The Sleep Store

Name

The Sleep Store

Legal name

The Sleep Store

Website

https://thesleepstore.co.nz

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Baby and Nursery Products Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids) (CRAIABAG)

akta.pro secondary industries

Sleepwear & Loungewear (Children) (CRAAAHAH), Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF)

Keywords

• Baby products retail
• Nursery supplies
• Baby sleep solutions
• Online baby store
• Parenting essentials

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce sales of baby and parenting products across 14+ categories. One-time purchase model for individual products. Revenue generated from sale of sleeping bags, swaddles, nursery furniture, clothing, feeding equipment, baby carriers, and related items.
2. Gift Vouchers: Digital gift voucher sales allowing customers to purchase predetermined or custom-value vouchers for gifting. Non-refundable once purchased.
3. Delivery Services: Revenue from premium delivery options including Express Tonight same-day delivery in Auckland ($12), Hamilton ($15), and Wellington/Christchurch ($20). Standard shipping from $7.
4. Third-Party Financing (Afterpay): Partnership with Afterpay for buy-now-pay-later functionality, providing installment payment options to customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

The Sleep Store is an online-only New Zealand retailer selling baby, toddler, and maternity products across 14+ categories including sleeping bags, swaddles, sleep aids, nursery furniture, feeding equipment, clothing, bedding, bath items, baby carriers, and gifts. The catalog spans 380+ trusted brands plus own-label lines (Woolbabe, The Sleep Store Merino). It complements retail with a SleepPoints loyalty program, gift registry, sleep-advice editorial content, gift vouchers, and same-day Express Tonight delivery plus 30-minute Click & Collect in Auckland.

Product overview

The Sleep Store is a New Zealand-based online baby and children's products retailer offering a comprehensive portfolio of over 3,800 products across 14 main categories. The core product lines center on sleep-related items including sleeping bags, suits, swaddles, and sleep aids, complemented by feeding equipment, nursery furniture, clothing, bedding, and maternal care products. The company operates its own private-label brands (The Sleep Store Merino and Woolbabe) alongside third-party brands. Beyond retail, the business offers integrated services including a loyalty program (SleepPoints), gift registry, gift vouchers, and same-day/next-day delivery options including Express Tonight and 30-minute Click & Collect in Auckland.

Differentiator

Problem solved

Functional benefit

Products and services

• Sleeping Bags and Suits A core product category offering summer, mid-season, and winter sleeping bags and sleep suits designed for babies and toddlers to regulate temperature during sleep.
• Swaddles and Wraps Wraps and swaddles including fitted, muslin, and stretch swaddles designed to help newborns feel secure and settle to sleep.
• Sleep Aids Products to support baby sleep including white noise machines, blackout shades, trainer clocks, dummies, humidifiers, night lights, and comforters.
• Nursery Furniture and Essentials Nursery furniture and essentials including cots, bassinets, co-sleepers, mattresses, change tables, blackout blinds, bouncers, and safe sleep products.
• Feeding Products Feeding products for babies including baby bottles, teats, breast pumps, breastfeeding accessories, high chairs, starting solids equipment, bibs, and lunchboxes.
• Baby Clothing and Sleepwear Baby and toddler clothing including knitwear, merino garments, sleepwear, bodysuits, accessories, rainwear, and sun swim wear.
• Bedding Baby bedding including blankets, quilts, cot sheets, mattress protectors, duvet inners, pillows, and comforters for cots, bassinets, and big beds.
• Bath and Change Products Bathing and changing products including nappies, wipes, change mats, nappy bags, baths, bath toys, towels, skincare, and grooming items.
• Care and Wellbeing Health and wellness products including humidifiers, essential oil diffusers, cold and flu remedies, wind and reflux treatments, skincare, and first aid supplies.
• Maternity and Postpartum Products Products for mothers including maternity clothing, pregnancy pillows, breastfeeding support, breast pumps, postpartum recovery items, and self-care products.
• Out and About Products for travel and outdoor use including baby carriers, travel cots, nappy bags, and pram blankets.
• Baby Carriers Baby wearing products including buckle, forward-facing, hiking, newborn, half buckle, toddler, twin, stretchy wrap, ring sling, onbuhimo, and Meh-Dai carriers.
• Baby Gifts Gift options including gift boxes, vouchers, baby gifts, parent gifts, toys, books, and themed gifts for occasions such as Easter and Christmas.
• Woolbabe Own-brand merino and organic cotton sleepwear brand featuring sleeping bags, PJ suits, and clothing made from natural fibers.
• The Sleep Store Merino Proprietary merino wool clothing and sleepwear line including bodysuits, knitwear, and sleeping bags made from New Zealand merino.
• SleepPoints Rewards Program VIP rewards program where customers earn 1 point per $1 spent, with tiered membership (Community, Silver, Gold, Platinum) offering perks, birthday bonuses, and free shipping.
• Baby Gift Registry Baby gift registry service allowing expectant parents to create wish lists from thousands of products with easy sharing and tracking capabilities.
• Gift Vouchers Digital gift vouchers available in any denomination that can be purchased and sent directly to gift recipients.
• Click and Collect 30-minute pickup service from the Auckland warehouse at 85C Henderson Valley Road, Henderson, Auckland 0612.
• Express Tonight Same-Day Delivery Same-day evening delivery service available in Auckland, Hamilton, Wellington, and Christchurch for orders placed before specified cut-off times.

