ANNI VERDI

What ANNI VERDI does

Anni Verdi (legal name: Anni Verdi di Moretto Paolo) is a third-generation, family-owned specialty retailer of baby and early-childhood products, founded in 1973 and operating from a single showroom in Valperga, in the Canavese area of Turin province, Italy. The company is structured as a sole proprietorship owned by Paolo Moretto and employs approximately 21 people. Its product catalog spans six core categories: strollers and leisure accessories, modular children's bedroom furniture, baby food from milk to weaning meals, toys, clothing and shoes, and hygiene products including diapers. The firm combines a physical retail showroom with a national e-commerce storefront at shop.anniverdi.com, allowing home delivery across Italy.

In addition to product sales, Anni Verdi operates several service lines that complement the core retail offering. These include gift registry services for births, baptisms, and baby showers (Lista Nascita / Lista Battesimo / Baby Shower Party) with online remote purchasing and real-time notifications, a complimentary 3D bedroom design service supporting furniture sales and assembly, rental of Medela Symphony breast pumps and electronic baby scales for nursing mothers, and post-sale assistance. Distribution is two-channel: a single physical retail location targeting local SMB and consumer foot traffic in Piedmont, plus an e-commerce platform reaching consumers nationally. There is no disclosed pricing structure beyond promotional offers for registered users, and the business does not disclose revenue, headcount trends, or external investment.

The company has no proprietary technology, no app, no AI/ML capabilities, and no disclosed partnerships beyond the Medela supplier relationship. Marketing is limited to organic Facebook activity, the website, and email communications. Geographic footprint is concentrated in Valperga with national reach only through e-commerce. There are no funding rounds, no acquisitions, and no signs of expansion beyond the current single-site model.

Name

ANNI VERDI

Legal name

Anni Verdi di Moretto Paolo

Website

https://anniverdi.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

11–50 employees

Short description

Anni Verdi is a third-generation, family-owned Italian specialty retailer of baby and early-childhood products (strollers, nursery furniture, food, clothing, toys, hygiene), operating a single showroom in Valperga with a national e-commerce storefront and services including gift registries, 3D room design, and breast pump rental.

Ownership category

akta.pro rank

Product category

Baby and children's products retail

NAICS

Hobby, Toy, and Game Retailers (459120), Office Supplies, Stationery, and Gift Retailers (4594)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Baby, Kids & Maternity Online Retailers (CRAFADAI)

akta.pro secondary industries

Kids’ & Baby Apparel Retail (CRAAABAD), Kids & Nursery Furniture Retail (Cribs, Toddler Beds, Changing Tables, Bunk Beds) (CRAIAAAE), Kids & Nursery Décor Retail (Décor Accessories, Wall Art, Growth Charts) (CRAIACAH)

Keywords

• Children's product retail
• Baby products store
• Nursery furniture
• Gift registry services
• Breast pump rental

Headquarters

HQ city

Valperga

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Retail Product Sales: Physical retail sales of children's products, baby items, and nursery furniture through the Valperga showroom. Products include strollers, clothing, shoes, hygiene products, toys, food items, and accessories.
2. E-commerce Sales: Online sales through shop.anniverdi.com, enabling remote purchases of the full product catalog with home delivery.
3. Service Rentals: Rental of breast pumps (Medela Symphony) and electronic baby scales for short-term use by nursing mothers and parents.
4. Gift Registry Services: Facilitation of gift list creation (Lista Nascita/Battesimo/Baby Shower) where friends and family purchase items online for the parents, with real-time notifications and in-store pickup.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Anni Verdi is a family-owned Italian retailer selling curated baby and children's products — including strollers, modular nursery furniture, food and weaning products, toys, clothing and shoes, and hygiene items including diapers — through a single physical showroom in Valperga (Turin) and the e-commerce site shop.anniverdi.com. It complements the product assortment with services such as gift registries for births/baptisms/baby showers, free 3D bedroom design and assembly, Medela Symphony breast pump and electronic baby scale rentals, and post-sale support.

Product overview

Anni Verdi operates as a physical retail store combined with an e-commerce platform (shop.anniverdi.com) serving families with children. The product portfolio includes six main categories: strollers and leisure accessories (Passeggio e tempo libero), modular bedroom furniture (La camera da piccoli e da grandi), baby food products from milk to weaning (La pappa dal latte ai primi pranzetti), games for all ages (Il gioco), clothing and shoes (Abbigliamento e scarpe), and hygiene products including diapers (L'igiene e i pannolini). The company also offers value-added services including gift registries for births, baptisms, and baby showers (Lista Nascita/Lista Battesimo/Baby Shower Party) with real-time gift tracking, complimentary 3D room design services for children's bedrooms, rental of Medela breast pumps and baby scales, and post-sale customer assistance. Founded in 1973, the family business has operated for over 50 years in the baby and early childhood products sector.

