What Prénatal Retail Group does

Prénatal Retail Group S.p.A. (PRG) is a Milan/Monza-based European Kids&family retail platform that operates 551 points of sale across five countries under five banners: Prénatal (maternity and childcare, founded 1947), Toys Center (Italian toy leader with over 20% domestic market share), Bimbo Store (convenience-format baby supermarket), Toys R Us Iberia (licensed since the July 2022 acquisition), and FAO Schwarz (licensed from Three Sixty Group for continental Europe). The group was formally established as a standalone entity in 2015 within the Artsana portfolio, which is controlled by private equity firm Investindustrial. As of December 31, 2024, PRG reported €768 million in turnover and employed 3,767 people, serving approximately 22 million families across Italy, Spain, Portugal, Greece, and France.

The business operates an omnichannel model combining owned physical retail, licensed brand stores (three FAO Schwarz experiential toy stores in Milan, Rome, and Paris), ten proprietary e-commerce platforms (prenatal.com, toyscenter.it, bimbostore.com, toysrus.com, faoschwarz.it, and country-specific sites), mobile applications, and an international master franchise program. Merchandise spans toys (including 16 exclusive private-label toy brands under Toys Center), childcare essentials, maternity and children's apparel, and value-added services such as personal shopping, nursing corners, birth lists, embroidery, rental of breast pumps and scales, click-and-collect (within 3 hours), and Klarna 3-installment payments. PRG also holds a minority industrial stake in France's King Jouet Group and controls the 55%-owned Toki Lab joint venture with King Jouet, established in 2023 as an assortment and retail-innovation laboratory spanning Toys Center, King Jouet, and Toys R Us Iberia.

PRG's revenue model is predominantly retail (one-time purchases of branded and private-label merchandise), supplemented by franchising royalties from international master franchisees, and adjacent services. The company pursues a multi-banner co-location strategy combining different brands under one roof to expand the customer base per location, while sustainability positioning (Better Cotton sourcing of over 60%, Scope 1 and 2 carbon neutrality in 2024, Gender Equality Certification in 2023) and a "Grow with Us / Let's Grow Together" vision frame its stakeholder narrative.

Name

Prénatal Retail Group

Legal name

Prénatal Retail Group S.p.A.

Website

https://prenatalretailgroup.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Prénatal Retail Group is a Milan-based European Kids&family retail platform operating 551 stores across five countries under five banners — Prénatal, Toys Center, Bimbo Store, Toys R Us, and FAO Schwarz — serving approximately 22 million families with toys, childcare products, and maternity apparel.

Ownership category

akta.pro rank

Product category

Kids & Family Specialty Retail

NAICS

General Merchandise Retailers (455)

SIC

Retail-Hobby, Toy & Game Shops (5945), Retail-Apparel & Accessory Stores (5600), Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Kids & Baby Specialty Department Stores (CRAGAGAD)

akta.pro secondary industries

Baby, Kids & Maternity Online Retailers (CRAFADAI), Maternity Specialty Department Stores (CRAGAGAE), Kids’ & Baby Apparel Retail (CRAAABAD)

Keywords

• Childcare retail
• Toy retail
• Maternity products
• Kids family store
• Omnichannel retail

Headquarters

HQ city

Monza

HQ country

Italy

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail sales (physical stores): Revenue from brick-and-mortar retail sales through 551 points of sale across 5 countries under multiple banners (Prénatal, Toys Center, Bimbo Store, Toys R Us, FAO Schwarz). Includes diverse product categories from toys to childcare products.
2. E-commerce sales: Online retail sales through dedicated e-commerce platforms including prenatal.com, toyscenter.it, bimbostore.com, toysrus.com, faoschwarz.it, and international sites. Features click & collect, drop-shipping, and comprehensive online services.
3. International franchising: Franchise fees and ongoing commercial relationships from international master franchisees who operate Prénatal branded stores in markets outside core countries (Italy, Spain, Portugal, Greece, Netherlands, France).
4. Private label / own brand products: Sales of Prénatal branded clothing for new mothers, newborns, and children as well as exclusive toy brands across the retail network.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Prénatal Retail Group operates a multi-banner retail platform of 551 points of sale across 5 European countries under brands including Prénatal, Toys Center, Bimbo Store, Toys R Us Iberia, and FAO Schwarz, selling toys, childcare products, maternity and children's clothing, and baby essentials. The group complements physical retail with 10 e-commerce sites, Click & Collect services, a loyalty program, a mobile app, and international franchising of the Prénatal brand.

