Joker

Name

Joker

Legal name

iMiR Global Dış Ticaret Yönetim A.Ş.

Website

https://joker.com.tr

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Premium Baby Products Retail

NAICS

Hobby, Toy, and Game Retailers (45912), Hobby, Toy, and Game Retailers (459120)

SIC

Retail-Hobby, Toy & Game Shops (5945), Retail-Nonstore Retailers (5960)

akta.pro industry

PRIMARYCRAFABAG

Baby, Kids & Maternity Marketplaces

Consumer Products & Retail/E-commerce & Marketplaces/Vertical/Specialist Marketplaces

SECONDARYCRAGAGAD

Kids & Baby Specialty Department Stores

Consumer Products & Retail/General Merchandise & Department Stores/Junior / Specialty Department Stores

SECONDARYCRAOAMAH

Infant & Preschool Toys Distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Toys, Games & Hobby Products Distribution

Keywords

• Premium baby products
• Baby strollers and car seats
• Authorized brand distributor
• Baby gear retail
• Mother and infant care

Headquarters

HQ city

Istanbul

HQ country

Türkiye

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct Product Sales (E-commerce + Retail): Joker Baby generates revenue through direct-to-consumer sales of premium baby and infant products, both via its transactional e-commerce website (joker.com.tr) and 5 physical retail stores across Turkey. Revenue is generated through one-time product purchases at listed retail prices, with installment payment options (up to 6 installments interest-free via credit card) and free shipping on orders over 1000 TL.
2. b-cycle Trade-In Program Revenue: The b-cycle circular economy program enables customers to trade in used premium baby products for credit toward new purchases. This program drives incremental revenue by facilitating repeat purchases and customer retention, while also monetizing returned inventory through resale to other families.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Joker Baby is a Turkish direct-to-consumer retailer and authorized distributor of premium baby and infant products, selling Inglesina strollers/car seats, Doona convertible car-seat-strollers, SmarTrike multi-stage trikes and scooters, and its own Gezenbebe Lab (b-baby, b-mom) brand. The company operates a transactional e-commerce site at joker.com.tr plus five physical stores across Turkey, and runs the proprietary b-cycle circular-economy trade-in program that lets families resell or exchange used products for credit toward new purchases.

Product overview

Joker Baby operates as a premium baby products retailer and Turkey distributor for global brands including Inglesina (Italian strollers and car seats), Doona (convertible car seat-stroller hybrids), and SmarTrike (multifunctional trikes and scooters), alongside its own Gezenbebe Lab brand. The portfolio spans strollers (cabin-size, travel systems, twins), infant car seats (Group 0 i-Size), high chairs, baby care and health products, breastfeeding supplies, outdoor toys (scoters, bicycles), and textile/baby clothing. Joker Baby also offers the b-cycle sustainability buyback program and expert stroller consultation services. The company sells exclusively through its e-commerce platform and five physical stores across Istanbul, Izmir, Bursa, and Adana.

Differentiator

Problem solved

Functional benefit

Products and services

• Inglesina premium strollers, car seats and high chairs (distributed) Italian-designed premium baby strollers, Group 0/i-Size infant car seats, and high chairs distributed in Turkey under the Inglesina brand; targeting new and expectant parents seeking premium, safety-certified baby gear.
• Doona convertible car-seat-strollers (distributed) Convertible car-seat-stroller hybrids and trike/scooter series distributed in Turkey under the Doona brand; for parents needing seamless car-to-stroller transitions and TUV airline-cabin-compatible travel solutions from birth through age 3.
• SmarTrike multi-stage trikes, scooters and balance bikes (distributed) Multi-functional trikes, scooters, and balance bikes featuring GROW WITH ME growth-adaptable technology, distributed in Turkey under the SmarTrike brand; targeting parents of children ages ~10 months through 7 years who want a single product that adapts across developmental stages.
• Gezenbebe Lab (b-baby and b-mom own brands) Proprietary own-brand portfolio of baby care products, nursing accessories, breastfeeding wear, and multi-functional baby bags developed by iMiR Global and sold exclusively through Joker Baby under the b-baby and b-mom sub-brands.
• b-cycle circular economy trade-in program Proprietary buyback and renewal system that lets families exchange used premium baby products for credit toward new purchases, supporting circular-economy transactions, product resale, and customer retention; applicable to premium brands sold within the Joker Baby ecosystem.
• Premium Bebek Arabası Danışmanlığı (Premium Stroller Consulting) Expert consultation service in which specialist advisors guide parents through premium stroller selection for high-ticket baby-gear purchases; offered via the Joker Baby website.

Quantifiable outcome

• Products retain value through b-cycle trade-in program, enabling families to exchange used items for credit toward new purchases
• +1 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and flagship.

