What Infa Group Pty Ltd does

Infa Group Pty Ltd is a fourth-generation, Australian-owned and operated family business founded in 1955 and headquartered in Emu Plains, New South Wales. The company operates a house of brands spanning child passenger safety, nursery furniture, play furniture, mobility, and baby mealtime products: child restraints and capsules under InfaSecure and SecureSafe; cots, mattresses, and storage under GroTime; play furniture under TikkTokk; the 6-in-1 The Jiffle stroller wagon; lightweight Leclercbaby travel strollers; and Annabel Karmel-licensed feeding products. The portfolio is engineered around safety-critical differentiation, including licensed D3O non-Newtonian impact protection, Air Cocoon Technology, Air Barrier Cushion, Head Impact Protection EPS foam, and Twist & Lift adjustment systems, with several registered trademarks and patents pending (single-sided top tether, auto-adjust harness). All products are designed and developed in Australia and compliant with AS/NZS safety standards; the company is the first Australian child restraint brand to achieve INPAA accreditation.

Infa Group earns revenue through two primary channels: direct-to-consumer e-commerce on its Shopify storefront at infagroup.com.au, and wholesale through retail partners led by Baby Bunting (which holds an exclusive listing for the InfaSecure Pilot) plus a nationwide network of independent stockists and certified child restraint fitters. Pricing is one-time/perpetual across the catalog, ranging from approximately $244 for entry-level booster seats to $2,699 for the Jiffle wagon, with premium nursery furniture (e.g., Kingsley Cot) priced near $1,199-$1,499. The company runs regular sitewide flash sales at 20-62% discounts and supports BNPL payments via Afterpay and ZipPay.

The customer base is primarily Australian parents, grandparents, and caregivers of children from birth to approximately eight years, with a secondary B2B relationship with retailers and certified child restraint fitters. Marketing is conducted through Instagram, Facebook, a corporate blog, paid flash-sale promotions, parenting award programs (Mum Central, Bounty Baby, Baby Biography, Kiindred, Good Design), and ProductReview.com.au ratings. The business is privately held with no external investors, parent company, subsidiaries, funding rounds, or disclosed revenue or headcount in the public record; operations are confined to Australia, and there are no public statements of international expansion.

Name

Infa Group Pty Ltd

Legal name

Infa Group Pty Ltd

Website

https://www.infagroup.com.au

Company type

Private

Founded year

1955

Operating status

Operating

Short description

Infa Group Pty Ltd is a fourth-generation Australian-owned family business founded in 1955 that designs, manufactures, and distributes child restraints, nursery furniture, strollers, and baby mealtime products under six sub-brands (InfaSecure, GroTime, TikkTokk, The Jiffle, Leclercbaby, Annabel Karmel), selling to Australian parents and caregivers through direct e-commerce, Baby Bunting, and independent stockists.

Ownership category

akta.pro rank

Product category

Baby and Child Safety Products

NAICS

Furniture and Home Furnishings Retailers (4491), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Kids & Nursery Furniture Retail (Cribs, Toddler Beds, Changing Tables, Bunk Beds) (CRAIAAAE)

akta.pro secondary industries

Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids) (CRAIABAG), Baby, Kids & Maternity Online Retailers (CRAFADAI)

Keywords

• Child restraints
• Baby products
• Nursery furniture
• Stroller wagons
• Car seats

Headquarters

HQ city

Emu Plains

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Infa Group sells products directly to consumers through its own e-commerce platform at infagroup.com.au, offering the full portfolio of brands including car seats, nursery furniture, strollers, and baby products.
2. Retail Channel Sales: Products are sold through third-party retail channels including Baby Bunting and other stockists nationwide. This is a wholesale model where retailers purchase and resell to end consumers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Infa Group designs, manufactures, and distributes child restraint systems, nursery furniture, strollers and stroller wagons, play furniture, and baby mealtime products under a portfolio of sub-brands including InfaSecure, GroTime, The Jiffle, TikkTokk, Leclercbaby, and Annabel Karmel. The company sells direct to consumers via its own e-commerce storefront and through major retail channels such as Baby Bunting, plus a nationwide network of independent stockists and certified child restraint fitters.