Product overview

Prénatal Retail Group is a European Kids&family retail hub operating a multi-banner portfolio of 5 retail brands across 5 countries with 551 points of sale. The portfolio is organized as a parent-group platform with distinct sub-brands: Prénatal (maternity and childcare, 254 stores), Toys Center (leading Italian toy retailer, 140 stores), Bimbo Store (baby/child supermarket model, 103 stores), Toys R Us Iberia (licensed toy brand, acquired 2022), and FAO Schwarz (licensed premium experiential toyshop, 3 stores). An affiliated brand, King Jouet (minority stake), operates 332 stores in France plus Switzerland and Belgium. The group also operates 10 online stores and offers omnichannel services including Click & Collect, loyalty programs, and Klarna payment installments across its e-commerce platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Prénatal: Maternity and children products retail chain. Established in France in 1947, present in Italy, Spain, Portugal, and Greece. Offers childcare products, toys, and Prénatal-branded clothing for mothers, newborns and children.
• Toys Center
• Bimbo Store
• Toys R Us
• FAO Schwarz
• King Jouet

Products and services

• Prénatal retail banner Retail banner offering curated selection of global childcare and toy brands combined with Prénatal-branded clothing for mothers, newborns, and children. Targets pregnant women, new mothers, and families with young children. Operates 254 stores across Italy, Spain, Portugal, and Greece.
• Toys Center retail banner Leading toy retail chain in Italy with over 20% market share, operating 140 stores. Offers toys, childcare products, 16 exclusive brands, educational toys, outdoor toys, seasonal items, gadgets, and books for families and children of all ages.
• Bimbo Store retail banner Convenience-focused baby and childcare supermarket format offering an extensive range of products for children aged 0-4, including diapers, baby food, clothing, and childcare products. Operates 103 stores in Italy with a loyalty program.
• Toys R Us Iberia retail banner Iconic toy retail brand present in Spain and Portugal for over 30 years, offering a wide selection of local and international toy brands with innovative in-store experiences. Over 1 million Club members and 500,000+ social media followers.
• FAO Schwarz retail banner World's most experiential toyshop brand (licensed from Three Sixty Group), offering premium exclusive brands, life-sized stuffed animals, and unique toy experiences including Build a Bear, Barbie Styled by You, and Jelly Cat. Operates 3 stores in Milan, Rome, and Paris — the only FAO Schwarz locations in continental Europe.
• International franchising program (Prénatal brand) Franchise program granting master franchisees exclusive rights by market to operate Prénatal branded stores, leveraging the group's brand, operational expertise, and store management services. Targeted at retail operators seeking entry into the kids and family segment under an established European brand.
• Toys R Us Club loyalty program Customer loyalty program under the Toys R Us Iberia banner in Spain and Portugal with over 1 million members, offering 12 months of exclusive benefits, personalized offers, and engagement rewards to families shopping for toys and children's products.

Quantifiable outcome

• 551 points of sale in 5 countries serving 22 million families
• +5 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered supporting and core.

