MERRY GO ROUND CLUB LIMITED

What MERRY GO ROUND CLUB LIMITED does

Merry Go Round Club Limited is a London-based direct-to-consumer rental platform that lets UK parents, caregivers, and inbound travellers rent premium-brand baby equipment on a flexible monthly subscription rather than purchasing it. The catalogue spans roughly 48 SKUs across strollers (Babyzen YOYO, Bugaboo Fox), smart cots (Snoo), bedside cribs (SnüzPod), hospital-grade breast pumps (Spectra S1, Elvie Stride), baby carriers (Baby Bjorn, Artipoppe, ErgoBaby), bouncers, high chairs (KAOS Klapp), travel cots, baby baths, and accessories, with curated multi-item bundles priced between £55 and £168 per month for 6-month commitments and individual items ranging from £3 to £65 per month.

The platform is built on a commodity SaaS stack: Shopify for the storefront, Seal Subscriptions for recurring-billing and contract management, and Stripe for payment processing including refundable security deposits. A proprietary Condition Report system records the state of each item via photography before and after every rental and ties into a hygiene and sanitisation protocol that references Lullaby Trust guidance on second-use mattresses and uses closed-system breast pumps. The company integrates Judge.me for reviews and BON Loyalty for referrals. Distribution is direct only — no retail, marketplace, or third-party resellers — with UK-wide courier delivery and collection.

Revenue is generated entirely through recurring monthly subscription fees plus fully refundable security deposits, with longer commitments yielding lower effective monthly rates and cancellation charges applying during the minimum rental period. The company is privately held, founder-led (the founder Femke is referenced in customer reviews), bootstrapped with no disclosed external funding, and operates with 1-10 employees from a registered address in Battersea, London. The Kind Initiative charity partnership is positioned as a social-impact differentiator alongside a sustainability/circular-economy brand narrative.

Name

MERRY GO ROUND CLUB LIMITED

Legal name

Merry Go Round Club Limited

Website

https://merrygoround.club

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Merry Go Round Club is a London-based direct-to-consumer rental platform offering premium-brand baby equipment (strollers, cots, breast pumps, carriers, bouncers) to UK parents and inbound travellers via flexible monthly subscription, with UK-wide courier delivery and a sustainability-led circular-economy model.

Ownership category

akta.pro rank

Product category

Baby Equipment Rental Services

NAICS

Consumer Goods Rental (5322), All Other Consumer Goods Rental (532289), Other Consumer Goods Rental (53228)

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

Baby & Kids Furniture Rental (Cribs, Changing Tables, Youth Beds) (CRAIAOAJ)

Keywords

• Baby equipment rental
• Infant gear subscription
• Baby product hire
• Circular baby economy
• Stroller rental service

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Baby Equipment Rental Subscriptions: The company generates revenue through monthly subscription fees for renting baby equipment. Customers pay a monthly fee (billed in advance) for the duration of their rental period, with the first fee charged at checkout and subsequent fees taken on the same date each month. Longer rental commitments result in lower per-month rates. A fully refundable security deposit is collected at checkout and returned upon successful return of undamaged equipment. The model converts from an initial minimum rental period into a rolling pay-as-you-go contract unless cancelled.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Merry Go Round Club rents premium baby equipment — including strollers, smart cots, breast pumps, baby carriers, bouncers, high chairs, baths, and travel cots — through a flexible online subscription platform serving UK consumers. Customers select individual products or curated bundles, choose rental periods from 2 weeks up to 6 months, and have equipment delivered to and collected from their home, hotel, or designated address by courier. All items are cleaned, sanitised, and condition-reported between rentals, with fully refundable security deposits collected at checkout.