Product overview

Infa Group is an Australian-owned house of brands offering a comprehensive portfolio of child safety and baby products. The portfolio consists of six sub-brands: InfaSecure (child restraints and car seats including convertible, forward-facing, and booster seats from 0-8 years, plus capsules), GroTime (nursery furniture including cots, mattresses, storage solutions, and changing furniture), TikkTokk (play furniture), The Jiffle (multi-configuration 6-in-1 stroller wagons), Leclercbaby (lightweight travel strollers), and Annabel Karmel (baby mealtime products). The brands operate under a unified parent company with shared distribution, retail partnerships (including Baby Bunting), and e-commerce infrastructure. The product ecosystem is designed to support families from birth through early childhood, with complementary products across safety restraints, nursery furniture, and mobility solutions.

Differentiator

Problem solved

Functional benefit

Brands

• InfaSecure: Child restraints and capsules - car seats for children from birth to 8 years
• GroTime
• Annabel Karmel
• TikkTokk
• The Jiffle
• Leclercbaby
• SecureSafe

Products and services

• InfaSecure Pilot Convertible Car Seat Next-generation convertible car seat (0-4 years) with D3O impact protection, Extended Rearward Facing to 30 months, Easy Guide seatbelt system, and patent-pending single-sided top tether for Australian parents of newborns through toddlers.
• InfaSecure Quattro Onyx Convertible Car Seat Convertible car seat (0-4 years) and the narrowest 0-4 car seat in Australia at 42cm wide, with ISOFix, Air Cocoon Technology, and Active Bamboo fabric.
• InfaSecure Emerge Onyx Car Seat Forward-facing car seat (6m-8 years) with built-in six-point harness, Secur-air, Air Cocoon Technology, Twist & Lift system, and Gradual Recline.
• InfaSecure Liberty Onyx Convertible Booster Seat Convertible booster seat (6m-8 years) with harness-to-booster conversion, Secur-air, Air Cocoon Technology, and one of the tallest exit markers in Australia at 57cm seated shoulder height.
• InfaSecure Grandeur Onyx Convertible Car Seat Convertible car seat (0-8 years) in a compact 440mm design with Extended Rearward Facing to 30 months, Forward Facing with harness to 8 years, Air Cocoon Technology, and Active Fabric.
• InfaSecure Soarer Onyx Convertible Car Seat Convertible car seat (birth to 4 years) designed for low birth weight babies with Extended Rearward Facing, Head Impact Protection (H.I.P.), and compact lightweight design.
• InfaSecure Achieve More Convertible Car Seat Convertible car seat (0-8 years) in ultra-compact 440mm design with Extended Rearward Facing to 30 months, Forward Facing to 8 years, Air Cocoon Technology, and Active Bamboo fabric.
• GroTime Kingsley Cot Premium nursery cot made from sustainably sourced New Zealand Pine with LVL support system, two adjustable base heights, converts to toddler bed, includes soft-close storage drawer, tested to AS/NZS 2172.
• GroTime Kingsley Chest Three-drawer chest of drawers made from sustainably sourced New Zealand Pine with soft-close drawers, classic rounded handles, and safety strap included.
• GroTime Kingsley Toy Box Spacious toy storage box with smooth rounded edges, made from sustainably sourced New Zealand Pine with non-toxic finishes.
• GroTime BambooNest Luxe Curved Mattress Premium cot mattress with curved profile designed for the Kingsley Cot, featuring individual pocket spring system, dual comfort design with gel memory foam and natural latex, and bamboo fabric cover. Passed firmness and flatness testing under AS/NZS 5407.1:2025 and Consumer Goods (Infant Sleep Products) Safety Standard 2024.
• The Jiffle Wagon 6-in-1 Stroller 6-in-1 stroller wagon with capsule compatibility (InfaSecure Adapt More, Cocoon Go, SecureSafe Embrace), bassinet, seat, duo mode, ride-along board, and cart conversion. Suitable from birth to 5 years with lifetime warranty.
• Leclercbaby Travel Strollers Lightweight travel stroller brand featuring compact folding strollers designed for everyday use and travel.
• TikkTokk Learn & Play Furniture Creative playpens, tables, and chairs for children's play spaces.
• Annabel Karmel Baby Mealtime Products Licensed baby food storage containers, freezer trays, and feeding products for baby food preparation under the Annabel Karmel brand.