Quantifiable outcome

• 365-day returns policy
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Baby Bunting: Australia's largest specialty baby goods retailer (physical + online) offering nursery, prams, car seats, sleep, and feeding categories. Comparable assortment and customer base, but primarily Australian market with no NZ presence.

Direct peers

• The Baby Factory: New Zealand online and physical baby products retailer offering a broad assortment of sleep, nursery, feeding, and clothing products. Direct competitor in the same category, geography, and customer base as The Sleep Store.
• Baby City: New Zealand baby retail chain (physical and online) stocking nursery furniture, car seats, prams, sleepwear, and feeding products. Closest direct competitor by category breadth and NZ-only footprint.
• Ergopouch: Australian sleep bag and sleepwear brand carried by The Sleep Store. A category specialist in baby sleep bags/swaddles with growing D2C presence — comparable product category, overlapping customer base, and increasingly direct competition.
• Love to Dream: Australian baby sleep brand (swaddles, sleeping bags, sleep suits) stocked by The Sleep Store and pursuing its own global D2C channel. Highly comparable product category and end-customer.
• Nature Baby: New Zealand-based baby brand and retailer specializing in organic and natural fiber baby products including merino sleepwear, bedding, and clothing. Competes with The Sleep Store's Woolbabe and TSS Merino own-brand lines in the premium natural sleepwear niche.

Broad incumbents

• The Warehouse: New Zealand's largest discount retailer with growing baby and nursery assortment. Provides price-led competition across basic baby products and clothing categories where The Sleep Store also competes.
• Farmers (Baby & Nursery): Major New Zealand department store chain with a sizable baby, nursery, and sleepwear department. Overlaps in category but operates as a broad generalist with much larger scale and physical presence.

Others

• Yogasleep: White noise and sleep sound machine brand carried by The Sleep Store (e.g., Hushh). Comparable category (sleep aids) and overlapping customer base, but a brand supplier rather than a competing retailer.

Emerging players

• Woolbabe (as a brand competitor): Own-brand of The Sleep Store now also distributed via its own site and other retailers. Comparable in product (merino sleeping bags, sleepwear) and could compete directly with The Sleep Store storefront as a D2C brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Instagraminstagram.com/thesleepstore
• Facebookfacebook.com/SleepStore
• LinkedInlinkedin.com/company/the-sleep-store

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 The Sleep Store