Differentiator

Problem solved

Functional benefit

Products and services

• Passeggio e tempo libero (Strollers and leisure accessories) Range of strollers and accessories for baby transport and leisure activities, offered to parents and families visiting the showroom or shopping online.
• La camera da piccoli e da grandi (Modular children's bedroom furniture) Modular bedroom solutions for children of all ages, sold and assembled by Anni Verdi with a complementary 3D design service.
• La pappa dal latte ai primi pranzetti (Baby food products from milk to weaning) High-quality baby food products ranging from infant milk to weaning meals for parents of infants and toddlers.
• Il gioco (Toys and games) Wide variety of games and toys suitable for all age groups of children, offered through the showroom and online shop.
• Abbigliamento e scarpe (Children's clothing and shoes) Quality-controlled clothing and shoes for children, ranging across sizes to grow with the child.
• L'igiene e i pannolini (Hygiene products and diapers) Hygiene products and diapers for infants and young children, with ongoing promotional offers.
• Lista Nascita / Lista Battesimo / Baby Shower Party (Gift registry) Gift registry service for birth, baptism, and baby shower events with online purchasing functionality for friends and family and real-time notifications to the parents.
• Progettazione camerette con rendering 3D (3D bedroom design) Complimentary 3D room design service for children's bedrooms, including sale and assembly of modular furniture.
• Noleggio tiralatte e bilance (Breast pump and baby scale rental) Short-term rental of Medela Symphony breast pumps and electronic/digital baby scales for nursing mothers and parents.
• Assistenza post-vendita (Post-sale support) Post-sale customer support for assembly, usage, and installation assistance on products purchased from Anni Verdi.
• Shop online (shop.anniverdi.com) Anni Verdi's e-commerce platform enabling remote browsing of the full product catalog with home delivery throughout Italy.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• MedelaminorOthersAnni Verdi offers Medela Symphony breast pumps for rental in their store. The Medela Symphony is a microprocessor-controlled, dual-phase breast pump with anti-spillage system, offered as both purchase and rental options for nursing mothers.

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

Others

• Foppapedretti: Italian children's bedroom furniture and accessories brand sold through specialty baby retailers like Anni Verdi. Comparable as a category supplier/brand that Anni Verdi's furniture and nursery offering competes alongside.
• Medela: Swiss manufacturer of breast pumps and feeding solutions. Already an active partner of Anni Verdi for Symphony breast pump rentals; comparable as the upstream supplier whose products anchor one of Anni Verdi's recurring service lines.
• Bugaboo: Premium Dutch stroller and baby mobility brand sold via specialty retailers. Comparable as a stroller brand carried by Anni Verdi, and as a benchmark for the premium stroller category the store leads with.
• Cybex (Goodbaby): Premium strollers, car seats, and baby gear brand distributed via specialty baby retailers. Comparable as a key supplier brand in the stroller category, which is Anni Verdi's flagship "Passeggio e tempo libero" line.

Broad incumbents

• Toys Center: Major Italian toy and games retailer (part of the Percassi group) with nationwide stores and e-commerce. Comparable in that toys and games are one of Anni Verdi's six product categories, but Toys Center is a much broader generalist toy chain.
• Chicco (Artsana): Italian baby and childcare brand owned by Artsana, selling strollers, feeding, hygiene, toys, and clothing globally through retail partners and DTC. Comparable as a major baby/child brand whose products fill Anni Verdi's shelves across multiple categories.
• Bimbostore: Italian baby and maternity specialty retailer with physical stores and online channel offering a full category mix (strollers, furniture, clothing, toys, feeding). Comparable as a direct domestic specialist competitor to Anni Verdi's product breadth, but operating at national chain scale.
• Amazon.it Baby Store: Italian arm of Amazon with a dedicated baby/children's storefront covering strollers, furniture, toys, clothing, feeding and hygiene. Comparable as the dominant online competitor pressuring Anni Verdi's e-commerce pricing and assortment.
• Prénatal: Leading Italian specialty retail chain for baby and maternity products with national store footprint and e-commerce. Comparable as the dominant domestic baby/kids retailer against which Anni Verdi competes locally, though at vastly larger scale and broader assortment.

Regional players

• Cam Italia: Italian manufacturer/retailer of nursery furniture (cribs, changing tables, children's bedrooms) and baby gear. Comparable on the furniture/bedroom category where Anni Verdi offers 3D design and modular bedroom solutions.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/anniverdivalperga
• LinkedInlinkedin.com/company/anni-verdi

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 ANNI VERDI