FIFFY

What FIFFY does

FIFFY SDN BHD, operating as FiffyBaby, Fiffy Baby, and "Baby Store Malaysia | Fiffy One Stop Baby Centre," is a privately held Malaysian baby products retailer founded in 1973 and headquartered in Masai, Johor. The company positions itself as a "one-stop baby centre" serving parents of newborns and young children (0–5 years) in Malaysia. Its product portfolio spans Baby Wear (including an Antibacterial Series of clothing), Hygiene & Cleaning (botanical and superfruit-based bath products, baby wipes, laundry detergents with mite/bed-bug control, liquid cleansers), Feeding (bottles, training cups, utensils, pacifiers), Mother's Essentials (diaper bags, breastfeeding products), Baby Gear (carriers, blankets, swaddles, cradle nets), and Toys (play mats). Ownership structure and equity holders are not publicly disclosed, and the company has no parent entity, subsidiaries, or institutional investors identified in the source material.\n\nThe business is a fully consumer-facing, asset-based retailer with no proprietary technology platform — its e-commerce site (fiffybaby.com) is a standard PHP-based storefront rather than a distinct software product, and no AI/ML, API, or SDK capabilities are disclosed. Revenue is generated entirely through one-time transactional sales of physical goods in Malaysian Ringgit, with no subscription or licensing component. Pricing is set per unit across RM6.90 (small antibacterial wipes) to RM166.80 (bulk wipes carton) and RM9.90–RM49.00 for apparel, supplemented by bundle promotions ("Any 2 Discount RM8") and gift-set offers. The customer base is highly fragmented mass-market individual parents; no enterprise, B2B, or named-account customers are identified.\n\nDistribution runs across three complementary channels: a direct-to-consumer e-commerce website (fiffybaby.com), a network of more than 600 physical outlets and counters across Malaysia including 14 branded boutique stores concentrated in Johor and Selangor, and a third-party marketplace listing on Shopee where FIFFY is ranked among the Top 10 Bestsellers. The company supports this with multi-platform social presence on Facebook, Instagram, YouTube, and WeChat (the last targeting Chinese-speaking Malaysian parents). Operational infrastructure is lean — Google Analytics for web measurement and iPay88 as the payment gateway — with a 101–250 employee base that is small relative to the claimed retail footprint, suggesting a wholesale-led model where most physical touchpoints are partner-operated counters rather than direct FIFFY employees.

Name

FIFFY

Legal name

FIFFY SDN BHD

Website

https://fiffybaby.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

101–250 employees

Short description

FIFFY is a Malaysian baby products retailer founded in 1973 that sells apparel, hygiene, feeding, and care items through its fiffybaby.com site, 600+ retail outlets nationwide, and a Shopee marketplace listing, targeting parents of newborns and young children in Malaysia.

Ownership category

akta.pro rank

Product category

Baby Care Products Retail

NAICS

Clothing and Clothing Accessories Retailers (458110), Hobby, Toy, and Game Retailers (45912), Health and Personal Care Retailers (456)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Baby, Kids & Maternity Online Retailers (CRAFADAI)

akta.pro secondary industries

Baby, Kids & Maternity DTC (CRAFACAI), Baby, Kids & Maternity Marketplaces (CRAFABAG)

Keywords

• Baby care products
• Baby apparel
• Baby hygiene supplies
• Infant feeding products
• Baby retail Malaysia

Headquarters

HQ city

Masai

HQ country

Malaysia

HQ region

Asia

Offices16 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: FIFFY generates revenue through direct sales of baby care products and apparel via their e-commerce platform (fiffybaby.com), their network of 600+ retail outlets and counters across Malaysia, and their boutique stores. Products include baby wipes, hygiene products, feeding items, apparel, toys, and accessories. Revenue is one-time transactional with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

FIFFY is a Malaysian baby products retailer that sells baby apparel, hygiene and cleaning products, feeding items, toys, accessories, and mother's essentials under the FIFFY brand. Products are sold directly to consumers via its own e-commerce site fiffybaby.com, more than 600 retail outlets and counters nationwide, 14 boutique stores in Johor and Selangor, and a Shopee marketplace storefront. The company positions itself as a 'one-stop baby centre' offering high-quality yet affordable products covering the full range of baby care needs.

