Just kids

What Just kids does

Just Kids (legal entity Just-kids.dk ApS) is a Danish direct-to-consumer e-commerce retailer that sells children's clothing, footwear, accessories, and a small range of interior items for children aged 0-14 years through its storefront just-kids.dk. The company curates an assortment of over 30 Nordic and international brands — including Hummel, Molo, Joha, Wheat, Mikk-Line, MarMar Copenhagen, Sofie Schnoor, Levi's Kids, and Tommy Hilfiger Kids — alongside catalog products, with filtering by size (44-164 cm), gender, brand, and material certifications such as OEKO-TEX 100, GOTS, and Bionic Finish ECO. Its only physical presence is a store in Aalborg Storcenter in addition to the website.

The platform is a standard self-serve e-commerce site with no sales team, no public or partner-facing API, and no mobile app. Orders are fulfilled via PostNord with free shipping above 399 DKK, next-day delivery available, a 30-day return and exchange policy, and Viabill buy-now-pay-later integrated at checkout. The site displays the Danish E-Mærket trust certification and SSL encryption. Marketing is primarily organic: SEO-structured product pages, an email newsletter, and a Facebook page; no paid acquisition channels, marketplace listings, or wholesale distribution are referenced.

The business is structured as a Danish private limited company (ApS), was founded in 2015, is headquartered in Aalborg SV (Vivaldisvej 38, CVR DK40774386), and operates only in Denmark. It is described as founder-led and bootstrapped with no disclosed external funding rounds, parent company, or institutional investors. Revenue is generated entirely through one-time transaction-based sales with no subscription or recurring component, and no revenue, headcount, or management team data is publicly disclosed.

Name

Just kids

Legal name

Just-kids.dk ApS

Website

https://just-kids.dk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Just Kids (Just-kids.dk ApS) is a Danish direct-to-consumer e-commerce retailer curating children's clothing, footwear, and accessories from 30-plus Nordic and international brands for parents of children aged 0-14 across Denmark.

Ownership category

akta.pro rank

Product category

Children's Apparel Retail

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Kids’ & Baby Apparel Retail (CRAAABAD)

akta.pro secondary industry

Underwear & Socks (Children) (CRAAAHAI)

Keywords

• Children's clothing retail
• Baby apparel
• Kids footwear
• Scandinavian fashion
• Online retail

Headquarters

HQ city

Aalborg

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct E-commerce Sales: The company generates revenue through direct-to-consumer online sales of children's clothing and accessories via its e-commerce storefront at just-kids.dk. Revenue is one-time transaction-based with no recurring subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Just Kids is a Danish direct-to-consumer e-commerce retailer selling children's clothing, baby apparel, footwear, accessories, and interior items through its own online storefront at just-kids.dk. The assortment is a curated multi-brand selection of 30+ Scandinavian and international children's fashion brands, spanning sizes from premature (44) to age 14 (164), with an emphasis on durable, certified (OEKO-TEX, GOTS) materials and free shipping over 399 DKK via PostNord.

Product overview

Just-kids.dk is a Danish e-commerce platform specializing in high-quality children's clothing, baby clothing, footwear, accessories, and interior items for children from birth to 14 years. The store operates as a multi-brand retailer offering both private label products and curated selections from over 30+ Nordic and international children's fashion brands including Hummel, Molo, Joha, Mikk-Line, Wheat, Sofie Schnoor, MarMar Copenhagen, Rosemunde, and more. Product categories include everyday clothing, outerwear (winter jackets, rain gear), footwear (shoes, boots, sandals), accessories (hair accessories, children's makeup, hats, gloves), and interior items (toys, bedding). The platform emphasizes quality, comfort, and functionality in children's clothing with a focus on organic and certified materials. Size range spans from premature babies (size 44) to teenagers (size 164), with dedicated sections for boys, girls, and unisex items.

