What Acoola does

Acoola is a Russian children's apparel brand operated by OOO Konsept Grup (LLC Concept Group), a private LLC registered in Saint Petersburg (OGRN 1097847317721). The brand sells fashionable everyday, school, sportswear, festive, and seasonal clothing for children aged 3 to 14, plus a home-textiles sub-brand (ACOOLA Home) covering waffle robes, blankets, and satin bedding sets. Products are sourced from in-house textile manufacturing at 'modern facilities in Russia' using cotton, cotton blends, satin, and funnel-knit (футер) cotton fabrics; quality certifications are stated for the home-textile line and the company complies with Federal Law 152-FZ on personal data.

The go-to-market is direct-to-consumer via two channels: a network of approximately 23 company-owned retail stores across Russian regions (Central, Northern, Southern, Volga, Ural) and a national e-commerce site at acoolakids.ru carrying 5,117+ SKUs, with delivery via Russian Post, couriers, and pickup postamats and same-day pickup at retail locations. Pricing is unit-based in rubles (T-shirts from 799₽, hoodies/zipka from 2,499₽, pajamas from 1,299₽, bedding up to 3,999₽), with installment plans (4 payments), seasonal discounts up to 75% off, and a 15% welcome discount in exchange for newsletter subscription. A proprietary bonus loyalty program accrues 5% on purchases redeemable for up to 30% of purchase value; the program is operated via virtual cards, SMS, and a Telegram chatbot and is excluded from the franchise store network.

Marketing relies on email newsletter, an active VK (VKontakte) community, a Telegram channel, and event-driven activations including the 2026 VK Fest Luntik x ACOOLA family-zone tent in partnership with Melnitsa Animation Studio and a 10-city 'Komus x ACOOLA' bus tour across Russia. The product catalog refreshes with multiple seasonal collections per year (Summer on the Wave of Style, Following the Sun, Great Weekend, Blooming Together, School Collection 2026) and licensed limited editions featuring Russian children's-literature IP (Chukovsky) and original content (He-he-he). Distribution is domestic-only within Russia; no international e-commerce or wholesale distribution is disclosed.

Name

Acoola

Legal name

OOO Konsept Grup (LLC "Concept Group")

Website

https://acoolakids.ru

Company type

Private

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Acoola is a Russian children's clothing and home-textile brand for ages 3 to 14, operated by LLC Concept Group and sold through ~23 own retail stores and the acoolakids.ru e-commerce site. Its assortment spans everyday, school, sportswear, festive, and licensed limited-edition collections, with domestic manufacturing and a bonus loyalty program.

Ownership category

akta.pro rank

Product category

Children's Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (4581)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Kids’ & Baby Apparel Retail (CRAAABAD)

akta.pro secondary industries

Kids Apparel (5–12) (CRAAAHAC), Nursery & Kids Home Textiles Retail (Crib Bedding, Kids Rugs, Kids Bath Textiles) (CRAIALAH)

Keywords

• Children's clothing
• Kids apparel
• School uniforms
• Home textiles
• Fashion accessories

Headquarters

HQ city

Leningrad

HQ country

Russia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Children's Apparel Retail: Acoola generates revenue primarily through direct retail sales of children's clothing and accessories. Products are sold at full price and through seasonal sales promotions. The company offers a bonus/loyalty program where 5% of each purchase is accrued as bonus points. Bonus points can be redeemed for up to 30% discount on future purchases. The product range spans everyday wear, school uniforms, sportswear, festive clothing, and home textiles for children ages 3 to 14.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Acoola designs, manufactures, and retails fashionable children's clothing and accessories for ages 3 to 14 through its own e-commerce site acoolakids.ru and 23+ company-owned retail stores across Russia. The assortment spans everyday, school, sports, festive, and seasonal children's apparel (over 5,117 SKUs), complemented by a home textiles sub-brand (ACOOLA Home) offering waffle robes, blankets, and satin bedding sets. The brand differentiates through licensed limited edition collections featuring Russian cultural content (Chukovsky, Luntik) and a 5% bonus loyalty program.