Product overview

FIFFY is a Malaysian baby products company operating primarily as an e-commerce platform (fiffybaby.com) complemented by more than 600 physical outlets and counters across Malaysia. The company offers a comprehensive one-stop baby centre product portfolio organized into several categories: Baby Wear (including an Antibacterial Series of clothing), Hygiene & Cleaning (bath products like Botanical Baby line with Head to Toe Wash and Bubble Bath, baby wipes including Calendula and EDI Purified Water variants, laundry detergents with mite/bed bug control, liquid cleansers for bottles), Feeding (bottles, training cups, utensils, pacifiers), Mother's Essentials (diaper bags, breastfeeding products), Baby Gear (carriers, blankets, swaddles, cradle nets), and Toys (play mats). The online store operates as a standard e-commerce platform without a unified software platform architecture, serving as the primary digital storefront for their product catalog.

Differentiator

Problem solved

Functional benefit

Products and services

• FIFFY Premium Baby Bath Towel (98-242) Premium baby bath towel (50cm x 100cm) made with terry loop cotton technique for maximum absorption power, featuring a seashell design with the FIFFY logo; available in pink, blue, and purple for parents seeking a soft, absorbent bath-time towel for babies.
• FIFFY Baby Bath Towel (2 PCS/PACK) (98-860) Value pack of two baby bath towels made from 100% cotton loop fabric designed to maximize absorption and improve drying time, targeted at parents seeking a bundled bath-time towel option.
• FIFFY Baby Cradle Net Without Zipper (98-865) Baby cradle net (90 x 126cm) with sarong netting design providing good air ventilation, soft and durable construction, available in multiple colours for parents seeking a breathable sleeping enclosure for infants.
• FIFFY Baby Abdominal Binder (147) 100% cotton baby abdominal binder (2 pieces per packet) with two adjustable strings, designed to keep a newborn's belly button clean and hygienic, relieve colic, and support better sleep for newborns.
• FIFFY Air Filled Rubber Cot Sheet (60CM X 90CM) (98-852) Air-filled rubber cot sheet (60cm x 90cm) with bubbles and a soft rubbery surface providing a comfortable, cool sleeping surface; waterproof, durable, and compact enough for travel use, designed for babies' cribs.
• FIFFY Moisturizing Botanical Baby Head to Toe Wash (2524/FO23002) All-in-one baby head-to-toe cleansing wash formulated with Organic Calendula Extract, Organic Marshmallow Extract, Organic Argan Oil, and Vitamin B5; dermatologically tested, pH-balanced, and free from paraben, soap, SLS/SLES, and synthetic colorants; available in 750ml bottle and 600ml refill for parents seeking gentle botanical baby bath products.
• FIFFY Botanical Baby Bubble Bath (2517/FO23005) Botanical baby bubble bath (750ml) formulated with organic calendula extract and other natural ingredients, designed for gentle cleansing of babies' sensitive skin during bath time.
• FIFFY Botanical Baby Nourish Shampoo (2518) Botanical baby shampoo (750ml) with Organic Calendula Extract formulated for nourishing and gentle cleansing of babies' hair.
• FIFFY Superfruit Head to Toe (2547/2548/2549) Baby head-to-toe body wash (750ml) enriched with beta-carotene and vitamins B, C, E plus minerals from natural fruit nutrients; soap-, SLS/SLES-, and paraben-free; available in Dragonfruit, Melon, and Peach fragrances for parents seeking gentle, naturally scented cleansers.
• FIFFY MITES & BED BUGS CONTROL Baby Laundry Detergent (2L) (2550) Specialized 2-liter baby laundry detergent with mites and bed bugs control function, formulated with plant-based surfactants safe for babies, designed for parents concerned about hygiene in baby laundry.
• FIFFY Baby Enzyme Laundry Detergent Refill Pack (800ML) (2536) 800ml baby enzyme laundry detergent refill pack combining plant-based surfactants with enzyme technology for deep cleaning of baby clothes and linens.
• FIFFY PENCUCI CECAIR Baby Liquid Cleanser Green Tea (750ML+600ML) Baby liquid cleanser with green tea formulation for cleaning baby bottles and feeding utensils, sold as a bundle combining a 750ml bottle with a 600ml refill.
• FIFFY Baby Calendula Wipes (100 Sheets x 3) (98-140) Baby wipes infused with calendula extract, gentle on sensitive baby skin; sold as a pack of three refills with 100 sheets each for ongoing nappy-changing and cleaning use.
• FIFFY Ultra Soft Wipes Combo Pack (1 Can + 2 Refill Pack) (98-032) Ultra soft baby wipes combo pack containing one can plus two refill packs, designed for value and convenience in everyday baby care.
• FIFFY Antibacterial Hygienic Wipes (30s x 2) (98-110) Antibacterial hygienic baby wipes for germ protection, sold in a pack of two with 30 sheets each.
• FIFFY EDI Purified Water Baby Wipes (80s*24 Carton) EDI purified water baby wipes made with 99% purified water, alcohol-free and paraben-free, suitable for sensitive skin; available in a bulk carton pack of 24 packs with 80 sheets each.
• FIFFY Antibacterial Series Baby Clothing Antibacterial baby clothing line made of 100% cotton including onesies, vests, leggings and sleepwear; the antibacterial function retains 99.8% efficacy even after 20 washes and items are individually packaged for premium retail presentation.
• FIFFY Feeding Bottles Baby feeding bottles made with BPA-free high-quality polypropylene (PP) material, including the PP Standard Streamline Bottle 360ml and other bottle options for infant feeding.
• FIFFY Training Cups Baby training cups designed to help babies transition from bottle feeding to regular drinking as they develop.
• FIFFY Feeding Utensils Baby feeding utensils including baby food feeders made from food-grade safe silicone, BPA-free and non-toxic, for introducing solids to infants.
• FIFFY Soothers & Pacifiers Silicone orthodontic soothers and pacifiers, BPA-free with easy grip handles and colourful designs, for soothing babies.
• FIFFY Baby Carrier Baby carriers designed to carry infants safely and comfortably for parents on the move.
• FIFFY Diaper Bags Diaper bags for mothers to carry baby essentials conveniently when out and about.
• FIFFY Breastfeeding & Maternity Products Breastfeeding and maternity products including nursing accessories for mothers during pregnancy and nursing.
• FIFFY Blankets & Swaddles Baby blankets and swaddles designed for newborn comfort and warmth.
• FIFFY Toys & Collection Baby toy collection including play and learn mats, soft toys, and developmental toys for early childhood stimulation.
• FIFFY Play & Learn Mat (98-642) Soft play and learn mat made from 100% polyester fabric, suitable from age 0+, and bundled with six free ocean balls for early developmental play.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Mothercare: Global specialty retailer of baby products and maternity wear operating direct retail and online channels. Directly comparable as a multi-category baby store targeting expecting parents; presence in Malaysia makes it a regional direct competitor.
• Motherhood Malaysia: Malaysia-based maternity and baby products retailer operating physical stores and e-commerce. Directly competes with FIFFY in the Malaysian baby/maternity segment with overlapping product categories and similar target customers.

