Welcome Baby

What Welcome Baby does

Welcome Baby is a privately-held Turkish multi-brand retailer and direct-to-consumer e-commerce platform specializing in mother, baby, and child products. Founded in 2014 and headquartered in Pendik, İstanbul, the company operates an omni-channel model combining a Shopify-based storefront at welcomebaby.com.tr, dedicated iOS and Android mobile applications (com.welcomebabyapp), and five physical retail locations across Istanbul (Viaport Asia, Pendik, Lotus Nişantaşı), Bodrum (Muğla), and Afyonkarahisar. The platform curates over 2,000 SKUs from more than 200 brands spanning international premium names (Micro, Skip Hop, Philips Avent, Chicco, Carter's, Fisher Price, Smoby, Bblüv, Bambino Mio, Kietla, Lassig, Dock and Bay) and local Turkish labels, organized across categories including nursing and breastfeeding, strollers, car seats, baby bottles, reusable diapers, beach and swimwear, sunglasses, playhouses, clothing, books, toys, and an experimental pet shop vertical.

The company's customer base is segmented vertically across four overlapping personas: new parents and families with infants (0-2 years), families with children aged 2-12, expectant and new mothers, and development-focused parents seeking educational toys. Marketing is executed primarily through organic channels — the anne-ve-bebek blog covering child development and product guides, an email newsletter with WB150 acquisition incentive, and social profiles on Facebook, Instagram (@welcomebaby.tr), TikTok (@welcomebabytr), and YouTube (@WelcomeBabyTurkiye) — supported by a Baby Points loyalty program and seasonal promotional campaigns.

Monetization is one-time product sales in Turkish Lira with no subscription layer. Pricing is unit-based with interest-free 3-installment payments (Peşin Fiyatına 3 Taksit), free shipping above 2,000 TL, and volume-based discount tiers of 2%/3%/4% for orders exceeding 10K/20K/50K TL respectively. The firm is bootstrapped with no disclosed funding rounds, parent company, or external investors, and operates with a lean team of 19 employees.

Name

Welcome Baby

Legal name

Welcome Baby

Website

https://welcomebaby.com.tr

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Welcome Baby is a Turkish multi-brand retailer and DTC e-commerce platform (welcomebaby.com.tr) operating Shopify-based online sales, mobile apps, and five physical stores to sell over 2,000 mother, baby, and child products from 200-plus international and local brands to parents and families across Turkey.

Ownership category

akta.pro rank

Product category

Mother & Baby Specialty Retail

NAICS

All Other Miscellaneous Retailers (459999)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Baby, Kids & Maternity Online Retailers (CRAFADAI)

akta.pro secondary industries

Kids’ & Baby Apparel Retail (CRAAABAD), Kids & Baby Specialty Department Stores (CRAGAGAD)

Keywords

• Mother and baby retail
• Children's products e-commerce
• Baby clothing and toys
• Nursing and feeding supplies
• Strollers and car seats

Headquarters

HQ city

Pendik

HQ country

Türkiye

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Welcome Baby generates revenue through direct product sales of mother, baby, and child products including clothing, toys, feeding supplies, strollers, car seats, books, and outdoor equipment. The company acts as a multi-brand retailer, offering products from various international and local brands through its e-commerce platform and physical stores. Prices are displayed in Turkish Lira (TL) with installment payment options (Peşin Fiyatına 3 Taksit - 3 installments at cash price) and volume-based discount tiers for larger orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Welcome Baby is a Turkish multi-brand retail platform that sells mother, baby, and child products through its own Shopify-based e-commerce website (welcomebaby.com.tr), dedicated iOS/Android mobile applications, and five brick-and-mortar stores across Turkey. The catalog spans over 2,000 SKUs across categories such as strollers, car seats, nursing and feeding supplies, baby clothing, books, educational and outdoor toys, scooters, and seasonal items, distributed from more than 200 international and local brands including Micro, Skip Hop, Philips Avent, Chicco, Carter's, Fisher Price, Smoby, Bambino Mio, Kietla, Lassig, and Dock & Bay.

Product overview

Welcome Baby is a comprehensive Turkish e-commerce platform specializing in mother, father, and child products. The platform operates as a multi-category e-commerce marketplace offering a unified shopping experience across multiple product categories including Micro Scooter (premium scooters for all ages), Anne&Bebek (mother and baby essentials including nursing, feeding, car equipment, safety products), Giyim (baby and children's clothing), Kitap (books in Turkish and English), Oyuncak (extensive toy selection from educational to outdoor toys), and Pet Shop. Key product brands include Micro, Bblüv, Skip Hop, Chicco, Philips Avent, Bambino Mio, Kietla, Dock and Bay, Lassig, and many others. The company operates both an online platform with mobile apps for iOS and Android, as well as physical retail stores in major Turkish cities including Istanbul, Afyonkarahisar, and Muğla.

Differentiator

Problem solved

Functional benefit

Products and services

• Anne&Bebek (Mother & Baby Essentials)
• Giyim (Baby & Children's Clothing)
• Oyuncak (Toys)
• Micro Scooter Collection
• Kitap (Books)
• Plaj Ürünleri (Beach & Pool Products)
• Welcome Baby Mağazaları (Physical Retail Stores)
• Welcome Baby Mobile Application iOS and Android mobile applications (com.welcomebabyapp) providing mobile-optimized shopping, account access, wishlists, and order management for parents shopping on the platform.

