Villem.ee

What Villem.ee does

Villem.ee is an Estonian e-commerce company operated by VillemArt OÜ, headquartered in Tallinn. It functions as a multi-brand specialty retailer and distributor offering curated children's creative products, sensory toys, art supplies, books, natural cosmetics, eco-friendly home goods, and specialty foods. The storefront is built on Shopify's hosted platform and supports cross-border delivery to 50+ countries, with the primary customer base in Estonia. The company serves both consumers and SMB resellers through a dual-channel model.

The company operates as a curated marketplace combining own-brand products with distributed international brands. Its private label "Villemi" is anchored by an edible, vanilla-scented modeling mass (Villemi voolimismass) sold in 120g to 500g sizes. Villem.ee is the exclusive Estonian importer and distributor of OH LA LAQUA natural flavor water essences and distributes approximately 30 international brands including JarMelo, Mideer, PRIMO, Glo Pals, Zimpli Kids, Maped, Djeco, EeBoo, URSUS, Koolibri, The Lekker, HADA LABO, MOIRA, CIROA, and YumEarth. A B2B wholesale channel with dedicated pricing, login-gated access, and e-invoicing serves Estonian resellers via a dedicated contact at [email protected].

Revenue mechanics are transactional and one-time-purchase based, with per-product unit pricing across consumer and B2B segments. Consumer checkout supports a broad range of payment methods including Klarna, MobilePay, Apple Pay, Google Pay, iDEAL, Bancontact, and major card networks, with free DPD parcel machine delivery in Estonia for orders over €49. Marketing relies on organic social (Facebook, Instagram), SEO, and curated gift-guide content on the storefront. The company is privately held with no disclosed funding rounds, no parent company, no subsidiaries, and no disclosed management team or headcount.

Name

Villem.ee

Legal name

VillemArt OÜ

Website

https://villem.ee

Company type

Private

Operating status

Operating

Short description

Villem.ee is an Estonian e-commerce retailer and distributor offering curated children's creative products, sensory toys, natural cosmetics, books, and specialty foods to Estonian consumers and SMB resellers, with cross-border shipping to 50+ countries and an own-brand Villemi label.

Ownership category

akta.pro rank

Product category

Specialty Children's and Lifestyle Retail E-commerce

NAICS

Hobby, Toy, and Game Retailers (45912), Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)

SIC

Retail-Hobby, Toy & Game Shops (5945), Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Baby, Kids & Maternity DTC (CRAFACAI)

akta.pro secondary industry

Office, Stationery & Craft Supplies DTC (CRAFACAL)

Keywords

• Children creative supplies
• Multi-brand retail
• Natural cosmetics
• Wholesale distribution
• Sensory toys

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Retail E-commerce Sales: Direct B2C sales of creative, lifestyle, and children's products through the villem.ee Shopify storefront. Products include art supplies, sensory toys, cosmetics, books, drink flavors, and home goods. One-time purchase model with per-product pricing.
2. B2B / Wholesale Distribution: Villem.ee is the importer/distributor of multiple brands in Estonia and offers products for resale and bulk purchase to B2B customers. Contact via [email protected] for wholesale pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Villem.ee runs a curated, Shopify-based online store that sells children's creative supplies, toys, books, natural cosmetics, home fragrance, and specialty food/snack products under its own Villem brand and a portfolio of distributed international brands. The company is the exclusive Estonian importer of OH LA LAQUA and operates a parallel B2B wholesale channel ([email protected]) supplying resellers and institutional buyers with bulk pricing and e-invoicing.

Product overview

Villem.ee is an Estonian e-commerce marketplace operating as a multi-brand retailer and distributor, offering a curated selection of children's products, creative/art supplies, beauty/cosmetics, home goods, and specialty food items. The platform functions as a unified marketplace combining its own private label products (Villem brand playdough) with distributed international brands. Key brand portfolios include: OH LA LAQUA (natural flavor water essences, exclusive Estonian distributor), creative brands like Glo Pals, Zimpli Kids, Maped, Djeco, Mideer, and JarMelo for children's sensory and artistic development; beauty and cosmetics lines including CIROA, MOIRA, HADA LABO, The Lekker, Cosmeau, and Treaclemoon; books from Estonian publishers like Koolibri and NUPU; home products from Võhma Valgusevabrik candles and Köusikodu; plus specialty food brands YumEarth, JOM, Fruitfunk, and The Brew Company. The company operates B2B wholesale services for resellers and offers free DPD delivery in Estonia for orders over €49.

