Veille sur toi

What Veille sur toi does

Veille sur toi is a privately held, Quebec-based specialty children's boutique founded in 2013 and headquartered in Laval-des-Rapides, Canada. The company designs, manufactures, and sells handmade glass nightlights (Veilleuses), comfort toys (doudous), small blankets, pillowcases, table lamps, gift boxes (Coffret Douceur), and a range of children's accessories under its own brand. It also curates and retails products from over 50 third-party brands including Jellycat, Maileg, Moulin Roty, Paola Reina, Olli Ella, and Cuddle + Kind, positioning itself as a one-stop destination for parents and gift-givers of children from birth to approximately six years old.

The business operates a hybrid direct-to-consumer model combining a physical boutique at 1880 boulevard Saint-Martin Ouest in Laval, Quebec, with a Shopify-based e-commerce storefront shipping nationwide across Canada. The technology stack is standard e-commerce infrastructure including Shopify Pay, PayPal, Apple Pay, Google Pay, and Shop Pay for payments, Searchanise for product recommendations, Swym/Hulkapps for wishlist functionality, and Omnisend for email marketing. Proprietary features include the Points Douceur loyalty program and free downloadable content (coloring pages, activity books) used for content marketing and customer engagement.

Revenue is generated through one-time retail product sales at fixed prices with promotional discounts ranging from 10% to over 50%, plus gift card sales. The primary customer segment is parents of young children, with secondary segments including gift-givers (teachers, educators), holiday/seasonal shoppers, and Quebec product enthusiasts. The company is founder-owned and bootstrapped with no disclosed external funding, operating with an estimated 11-50 employees.

Name

Veille sur toi

Legal name

Veille sur toi

Website

https://veillesurtoi.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Veille sur toi is a privately held Quebec-based children's boutique founded in 2013 that designs and sells handmade glass nightlights, comfort toys, blankets, and accessories, while curating over 50 premium third-party brands for parents and gift-givers of children from birth to age six, operating through a Laval boutique and Shopify e-commerce store shipping across Canada.

Ownership category

akta.pro rank

Product category

Children's Boutique Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

Retail-Apparel & Accessory Stores (5600), Dolls & Stuffed Toys (3942), Costume Jewelry & Novelties (3960), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Pillows & Pillow Systems Retail (CRAIABAC)

akta.pro secondary industries

Sleepwear & Loungewear (Children) (CRAAAHAH), Children’s & Men’s Jewelry Manufacturing (CRAKAIAN)

Keywords

• Children's boutique retail
• Handcrafted glass nightlights
• Baby and toddler products
• Children's gift shop
• Plush toys and dolls

Headquarters

HQ city

Laval

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: The company generates revenue through the sale of children's products including toys, plush toys, dolls, books, clothing, accessories, home decor, and personal care items. Products are sold at fixed retail prices with occasional promotional discounts.
2. Proprietary Brand Products: Sale of company-manufactured products including handcrafted nightlights (veillesuses), doudous (comfort toys), blankets, pillowcases, table lamps, and gift boxes (Coffret Douceur). These are made in Quebec since 2013.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Veille sur toi designs, handcrafts, and sells children's products — most notably handmade glass nightlights (veilleuses) manufactured in Quebec since 2013 — alongside comfort toys, blankets, pillowcases, table lamps, gift boxes, cards, jewelry, and cleaning products. The company operates a physical boutique in Laval, Quebec, and a Shopify-based e-commerce storefront serving all of Canada, with additional curated third-party brands including Jellycat, Maileg, Moulin Roty, Paola Reina, and Olli Ella.

Product overview

Veille sur toi is a Quebec-based children's boutique operating since 2013, offering a curated mix of proprietary branded products and third-party children's merchandise. The company operates primarily through Shopify e-commerce platform with a physical store in Laval, Quebec. The core proprietary product line centers on handcrafted glass night lights (Veilleuses), which have been their flagship product for over 10 years, along with complementary comfort items including doudous (stuffed animals), small blankets (P'tite couverte), pillowcases, table lamps, customizable gift boxes (Coffret Douceur), wish cards, jewelry, and cleaning products. The company also curates an extensive catalog of third-party brands including Jellycat plush toys, Snuggle Bunnies, Maileg Danish toys, Paola Reina and Olli Ella dolls, Moulin Roty games, Folkmanis puppets, Cuddle + Kind plush, and various children's books, clothing, accessories, and home décor. Products are organized by theme (Mother's Day, Halloween, Christmas, Easter, Valentine's) and age group (birth to 6 years).

Differentiator

Problem solved

Functional benefit

Brands

• Veille sur toi (own brand products): The company's own branded products including handcrafted nightlights (veilleuses), plush toys (doudous), small blankets (p'tite couverte), pillowcases, small capes, bed canopies, wish cards, cleaning products, table lamps, and jewelry under Petitefleur brand.

Products and services

• Veilleuses (Handcrafted Glass Night Lights)

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves5 records

Expansion highlights3 records

Emerging players

• Jellycat: Premium British plush toy brand that sells directly to consumers and through specialty retailers. Veille sur toi is a retail partner for Jellycat, but Jellycat's growing DTC presence represents both a partnership opportunity and a competitive threat.

Direct peers

• Maisonette: US-based online children's boutique offering curated multi-brand children's products for ages 0-12. Similar DTC-first, curated-multi-brand model targeting parents and gift-givers with comparable merchandising approach.
• Snuggle Bugz: Canadian baby and children retailer offering curated products from premium brands via online and physical stores. Comparable multi-channel D2C model with similar product categories and target customer base of Canadian parents and gift-givers.
• West Coast Kids: Canadian baby and children's boutique with both online and physical stores. Carries a similar mix of premium third-party brands and offers a curated shopping experience comparable to Veille sur toi.

Broad incumbents

• Nordstrom: Major US department store with a substantial children's section including toys, clothing, and accessories. Broad incumbent with overlapping target customers and gift-focused product lines, particularly in Nordstrom Rack.
• Crate & Kids: Children's furniture, decor, and accessories retailer formerly known as The Land of Nod. Larger US-based multi-category children's retailer with curated brand experience similar to Veille sur toi.
• Indigo: Canada's largest bookstore with a significant children's section including toys, decor, and gift items. Broad incumbent in Canada with overlapping customer base and premium brand positioning across physical and digital channels.
• Hudson's Bay: Iconic Canadian department store retailer with a broad children's section including toys, clothing, and home decor. Operates at much larger scale with overlapping children's product offerings and Canadian bilingual service.
• Pottery Barn Kids: Established North American children's home furnishings and accessories retailer with a much larger footprint. Broad incumbent in the specialty children's category with overlapping product lines including bedding, decor, and curated gifts.
• Babies R Us: Re-established North American baby and children's retailer with a broad assortment of baby products, toys, and gear. Larger mass-market incumbent with overlapping customer segments of parents and gift-givers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/veille-sur-toi

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 Veille sur toi