What KUB does

KUB Baby, operating as Baho Kids (USA), Inc., is a privately held direct-to-consumer e-commerce brand selling natural-parenting baby and toddler products through its owned Shopify storefront (kubbaby.com) with US-located fulfillment warehouses. The company distributes a catalog of more than 500 SKUs across seven categories — sleeping (crib mattresses, mattress toppers, electric cradles), feeding (high chairs, silicone tableware), bath & care (changing tables, potty trainers, bath toys), playing (push walkers, magnetic tiles, balance bikes, scooters), safety (retractable baby gates), mom care (nursing bras, postpartum bands), and clothing — and operates four named sub-brands: iBare (organic apparel with patent-granted Australian cotton techniques), iBalance (natural bath and care), iCreate (ABS building blocks with a companion mobile app), and KUB Planet (magnetic building tiles awarded 'Best of STEM').

The business is structured as a single-brand horizontal assortment rather than a category specialist. Core technical claims center on the crib mattress, which the company states delivers 97% more airflow than standard mattresses and was selected by The Good Trade as a TOP 9 Organic Baby Mattress. Revenue mechanics are straightforward one-time e-commerce purchases with a free-shipping threshold for the 48 contiguous US states, an international shipping option (customs and duties included) covering claimed 10+ countries, a 10% newsletter-subscriber discount, and 24/7 customer support. There is no subscription, licensing, or recurring-revenue component, and pricing spans roughly $24.99 (iCreate blocks) to $45.00+ (mattress SKUs).

Customer concentration risk is structurally low because revenue is derived from individual consumer purchases with no enterprise contracts, marketplace dependency, or disclosed B2B channel. The organization is small (14 employees) with US headquarters in Cupertino, California (parent origin in Hangzhou, China), founder/management ownership per available disclosures, no institutional funding rounds, no parent company, no M&A history, and no patents or trademarks recorded in the source data. The company does not disclose AI capabilities, an API, or third-party integrations.

Name

KUB

Legal name

Baho Kids (USA), Inc.

Website

https://kubbaby.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

KUB Baby is a privately held direct-to-consumer e-commerce brand selling natural-parenting baby and toddler products — sleep, feeding, bath, play, safety, and mom care — through its owned Shopify storefront. It serves individual parents in 10+ countries from a Cupertino, California headquarters with 14 employees.

Ownership category

akta.pro rank

Product category

Baby and Toddler Care Products

NAICS

Hobby, Toy, and Game Retailers (459120), All Other Miscellaneous Retailers (45999)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Miscellaneous Retail (5900)

akta.pro primary industry

Kids & Baby Specialty Department Stores (CRAGAGAD)

Keywords

• Baby products
• Infant care
• Natural parenting
• Eco-friendly nursery
• Toddler essentials

Headquarters

HQ city

Cupertino

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: KUB Baby generates revenue through direct e-commerce sales of baby and parenting products. Products are sold as one-time purchases through their Shopify-powered online store, with free shipping available for US orders over a threshold. Revenue comes from multiple product categories including sleeping, feeding, bathing, playing, and mom care items.
2. Product Fulfillment Services: The company fulfills orders from various local warehouses across the US, with shipping timeframes of 5-7 business days for standard orders. International shipping is available with customs and duties included.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

KUB Baby is a direct-to-consumer e-commerce brand that designs, markets, and sells natural parenting products for infants and toddlers. Its catalog spans sleeping (crib mattresses, cradles, sheets), feeding (high chairs, silicone tableware), bath and care (changing tables, potties, bath toys), playing (walkers, magnetic tiles, scooters, balance bikes), safety (retractable gates), and mom care (nursing bras, postpartum bands), supported by sub-brands iBare, iBalance, iCreate, and KUB Planet.

Product overview

KUB Baby is a natural parenting product company offering a diverse portfolio of infant and toddler care products organized across multiple sub-brands. The core product lines include: Sleeping (crib mattresses, mattress toppers, electric cradle), Feeding (high chairs, silicone tableware), Bath&Care (changing tables, potty trainers, bath toys), Playing (push walkers, magnetic tiles, balance bikes, scooters), Safety (retractable baby gates), and Mom Care (nursing bras, postpartum support). The company operates three sub-brands: iBare (organic clothing), iBalance (natural bath products), and iCreate (building blocks with companion app). KUB Planet is marketed as a separate STEM toy line featuring magnetic building tiles. The brand positions itself around 'Natural Parenting' principles with products inspired by nature, serving families across 10+ countries with 500+ products.

