OurKids

What OurKids does

OurKids is an Egyptian direct-to-consumer omnichannel retailer of toys, clothing, and baby essentials for children from newborn through approximately 14 years of age. The company was founded in 1997 and is privately held, with no public ticker and no disclosed external funding or parent company. It sells through a Shopify-based e-commerce storefront (shop-ourkids.com) and seven physical retail stores located in major commercial areas of Cairo (New Cairo, Nasr City), Giza (Dokki, Sheikh Zayed, 6th of October, Mall of Arabia), and Alexandria (Smouha). The marketing site is bilingual (English/Arabic), and the company reports having served more than 5 million customers with over 20 million products sold over its 30-year operating history, per its own promotional copy.

The product portfolio is organized horizontally across eight categories: baby essentials (feeding, health care and safety, travel systems, cribs and bedding, bathing and changing, walkers/jumpers/swings/bouncers), clothing (segmented by Baby Girls, Baby Boys, Girls, and Boys, with subcategories for everyday outfits, sleepwear, underwear, swimwear, footwear, and accessories), toys (dolls/pretend play, RC/action figures, sports/outdoor, science/arts/crafts, baby toys, games/puzzles/blocks, educational toys and music instruments, bikes and ride-ons, pullbacks/die-cast, batteries), school supplies (school bags, lunch bags/boxes, flasks, school sets, supplies), summer (pools, floaters, beach gear, goggles/caps, swimwear, footwear), books (coloring/activity, educational, storybooks, sticker albums), party supplies, and home accessories (gifts, room decorations, tableware). The brand portfolio spans international names such as Chicco, Philips Avent, Tommee Tippee, Smiggle, Sistema, and Thermos alongside undifferentiated local offerings.

OurKids generates revenue through direct one-time product sales at prices denominated in Egyptian Pound (EGP), spanning roughly EGP 30 to EGP 24,999 per SKU. Distribution is supported by free shipping over EGP 1,499, cash-on-delivery payment options, 30-day free returns, and promotional discounts of up to 50% via a dedicated Sale category. Customer acquisition is driven primarily by Facebook and Instagram organic social, email newsletters, and on-site merchandising including brand spotlights and best-seller curation. Headcount is reported at approximately 35 employees, reflecting a relatively lean team relative to its seven-store plus e-commerce footprint. There is no disclosed AI/ML capability, no patents or trademarks recorded, no announced partnerships, and no disclosed leadership or management roster in the source data.

Name

OurKids

Legal name

Ourkids

Website

https://shop-ourkids.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

OurKids is an Egyptian omnichannel retailer selling toys, clothing, and baby essentials for children aged 0–14 through a Shopify-based e-commerce platform and seven physical stores in Cairo, Giza, and Alexandria.

Ownership category

akta.pro rank

Product category

Children's Retail

NAICS

Hobby, Toy, and Game Retailers (459120), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Hobby, Toy & Game Shops (5945), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Dolls, Plush & Action Figures Retail (CRALAFAD)

akta.pro secondary industries

Outdoor & Ride-On Toys Retail (CRALAFAC), Kids Crafts & Educational Craft Kits Retail (CRALACAG), DIY Craft Kits & Project Kits Retail (CRALACAH)

Keywords

• Children's retail
• Baby essentials
• Kids toys
• Children's clothing
• Omnichannel retail

Headquarters

HQ city

New Cairo

HQ country

Egypt

HQ region

Africa

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: OurKids generates revenue through direct sales of toys, clothing, and baby essentials via its e-commerce platform and physical retail stores. Products are sold at various price points ranging from budget items (EGP 30) to premium items (up to EGP 24,999). The company also offers a sale/promotion section, indicating discount-based sales strategies.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

OurKids is an Egyptian omnichannel specialty retailer that sells toys, clothing, and baby essentials for children aged 0-14 through its e-commerce platform shop-ourkids.com and seven physical retail stores in Cairo, Giza, and Alexandria. The catalog spans baby care (feeding, health and safety, travel systems, cribs, bathing), children's clothing (everyday, sleepwear, swimwear, footwear, accessories by age and gender), toys (dolls, RC and action figures, sports, arts and crafts, educational, bikes and ride-ons), school supplies, summer and beach gear, books, party supplies, and home accessories. Revenue is generated through direct one-time product sales at price points ranging from EGP 30 to EGP 24,999, with free shipping over EGP 1,499 and free returns within 30 days.