Differentiator

Problem solved

Functional benefit

Products and services

• Children's Clothing (Børnetøj) Core clothing assortment including tops, bottoms, dresses, underwear, sleepwear, swimwear, wool clothing, bodystockings, hoodies, leggings, trousers, and ski underwear for children aged 0-14 years, designed for comfort, durability, and full range of motion.
• Baby Clothing (Babytøj) Clothing for babies and infants in sizes 44-98 cm, including bodystockings, onesies, sleepwear, and accessories suited to newborn through age 3.
• Outerwear (Overtøj) Outerwear for children including winter jackets, snowsuits (flyverdragter), rain gear, softshell clothing, thermal clothing and trousers, and related accessories such as elephant hats, hats, scarves, neck warmers, and mittens.
• Children's Footwear (Fodtøj) Children's footwear including home shoes/slippers, sandals, water shoes, beginner shoes, sneakers, Chelsea boots, rain boots, and winter boots for children across the full size range.
• Children's Accessories Children's accessories including hats, gloves, hair bows and clips, backpacks, bags, children's makeup, nail polish, caps, bibs, pacifiers, pacifier clips, sun hats, and bathrobes.
• Children's Interior Items (Interiør) Interior items for children including toys and stuffed animals, bedding, and cloth diapers, sold alongside the apparel assortment at just-kids.dk.
• Sale Section (Udsalg) Discounted sale section of the storefront offering reduced-price children's clothing, shoes, and accessories across multiple brands and categories for Danish parents and gift buyers.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Emerging players

• Holzweiler: Norwegian premium fashion brand with an expanding kidswear line and DTC channel. Comparable as a Scandinavian premium-positioned brand entering the premium kidswear category with strong design credentials, posing long-term overlap in the same parent demographic.

Broad incumbents

• Zalando: Europe's largest online fashion platform with a substantial kids category. Comparable as a broad incumbent competing for Danish parents' apparel spend with a wider assortment and larger marketing budget, but not specializing in premium-certified Scandinavian kidswear.
• Boozt: Major Nordic multi-brand online fashion retailer with a children's apparel section. Comparable as a broad generalist competitor serving the same Danish parents with an overlapping premium and brand assortment, but operating across many categories beyond just kids.
• H&M Kids: Global mass-market apparel retailer with extensive kids category and strong Danish footprint. Comparable as a price-and-volume competitor for Danish children's clothing budget, but operating in a fundamentally different value-tier than Just Kids' premium certified assortment.

Direct peers

• Babyshop: Swedish-founded multi-brand online retailer of premium children's and baby apparel with strong Scandinavian brand portfolio. Directly comparable to Just Kids in customer target (parents of young children), brand-led curation strategy, and Nordic geographic focus.
• Mini Rodini: Swedish premium children's clothing brand with a strong direct-to-consumer channel. Comparable as a Scandinavian premium-positioned kids brand with own e-commerce that competes for the same parent demographic as Just Kids' curated catalog.
• MarMar Copenhagen: Danish premium children's apparel brand with a direct-to-consumer online store. Comparable as both a Just Kids supplier brand and a competing channel for Danish parents seeking premium quality kidswear, sharing the high-quality positioning.
• Wheat: Danish organic children's clothing brand with own e-commerce storefront. Comparable due to overlapping product positioning (organic, sustainable kidswear) and shared customer base of Danish design-conscious parents, even though it is also a brand stocked by Just Kids.
• BabySam: Danish chain retailer specializing in baby and children's clothing, gear, and accessories. Directly comparable in geography (Denmark), target customer (parents 0-7), and broad multi-category kids assortment, though it relies more on physical stores than Just Kids' e-commerce-only model.
• Molo Kids: Danish colourful children's clothing brand with direct online channel. Comparable as a Scandinavian premium kidswear brand competing for the same parent demographic in the Danish market, while also being a key brand supplied through Just Kids' catalog.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/justkidsaalborg

Compliance6 records

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 Just kids