Dimples
Dimples is a New Zealand-based specialty babywear retailer selling premium natural-fibre apparel and nursery products to parents of newborns and toddlers via two physical stores and a Shopify-powered DTC e-commerce platform shipping to 40+ countries.
- Company typePrivate
- Founded1994
- HeadquartersAuckland - Newmarket, New Zealand
- Headcount—
- GTM typeB2C
- OfferingServices
What Dimples does
Dimples is a New Zealand-based specialty babywear retailer operating a direct-to-consumer model through two physical stores in Auckland (Newmarket) and Christchurch (Sydenham) alongside an e-commerce platform built on Shopify. The company curates and sells premium natural-fibre babywear — predominantly merino wool and organic cotton garments — through both proprietary labels (including the "Little Bee by Dimples" sub-brand) and a multi-brand assortment that features third-party names such as Stokke, Nuna, and Jellycat. Its active catalogue comprises roughly 563 SKUs concentrated in the 0–3 year age segment, supplemented by nursery and gift items.
The business serves two clearly defined customer segments: parents of newborns and toddlers seeking premium natural-fibre apparel, and gift buyers purchasing through a dedicated baby gift registry. Dimples monetises through direct retail sales at premium price points, with free shipping to New Zealand and Australia on orders above NZ$100 and paid international shipping to more than 40 countries. Ancillary engagement mechanisms include the Dimples Club loyalty programme and a virtual shopping service that replicates the in-store assisted-selling experience online. The company is privately held with no external funding disclosed and operates with approximately 22 employees.
Dimples firmographics
Firmographics- Name
- Dimples
- Legal name
- Dimples
- Website
- https://dimples.co.nz
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Short description
- Dimples is a New Zealand-based specialty babywear retailer selling premium natural-fibre apparel and nursery products to parents of newborns and toddlers via two physical stores and a Shopify-powered DTC e-commerce platform shipping to 40+ countries.
- Ownership category
- akta.pro rank
Dimples industry classification
Industry- Product category
- Baby and children's apparel retail
- NAICS
- 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
- Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM), Baby Apparel (0–24 months) (CRAAAHAA), Toddler Apparel (2T–5T) (CRAAAHAB)
Keywords
Where Dimples is headquartered
LocationHeadquarters
- HQ city
- Auckland - Newmarket
- HQ country
- New Zealand
- HQ region
- Oceania
Offices2 records
Markets served
Dimples business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Direct Product Sales: Direct retail sales of baby clothing, accessories, and gear through e-commerce website and physical retail stores. Products include bodysuits, onesies, dresses, sleepwear, outerwear, swaddles, blankets, feeding accessories, nursery furniture, strollers, car seats, toys, and gifts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Baby Clothing & Accessories - Price range $3 to $103 |
| Unit Pricing | Pay-as-you-go | Premium Layettes & Bundles - Price range $145 to $767 |
| One time/ perpetual license | Pay-as-you-go | Gift Vouchers - Starting from $13.76 |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Dimples product offering
Product offeringCore offering
Dimples is a New Zealand-based specialty babywear retailer that designs and sells its own line of premium natural-fibre baby clothing (merino wool, organic cotton, and Lambelle Pointelle ranges, made and hand-embroidered in NZ) alongside a curated selection of third-party baby gear and lifestyle brands such as Stokke, Nuna, Crywolf, ErgoBaby, Jellycat, Sophie the Giraffe, Woolbabe, Lamington, and Little Bamboo. The company serves parents of newborns through toddlers through two physical stores (Newmarket in Auckland and Sydenham in Christchurch) and a Shopify-powered e-commerce site that ships globally.
Product overview
Dimples is a New Zealand-based babywear retailer operating both online and through physical stores in Auckland (Newmarket) and Christchurch (Sydenham). The company offers its own brand of premium baby clothing crafted from merino wool and organic cotton, alongside a curated selection of international baby gear brands. Their own product portfolio includes the Classic Merino Collection, Little Bee by Dimples, and Lambelle Pointelle, featuring bodysuits, onesies, dresses, tops, outerwear, accessories, bottoms, sleepwear, swaddles, and layette bundles. The company also stocks complementary third-party brands including Stokke (Scandinavian strollers and high chairs), Nuna (Dutch baby gear), Crywolf (children's outdoor wear), ErgoBaby (baby carriers), Jellycat (soft toys), Sophie the Giraffe (teething toys), and Woolbabe (merino sleepwear). Beyond products, Dimples provides services including a baby gift registry, loyalty rewards program (Dimples Club), virtual shopping appointments, and a baby tracker email service.
Differentiator
Problem solved
Functional benefit
Brands
- Little Bee by Dimples: A sub-brand offering cotton baby clothing including bodysuits, dresses, accessories, and babygrow products with various patterns like Bunny, Car, Floral designs
- The Dimples Club
Companies that use Dimples
Customer profileSegments2 records
Ideal customer profiles2 records
Dimples technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Dimples partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- StokkeminorDimples stocks Stokke's innovative Scandinavian-designed strollers and high chairs. Stokke is known for the Tripp Trapp highchair and Mixx Next stroller which are popular search terms on the Dimples website.
