ØnskeBørn A/S
Ønskebørn A/S is a Danish private specialty retailer selling branded baby and children's products — strollers, car seats, toys, furniture, clothing, and care items — through its Shopify-based e-commerce site onskeborn.dk and physical stores, targeting Danish parents from newborn through approximately age 5.
- Company typePrivate
- Founded-
- HeadquartersTaastrup, Denmark
- Headcount51–100
- GTM typeB2C
- OfferingServices
What ØnskeBørn A/S does
Ønskebørn A/S (legally Ønskebørn ApS) is a Danish private limited company that operates as a multi-brand specialty retailer for baby and children's products. The company runs a direct-to-consumer e-commerce storefront at onskeborn.dk built on the Shopify platform, complemented by physical retail stores, with its headquarters located at Cityringen 22, 2630 Taastrup, Denmark. The business serves Danish parents expecting or with children from newborn through approximately 4-5 years of age, offering a one-stop catalog across eight core categories: strollers and prams, car seats, toys, baby care and feeding, nursery furniture, children's clothing and footwear, bedding and textiles, and outdoor play equipment.
The product assortment is sourced from over 100 third-party brands including Joolz, Emmaljunga, BabyJogger, Maxi Cosi, BeSafe, Thule, Cybex, PlayGro, Lamaze, MODU, SES Creative, Djeco, Schleich, Bibs, Mam, Medela, BabyDan, Basson, Leander, Name It, Bundgaard, Minymo, Cam Cam Copenhagen, DonebyDeer, LIEWOOD, and Jellycat, among others. The company offers a differentiated service layer through an in-store consultant booking system ('Book en rådgiver') that provides personalized product guidance, and ships orders via GLS and DSV carriers with a 1-3 business day delivery window.
The revenue model is purely transactional e-commerce and retail: one-time product purchases with unit pricing, free shipping for orders above 499 DKK, and payment via Visa, Mastercard, or MobilePay. Marketing is conducted through email newsletter, Facebook, and Instagram, all at the top of the funnel. The company is privately held with no identified parent company, institutional investors, or venture capital backing, and conducts no disclosed M&A, funding, or international expansion activity. No AI/ML capabilities, proprietary technology, or API integrations are present; the technology stack is fully commoditized.
ØnskeBørn A/S firmographics
Firmographics- Name
- ØnskeBørn A/S
- Legal name
- Ønskebørn ApS
- Website
- https://onskeborn.dk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Ønskebørn A/S is a Danish private specialty retailer selling branded baby and children's products — strollers, car seats, toys, furniture, clothing, and care items — through its Shopify-based e-commerce site onskeborn.dk and physical stores, targeting Danish parents from newborn through approximately age 5.
- Ownership category
- akta.pro rank
ØnskeBørn A/S industry classification
Industry- Product category
- Baby and Children's Specialty Retail
- NAICS
- Hobby, Toy, and Game Retailers (45912), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- SIC
- Retail-Hobby, Toy & Game Shops (5945), Retail-Apparel & Accessory Stores (5600), Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Baby, Kids & Maternity Online Retailers (CRAFADAI)
- akta.pro secondary industries
- Outdoor & Ride-On Toys Retail (CRALAFAC), Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids) (CRAIABAG)
Keywords
Where ØnskeBørn A/S is headquartered
LocationHeadquarters
- HQ city
- Taastrup
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
ØnskeBørn A/S 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
- Product Sales: E-commerce retail of baby and children's products through online storefront. One-time transactional purchases with option for free shipping over 499 DKK threshold.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
ØnskeBørn A/S product offering
Product offeringCore offering
ØnskeBørn A/S is a Danish multi-brand retailer of baby and children's products, operating an online storefront (onskeborn.dk) and physical retail stores in Denmark. The company sells strollers, car seats, nursery furniture, toys, baby care items, children's clothing and footwear, bedding, and outdoor play equipment from third-party brands such as Joolz, Emmaljunga, Maxi Cosi, BeSafe, and LIEWOOD. Customers transact via one-time purchases with a free shipping threshold of 499 DKK and 1–3 day delivery.
