Mãe Coruja
Sou Mãe Coruja is a Brazilian direct-to-consumer children's apparel retailer founded in 2017, operating a physical store in Vassouras, RJ and a WooCommerce e-commerce store serving all of Brazil with a curated catalog of 20+ Brazilian children's brands.
- Company typePrivate
- Founded2017
- HeadquartersVassouras, Brazil
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Mãe Coruja does
Sou Mãe Coruja is a Brazilian direct-to-consumer children's apparel retailer, founded in 2017 and operating under the legal entity Sequeira Lehmann comércio de roupas infantis (CNPJ 27.711.781/0001-89). The company runs a hybrid physical-plus-online model: a single retail store located at Rua Caetano Furquim, 276, Centro, Vassouras, Rio de Janeiro, paired with a WooCommerce/WordPress e-commerce storefront at soumaecoruja.com.br that ships nationwide via Correios. It carries a curated catalog of more than 20 Brazilian children's brands, including Nini & Bambini, Puket, Kyly, Melissa, Banana Danger, Bimbi, Mon Sucré, King & Joe Play, Animê, Gambo, Pampili, Cattai, and Grow Up, spanning baby (0–2 years), boys, and girls categories across apparel, footwear, accessories, beachwear, and maternity discharge kits.
The underlying technology stack is a standard small-business e-commerce build: WooCommerce on WordPress, hosted on Cloudways, with integrated payment processing, shipping calculation via Correios, and basic SSL/TLS encryption (Rapid SSL). A flat R$30 shipping rate applies to South and Southeast Brazil, with free shipping available above a threshold. Marketing is concentrated in low-cost digital channels — Instagram, Facebook, WhatsApp, and email — with no paid acquisition scale signals and no mobile app. The store has 69 employees and a 7-day exchange policy compliant with Brazilian consumer protection law.
The revenue model is straightforward one-time retail: individual items priced between R$20 and R$699.90, with promotions and free-shipping incentives. The company is privately held, family-owned, and bootstrapped, with no institutional investors, no disclosed funding rounds, no M&A history, and no parent company. Customer acquisition is based on parents and families seeking quality branded children's clothing both in-person at the Vassouras store and online across Brazil. The business is small, operationally lean, and growth has been organic and modest since founding.
Mãe Coruja firmographics
Firmographics- Name
- Mãe Coruja
- Legal name
- Sequeira Lehmann comércio de roupas infantis
- Website
- https://soumaecoruja.com.br
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Sou Mãe Coruja is a Brazilian direct-to-consumer children's apparel retailer founded in 2017, operating a physical store in Vassouras, RJ and a WooCommerce e-commerce store serving all of Brazil with a curated catalog of 20+ Brazilian children's brands.
- Ownership category
- akta.pro rank
Mãe Coruja industry classification
Industry- Product category
- Children's Apparel Retail
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Kids’ & Baby Apparel Retail (CRAAABAD)
Keywords
Where Mãe Coruja is headquartered
LocationHeadquarters
- HQ city
- Vassouras
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Mãe Coruja 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
- Retail Product Sales: Sou Mãe Coruja generates revenue through direct retail sales of children's clothing, footwear, and accessories. Customers purchase individual items at set prices with one-time transactions. The company also offers promotions, discounts, and free shipping incentives to drive sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single-item retail pricing with promotional discounts |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Mãe Coruja product offering
Product offeringCore offering
Mãe Coruja (legal name: Sequeira Lehmann comércio de roupas infantis) is a Brazilian multi-brand children's clothing retailer that sells apparel, footwear, and accessories for babies, children, and teenagers through a physical retail store in Vassouras/RJ and a nationwide e-commerce website. The company curates and retails products from more than 20 established Brazilian and international children's brands, offering categories such as bodysuits, outfits, pants, jeans, t-shirts, dresses, swimwear, maternity discharge kits, pajamas, and footwear.
