Breden Kids

What Breden Kids does

Breden Kids, operating as My Breden, is a privately held direct-to-consumer children's apparel brand specializing in functional headwear and clothing for babies, children, and adults. Its core proposition centers on "kindergartenproof" hat-scarves and balaclavas — products designed to stay on active children during outdoor play — differentiated by a proprietary temperature-rating system that assigns each headwear item a recommended temperature range (e.g., -15°C to -5°C for winter merino kids balaclavas). The company holds registered international design protection across the EU/EM, Norway, and Estonia (NO DM/089105, EE 01631 U1), and uses materials including merino wool, cotton, bamboo, muslin, fleece, and UV-protective fabrics. The product catalog spans balaclavas, hats, scarves, bodies and pants, baby rompers, overalls, mittens and booties, blankets, merino socks, and gift cards, organized into Babies (50-92), Kids (86-152), Newborns (50-68), and Adults segments.

The business operates exclusively through a Shopify-powered DTC storefront at mybreden.com, with international shipping, a €79 free-shipping threshold, and 14-day free returns. Unit pricing on flagship balaclavas ranges from €29.90 to €47.90, with no subscription or recurring revenue model — all sales are one-time purchases. The go-to-market motion is direct-to-consumer, supported by organic social presence on Instagram, Facebook, and TikTok, an email newsletter with a 10% first-order discount incentive, and a content blog covering care instructions and size guides. The company is headquartered in a UTC+2 jurisdiction (Estonia), supports English, Estonian, and Finnish storefronts, and prices in EUR, indicating a primary operational focus on the Estonian and Finnish markets alongside international shipping.

Name

Breden Kids

Legal name

My Breden

Website

https://bredenkids.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Breden Kids is a privately held DTC children's apparel brand selling "kindergartenproof" balaclavas, hats, scarves, and clothing for babies, kids, and adults through a Shopify storefront, priced €29.90-€47.90, with international design protection and shipping.

Ownership category

akta.pro rank

Product category

Children's Apparel and Headwear

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159), Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (4581)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outerwear & Snowsuits (Children) (CRAAAHAF)

akta.pro secondary industries

Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM), Hats, Caps & Headwear (CRAAAJAE), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

Keywords

• Children's headwear
• Merino wool clothing
• Balaclava apparel
• Kids outdoor wear
• Baby clothing ecommerce

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of children's clothing and headwear including balaclavas, hats, scarves, bodies, pants, rompers, overalls, mittens, booties, blankets, and apparel for babies (50-92), kids (86-152), and adults.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Breden Kids designs, sources, and sells children's headwear and apparel — most notably its "kindergartenproof" registered-design balaclavas and hat-scarves — alongside complementary products such as hats, scarves, bodies, pants, rompers, overalls, mittens, booties, blankets, and adult accessories. Products are sold directly to end consumers via an owned Shopify e-commerce store (mybreden.com), with merino wool, cotton, bamboo, muslin, UV-protective, and fleece fabrications, and a temperature-coded product system helping parents select appropriate clothing.