Differentiator

Problem solved

Functional benefit

Brands

• Villemi: The company's own brand of modeling compounds and craft products, including Villemi voolimismass (modeling compound) made from safe and edible ingredients.

Products and services

• Villemi voolimismass (modeling compound) Own-brand natural playdough modeled from safe and edible ingredients with a pleasant vanilla scent; does not smudge; designed to develop children's fine motor skills and creativity. Sold in 120 g, 250 g, and 500 g sizes. Suitable for home play and kindergarten use, marketed to families with young children.
• OH LA LAQUA flavor water essences 100% natural, calorie-free flavor essences (e.g., raspberry, mango & passion fruit, cucumber & mint, peach & orange blossom, mint & lemongrass) sold in 10-pack tubes that flavor water without sugar. Villem.ee is the exclusive importer and distributor of OH LA LAQUA in Estonia, sold via both the consumer storefront and the B2B wholesale channel.
• JarMelo creative crafting kits Distributed brand of children's creative crafting kits (e.g., princess garden and similar art sets) marketed for safe, child-led creative play.
• Mideer educational toys and modeling kits Distributed brand offering toys and modeling/magnetic block sets combining aesthetics with educational functions, aimed at children and families.
• PRIMO Italian paints and art supplies Distributed Italian paints brand (since 1933) sold as part of Villem.ee's craft and art supplies assortment for children and hobbyists.
• Glo Pals sensory light cubes and bath toys Distributed brand of waterproof light-up cubes and sensory jars that bring sparkle to bath time and play moments for children.
• Zimpli Kids sensory bath play products Distributed brand of bath-time sensory products including Gelli Baff, Slime Baff, Crackle Baff and bath paint, marketed to families with young children.
• Maped art and stationery supplies Distributed brand of precision art and stationery articles (drawing tools, markers, craft supplies) for creativity and learning, sold to families and schools.
• Cosmeau eco-friendly dishwashing leaves and cleaners Distributed brand of thin, lightweight, eco-friendly dishwashing sheets and matching fragrance pearls offered as a sustainable alternative to liquid detergent for households.
• The Lekker natural deodorants Distributed Dutch natural-skincare brand offering refillable deodorants in multiple scents, positioned for adult consumers seeking natural personal care.
• B2B wholesale and reseller distribution Dedicated B2B channel distributing branded goods (including OH LA LAQUA, JarMelo, Mideer, PRIMO, Glo Pals, Zimpli Kids, Maped, and others) to Estonian resellers, retailers, and institutional buyers via wholesale pricing (visible after B2B login), bulk discounts, e-invoicing, and direct inquiries to [email protected].

Quantifiable outcome

• Free DPD parcel machine delivery in Estonia for orders over 49€
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core and minor.

