consumers, certified yoga/wellness professionals (via discount program), and B2B wholesale resellers.

Product overview

BAGHI is a fair trade, sustainable e-commerce retailer offering a diverse portfolio of eco-friendly products across eight main categories. The core offerings include YOGA products (meditation cushions, yoga mats, cork blocks, incense/natural resins), YOGA & PILATES CLOTHING (reversible crop tops, leggings, jumpsuits, hoodies), HOME DECOR (towels, cushion covers, plaids), JEWELRY (goldgrass earrings, rings, bracelets, necklaces), HANDMADE PAPER PRODUCTS (greeting cards, envelopes, garlands, money gift cards, stamps, notebooks made from Daphne Cannabina paper in Nepal), WOOD & CORK (kitchen accessories, travel cutlery, toys), SPICE RARITIES (Kampot pepper, Fleur de Sel, rare spices), and CHRISTMAS decorations. The company emphasizes fair trade practices, sustainability, and products made from natural or recycled raw materials. BAGHI operates on a JTL-Shop e-commerce platform with integrated payment processing (PayPal, credit card, SEPA) and DHL shipping.

Differentiator

Problem solved

Functional benefit

Products and services

• YOGA Products Yoga practice essentials including meditation cushions (round, half-moon, bolster), yoga mats, yoga mat carrier straps, cork blocks, and incense for individual consumers and yoga practitioners.
• KLEIDUNG (Yoga & Pilates Clothing) Clothing line including reversible crop tops, leggings, jumpsuits, jogging pants, hoodies, and vintage sweaters for yoga, pilates, and casual wear.
• HOME DECOR Home decoration items including towels, cushion covers, and plaids sourced from India and Portugal.
• JEWELRY Jewelry collection including goldgrass earrings, rings, bracelets, and necklaces.
• HANDMADE PAPER PRODUCTS Handmade paper products made from Daphne Cannabina using traditional Tibetan papermaking technique, including gift cards, tags, wrapping paper, greeting cards, wooden stamps, envelopes, notebooks, garlands, paper lamps, pencils, and hemp threads; fair trade manufactured in Nepal.
• WOOD & CORK Wood and cork products including toys, travel cutlery sets, kitchen accessories, key holders, soap trays, combs and hairpins, and coasters.
• SPICES (Rare Spices) Rare spices including Kampot pepper (red, protected origin), premium pepper varieties, ground spices, Fleur de Sel, and wild palm sugar from sustainable collection, with gift boxes available.
• CHRISTMAS Products Christmas decorations including tree ornaments, gift tags, wrapping paper, greeting cards, window displays, envelopes, and garlands, all handmade from Daphne paper in Nepal.
• GUTSCHEINE (Gift Vouchers) Gift vouchers available for purchase and redemption on the BAGHI online store.
• Yoga Teacher/Therapist Discount Program Tiered discount program for certified yoga teachers, Qi Gong teachers, Tai Chi teachers, and therapists, offering 10% (from €70), 15% (from €250), and 20% (from €400) discounts on all products except special offers and clearance items.
• B2B Registration (Wholesale) Business-to-business registration pathway for merchants and resellers, providing separate pricing tiers, volume discounts, and dedicated free-shipping thresholds (Germany B2B from €501 ex VAT, EU B2B from €1,000 ex VAT).
• Incense / Natural Resins (Frankincense) Frankincense (Boswellia Sacra) from Oman, available in white and green Hojari varieties with optional rose petals; hand-harvested by Omani women's cooperatives.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Händlerbund Management AGminorOthersBAGHI is a member of Händlerbund, a German e-commerce association that provides legal compliance support, Käufersiegel (buyer seal) quality certification, and dispute resolution services for online merchants. The company has undergone Käufersiegel quality criteria certification.
• Sherpa communities in Boudha and HimalayascoreStrategic or Co-development PartnerBAGHI's artisan producer in Nepal is involved in supporting Sherpa communities through infrastructure projects, road construction, and agricultural development in Boudha and the Himalayas. This represents BAGHI's commitment to community investment beyond fair trade standards.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• memo: German fair-trade mail-order company (memolife) offering sustainable household goods, textiles, and lifestyle products via catalog and e-commerce. Closely mirrors BAGHI's fair-trade mission and multi-category DTC mail-order model.
• Avocadostore: Largest German fair-trade online marketplace, offering a comparable multi-category assortment of eco and ethically sourced lifestyle, fashion, and home products. Operates as a multi-brand platform in the same fair-trade / sustainable D2C space as BAGHI.
• ARMEDANGELS: German sustainable fashion brand offering organic and fair-trade apparel through its own D2C e-commerce site. Comparable in fair-trade positioning, German D2C distribution, and ethical supply chain emphasis, though more focused on apparel.
• El Puente: German fair-trade company importing and distributing handcrafted products from producer cooperatives in the Global South. Highly comparable to BAGHI in fair-trade artisan sourcing model and German D2C/wholesale distribution approach.
• Waschbär: German sustainable mail-order retailer offering eco-friendly clothing, household goods, and natural cosmetics. Comparable in DTC channel mix, sustainability positioning, and broad lifestyle category breadth targeting German eco-conscious consumers.
• Hessnatur: Pioneering German sustainable fashion and lifestyle retailer with a long history of natural and fair-trade sourced apparel and home textiles. Comparable in mission-driven D2C model and emphasis on traceable, ethically produced goods.
• Cotonea: German organic cotton producer and retailer selling fair-trade textiles and home goods via its own online store. Comparable in fair-trade textile sourcing and German D2C e-commerce model targeting sustainability-focused buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/007_baghi
• LinkedInlinkedin.com/company/baghi

Compliance3 records

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 BAGHI