Others

• Shopee Baby Category (Sea Group): While not a direct retailer, Shopee is FIFFY's most important digital distribution channel and Top 10 Bestseller status. The platform's aggregated competitor set (private label, cross-border sellers) is the primary competitive battleground in FIFFY's online category.

Broad incumbents

• Pampers (Procter & Gamble): Global leader in baby hygiene and care products with dominant Malaysian presence. Overlaps with FIFFY's baby hygiene and cleaning categories and represents competitive pressure from the global premium segment.
• Johnson's Baby (Johnson & Johnson): Global category leader in baby bath, shampoo, and skincare products. Overlaps with FIFFY's hygiene & cleaning category and represents the dominant incumbent brand FIFFY's botanical line competes against in Malaysia.
• MamyPoko (Unicharm): Major Asian baby care brand with strong presence across Southeast Asia. Comparable in wipes, diapers, and baby hygiene categories with broader regional distribution and multinational backing.
• HUGGIES (Kimberly-Clark): Global baby hygiene brand with established Malaysian presence including wipes and diapers. Comparable in product category (wipes, hygiene essentials) and being a market leader, it represents the dominant competitive benchmark FIFFY measures against.

Regional players

• Drypers: Malaysian-origin baby diaper and hygiene brand with strong Southeast Asian footprint. Comparable as a homegrown Malaysian baby brand operating in wipes and hygiene categories with established retail distribution.
• Petra Group (Motherhood parent): Malaysian specialty retailer operating Motherhood and related maternity/baby retail brands. Comparable as a Malaysian-headquartered multi-brand specialty baby retailer competing for similar mall-based customers.

Emerging players

• Bubs Baby: Asia-Pacific baby products brand with growing presence in Southeast Asia. Comparable aspirational peer for a regional baby brand expanding via omni-channel and marketplace models.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCvO2JVhnGDfkEYZCkhWRRtA
• Facebookfacebook.com/Fiffybaby
• Instagraminstagram.com/fiffybaby

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 FIFFY