Product overview

OurKids is an Egyptian e-commerce retailer offering a comprehensive omnichannel shopping experience for babies and children (0-14 years). The company operates both online (shop-ourkids.com) and through physical retail stores in Cairo, Giza, and Alexandria. The product portfolio centers around Baby Essentials (feeding, health care, travel systems, cribs), Clothing (everyday wear, sleepwear, swimwear, footwear for boys and girls across baby, toddler, and youth segments), Toys (educational, pretend play, action figures, arts and crafts), School Supplies (bags, lunch boxes, water bottles from brands like Smiggle, Sistema, Thermos), Summer gear (swimming, beach items), Books, Party Supplies, and Home Accessories. The store also features a Sale section for promotional items. OurKids differentiates through a wide brand portfolio including both international names (Chicco, Tommee Tippee, Philips Avent, Smiggle) and local brands, offering free shipping over EGP 1,499 and free returns within 30 days.

Differentiator

Problem solved

Functional benefit

Products and services

• Baby Essentials Comprehensive range of baby care products including feeding items, health care and safety gear, travel systems (car seats and strollers), cribs and bedding, bathing and changing essentials, and walkers, jumpers, swings, and bouncers. Targeted at parents and caregivers of infants aged 0-12 months seeking one-stop shopping for baby needs.
• Clothing
• Toys
• School Supplies
• Summer
• Books
• Party Supplies
• Home Accessories

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Carter's: Carter's is the largest US specialty retailer of children's apparel, with growing international presence. Comparable to OurKids in the clothing category (baby, toddler, kids' everyday wear) and customer demographic, though operates primarily as a brand-led specialty retailer rather than a multi-category store.
• Hamleys: Hamleys is a globally established toy retailer with a flagship toy-store experience plus e-commerce. Comparable to OurKids' toy category assortment and target customer (parents of children), though Hamleys is more experience-led and brand-focused rather than a multi-category kids' retailer.
• Mothercare: Mothercare is a global established specialty retailer of baby and maternity products with a strong MENA franchise via franchise partnerships. Comparable to OurKids in baby essentials, clothing, and nursery categories, but operates at much larger scale and through a franchise/store-led model rather than local omnichannel.
• The Children's Place: The Children's Place is a US-headquartered specialty retailer of children's apparel and accessories. Comparable to OurKids' clothing assortment (baby to big kids) and customer base, but operates as a clothing-only specialty retailer rather than a multi-category kids' store.

Emerging players

• FirstCry: FirstCry is a leading online baby and kids' retailer in India with an extensive brand portfolio across toys, clothing, and baby essentials. Comparable in category, business model, and value proposition (one-stop shop for 0-14 year-olds), but serves a different geography and operates at significantly larger scale.

Direct peers

• Babyshop (Landmark Group): Babyshop is a multi-brand kids' retailer (clothing, toys, baby essentials) under the Landmark Group, operating physical stores and online platforms across the Middle East and North Africa. Overlaps with OurKids in product categories, customer demographic, and multi-channel retail model, with broader regional reach.
• Mumzworld: Mumzworld is the largest pure-play online baby and kids' retailer in the MENA region, offering toys, clothing, feeding, and nursery gear with a comparable omnichannel and premium-brand assortment. Direct competitor in the same product category and customer base as OurKids, with a broader geographic footprint across the GCC and Egypt.

Others

• Noon: Noon is a major MENA-based e-commerce marketplace now operating in Egypt, carrying toys, kids' clothing, and baby essentials from third-party sellers. Indirect competitor to OurKids' online channel rather than a direct peer, but increasingly competing for the same online baby and kids' basket.
• Amazon Egypt: Amazon Egypt is a major online marketplace selling toys, baby products, and kids' clothing. Not a direct peer (marketplace model rather than single-brand retailer), but a key competitive alternative for Egyptian parents shopping online for the same product categories.

Regional players

• Smyths Toys: Smyths Toys is a large European toy and kids' products retailer with physical superstores and e-commerce. Comparable in toy category breadth and family-positioning, but focused on UK/Ireland/Europe rather than MENA, so it does not directly compete geographically with OurKids.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ourkids.eg
• Instagraminstagram.com/ourkidseg
• LinkedInlinkedin.com/company/ourkids

Revenue estimate

Valuation estimate

Number of profiles

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 OurKids