Baby Store Enxovais
Baby Store Enxovais is a Caruaru, Pernambuco-based Brazilian retailer selling baby layette, clothing, feeding, nursery, and stroller products through a physical store and Tray-powered e-commerce site, serving Northeast Brazilian parents and small wholesale buyers with retail and Pix/boleto-discounted wholesale pricing.
- Company typePrivate
- Founded2015
- HeadquartersCaruaru, Brazil
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Baby Store Enxovais does
Baby Store Enxovais is a Brazilian direct-to-consumer baby and infant products retailer operating under the legal entity DA MENDES DA SILVA (CNPJ 35.871.859/0001-50). Founded in 2015 in Caruaru, Pernambuco, the company runs a hybrid physical and online retail model, with its headquarters and pickup store at Avenida Lourival José da Silva, 160 - Petrópolis, Caruaru, supplemented by a Tray-powered e-commerce storefront at babystoreenxovais.com.br that ships nationwide with free delivery across the Northeast region on orders above R$300.
The product catalog spans layette and nursery essentials (bedding, blankets, crib sets, furniture), baby and toddler clothing organized by gender and age band (newborn through 8 years), feeding products (bottles, silicone utensils, bibs, cups, plates), bags and backpacks, strollers and outdoor gear, plus promotional bundles and seasonal collections such as Festival de Inverno BBS and Festival de Enxoval BBS. Underlying technology is a standard Brazilian e-commerce stack: Tray commerce platform on tcdn.com.br infrastructure, Vindi payment gateway supporting credit cards (Visa, MasterCard, Elo), Pix, and Boleto, SSL-encrypted transactions, LGPD-compliant data handling, and WhatsApp Business API integration embedded on every product page for sales and support.
The business model is one-time retail product sales with two pricing tiers: standard retail prices for individual consumers (R$9.30–R$549.00 per item, with installment plans up to 10x without interest) and approximately 10% wholesale discounts for bulk buyers paying via Pix or Boleto. Customer segments are fragmented across parents of newborns and infants, expectant mothers, and wholesale resellers. The company employs 13 people, has raised no external capital, operates as a privately held family business, and reports no disclosed revenue.
Baby Store Enxovais firmographics
Firmographics- Name
- Baby Store Enxovais
- Legal name
- DA MENDES DA SILVA
- Website
- https://babystoreenxovais.com.br
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Baby Store Enxovais is a Caruaru, Pernambuco-based Brazilian retailer selling baby layette, clothing, feeding, nursery, and stroller products through a physical store and Tray-powered e-commerce site, serving Northeast Brazilian parents and small wholesale buyers with retail and Pix/boleto-discounted wholesale pricing.
- Ownership category
- akta.pro rank
Baby Store Enxovais industry classification
Industry- Product category
- Baby & Infant Products Retail
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Hobby, Toy & Game Shops (5945), Retail-Furniture Stores (5712)
- akta.pro primary industry
- Baby, Kids & Maternity Online Retailers (CRAFADAI)
- akta.pro secondary industry
- Kids & Nursery Furniture Retail (Cribs, Toddler Beds, Changing Tables, Bunk Beds) (CRAIAAAE)
Keywords
Where Baby Store Enxovais is headquartered
LocationHeadquarters
- HQ city
- Caruaru
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Baby Store Enxovais business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Product Sales: Direct sales of baby and infant products through an online storefront. Products include clothing (bodies, outfits, dresses, shorts, overalls), accessories (bags, diaper bags, backpacks), feeding items (bottles, utensils, cups, plates), strollers and baby gear, nursery furniture, and maternity wear. Both retail and wholesale pricing tiers are offered, with wholesale discounts applied to PIX/boleto payments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Retail pricing for individual consumers |
| Unit Pricing | Pay-as-you-go | Wholesale pricing for bulk buyers |
| Transaction based/ take rate | Monthly | Installment payments (parcelamento) |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Baby Store Enxovais product offering
Product offeringCore offering
Baby Store Enxovais operates a Brazilian e-commerce and physical retail store selling baby and infant products. The catalog spans layette and nursery furniture (enxoval e móveis), boys' and girls' clothing organized by age group, baby bags and backpacks, feeding products (bottles, bibs, cups, utensils, plates), strollers, carriers, toys, maternity wear, and promotional/outlet bundles. Customers can purchase online with home delivery (free shipping above R$300 within Northeast Brazil) or pick up in-store at the Caruaru location, with dedicated wholesale pricing available for bulk buyers.
Product overview
Baby Store Enxovais operates as a Brazilian e-commerce retail platform specializing in baby and infant products. The offering is organized as a multi-category e-commerce store rather than a unified software platform. The core product portfolio consists of: Enxoval e Móveis (bedding, furniture, and nursery essentials), Bolsas (baby bags and backpacks), gender-specific clothing sections for Boys (Menino) and Girls (Menina), Alimentação (feeding and food introduction products), Passeio e Diversão (strollers, carriers, and toys), seasonal collections like Festival de Inverno BBS (winter festival), promotional bundles under Festival de Enxoval BBS, and an Outlet section for discounted items. The platform also sells individual branded products including MAM bottle sets, Buba silicone feeding utensils, Baby Joy and Papi diaper changers, and Corano diaper bags. The store uses Tray e-commerce technology and integrates with Vindi for payment processing and WhatsApp for customer communication.
