OÜ Mira

What OÜ Mira does

OÜ Mira is a privately held Estonian limited company (OÜ) that operates the SuperKids (superkids.ee) direct-to-consumer e-commerce brand, selling children's clothing, underwear, sleepwear, swimwear, hosiery, and accessories for boys and girls aged approximately 0–15. The company is based in Tallinn at Mustamäe tee 4-B217, where it also maintains a physical pickup location supplementing online orders. Founded in 2010, OÜ Mira has run the same single-brand storefront for over a decade with no disclosed expansion beyond Estonia and no reported external investment.

The underlying platform is a standard WordPress/WooCommerce online store, with no proprietary technology disclosed. Orders are placed online and fulfilled via third-party Estonian parcel-locker networks (Itella SmartPOST, Omniva, DPD) at a flat €3.00 delivery fee, with 1–4 business day delivery across the Republic of Estonia; international orders are not formally supported. Payment options include Estonian internet bank links, credit card, invoice, and third-party installment plans (järelmaks), all routed through encrypted bank channels. The catalog consists of approximately 510 SKUs priced individually from roughly €1.50 to over €30, with a dedicated Sale section for discounted items.

The business model is a simple unit-pricing DTC retail model with no subscription, membership, or recurring revenue component. The primary customer segment is Estonian parents and guardians purchasing clothing for children, with gift-buyers as a secondary segment. Revenue is not disclosed, no headcount or financial filings are available, and no parent company, subsidiaries, funding rounds, awards, patents, or partnerships beyond commodity logistics and payment providers are reported. Marketing and sales are conducted almost entirely through the company's own e-commerce site, with no app, social media profiles, or third-party marketplace presence referenced in the available data.

Name

OÜ Mira

Legal name

OÜ Mira

Website

https://superkids.ee

Company type

Private

Founded year

2010

Operating status

Operating

Short description

OÜ Mira operates SuperKids.ee, an Estonian direct-to-consumer e-commerce store selling children's clothing, underwear, sleepwear, swimwear, and accessories for ages 0–15, delivering nationwide via Estonian parcel lockers with optional Tallinn pickup.

Ownership category

akta.pro rank

Product category

Children's Clothing Retail

NAICS

Clothing and Clothing Accessories Retailers (4581)

SIC

Retail-Family Clothing Stores (5651)

akta.pro primary industry

Off-Price Kids & Family Department Stores (CRAGAEAE)

Keywords

• Children's clothing retail
• Online apparel store
• Kids fashion e-commerce
• Children's apparel
• Estonian e-commerce

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Children's Clothing Retail: OÜ Mira operates SuperKids.ee, selling children's clothing and accessories through a direct-to-consumer e-commerce model. Revenue is generated through one-time product sales with multiple payment options (internet banking, invoice, installment plans, credit card). The company also has a physical store for pickup. No subscription or recurring revenue model is indicated.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

OÜ Mira operates the SuperKids (superkids.ee) e-commerce store selling children's clothing, underwear, sleepwear, swimwear, socks, and accessories for boys and girls aged 0-15 years. The company retails its own assortment of 510+ products online with delivery across Estonia via parcel lockers (Itella SmartPOST, Omniva, DPD) and offers free pickup at its physical store in Tallinn.

Product overview

SuperKids (operated by OÜ Mira) is an Estonian children's clothing e-commerce platform serving children ages 0-15. The store offers a comprehensive range of children's apparel including dresses (Kleidid), T-shirts (T-Särgid), pants and jeans (Püksid/Teksad), underwear (Aluspesu), sleepwear (Pidžaamad), swimwear (Ujumisriided), socks and hosiery (Sukkpüksid/Sokid), dress sets (Dressikomplektid), jackets and coats (Joped/Mantlid), and various coordinated outfit sets. The product portfolio spans both girls' and boys' categories, with sizes ranging from infant (74) through youth (164). The e-commerce platform supports online ordering with multiple delivery options including Itella Smartpost, Omniva, and DPD parcel lockets, as well as physical store pickup at their Tallinn location. Payment options include internet banking, credit card, invoice, and installment payments. The store operates primarily in Estonia with delivery within the Estonian territory.