- NunaminorDimples stocks Nuna's stylish, Dutch-inspired baby gear including car seats (Nuna Rava Next, Pruu, Rylo) and strollers as part of their premium travel gear collection.
- JellycatminorPremium plush toy brand stocked by Dimples. Featured products include Bashful Beige Bunny Musical Pull priced at $81.
- Sophie the GiraffeminorIconic teething toy brand stocked by Dimples. Featured product is the So Pure Giraffe Circle Teether priced at $16.
- Little BamboominorAustralian brand stocked by Dimples. Featured product is the Little Bamboo Comforter Wally the Whale.
- ShopifycoreDimples runs on Shopify's e-commerce platform, powering their online store, inventory management, checkout, and order processing.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Dimples competitors and assessment
Company assessmentDirect peers
- Babyfactory: Large NZ/AU specialty baby goods retailer operating multiple stores and online, selling clothing, gear, furniture, and toys. Directly comparable multi-channel baby retailer with overlapping categories and overlapping geography.
- Baby On The Move: NZ-based specialty baby retailer focused on prams, car seats, and nursery gear. Comparable NZ baby specialty retailer with similar store-based + online presence and overlap on Stokke/Nuna-type distribution.
- Kyte Baby: US-based DTC premium babywear brand selling bamboo-based sleepwear, rompers, and blankets. Direct comparator in premium natural-fibre baby clothing sold online with strong content/community marketing.
- Mori: UK-based DTC premium babywear brand using organically grown cotton, sold globally online. Direct competitor in premium natural-material baby clothing with similar direct-to-consumer, content-led positioning.
- Aden + Anais: Premium baby muslin/swaddle and sleep brand sold globally through DTC and retailers. Comparable premium baby textile brand with overlap on swaddles, sleepwear, and gift-driven purchase occasions.
Emerging players
- Woolbabe: NZ-based premium merino/organic cotton sleepwear and sleeping bag brand for babies. Already stocked by Dimples; directly comparable on merino-cotton baby sleep category and a likely collaboration partner or sub-brand competitor.
- ergoBaby: Premium ergonomic baby carrier brand. Existing Dimples partner with overlapping target customer (new parents seeking premium ergonomic gear); a peer on baby gear category focus.
Regional players
- Little Linen Company: NZ/AU baby bedding, swaddles, and sleepwear brand. Comparable regional baby textiles brand with overlap on swaddles, bedding, and merino baby sleep products.
Broad incumbents
- Cotton On Kids: Large AU/NZ mass-market kids' apparel retailer. Broader incumbent offering cheaper babywear at scale; competitive overlap on everyday baby apparel categories in NZ/AU.
- Petit Bateau: Heritage French children's apparel brand with cotton-focused babywear. Comparable heritage babywear brand with similar natural-cotton positioning and timeless design ethos.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Dimples social profiles
Digital presenceDimples financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dimples leadership team
Management profileNumber of profiles
Profiles1 record
Dimples funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dimples 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 Dimples
What does Dimples do?
Dimples is a New Zealand-based specialty babywear retailer that designs and sells its own line of premium natural-fibre baby clothing (merino wool, organic cotton, and Lambelle Pointelle ranges, made and hand-embroidered in NZ) alongside a curated selection of third-party baby gear and lifestyle brands such as Stokke, Nuna, Crywolf, ErgoBaby, Jellycat, Sophie the Giraffe, Woolbabe, Lamington, and Little Bamboo. The company serves parents of newborns through toddlers through two physical stores (Newmarket in Auckland and Sydenham in Christchurch) and a Shopify-powered e-commerce site that ships globally.
Is Dimples a public or private company?
Dimples is a private company. It is classified as family owned and is currently operating.
When was Dimples founded?
Dimples was founded in 1994.
Where is Dimples based?
Dimples is headquartered in Auckland - Newmarket, New Zealand, in the Oceania region.
How does Dimples make money?
One revenue line is on record: direct Product Sales.
Who are Dimples's main competitors?
Direct peers on record are Babyfactory, Baby On The Move, Kyte Baby, Mori and Aden + Anais. Emerging players are Woolbabe and ergoBaby. Little Linen Company is listed as a regional player. Broad incumbents are Cotton On Kids and Petit Bateau.
Does Dimples have an API?
No public API is recorded for Dimples.
What industry is Dimples in?
Dimples's product category is Baby and children's apparel retail. Its primary akta.pro industry code is CRAAABAD, Kids’ & Baby Apparel Retail, with a secondary code of CRAAAHAM, Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets). Its NAICS code is 4581 and its SIC code is 5600.