What Kids&mamas does

Kids&Mamas is a France-based consumer e-commerce platform that operates a circular exchange for second-hand children's and maternity clothing. Members donate items they no longer need and receive proprietary "Bons-Fruits" credits, which they redeem against items of equivalent perceived value drawn from a shared inventory curated across four categories: girls, boys, maternity, and upcycled. Items unsuitable for reuse are routed to upcycling artisans and charitable associations, institutionalising a closed-loop flow rather than disposal. The catalog spans 800+ brands and 19,026 items across 1,586 pages.

The platform is built on WooCommerce with a standard supporting stack: Stripe and PayPal for payments, CookieYes for consent management, JetPack for site operations and analytics, and YouTube for content. There is no proprietary AI/ML layer described; matching appears to be manual or rule-based. Pricing is item-level and ranges from €5 to €79, paid per item, with a pay-as-you-go model that runs alongside the credit exchange.

The business model combines direct paid sales of curated/upcycled items with a community-credited recirculation loop, monetising the gap between donated supply and credit-redemption demand. Distribution is anchored in institutional partnerships (ADEME, Harmonie Mutuelle, Les Canaux, Mairie du 15e Paris, CCI Hauts-de-Seine, Paris Region) that supply credibility and acquisition corridors, alongside conventional social channels (Twitter, Facebook, Instagram, LinkedIn). The addressed customer is the long tail of French parents seeking affordable, circular-economy-aligned children's and maternity apparel; no B2B or enterprise customer segment is disclosed.

Name

Kids&mamas

Legal name

Kids&Mamas

Website

https://kidsnmamas.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Kids&Mamas is a France-based consumer e-commerce platform that runs a circular exchange of second-hand children's and maternity clothing, paying donating parents in proprietary "Bons-Fruits" credits redeemable against a shared inventory of 800+ brands across girls, boys, maternity, and upcycled categories.

Ownership category

akta.pro rank

Product category

Secondhand Children's & Maternity Apparel Exchange

NAICS

Used Merchandise Retailers (4595)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Kids & Maternity Secondhand (Clothing, Gear, Toys) (CRAFAGAG)

akta.pro secondary industries

Baby, Kids & Maternity C2C (CRAFAKAF), Baby, Kids & Maternity Marketplaces (CRAFABAG)

Keywords

• Secondhand children's clothing
• Maternity clothing exchange
• Circular economy fashion
• Peer-to-peer resale
• Used clothing platform

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Clothing exchange transactions: Members give away clothing they no longer need and receive credit (Bons-Fruits) to select items of similar value from the platform's shared dressing inventory. Non-reusable items are redirected to upcycling partners and associations. The platform monetizes through the exchange process itself, where each exchanged item gives access to an item of similar value.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Kids&Mamas operates an online peer-to-peer exchange platform for second-hand children's clothing (ages 0–14) and maternity wear (sizes P16–P38). Members contribute unwanted items and receive Bons-Fruits virtual credits to select items of similar value from a shared inventory of 19,026+ items across 800+ brands. Non-reusable items are redirected to upcycling artisan partners and charitable associations, completing a closed-loop circular economy model.

Product overview

Kids&Mamas operates as a community-based e-commerce platform for exchanging second-hand children's and maternity clothing. The core offering is a peer-to-peer exchange system where members donate clothing they no longer need and receive virtual credits (Bons-Fruits) to select items of similar value from the platform's mutualised wardrobe. The platform is built on WooCommerce and offers four main product categories: Dressing Fille (girls' clothing), Dressing Garçon (boys' clothing), Dressing Future Maman (maternity wear), and Articles Upcyclés (upcycled items). Additional services include a Stylist Service, Referral Program (Parrainage), and a Points Relais network for deposits and withdrawals. The company partners with upcycling artisans and associations to redirect non-reusable items.