• OH LA LAQUAcoreChannel Partner/ Reseller/ DistributorVillem is the exclusive importer and distributor of OH LA LAQUA flavor water essence products in Estonia. The partnership covers both B2C retail sales through villem.ee and B2B wholesale distribution. OH LA LAQUA products are 100% natural, calorie-free flavor essences for water, sold in 10-pack tubes.
• JarMelocoreChannel Partner/ Reseller/ DistributorVillem.ee distributes JarMelo brand creative crafting kits for children. JarMelo creates a world where children can grow together with art - creatively and safely. Products include princess garden crafting kits and other creative sets.
• MideercoreChannel Partner/ Reseller/ DistributorVillem.ee distributes Mideer brand toys and crafts. Mideer is a toy brand that pursues aesthetics and educational functions, based on a global perspective. Products include modeling kits, magnetic block sets, and educational toys.
• PRIMOcoreChannel Partner/ Reseller/ DistributorVillem.ee distributes PRIMO brand paints and art supplies. PRIMO has been a synonym for paints made in Italy since 1933. PRIMO products are part of Villem's craft and art supplies offering.
• Võhma ValgusevabrikminorChannel Partner/ Reseller/ DistributorVillem.ee stocks Võhma Valgusevabrik's aromatic candles and fragrance products. Võhma Valgusevabrik has been delighting customers for 25 years with sensory-enriching products. Products are featured under the home and kitchen category.
• Zimpli KidsminorChannel Partner/ Reseller/ DistributorVillem.ee distributes Zimpli Kids sensory bath play products. Zimpli Kids brings fun and creative bath experiences for every child, including Gelli Baff, Slime Baff, and bath paint products.
• Glo PalsminorChannel Partner/ Reseller/ DistributorVillem.ee distributes Glo Pals sensory light cubes and bath toys. Glo Pals products bring sparkle to bath time and play moments with waterproof light cubes and sensory jars.
• CosmeauminorChannel Partner/ Reseller/ DistributorVillem.ee distributes Cosmeau dishwashing leaves and cleaning products. Cosmeau dishwashing leaves are a smart and eco-friendly alternative to traditional dishwashing detergent - thin, lightweight sheets.
• The LekkerminorChannel Partner/ Reseller/ DistributorVillem.ee distributes The Lekker natural deodorants from the Netherlands. Lekker's approach to skincare is simple: keep skin healthy. Products include refillable natural deodorants in various scents.
• KoolibriminorChannel Partner/ Reseller/ DistributorVillem.ee distributes Koolibri publishing house books. Koolibri is one of Estonia's oldest and largest publishers, and Villem stocks a selection of their books.
• MapedminorChannel Partner/ Reseller/ DistributorVillem.ee distributes Maped art supplies. Maped (Manufacture d'Articles de Précision) is known for smart design for creativity and learning, offering drawing tools, markers, and craft supplies.
• URSUS®minorChannel Partner/ Reseller/ DistributorVillem.ee distributes URSUS® art paper and craft materials. URSUS® is Europe's oldest paint paper and creative materials master with over 200 years of history, offering origami paper, design paper, and blank motifs.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• The Tot: US-based curated DTC site for non-toxic, sustainable baby and kids products. Comparable in its curation-led, premium, parent-focused merchandising model even though the geography is different.

Broad incumbents

• Ankorstore: European B2B marketplace connecting independent retailers with curated brands — directly comparable to Villem.ee's B2B wholesale ambitions of distributing premium brands to resellers across multiple countries.
• Bol.com: Largest Dutch/Benelux marketplace with broad assortment including toys, beauty, home, and books. Comparable as a broad e-commerce competitor in adjacent EU markets that Villem.ee targets for cross-border shipping.
• Faire: Global B2B wholesale marketplace enabling brands to reach independent retailers. Comparable to Villem.ee's wholesale distribution model and the kind of platform that could compete for the same brand-partner relationships.

Direct peers

• Smallable: French curated concept store for kids, family, and home — multi-brand DTC platform with premium international brands, comparable in positioning (curated, premium, family-focused) to Villem.ee but operating at larger scale internationally.
• Kidly: UK-based curated subscription and DTC retailer for children's toys, crafts, and essentials. Comparable to Villem.ee's focus on discovery-oriented premium children's products with multiple distributed brands.

Regional players

• Kaup24: Major Estonian general marketplace (part of the Baltics-wide Hobby Hall Group / HHB) selling a broad assortment of goods including toys, household, beauty, and kids products — a direct regional e-commerce peer operating in the same Estonian consumer base.
• BABYSHOP: Nordic/Baltic children's and family retailer offering branded kids products online across Northern Europe. Comparable to Villem.ee's kids- and family-focused curation across the Nordic/Baltic region.
• 1A.ee (Hansapost): Established Estonian online retailer (formerly Hansapost) offering a broad assortment including toys, household, and personal care — a comparable domestic e-commerce operator targeting Estonian consumers.
• Pigu.ee: Leading multi-category Baltic e-commerce marketplace operating across Estonia, Latvia, and Lithuania. Sells toys, beauty, home goods, and children's products — a direct competitor for Villem.ee's general-merchandise DTC traffic.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/veebipoodvillem
• Instagraminstagram.com/villem.ee

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 Villem.ee