Product overview
Ønskebørn A/S is a Danish e-commerce retailer specializing in products for babies and children, operating as a multi-brand marketplace offering a comprehensive portfolio of baby gear, children's toys, nursery furniture, apparel, and related accessories. The product offering is organized across eight core categories: strollers and prams (featuring brands like Joolz, Emmaljunga, BabyJogger, Maxi Cosi), car seats (BeSafe, Thule, Cybex), toys (PlayGro, Lamaze, MODU, SES Creative, Baby Einstein), baby care and feeding products (Bibs, Mam, Medela), nursery furniture (Basson, Leander), children's clothing and footwear (Name It, Bundgaard), bedding and textiles (Cam Cam Copenhagen, DonebyDeer, LIEWOOD), and outdoor play equipment. The store operates on a Shopify e-commerce platform with physical retail presence in Taastrup, Denmark, offering free shipping on orders over 499 DKK with 1-3 day delivery times.
Differentiator
Problem solved
Functional benefit
Products and services
- Strollers and Prams A range of strollers, prams, combination strollers, and foldable strollers from brands such as Joolz, Emmaljunga, BabyJogger, and Maxi Cosi, sold to Danish parents for everyday transport of infants and toddlers.
- Car Seats Infant and toddler car seats from brands including Maxi Cosi, BeSafe, Thule, and Cybex, configured for various age groups and safety requirements, sold to Danish parents.
- Toys A diverse selection of children's toys including activity toys, baby toys, play food, dolls, figurines, magnetic toys, building blocks, puzzles, kinetic sand, and arts and crafts supplies from brands such as PlayGro, Lamaze, MODU, SES Creative, Djeco, Schleich, and Baby Einstein, sold to Danish parents of young children.
- Baby Care and Feeding Infant care products including pacifiers, bottles, breastfeeding aids, changing accessories, baby bathtubs, and feeding items from brands such as Bibs, Mam, Medela, and BabyDan, sold to Danish parents of newborns and infants.
- Nursery Furniture Children's room furniture including cribs, junior beds, high chairs, changing tables, mattresses, and storage solutions from brands such as Basson, Leander, and BabyDan, sold to Danish parents setting up a nursery.
- Children's Clothing and Shoes Apparel for children including tops, bottoms, sleepwear, outerwear, swimwear, footwear, socks, and accessories from brands such as Name It, Bundgaard, and Minymo, sold to Danish parents.
- Bedding and Textiles Bedroom textiles including bedding sets, blankets, sleeping bags, curtains, and room décor from brands such as Cam Cam Copenhagen, DonebyDeer, and LIEWOOD, sold to Danish parents for nursery and children's rooms.
- Plush Toys and Comfort Items Stuffed animals, plush toys, and comfort items from brands such as Jellycat, LIEWOOD, and Moonie, sold to Danish parents and gift buyers.
- Outdoor Play Equipment Outdoor toys and equipment including scooters, sandboxes, paddling pools, and ride-on toys, sold to Danish families for outdoor play.
- Children's Books Children's books including sound books, picture books, search-and-find books, and reading-aloud books, sold to Danish parents and gift buyers.
Companies that use ØnskeBørn A/S
Customer profileSegments1 record
Ideal customer profiles1 record
ØnskeBørn A/S technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
ØnskeBørn A/S partnerships and signals
Strategic signalRecent moves3 records
Expansion highlights1 record
ØnskeBørn A/S competitors and assessment
Company assessmentRegional players
- baby-walz: One of Germany's largest multi-channel baby retailers combining online and ~70 physical stores with a broad assortment across strollers, car seats, furniture, toys and clothing. Comparable omnichannel + multi-brand approach but serves DACH, not Denmark.
- BabyOne: German baby retail franchise chain with both online and physical stores, multi-brand assortment across all key baby categories. Comparable omnichannel model but DACH-focused.