• AccessiWaysupportingTechnology or IntegrationAccessiWay is a partner specializing in digital accessibility that collaborates with Prénatal Retail Group to adhere to WCAG (Web Content Accessibility Guidelines) from W3C. This partnership ensures the website is usable by people with various disabilities including visual, motor, cognitive, and sensory impairments.
• Generation ItalysupportingStrategic or Co-development PartnerCollaboration with Generation Italy offering professional development in retail through the 'Eccellenza nel punto vendita' (Excellence in store) training program. After 3 weeks of e-learning, participants may join teams in stores starting with an internship.
• Better CottoncoreStrategic or Co-development PartnerPRG Retail Group is a member of Better Cotton, the world's leading cotton sustainability program. The group sources over 60% of its cotton from Better Cotton suppliers, demonstrating commitment to sustainable supply chain practices.
• ConfimpresesupportingStrategic or Co-development PartnerPRG Retail Group joined the Confimprese Manifesto for Sustainability in Retail. In collaboration with Confimprese and ASVIS, video content was created to raise awareness and engage clients and employees to contribute to a more sustainable world.
• MOIGE (Movimento Italiano Genitori)supportingOthersPartnership through Generazione G project supporting MOIGE with fundraising for new parents. Nearly €1 million raised to help 555 families for 12 months. Prénatal and PRG brands care for families in need providing support for the parenting journey.
• Three Sixty Group (FAO Schwarz licensing)coreOEM/ Whitelabel/ Licensing PartnerExclusive agreement with Three Sixty Group to operate FAO Schwarz brand in Continental Europe. First FAO Schwarz store opened in Milan 2021, followed by Rome 2024 and Paris 2024. PRG operates 3 FAO Schwarz stores in continental Europe.
• King Jouet GroupcoreStrategic or Co-development PartnerPRG Retail Group holds minority stake in King Jouet Group, led by Gueydon family since 1875. Leading specialist in France with 13.1% market share (2023), 332 points of sale. Joint venture Toki Lab established 55% owned by PRG, creating innovation laboratory for toy world.
• Toki LabcoreStrategic or Co-development PartnerNewCo joint venture 55% owned by PRG Retail Group, created together with King Jouet. Considered an innovation laboratory for assortments across multi-banner store networks (Toys Center, King Jouet, Toys R Us Iberia) and third-party relations. Aims to create value for all toy world stakeholders and enable best practice sharing.

Scale indicators15 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Smyths Toys Superstores: Ireland-headquartered specialist toy retailer with a pan-European store estate and growing e-commerce. Closest direct peer to Toys Center and Toys R Us Iberia in the toys specialty retail category.
• Vertbaudet: French multi-channel specialist in maternity, baby and children's clothing and home products with strong digital and catalog heritage. Comparable to Prénatal and Bimbo Store in core family/childcare categories in France and Southern Europe.
• BabyOne: Germany's leading specialist baby and toddler products retailer with physical and online channels. Comparable to Bimbo Store's supermarket-style baby/childcare assortment and Prénatal's nursery product depth.
• Hamleys: Iconic global toy retailer with flagship experiential stores and international franchising. Comparable to PRG in toy retail with experiential, multi-banner overlap through FAO Schwarz and Toys Center.
• Mothercare plc: UK-origin global specialist retailer of products for parents and young children, operating through own stores, franchise partners and online. Direct comparable to Prénatal in maternity, baby and toddler categories across multiple geographies.
• Orchestra Prémaman: French-Belgian multi-banner specialty retailer of children's clothing, maternity wear and baby products. Direct peer to Prénatal in cross-border European kids and maternity retail, with similar multi-banner positioning.

Broad incumbents

• The Walt Disney Company (Disney Store): Operates branded retail experiences and online channels for children's toys, apparel and merchandise. A broader incumbent comparable to FAO Schwarz's experiential retail positioning and Prénatal's licensed children's products.
• Toys 'R' Us (Asia / global): Global toy retail brand with presence in Asia and North America. Relevant as the parent brand of Toys R Us Iberia and as a broader-incumbent category benchmark for PRG's toy-retail banners.

Others

• Amazon (Toys & Baby category): Dominant online marketplace and retailer with leading positions in toys, baby and kids categories across Europe. Key non-traditional competitor pressuring margins and pricing for PRG's 10 e-commerce sites and physical stores.

Emerging players

• LEGO Brand Retail: Vertically integrated toy manufacturer-retailer with global brand stores and e-commerce. Relevant comparator for PRG's premium/experiential toy retail positioning and as a supplier-cum-channel threat to Toys Center.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/prg-retail-group

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 records

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 Prénatal Retail Group