Differentiator
Problem solved
Functional benefit
Products and services
- Enxoval e Móveis (Layette and Furniture)
Companies that use Baby Store Enxovais
Customer profileSegments3 records
Ideal customer profiles3 records
Baby Store Enxovais technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Baby Store Enxovais partnerships and signals
Strategic signalScale indicators3 records
Recent moves4 records
Expansion highlights5 records
Baby Store Enxovais competitors and assessment
Company assessmentEmerging players
- Petit Estúdio: Brazilian baby/maternity e-commerce brand focusing on curated layette and nursery essentials. Comparable as an emerging online-first specialist targeting the same expectant-parent segment with a more curated, design-forward assortment.
Broad incumbents
- Magazine Luiza: Major Brazilian omnichannel retailer listing all the branded baby products Baby Store Enxovais carries (MAM, Buba, Lillo, Corano). Competes in nursery furniture, strollers, feeding, and layette at massive scale with nationwide logistics.
- Carter's: Large US-born children's apparel brand with established Brazilian e-commerce operations. Overlaps in baby/kids clothing categories and competes for the layette and infant apparel customer, but at much greater scale and as part of a broader global brand.
- Ri Happy: Brazil's largest toy retailer with physical stores and e-commerce. Competes for the same household wallet on the toys, strollers, and baby entertainment categories (Passeio e Diversão), though broader in scope than Baby Store Enxovais.
- Mercado Livre: Latin America's largest marketplace. Aggregates the same branded baby SKUs at competitive prices with Mercado Envios logistics. Represents the dominant structural competitor for any independent Brazilian baby retailer.
Direct peers
- Bebê Store: Online baby retailer in Brazil focused on layette, clothing, and nursery essentials. Operates with a similar e-commerce-first, multi-category baby assortment model targeting expectant and new mothers.
- Tip Top Baby: Brazilian baby products retailer carrying clothing, layette, furniture, and accessories online with both retail and wholesale tiers. Closest direct comparable in product mix, channel structure, and dual B2C/B2B pricing model.
- Mundo do Bebê: Brazilian baby store offering layette, clothing, furniture, strollers, and feeding products with both physical and e-commerce presence. Directly comparable multi-category baby specialist serving Brazilian families.
- Pompéia: Brazilian kids' apparel retailer with nationwide footprint. Overlaps directly on the kids/baby clothing and layette categories and competes for the same expectant-parent wallet share.
- Cia da Mamãe: Brazilian specialty baby retailer with physical and online presence carrying branded baby products including strollers, furniture, and layette. Comparable as a regional multi-category baby specialist competing in the same space.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Baby Store Enxovais social profiles
Digital presenceBaby Store Enxovais compliance and trust
Trust signalCompliance2 records
Baby Store Enxovais financial estimates
Financial estimateRevenue estimate
Valuation estimate
Baby Store Enxovais leadership team
Management profileNumber of profiles
Baby Store Enxovais funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Baby Store Enxovais M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Baby Store Enxovais
What does Baby Store Enxovais do?
Baby Store Enxovais operates a Brazilian e-commerce and physical retail store selling baby and infant products. The catalog spans layette and nursery furniture (enxoval e móveis), boys' and girls' clothing organized by age group, baby bags and backpacks, feeding products (bottles, bibs, cups, utensils, plates), strollers, carriers, toys, maternity wear, and promotional/outlet bundles. Customers can purchase online with home delivery (free shipping above R$300 within Northeast Brazil) or pick up in-store at the Caruaru location, with dedicated wholesale pricing available for bulk buyers.
Is Baby Store Enxovais a public or private company?
Baby Store Enxovais is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Baby Store Enxovais founded?
Baby Store Enxovais was founded in 2015. It employs 11 to 50 people.
Where is Baby Store Enxovais based?
Baby Store Enxovais is headquartered in Caruaru, Brazil, in the Latin America region.
How does Baby Store Enxovais make money?
One revenue line is on record: retail Product Sales.
Who are Baby Store Enxovais's main competitors?
Petit Estúdio is listed as an emerging player. Broad incumbents are Magazine Luiza, Carter's, Ri Happy and Mercado Livre. Direct peers are Bebê Store, Tip Top Baby, Mundo do Bebê, Pompéia and Cia da Mamãe.
Does Baby Store Enxovais have an API?
No public API is recorded for Baby Store Enxovais.
What industry is Baby Store Enxovais in?
Baby Store Enxovais's product category is Baby & Infant Products Retail. Its primary akta.pro industry code is CRAFADAI, Baby, Kids & Maternity Online Retailers, with a secondary code of CRAIAAAE, Kids & Nursery Furniture Retail (Cribs, Toddler Beds, Changing Tables, Bunk Beds). Its NAICS code is 458110 and its SIC code is 5600.