Quantifiable outcome

• Infa Group is the first Australian child restraint brand to be successfully and independently assessed as meeting safety best practice (INPAA)
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature14 records

Partnerships

Three partnerships are on record, tiered core and key.

• D3OcoreTechnology or IntegrationD3O provides patented non-Newtonian impact protection material used in the InfaSecure Pilot car seat. D3O technology hardens instantly upon impact to absorb and disperse energy, trusted by Formula One and the NFL. This is an inbound technology licensing relationship where Infa Group incorporates D3O materials into its safety products.
• Baby BuntingkeyChannel Partner/ Reseller/ DistributorBaby Bunting is a major national retailer and key channel partner for Infa Group. The InfaSecure Pilot car seat is available exclusively through Baby Bunting, and other products are also stocked through this retailer.
• Annabel KarmelkeyGTM or Marketing PartnerAnnabel Karmel is a UK-based celebrity chef specializing in baby and child nutrition. Infa Group holds the license to use the Annabel Karmel brand for baby mealtime products in Australia, including the Grow by Annabel Karmel food storage range. This is a licensed brand partnership.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Boori: Australian nursery and kids furniture brand selling cots, mattresses, and bedroom furniture through similar retail partners. Direct competitor to GroTime in the Australian nursery furniture category with overlapping customer base.
• UPPAbaby: Premium stroller and baby gear brand competing with The Jiffle and Leclercbaby in the Australian specialty retail channel, including Baby Bunting. Similar design-led, premium-positioned brand identity.
• Bugaboo: Premium global stroller brand competing directly with The Jiffle wagon and Leclercbaby travel strollers. Targets the same style-conscious, premium-paying Australian parent segment with similar price points and specialty retail distribution.
• Maxi-Cosi: Global premium child restraint and stroller brand from Dorel Industries, competing with InfaSecure on premium car seats and capsules as well as Leclercbaby/Jiffle strollers. Targets the same premium-positioned Australian parent segment.
• Britax Child Safety: One of Australia's most recognized child restraint and car seat brands, competing head-to-head with InfaSecure across the 0–8 year category with comparable safety positioning and similar product breadth in convertibles, forward-facing, and boosters.
• Cybex (Goodbaby International): Premium international child restraint and stroller brand owned by Goodbaby, competing with InfaSecure on safety-credentialed car seats and with Jiffle/Leclercbaby on strollers. Sells through similar Australian specialty retail channels.
• Nuna: Premium international baby gear brand specializing in car seats, strollers, and high-end baby products. Competes with Infa Group across InfaSecure (car seats) and Leclercbaby/Jiffle (strollers) in the same premium Australian retail channels.
• Safe-n-Sound (Dorel Australia): Dorel Australia's flagship Australian child restraint brand, directly competing with InfaSecure across car seats, capsules, and boosters. Same Australian retail channels (Baby Bunting, independent stockists) and similar compliance-driven marketing positioning.
• Silver Cross: British heritage stroller and car seat brand with Australian distribution, competing with The Jiffle wagon and InfaSecure car seats in the premium specialty baby segment. Comparable multi-decade brand heritage positioning.

Others

• Baby Bunting: Australia's largest specialty baby products retailer and Infa Group's key channel partner. Not a product competitor, but a critical ecosystem participant — Baby Bunting distributes InfaSecure products (including Pilot exclusively) and shapes the competitive retail landscape in which Infa Group competes.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/infagroupau
• Instagraminstagram.com/infagroup_

Compliance6 records

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 Infa Group Pty Ltd