Product overview
Sou Mãe Coruja is a Brazilian children's clothing e-commerce retailer founded in 2017, operating both online and from a physical store in Vassouras, RJ. The company offers an extensive portfolio of children's apparel and accessories spanning babies (0-2 years), boys, and girls categories, featuring over 20 branded collections including Nini & Bambini, King & Joe Play, Banana Danger, Puket, Melissa, Kyly, Beth Bebê, Animê, Mon Sucré, Bimbi, Grow Up, Gambo, Infanti, Cattai, Pampili, Vic&Vicky, Gabriela Aquarela, Tilly Baby, Precoce, Siri Kids, and Milon. Product lines include bodysuits, outfits, pants, jeans, t-shirts, polo shirts, blouses, dresses, jackets, swimwear/beachwear with UV protection, maternity discharge kits, pajamas, accessories (bags, socks, caps, glasses), and footwear (sandals, sneakers, boots). The store operates as a multi-brand retailer with fixed shipping rates for the South and Southeast regions and offers a 7-day return policy.
Differentiator
Problem solved
Functional benefit
Products and services
- Baby Clothing (Bebê) Clothing for babies (0-2 years) including bodysuits, outfits, pants, t-shirts, jackets, swimwear, maternity discharge kits, and footwear for both baby boys and baby girls, sold in-store and online.
- Boys' Clothing (Menino) Clothing for boys including shorts, pants, jeans, t-shirts, polo shirts, tank tops, formal wear, jackets, vests, pajamas, beachwear, and footwear, sold in-store and online.
- Girls' Clothing (Menina) Clothing for girls including blouses, pants, jackets, vests, outfits, jumpsuits/overalls, beachwear, pajamas, shorts/skirts, dresses, and footwear, sold in-store and online.
- Promotions and Discounted Items (Promoções) Discounted and promotional children's clothing, footwear, and accessories from various brands and categories, available through both the physical store and e-commerce platform.
- Children's Accessories (Acessórios) Various children's accessories including bags, socks, glasses, caps, and underwear, sold in-store and online.
- Children's Footwear (Calçados) Children's footwear including sandals, slippers, sneakers, and boots/rubber boots for both boys and girls, sold in-store and online.
Companies that use Mãe Coruja
Customer profileSegments1 record
Ideal customer profiles1 record
Mãe Coruja technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Mãe Coruja partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor.
- Nini & BambiniminorSou Mãe Coruja carries products from Nini & Bambini, a Brazilian children's clothing brand. This is a brand distribution relationship where Sou Mãe Coruja retails Nini & Bambini products in its store.
- PuketminorSou Mãe Coruja carries products from Puket, a children's socks and accessories brand. This is a brand distribution relationship where Sou Mãe Coruja retails Puket products in its store.
- Banana DangerminorSou Mãe Coruja carries products from Banana Danger, a children's and youth clothing brand. This is a brand distribution relationship where Sou Mãe Coruja retails Banana Danger products in its store.
- KylyminorSou Mãe Coruja carries products from Kyly, a Brazilian children's clothing brand. This is a brand distribution relationship where Sou Mãe Coruja retails Kyly products in its store.
- King & Joe PlayminorSou Mãe Coruja carries products from King & Joe Play, a children's clothing brand. This is a brand distribution relationship where Sou Mãe Coruja retails King & Joe Play products in its store.
- BimbiminorSou Mãe Coruja carries products from Bimbi, a children's clothing brand. This is a brand distribution relationship where Sou Mãe Coruja retails Bimbi products in its store.
- MelissaminorSou Mãe Coruja carries products from Melissa, a footwear brand for children. This is a brand distribution relationship where Sou Mãe Coruja retails Melissa products in its store.
- Mon SucréminorSou Mãe Coruja carries products from Mon Sucré, a children's clothing brand. This is a brand distribution relationship where Sou Mãe Coruja retails Mon Sucré products in its store.
Scale indicators2 records
Recent moves4 records
Expansion highlights3 records
Mãe Coruja competitors and assessment
Company assessmentBroad incumbents
- Magazine Luiza (Magalu): Large Brazilian omnichannel retailer with marketplace and 1P children's apparel offerings. Relevant as a competing digital shelf for parents seeking kids' clothing, though apparel is one of many categories on the platform.