- Kidsroom.de: German online baby retailer with a very deep catalogue of strollers, car seats, furniture and toys from premium European brands. Comparable inventory-led online model, but geographically focused on DACH rather than Denmark.
- babymarkt.de: German e-commerce baby specialist carrying strollers, car seats, nursery, toys and care products from many overlapping brands. Directly comparable category coverage with a regional (DACH) geographic focus.
- BabySam: Danish baby retailer chain with physical stores and online offering strollers, car seats, nursery furniture and baby care. Closest local direct competitor for the large-ticket baby gear categories.
Broad incumbents
- Mothercare: Long-established international multi-brand baby and maternity retailer with broad assortment across prams, car seats, clothing, nursery and toys. Wider portfolio and geographic footprint, but overlapping core categories.
- BR (Top Toy): Denmark's largest domestic toy and games retail chain, carrying children's toys, games, books, and outdoor play. Overlaps with Ønskebørn's toy/book/outdoor categories and is a direct Danish competitor for those baskets.
Others
- Stokke: Norwegian premium baby brand (strollers, high chairs, nursery) sold through Ønskebørn's catalogue. Listed as an adjacent/ecosystem player because it sits one step upstream as a supplier/partner and competes for the same end consumer via its own DTC site.
Direct peers
- Jollyroom: Swedish online baby and children's retailer offering strollers, car seats, nursery furniture, toys, and clothing. Operates across the Nordics and is one of the largest pure-play baby e-tailers in the region — directly comparable assortment and target customer.
- Babyshop: Nordic multi-brand online baby retailer headquartered in Sweden, selling strollers, car seats, nursery furniture, toys, and clothing from many of the same premium brands (Joolz, Cybex, Maxi Cosi). Closest comparable by category mix, brand portfolio, and omnichannel model.
Market position
Strengths4 records
Weaknesses3 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
ØnskeBørn A/S social profiles
Digital presenceØnskeBørn A/S financial estimates
Financial estimateRevenue estimate
Valuation estimate
ØnskeBørn A/S leadership team
Management profileNumber of profiles
ØnskeBørn A/S funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ØnskeBørn A/S 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 ØnskeBørn A/S
What does ØnskeBørn A/S do?
ØnskeBørn A/S is a Danish multi-brand retailer of baby and children's products, operating an online storefront (onskeborn.dk) and physical retail stores in Denmark. The company sells strollers, car seats, nursery furniture, toys, baby care items, children's clothing and footwear, bedding, and outdoor play equipment from third-party brands such as Joolz, Emmaljunga, Maxi Cosi, BeSafe, and LIEWOOD. Customers transact via one-time purchases with a free shipping threshold of 499 DKK and 1–3 day delivery.
Is ØnskeBørn A/S a public or private company?
ØnskeBørn A/S is a private company. It is classified as unknown and is currently operating.
When was ØnskeBørn A/S founded?
ØnskeBørn A/S was founded in -1. It employs 51 to 100 people.
Where is ØnskeBørn A/S based?
ØnskeBørn A/S is headquartered in Taastrup, Denmark, in the Europe region.
How does ØnskeBørn A/S make money?
One revenue line is on record: product Sales.
Who are ØnskeBørn A/S's main competitors?
Regional players on record are baby-walz, BabyOne, Kidsroom.de, babymarkt.de and BabySam. Broad incumbents are Mothercare and BR (Top Toy). Stokke is listed as an others. Direct peers are Jollyroom and Babyshop.
Does ØnskeBørn A/S have an API?
No public API is recorded for ØnskeBørn A/S.
What industry is ØnskeBørn A/S in?
ØnskeBørn A/S's product category is Baby and Children's Specialty Retail. Its primary akta.pro industry code is CRAFADAI, Baby, Kids & Maternity Online Retailers, with a secondary code of CRALAFAC, Outdoor & Ride-On Toys Retail. Its NAICS code is 45912 and its SIC code is 5945.