Differentiator

Problem solved

Functional benefit

Brands

• iBare: A clothing sub-brand under KUB Baby, totally inspired by nature, using advanced Australian cotton fabrics and patent-granted techniques.
• iBalance
• iCreate
• KUB Planet

Products and services

• KUB Crib Mattress Baby mattress with advanced sleep technology providing 97% more airflow than standard mattresses, machine-washable cover, named TOP 9 Organic Baby Mattress by The Good Trade.
• Multifunctional Electric Cradle Electric cradle for infant sleeping with multifunctional swing/soothing capabilities.
• Natural Bliss Crib Sheet Organic crib sheet designed for natural comfort and breathability.
• Cooling Twin Mattress Topper Mattress topper with cooling properties for temperature regulation.
• Memory Foam Mattress Memory foam mattress for enhanced support and comfort.
• Growth Baby Chair Smart baby chair designed to adapt to family needs with comfort, design, and customization features.
• Foldable and Recline High Chair Multi-use high chair for eating with foldable and recline functions.
• Silicone Tableware Set Silicone feeding set for infant mealtime.
• Silicone Teether Teether made from silicone for infant gum soothing.
• Foldable Changing Table Portable foldable changing table for infant care.
• Potty Training Toilet Toilet designed for potty training toddlers.
• Baby & Toddler Bath Toys Bath toys for infants and toddlers.
• Baby & Toddler Walker Push Toy Push walker with 16.5-inch handle height and lockable wheels, suitable for babies aged 8-12 months, with stable triangular structure to prevent tipping.
• Magnetic Building Tiles Magnetic building tiles for creative play and STEM learning.
• Gaming Table and Chairs Child-sized gaming table with chairs.
• Kick Scooter Scooter for toddlers and young children.
• Balance Bike Balance bike for early cycling development.
• KUB Planet Magnetic Building Toys Magnetic building toy awarded 'Best of STEM'. Features 5 packs (A001-A005) ranging from 20 to 100 pieces, promoting creativity and critical thinking through Click, Build, Play concept.
• Retractable Baby Gate PVC retractable safety gate extending up to 55 inches wide and 34 inches high. Features both drilling and no-drilling mounting options for walls and stairs.
• Nursing Bra Nursing bra designed for breastfeeding mothers.
• Postpartum Belly Band Belly band for postpartum recovery support.
• iBare Organic Baby Clothing Organic clothing collection for babies made from Australian cotton using patent-granted techniques. Features natural ingredients and nature-inspired designs including Natural Life capsule collection.
• iBalance Bath & Care Collection Bath and care collection for babies featuring natural ingredients for gentle skin care and cleanliness.
• iCreate Building Blocks Building block toys for children made from eco-friendly ABS material (BPA-free, non-toxic). Available in multiple sizes (S, M, L, XL) ranging from 150 to 1200 pieces, with a companion mobile app.

Quantifiable outcome

• 97% more airflow in KUB Crib Mattress compared to standard mattresses
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• 4moms: Direct peer offering tech-forward baby gear including high chairs, rockers, and play yards. Both sell multi-category infant gear through DTC channels targeting design-conscious millennial parents.
• Nuna: Direct peer in premium baby gear including high chairs, strollers, and bassinets. Both compete for design-oriented, eco-conscious parents willing to pay a premium for natural-feel, well-engineered products.
• Burt's Bees Baby: Direct peer in organic cotton baby clothing, bedding, and skin care. Both compete for the same eco-conscious parent demographic with multi-category natural product assortments.
• aden + anais: Direct peer in natural-fiber baby textiles including swaddles, sleep sacks, and bedding. Both compete in the natural-parenting niche with breathable, organic product positioning.
• PicassoTiles: Direct peer in magnetic building tile toys competing with KUB Planet. Both target the STEM/STEAM educational toy segment for children ages 3+ with comparable click-and-build construction sets.
• Newton Baby: Direct peer in the organic, breathable crib mattress category. Both brands emphasize non-toxic, eco-friendly materials and target the same eco-conscious new-parent segment with a flagship mattress product.
• Micro Scooters: Direct peer in the children's scooter and balance bike category. Both sell toddler kick scooters and balance bikes aimed at early mobility development through DTC and retail channels.
• Ergobaby: Direct peer in ergonomic, parent-comfort baby gear including carriers and related accessories. Both brands emphasize ergonomic design, natural materials, and an active-parent lifestyle positioning.
• BabyBjörn: Direct peer in ergonomic, design-forward baby products including high chairs, bouncers, and carriers. Both emphasize Scandinavian-inspired design and natural materials with international DTC distribution.

Broad incumbents

• UPPAbaby: Broader incumbent in premium baby gear (strollers, car seats, high chairs) with omni-channel distribution. Overlaps with KUB in the high chair and broader gear category but operates at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/kub-keyoubi

Compliance1 record

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 KUB