Product overview

Merry Go Round Club Limited operates a baby equipment rental platform offering premium baby gear through flexible subscription plans. The core offering is a rental subscription service where customers rent individual items or curated bundles for periods ranging from 2 weeks to 6 months. Individual products include strollers (Babyzen YOYO, Bugaboo Fox), breast pumps (Elvie, Spectra S1), smart cots (Snoo), baby carriers (Baby Bjorn, Artipoppe, ErgoBaby), bouncers, high chairs (Kaos Klapp), baby baths (Shnuggle, Stokke Flexi Bath), travel cots (Nuna Sena Aire, Baby Bjorn), and accessories. The company offers several bundle packages including the Nurturing Nest Starter Bundle (including Snoo, Babyzen YOYO, Spectra pump and more at £168/month), Cozy Comfort Starter Bundle (£120/month), Parent Pro/Dream Haven Bundle (£153/month), Gentle Beginnings Doula Bundle (£102/month), and Carrier Bundle (£55/month). All rentals are delivered and picked up, with items cleaned and sanitized between rentals. The service targets UK parents seeking sustainable, cost-effective alternatives to purchasing baby equipment.

Differentiator

Problem solved

Functional benefit

Products and services

• Nurturing Nest Starter Bundle A 6-month rental bundle priced at £168/month including Snoo Happiest Baby, Dock-a-Tot, Baby Bjorn Bouncer, Baby Bjorn Carrier Move, Babyzen YOYO with newborn pack, Spectra S1 Hospital Grade Breast Pump, and Stokke Flexi Bath; marketed as saving £1,750 versus buying new. Designed for UK parents seeking a full premium baby gear setup for the first six months.
• Parent Pro Bundle (Dream Haven Bundle) A 6-month rental bundle priced at £153/month including Snoo Happiest Baby, Dock-a-Tot, Baby Bjorn Bouncer, Baby Bjorn Carrier Move, Spectra S1 Hospital Grade Breast Pump, Nuna Sena Aire, and Stokke Flexi Bath, with a fully refundable £449 security deposit. Targeted at parents wanting a premium, comprehensive starter set.
• Cozy Comfort Starter Bundle A 6-month rental bundle priced at £120/month (some sources show £126) including SnüzPod Bedside Crib, Dock-a-Tot, Baby Bjorn Bouncer, Baby Bjorn Baby Carrier Mini, Spectra Breast Pump, Babyzen YOYO Frame with Newborn Pack, and Shnuggle Baby Bath; marketed as saving over £700 versus buying new. Aimed at parents building a complete premium nursery and travel setup.
• Gentle Beginnings Doula Bundle A 6-month rental bundle priced at £102/month including SnüzPod Bedside Crib, Shnuggle Baby Bath, Spectra Breast Pump, Baby Bjorn Bouncer, Baby Bjorn Carrier Mini, and Nuna Sena Aire Travel Cot; marketed as saving over £400 versus buying new. Co-designed for doulas and birth professionals to recommend to their clients.
• Carrier Bundle A one-month rental bundle including Baby Bjorn Move, Ergo 360, and Artipoppe baby carriers, allowing parents to try different carrier styles to find the best fit before committing to a purchase.
• SNOO Smart Sleeper Rental Rental of the premium SNOO smart sleeper cot featuring gentle rocking, soothing sounds, and the 5-second swaddle to keep babies on their back; available on monthly subscription alongside the rest of the catalogue.
• SnüzPod Bedside Crib Rental Rental of the SnüzPod award-winning UK bedside crib with dual-view mesh windows and reflux tilt functionality, suitable for newborns kept near the parents' bed.
• Babyzen YOYO 6+ Stroller Rental Rental of the compact Babyzen YOYO 6+ stroller that folds and unfolds one-handed and can be carried over the shoulder, suitable from newborn through toddler (up to 22kg) including folding with the newborn pack attached.
• Bugaboo Fox Stroller Rental Rental of the full-sized Bugaboo Fox pram with puncture-proof wheels, advanced suspension, bassinet and toddler seat with multiple recline levels including complete lie-flat mode.
• Spectra S1 Hospital Grade Breast Pump Rental Rental of the hospital-grade Spectra S1 breast pump with single or double pumping, closed-system design, built-in nightlight, and rechargeable battery lasting approximately 3 hours.
• Elvie Stride Double Breast Pump Rental Rental of the hospital-grade, hands-free, electric Elvie Stride double breast pump with 2-in-1 single/double capability, app connectivity for remote control, and session tracking.
• Baby Bjorn Bouncer with Toy Bar Rental Rental of the ergonomic Swedish-designed Baby Bjorn Bouncer with natural rocking powered by baby movement, adjustable settings for sleeping, play and eating, and toy bar attachment; converts to a children's chair when the child can walk.
• Kaos Klapp High Chair Rental Rental of the 100% Recycled Edition Kaos Klapp High Chair with dynamic sitting design based on staircase analogy, suitable from newborn with attachment through childhood, featuring a 63% lower climate impact.
• Baby Bjorn Travel Cot Rental Rental of the lightweight Baby Bjorn Travel Cot with one-movement setup and comfortable mattress, suitable from newborn to approximately 3 years, includes carry bag.
• Nuna Sena Aire Travel Cot Rental Rental of the easy-fold Nuna Sena Aire Travel Cot with zig-zag leg assembly and ventilated mesh mattress, GREENGUARD Gold Certified, suitable from birth to 15kg.
• Shnuggle Baby Bath Rental Rental of the multi-award-winning Shnuggle Baby Bath with bum-bump newborn support and foam backrest, suitable from newborn to 12 months, with compact design that keeps water warmer longer.
• Stokke Flexi Bath Rental Rental of the foldable Stokke Flexi Bath with Newborn Support included, suitable from birth to 4 years, featuring heat-sensitive drain plug, non-slip base, and space-saving design for travel.
• Dock-A-Tot Sleep Pod Deluxe Rental Rental of the multi-functional Dock-A-Tot Sleep Pod Deluxe for babies 0-8 months offering a safe spot for lounging, playing, cuddling and tummy time, lightweight and portable for travel.
• Artipoppe Baby Carrier Rental Rental of the premium Artipoppe Zeitgeist baby carrier with linen and cotton jacquard woven fabric, suitable from newborn (3.2kg) to two years (20kg) with adjustable sizing positions.
• Baby Bjorn Baby Carrier Move Rental Rental of the lightweight mesh Baby Bjorn Carrier Move with back support, waist belt and padded shoulder straps, suitable from newborn (3.2kg) to 15 months (12kg), compliant with EN 13209-2:2015 and ASTM F2236 standards.
• Plane Pal Full Kit Rental Rental of the inflatable Plane Pal travel cushion kit fitting between airplane seats, including pump and carry bag, providing comfortable support for children during air travel.
• Mountain Buggy Pod High Chair Rental Rental of one of the world's lightest clip-on high chairs weighing only 1kg, suitable from 6 months to 3 years, attaches to tables for family dining.
• Ubbi Nappy Bin Rental Rental of the stainless steel Ubbi Nappy Bin with odour-locking mechanism requiring no special bags, holding up to 55 newborn nappies; winner of 9 industry awards.