- Americanas: Major Brazilian e-commerce/marketplace that sells third-party children's apparel brands similar to those stocked by Sou Mãe Coruja. Comparable on assortment and pricing dynamics, but operates at vastly greater scale across all consumer categories.
- C&A Brasil: Major Brazilian apparel chain carrying a dedicated kids' line alongside adult fashion. Overlaps with Sou Mãe Coruja on children's clothing and accessories, but competes across a much wider assortment and price ladder.
- Renner: Brazil's largest department store chain, with a substantial and well-developed children's apparel category. Comparable as a mass-market children's apparel seller but with a much broader assortment across adult and home categories and substantially greater scale.
Direct peers
- Zattini: Brazilian e-commerce platform specializing in footwear and fashion with strong children's categories. Comparable as a digital-only multi-brand retailer targeting Brazilian parents, though broader in footwear/fashion scope.
- Ri Happy: Brazil's largest toy retailer, which has progressively expanded into children's apparel and accessories. Directly comparable as a multi-category children's retailer with both physical and digital presence, though at substantially larger scale and with toys as the anchor category.
Others
- Melissa (Grendene): Iconic Brazilian children's footwear brand carried by Sou Mãe Coruja. Relevant as both an ecosystem participant (key supplier) and adjacent comparable, since Melissa sells directly to consumers through its own DTC channel and competes for the same parents' wallets.
- Puket: Brazilian children's socks, accessories, and beachwear brand distributed by Sou Mãe Coruja. Adjacent comparable as a children's category brand with both wholesale and DTC distribution competing for the same family buyer.
- Kyly: Major Brazilian children's apparel brand stocked at Sou Mãe Coruja. Comparable as a supplier/brand relationship and as a children's fashion brand that increasingly sells DTC, competing for the same end customer through its own e-commerce.
- Bimbi: Brazilian children's coordinated-outfits brand stocked at Sou Mãe Coruja. Comparable as a multi-channel children's brand operating both through wholesale partners (like Sou Mãe Coruja) and through its own direct retail.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Mãe Coruja social profiles
Digital presenceMãe Coruja compliance and trust
Trust signalCompliance1 record
Mãe Coruja financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mãe Coruja leadership team
Management profileNumber of profiles
Profiles1 record
Mãe Coruja funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mãe Coruja 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 Mãe Coruja
What does Mãe Coruja do?
Mãe Coruja (legal name: Sequeira Lehmann comércio de roupas infantis) is a Brazilian multi-brand children's clothing retailer that sells apparel, footwear, and accessories for babies, children, and teenagers through a physical retail store in Vassouras/RJ and a nationwide e-commerce website. The company curates and retails products from more than 20 established Brazilian and international children's brands, offering categories such as bodysuits, outfits, pants, jeans, t-shirts, dresses, swimwear, maternity discharge kits, pajamas, and footwear.
Is Mãe Coruja a public or private company?
Mãe Coruja is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mãe Coruja founded?
Mãe Coruja was founded in 2017. It employs 51 to 100 people.
Where is Mãe Coruja based?
Mãe Coruja is headquartered in Vassouras, Brazil, in the Latin America region.
How does Mãe Coruja make money?
One revenue line is on record: retail Product Sales.
Who are Mãe Coruja's main competitors?
Broad incumbents on record are Magazine Luiza (Magalu), Americanas, C&A Brasil and Renner. Direct peers are Zattini and Ri Happy. Others are Melissa (Grendene), Puket, Kyly and Bimbi.
Does Mãe Coruja have an API?
No public API is recorded for Mãe Coruja.
What industry is Mãe Coruja in?
Mãe Coruja's product category is Children's Apparel Retail. Its primary akta.pro industry code is CRAAABAD, Kids’ & Baby Apparel Retail. Its NAICS code is 458 and its SIC code is 5600.