Product overview

Breden Kids is a children's clothing brand specializing in functional headwear and apparel. The product portfolio centers on their flagship 'kindergartenproof' hat-scarves and balaclavas, supplemented by a comprehensive clothing range. Products are organized into three main segments: Babies (sizes 50-92), Kids (sizes 86-152), and Adults. Key product lines include balaclavas, hats, scarves, bodies and pants, baby rompers, overalls, mittens and booties, and blankets. The brand differentiates through unique temperature rating systems on their headwear products, and their commitment to quality materials including merino wool, cotton, bamboo, muslin, and UV-protective fabrics. All balaclava products carry international design protection (EM, NO DM/089105, EE 01631 U1). The company operates primarily as a Shopify-powered e-commerce store with no API offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Winter Merino Baby Balaclava CAISON Thermal merino wool balaclava for babies, temperature-rated 0°C to -10°C, part of the premium winter collection for infants.
• Baby Merino Balaclava for Winter MAISON Merino wool balaclava for babies suitable for winter, temperature-rated 0°C to 10°C.
• Knitted 100% Merino Wool Autumn Beanie WILLIE 100% merino wool knitted beanie designed for autumn conditions, part of the children's headwear collection.
• Merino Balaclava for Kids BREM Merino wool balaclava for children, temperature-rated -5°C to 5°C, featuring the brand's temperature guidance system.
• Winter Merino Balaclava for Kids CLAVAN Thermal merino wool balaclava for kids, temperature-rated -5°C to -15°C, in the premium winter protection line.
• Baby Balaclavas Collection Complete range of balaclavas for babies in sizes 50-92, with cotton, merino lining, and 100% merino material options.
• Kids Balaclavas Collection Balaclavas for children in sizes 86-152 featuring cotton, merino lining, and fleece lining options, including the registered-design kindergartenproof hat-scarves.
• Baby Hats and Scarves Collection Hats and scarves for babies in cotton, muslin, bamboo, UV-protective, and merino lining variations.
• Kids Hats and Scarves Collection Headwear collection for children featuring cotton, muslin, bamboo, UV-protective, and merino lining options.
• Baby Clothes Collection Comprehensive clothing range for babies including bodies and pants, sleepsuits/rompers, overalls, UV-clothes, and merino wool garments.
• Kids Clothes Collection Clothing line for children including pants, shirts, dresses, pyjamas, sweats, and merino wool garments.
• Newborns Collection Specialized collection for newborns in sizes 50-68 including hats, scarves, balaclavas, bodies, pants, sleepsuits, overalls, merino silk products, and accessories.
• Adults Hats, Scarves and Clothing Hats, scarves, shirts, women's leggings, sweats, and merino wool garments for adults.
• Mittens and Booties Accessories for babies including mittens and booties for complete weather protection.
• Baby Blankets Blankets designed for babies within the infant accessories category.
• Merino Socks Merino wool socks available for both babies and adults.
• Gift Cards Digital gift cards available for purchase on the online store.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature2 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• FUB: Danish children's brand focused on merino wool knitwear, hats, and scarves with Nordic design aesthetic; closely comparable on premium natural-fiber children's headwear positioning.
• Reima: Finnish children's outdoor wear brand offering weatherproof jackets, overalls, hats, and balaclavas; operates DTC internationally with similar Nordic heritage and winter-headwear focus as Breden Kids.
• Hestra: Swedish heritage glove and headwear brand producing children's mittens, hats, and balaclavas; directly overlaps with Breden on weatherproof children's accessories and Nordic quality positioning.
• Janus: Norwegian heritage brand specializing in merino wool base layers, children's wear, and headwear; most direct peer on material choice (merino) and Scandinavian cold-weather positioning.
• Kuling: Scandinavian children's outerwear brand producing weatherproof jackets, snowsuits, and accessories; targets a similar premium Nordic parent demographic and overlaps with Breden on cold-weather headwear.
• Polarn O. Pyret: Long-established Swedish children's clothing brand with broad assortments including outerwear, hats, and balaclavas; overlaps with Breden's core category while operating at a much larger scale.
• Isbjörn of Sweden: Swedish children's outerwear brand specializing in durable all-weather garments including balaclavas and hats; DTC-led model with Scandinavian design positioning comparable to Breden's kindergartenproof concept.
• Didriksons: Swedish outdoor brand producing weatherproof jackets, hats, and accessories for children and adults; broad incumbent that overlaps with Breden on cold-weather family-matching headwear.
• TICKET to Heaven: Swedish children's clothing brand with outdoor-oriented assortments including hats and cold-weather accessories; comparable DTC brand serving similar Northern European parent segments.

Broad incumbents

• Name It: Large Danish mass-market children's fashion brand carried by major European retailers; broader assortment that includes hats and accessories, representing scaled competition in adjacent price tiers.

Market position

Strengths2 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bredenglobal
• Instagraminstagram.com/breden_global
• TikToktiktok.com/@breden_kids

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 Breden Kids