• iMiR Global Dış Ticaret Yönetim A.Ş.coreOthersiMiR Global Dış Ticaret Yönetim A.Ş. is the parent company and legal entity behind Joker Baby. Located at Louis Vuitton Orjin Building, Nisantasi, Istanbul, with Tax ID 6130744552 (Beyoğlu Tax Office). iMiR Global is the authorized Turkish distributor and importer of Inglesina, Doona, and SmarTrike brands. The company operates Joker Baby retail stores across Turkey and manages the joker.com.tr e-commerce platform.
• InglesinaflagshipChannel Partner/ Reseller/ DistributorJoker Baby is the authorized Turkish distributor of Inglesina, an Italian premium baby gear brand. Products sold include strollers (Aptica Glam, Electa+, Now, Quid³, Twin Sketch), car seats (Darwin Infant, Darwin Infant Recline, Darwin Next Stage i-Size, Next Stage 360°), high chairs (My Time, Fast), and travel system components. Joker Baby holds the Izmir distribution rights for Inglesina products.
• DoonaflagshipChannel Partner/ Reseller/ DistributorJoker Baby is the authorized Turkish distributor of Doona, a global innovator in convertible car seat/stroller products. Products sold include Doona i, Doona X (transformable Group 0+ car seats and strollers), and the Doona Liki trike and scooter series (Liki S1, S3, S5). Doona products are prominently featured in marketing and represent a key product category.
• SmarTrikeflagshipChannel Partner/ Reseller/ DistributorJoker Baby is the authorized Turkish distributor of SmarTrike, a brand specializing in growth-adaptable trikes, scooters, and balance bikes. Products sold include SmarTrike Traveler (cabin stroller to trike converter), STR3, T1 scooter, Xtend scooter, Xtend Ride-On, and Xtend Bike. SmarTrike's GROW WITH ME technology is a key selling point at Joker Baby.
• Gezenbebe LabcoreChannel Partner/ Reseller/ DistributorGezenbebe Lab is a proprietary brand portfolio developed by iMiR Global, sold exclusively through Joker Baby. Sub-brands include b-baby (baby care and travel products) and b-mom (maternity and nursing products). Gezenbebe Lab products featured include portable newborn beds (Homy), activity mats (Enjoy), comfort pillows (Comfy), baby stroller fans (Tripod Fan), multi-functional backpacks, and nursing wear.
• b-cycle (Gezenbebe Lab Sustainability Program)coreStrategic or Co-development Partnerb-cycle is Joker Baby's proprietary circular economy program, developed as part of Gezenbebe Lab's sustainability vision. Available at bcycle.com.tr, the system enables families to resell or exchange gently-used Inglesina, Doona, SmarTrike, b-baby, and b-mom products. The program preserves product value, supports sustainability, and drives customer loyalty through trade-in credits. Only applicable to premium brands sold within the Joker Baby ecosystem.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Mothercare: Global multi-category baby and maternity retailer offering strollers, car seats, clothing, and nursery across markets. Comparable in core category focus (premium-to-mid baby gear) but broader in geographic footprint and assortment.
• Trendyol: Türkiye's leading horizontal e-commerce marketplace carrying overlapping baby-gear SKUs (including Inglesina and Doona). Represents the dominant channel alternative for premium baby products and a primary disintermediation risk for Joker Baby.
• Hepsiburada: Major Turkish e-commerce marketplace competing with Joker Baby on assortment breadth, fast fulfillment, and installment pricing for baby and family products.
• Nuna (Nuna International): Premium baby gear brand (strollers, car seats, travel systems) that competes in the same premium tier as Joker Baby's flagship partners (Inglesina, Doona). Comparable as a peer in product positioning rather than retail model.
• Cybex (Goodbaby International): Premium baby gear manufacturer (car seats, strollers, travel systems) with global distribution. Comparable as a competitive brand the distributed brands at Joker Baby (Inglesina, Doona) compete against in the premium segment.
• Bugaboo: Premium Dutch stroller brand with global presence. Direct brand-level peer to the premium stroller brands Joker Baby distributes; competing for the same premium-baby consumer segment.

Direct peers

• ebebek: Turkey's largest specialty baby and maternity retailer with dozens of physical stores plus a full e-commerce platform. Most direct comparison point for Joker Baby's hybrid retail-plus-omni-channel baby-gear model in the Turkish market.
• Kidspot: Turkish specialty baby/kids retailer with brick-and-mortar stores and e-commerce. Comparable store-plus-online specialist model targeting the same parenting demographic in Türkiye.
• Bebek Evi: Independent Turkish baby products retailer with physical stores and online channel. Comparable as a regional specialist competing for premium baby-gear share in the same Turkish market.

Others

• T-Soft: Turkish SaaS e-commerce platform provider powering joker.com.tr. Included as an enabling technology partner rather than a competitor; relevant to assess infrastructure dependency.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@JokerBabytr
• Facebookfacebook.com/JokerBabyT
• LinkedInlinkedin.com/company/joker_1
• Instagraminstagram.com/jokerbabytr

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 Joker