Quantifiable outcome

• Save up to 70% compared to buying baby equipment new
• +4 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Seal SubscriptionscoreTechnology or IntegrationMerry Go Round uses Seal Subscriptions as its subscription management platform to handle recurring billing, subscription modifications, and automatic renewals for its rental plans. Seal Subscriptions powers the subscription checkout experience, customer portal, and billing cadence management (monthly, multi-month, and rolling contract structures).
• StripecoreTechnology or IntegrationStripe handles all payment processing for Merry Go Round, including security deposits, monthly subscription fees, and any additional charges. By agreeing to the Terms & Conditions, customers accept that an account is created with Stripe using their personal details to enable use of the Merry Go Round service.
• The Kind InitiativecoreStrategic or Co-development PartnerMerry Go Round supports The Kind Initiative, a charitable programme that pays forward support to ensure every child has a healthy start. This partnership is tied to the company's mission statement and represents a social impact component of the business model. The initiative is referenced as 'The Kind Project' on the company website navigation.
• BON LoyaltyminorGTM or Marketing PartnerMerry Go Round uses the BON Loyalty platform to operate its 'Refer a Friend' loyalty programme. Customers are incentivised to refer friends in exchange for rewards or discounts on future rentals.
• KAOSminorChannel Partner/ Reseller/ DistributorMerry Go Round explicitly states it is 'so happy to be partnering with KAOS' to bring the Klapp High Chair to its rental customers. The 100% Recycled Edition of the Klapp High Chair is available exclusively through the rental platform, indicating a product supply relationship with KAOS.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat3 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/merrygoroundclub
• TikToktiktok.com/@merrygoroundclub?lang=en
• LinkedInlinkedin.com/company/merry-go-round-club

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MERRY GO ROUND CLUB LIMITED