Differentiator

Problem solved

Functional benefit

Products and services

• Kids&Mamas Second-Hand Clothing Exchange Platform An online marketplace enabling parents to exchange second-hand children's clothing (ages 0-14) and maternity wear through a community-based dressing exchange system. Members donate unwanted items and receive Bons-Fruits credits to select items of similar value from the platform's shared inventory.
• Dressing Fille (Girls' Wardrobe)
• Dressing Garçon (Boys' Wardrobe)
• Dressing Future Maman (Expectant Mothers' Wardrobe)
• Articles Upcyclés (Upcycled Articles)
• Service Styliste (Stylist Service)
• Bons-Fruits Loyalty Credits

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Harmonie Mutuelle (BOOST Programme)minorGTM or Marketing PartnerHarmonie Mutuelle appears as a supporting partner, listed under the BOOST programme. Their logo is displayed on the website's supporters section, indicating backing or promotional support for the platform.
• ADEME (Agence de la Transition Écologique)coreGTM or Marketing PartnerADEME, the French Environment and Energy Management Agency, is listed as a supporter. Their backing signals institutional credibility for the platform's environmental and circular economy mission.
• Les CanauxminorGTM or Marketing PartnerLes Canaux, a French social and solidarity-based organization, is listed as a supporter of the platform.
• Mairie de Paris 15ème arrondissementminorGTM or Marketing PartnerThe Paris 15th arrondissement town hall is listed as a supporter, indicating local government backing for the circular economy initiative.
• CCI Hauts-de-SeineminorGTM or Marketing PartnerChambre de Commerce et d'Industrie des Hauts-de-Seine is listed as a supporter, indicating regional business chamber endorsement.
• Paris RegionminorGTM or Marketing PartnerParis Region is listed as a supporter, indicating regional institutional backing for the platform's sustainability mission.
• Upcycleurs (Upcycling Artisans)coreStrategic or Co-development PartnerNon-reusable clothing items are redirected to upcycling artisan partners who transform them into new products. These partners are a core part of the circular economy model, ensuring zero-waste for items that cannot be directly exchanged.
• Associations (Charitable Organizations)coreStrategic or Co-development PartnerItems that cannot be reused or upcycled are redirected to partner charitable associations. These partnerships ensure end-of-life items still benefit the community.
• Responsible Brands (Marques Responsables)minorStrategic or Co-development PartnerThe platform develops partnerships with brands committed to ethical and sustainable product design, allowing members who save money through exchanges to purchase higher-quality new items from these brands.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Kidizen: US-based peer-to-peer marketplace focused on secondhand kids' clothing and gear. Closely matches Kids&Mamas's community-driven model and target demographic (parents with growing children).
• thredUP: US-based online resale platform for women's and children's secondhand clothing. Comparable business model (inventory-led resale) with substantial kids' category presence.
• Vinted: European C2C marketplace for secondhand fashion including dedicated kids' and maternity categories. Directly competes with Kids&Mamas's core exchange model but operates at vastly larger scale across multiple countries.
• Patatam: French online secondhand children's clothing resale platform (acquired by Vinted in 2022). Previously a direct domestic competitor in the French kids' secondhand segment before consolidation.
• Label-Emmaüs: French online marketplace operated by Emmaüs for secondhand goods, including clothing. Shares Kids&Mamas's social/solidarity-economy positioning and French market footprint.
• Once Upon a Child (Winmark Corporation): US-based franchise resale chain specializing in used children's and maternity clothing, shoes, and gear. Closely comparable target customer (parents of growing children) and secondhand business model.

Broad incumbents

• Depop: Global C2C fashion resale marketplace owned by Etsy. Comparable peer-to-peer resale mechanics and fashion-forward secondhand positioning, though broader and less specialized than Kids&Mamas.
• Vestiaire Collective: Global C2C luxury fashion resale marketplace. Operates the same C2C trust-and-authentication playbook as Kids&Mamas but at the premium end of the apparel market.

Regional players

• Momox: European recommerce platform specializing in second-hand books, media, and clothing. Operates an inventory-led (not C2C) model but competes in the same broader French recommerce category.
• Re-Verso: French C2C luxury secondhand platform with strong circular-economy positioning. Comparable French-market footprint, sustainable-fashion values, and peer-driven inventory model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/kidsnmamas
• Facebookfacebook.com/kidsnmamas.france
• LinkedInlinkedin.com/company/kidsnmamas
• Instagraminstagram.com/kids.n.mamas

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 Kids&mamas