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• MicrocoreChannel Partner/ Reseller/ DistributorWelcome Baby is a distributor of Micro products in Turkey. Micro is a Swiss-designed scooter brand offering a wide range of children's scooters including Mini (6 months+), Maxi (5+ years), and adult models. Welcome Baby offers the complete Micro product line including scooters, bicycles, and strollers.
• Skip HopcoreChannel Partner/ Reseller/ DistributorWelcome Baby distributes Skip Hop products in Turkey, a brand known for innovative baby gear, nursery items, and travel accessories featuring distinctive animal designs and practical functionality.
• Philips AventcoreChannel Partner/ Reseller/ DistributorWelcome Baby offers Philips Avent breastfeeding and baby feeding products including breast pumps, bottles, teats, and newborn pacifiers, providing mothers with quality feeding solutions.
• ChiccocoreChannel Partner/ Reseller/ DistributorWelcome Baby distributes Chicco products in Turkey, featuring baby gear, nursery products, and child safety items known for Italian design and quality engineering.
• KietlacoreChannel Partner/ Reseller/ DistributorWelcome Baby offers Kietla children's sunglasses and UV protection products, a French brand specializing in break-resistant, ergonomic sunglasses for infants and children with 100% UV protection.
• BblüvcoreChannel Partner/ Reseller/ DistributorWelcome Baby distributes Bblüv products including innovative baby care items, bath products, travel accessories, and nursing aids designed for modern parents.
• SmobycoreChannel Partner/ Reseller/ DistributorWelcome Baby offers Smoby toys including playhouses, outdoor toys, and role-play sets. Smoby is a French toy manufacturer known for quality plastic toys, garden play equipment, and children's furniture.
• Dock & BaycoreChannel Partner/ Reseller/ DistributorWelcome Baby distributes Dock & Bay beach products including quick-dry towels, beach bags, picnic blankets, and outdoor accessories known for vibrant designs and sustainable materials.
• LassigcoreChannel Partner/ Reseller/ DistributorWelcome Baby offers Lassig baby bags, changing bags, travel accessories, and beach products featuring sustainable materials and contemporary German design aesthetics.
• Les Artistes PariscoreChannel Partner/ Reseller/ DistributorWelcome Baby distributes Les Artistes Paris insulated bottles, thermoses, and drinkware featuring artistic French designs and collaborations including Snoopy and Peanuts character collections.
• Carter'scoreChannel Partner/ Reseller/ DistributorWelcome Baby offers Carter's baby and children's clothing, onesies, sleepwear, and accessories - one of the most recognized American baby clothing brands known for quality and comfort.
• FlamingueocoreChannel Partner/ Reseller/ DistributorWelcome Baby distributes Flamingueo inflatable pool toys, beach furniture, and outdoor summer products featuring colorful designs and quality materials.
• Bambino MiocoreChannel Partner/ Reseller/ DistributorWelcome Baby offers Bambino Mio reusable cloth diapers, swim diapers, wet bags, and changing mats - a UK brand specializing in sustainable baby products.
• WabobacoreChannel Partner/ Reseller/ DistributorWelcome Baby distributes Waboba water toys, beach balls, and outdoor play products known for innovative water-rebounding technology and fun summer play items.
• Fisher PriceminorChannel Partner/ Reseller/ DistributorWelcome Baby offers Fisher Price toys and learning products including play mats, bouncers, and developmental toys from the established American toy brand.
• BabyBjörnminorChannel Partner/ Reseller/ DistributorWelcome Baby distributes BabyBjörn baby carriers, bouncers, and high chairs - Swedish baby products known for ergonomic design and safety standards.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Trendyol: Turkey's largest e-commerce marketplace, carrying a vast baby/kids assortment from thousands of sellers. Competes with Welcome Baby for the same Turkish parent shoppers through scale, pricing, and logistics dominance.
• Morhipo: Major Turkish multi-category e-commerce platform (part of Doğan Online) carrying a meaningful kids/baby assortment alongside fashion, home, and lifestyle. Comparable as an online baby/kids retailer but operating as a broader generalist rather than specialist.
• Mothercare: Global multi-brand specialist retailer of products for parents and young children, with strong brand presence across Europe, the Middle East, and other markets. Comparable as a multi-brand baby/kids specialist with both online and store presence, though operating at much greater scale.
• LC Waikiki Kids: Leading Turkish apparel retailer with a substantial dedicated kids/baby vertical and omni-channel presence across Turkey. Comparable as a Turkish omni-channel baby/kids apparel and product retailer, though broader in scope.

Regional players

• Babyshop (Nordic Nest group): European multi-brand online specialist for baby and children's products headquartered in Scandinavia. Comparable as a curated, multi-brand online baby/kids retailer with overlapping brand portfolio (Skip Hop, etc.), though operating primarily in European markets.

Direct peers

• Annemanna: Turkish e-commerce retailer specializing in mother, baby, and child products with both online and limited physical presence. Directly comparable multi-brand baby/kids specialist serving Turkish parents.
• ebebek: Turkey's largest specialist baby and maternity retailer, operating both an extensive e-commerce platform and 200+ physical stores. Directly comparable as a multi-brand, omni-channel Turkish baby/kids specialist with overlapping brand portfolio and customer base.
• KidzTurbo (Kidsturbo): Turkish online specialist retailer focused on baby, kids, and maternity products with curated international and local brands. Comparable as a DTC e-commerce baby/kids specialist operating in the same Turkish market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@WelcomeBabyTurkiye
• Facebookfacebook.com/welcomebabytr
• Instagraminstagram.com/welcomebaby.tr
• TikToktiktok.com/@welcomebabytr
• LinkedInlinkedin.com/company/welcome-baby-turkiye

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 Welcome Baby