Product overview

Acoola is a children's clothing brand offering fashionable clothing and accessories for children aged 3 to 14 years. The product portfolio consists of the core Acoola Children's Clothing line featuring everyday, school, sports, and festive clothing with various prints and styles, complemented by the ACOOLA Home sub-brand offering home textiles including waffle robes, blankets, and bedding sets. The brand operates seasonal collections (Summer on the Wave of Style, Following the Sun, Great Weekend, Blooming Together) and limited edition collaborations (Chukovsky & Acoola, He-he-he). A loyalty bonus program allows customers to earn and redeem points. Products are available through the online store (acoolakids.ru) and physical retail stores across Russia.

Differentiator

Problem solved

Functional benefit

Brands

• ACOOLA Home: Home textile line including waffle robes, blankets, bedding sets, and towels for children
• ACOOLA Kids
• Acoola PRO

Quantifiable outcome

• Children's clothing for ages 3-14
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Three partnerships are on record, tiered minor.

• Мельница (Melnitsa) Animation StudiominorStrategic or Co-development Partner · 4 July 2026Acoola partnered with Melnitsa Animation Studio for VK Fest event activation. Luntik x ACOOLA branded tent was set up in the Family zone at VK Fest events in Saint Petersburg (July 4-5) and Moscow (July 18-19). The partnership featured interactive activities including t-shirt customization workshops, games, and giveaways.
• VK (VKontakte)minorGTM or Marketing Partner · 4 July 2026Acoola participated in VK Fest, a music and entertainment festival organized by VK social network, as a brand partner. The collaboration involved a branded tent in the Family zone with interactive activities for families and children. The festival took place in Saint Petersburg (July 4-5) and Moscow (July 18-19).
• Комус (Komus)minorGTM or Marketing Partner · 27 June 2026Acoola partnered with office supplies company Komus for a multi-city bus tour across Russia. The Komus x ACOOLA bus visited 10 cities from June 27 to September 2, 2026, distributing gifts to customers who photographed the bus and posted on social media with hashtag #автобускомус. Cities included Moscow, Nizhny Novgorod, Saint Petersburg, Chelyabinsk, Voronezh, Yekaterinburg, Samara, Saratov, and Volgograd.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Mothercare: Global specialist retailer of products for parents and young children including clothing, with significant international franchise and store network. Comparable in children's apparel focus and parent-target customer, though broader in product range.
• Wildberries: Russia's largest e-commerce marketplace with extensive children's apparel assortment from third-party sellers and direct brands. Not a direct peer in vertical but a critical competitive force that captures demand Acoola would otherwise serve.
• The Children's Place: US-based specialty retailer of children's clothing and accessories for ages newborn to 14 with strong e-commerce and store network. Directly comparable in target age segment, omni-channel model, and value-to-mid-tier pricing.
• Ostin: Major Russian family apparel retailer with significant children's wear exposure, extensive own-store network, and e-commerce. Comparable in scale and Russian market focus, though broader in demographic coverage including adult apparel.
• Ozon: Major Russian e-commerce platform with strong children's category presence and own-brand initiatives. Functions as both a sales channel and a competitor that pressures Acoola's pricing and assortment reach in Russia.
• Carter's: Largest US children's apparel brand with vertically integrated design, sourcing, and omni-channel retail. Comparable in age-segment focus (newborn to 14), broad assortment, and licensed character collaborations, though operating in a different geography.

Direct peers

• Bebakid: Russian children's clothing brand offering trendy apparel for kids with owned retail and online channels. Comparable target customer (parents of children 3-14), similar pricing tier, and similar product mix across everyday and seasonal collections.
• Lassie: Russian and CIS-focused children's clothing brand with retail and wholesale distribution. Comparable in age-segment focus, branded children's apparel positioning, and regional Russian-speaking market orientation.
• Sela: Russian children's and family apparel retailer operating owned retail stores and e-commerce across Russia, with branded collections and a focus on parents of young children. Directly comparable in product category, target demographic, and Russian omnichannel model.
• Gloria Jeans: Russia's largest vertically integrated apparel retailer with extensive children's clothing lines, manufacturing in Russia, omnichannel retail, and a similar mass-market value proposition targeting Russian families. Most direct comparable in scale, vertical integration, and Russian market focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/acoola_kids
• Facebookfacebook.com/acoolakids
• LinkedInlinkedin.com/company/acoola

Compliance2 records

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 Acoola