Differentiator

Problem solved

Functional benefit

Products and services

• SuperKids Online Store (superkids.ee) Core retail storefront of OÜ Mira, selling a 510+ item catalog of children's clothing and accessories with parcel locker shipping across Estonia and free pickup at the Tallinn store.
• Girls' Clothing (Tüdrukud) Browseable category of girls' apparel including dresses, jackets, tops, blouses, pants, jeans, leggings, sweatshirts, skirts, shorts, and T-shirts across the full size range from infant to youth.
• Boys' Clothing (Poisid) Browseable category of boys' apparel including dress sets, jackets, tops, sweaters, cardigans, shorts, sweatshirts, shirts, T-shirts, and jeans/pants across the full size range from infant to youth.
• Socks and Hosiery (Sukkpüksid / Sokid) Standalone category of socks, tights/pantyhose, and thermal underwear for girls and boys, complementing the main clothing lines.
• Underwear, Sleepwear, and Swimwear (Aluspesu / Pidžaamad / Ujumisriided) Standalone category of underwear bottoms and tops, pajama sets, and swimwear for girls and boys across the full size range.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Four partnerships are on record, tiered core.

• Itella SmartPOSTcoreChannel Partner/ Reseller/ DistributorItella SmartPOST is a parcel locker and courier service partner that handles delivery of SuperKids products to customers across Estonia. This partnership enables 1-4 business day delivery to SmartPOST parcel lockers for a fee of €3.00 per shipment.
• OmnivacoreChannel Partner/ Reseller/ DistributorOmniva is a parcel locker and postal service partner providing delivery infrastructure for SuperKids orders in Estonia. Delivers to Omniva parcel lockers within 1-4 business days for €3.00 per order.
• DPDcoreChannel Partner/ Reseller/ DistributorDPD is a courier delivery partner handling SuperKids product shipments to customers in Estonia. Provides 1-4 business day delivery to DPD parcel lockers for €3.00 per order.
• Banks (Payment Processing)coreTechnology or IntegrationEstonian banks provide encrypted payment processing channels for the superkids.ee e-commerce platform. According to the privacy policy, encrypted data channels with banks ensure the security of customer personal data and banking requisites during online transactions.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Kiabi: French family/value apparel chain with a dedicated kidswear assortment sold online and across European stores. Comparable to SuperKids on value-priced family and children's clothing, multi-channel D2C, and wide size range coverage.
• Carter's, Inc. Largest branded marketer of children's clothing in North America, selling apparel for babies and young children through e-commerce and retail. Closely comparable to SuperKids via its dedicated children's-only assortment, licensed character lines, and parent-focused D2C positioning.
• Vertbaudet: European (French-rooted) D2C specialist in children's and maternity clothing, with catalog and online channels. Comparable to SuperKids on European kidswear specialty focus, catalog-style category navigation, and broad size ranges from baby to older children.
• The Children's Place: North American specialty retailer of children's apparel (newborn to age 14), operating both e-commerce and physical stores. Direct comparability to SuperKids in target customer (parents of children 0–14), category mix (everyday clothing, sleepwear, swimwear, accessories), and multi-channel model.
• Babyshop (QLH Group): Nordic-rooted online children's clothing and baby goods retailer operating across multiple European markets. Comparable to SuperKids in online-first kidswear specialist model, broad age coverage, and European D2C positioning.

Broad incumbents

• Zalando Kids: Leading European online fashion platform with a dedicated Kids category. Compares via the same e-commerce-first kidswear marketplace that Estonian parents buy from; broader assortment but overlaps SuperKids' addressable category.
• H&M Kids: Global fast-fashion incumbent with a substantial children's apparel line sold online and in-store. Comparable to SuperKids in mass-market children's apparel assortment at accessible price points and rapid inventory turnover.
• Next (UK): Major UK-based multi-category retailer with a sizable children's clothing assortment online and across stores. Comparable to SuperKids in family-oriented apparel range and online-led children category merchandising.

Regional players

• Baltika (Estonian fashion group): Listed Estonian-founded apparel group with multi-brand fashion retail across the Baltics and Eastern Europe. Comparable to SuperKids as a fellow Estonian-headquartered clothing retailer, though broader category scope and B2B/wholesale orientation differ.
• Kaubamaja (Tallinna Kaubamaja Grupp): Estonian department store and e-commerce group whose assortment includes a children's clothing section. Comparable to SuperKids as another Estonian-headquartered retailer competing for the same family apparel spend, though broader department-store format.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/Superkidsee

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 OÜ Mira