jollein
- Company typePrivate
- Founded1973
- HeadquartersAssen, Netherlands
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
jollein firmographics
Firmographics- Name
- jollein
- Legal name
- Jollein
- Website
- https://jollein.com
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Ownership category
- akta.pro rank
jollein industry classification
Industry- Product category
- Baby and Toddler Products
- NAICS
- All Other Miscellaneous Retailers (459999), Hobby, Toy, and Game Retailers (459120)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)
- akta.pro secondary industries
- Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids) (CRAIABAG), Kids’ & Baby Apparel Retail (CRAAABAD)
Keywords
Where jollein is headquartered
LocationHeadquarters
- HQ city
- Assen
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
jollein business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: Jollein generates revenue through direct-to-consumer online sales via their Shopify e-commerce platform. Products are sold at various price points ranging from €8.99 to €44.99, with both individual items and bundled products (e.g., 2-packs). This is the primary revenue stream.
- B2B/Wholesale: Jollein operates a dedicated B2B webshop (b2b.jollein.com) for wholesale partners, indicating a secondary revenue stream from bulk orders to retailers and business partners.
- Digital Gift Cards: Jollein offers digital gift cards as an additional revenue stream, allowing customers to purchase gift cards for friends and family to use on the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual baby care and textile products ranging from €8.99 to €44.99 |
| Unit Pricing | Pay-as-you-go | Gift bundles and collections at various price points |
| Other | Pay-as-you-go | Digital Gift Cards |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
jollein product offering
Product offeringCore offering
Jollein designs, sources, and retails a comprehensive range of baby and toddler products across six categories: Baby Care, Sleeping, Home, Travel, Toys, and Eating & Drinking. The assortment covers everyday needs such as hydrophilic cloths, sleeping bags with removable sleeves, swaddles, fitted sheets, canopies, bibs, footmuffs, bath toys, and gift items, plus licensed collaborations (Miffy, Naïf) and seasonal themed collections. Products are sold directly to consumers via jollein.com and wholesale to retailers via a dedicated B2B webshop and partner program.
Product overview
Jollein is a baby and children's products retailer offering a comprehensive portfolio organized into six main categories: Baby Care (hydrophilic cloths, changing mats, towels), Sleeping (baby sleeping bags, swaddle blankets, fitted sheets, canopies), Home (children's furniture, storage solutions, growth meters), Travel (stroller accessories, changing bags, footmuffs), Toys (bath toys, soft toys, wooden toys, musical toys), and Eating & Drinking (bibs, tableware, high chair cushions). The product line includes both core items and seasonal themed collections such as Kangaroots, Pretty Picnic, and Animal Friends. Notable offerings include the innovative Baby Sleeping Bag with Removable Sleeves, interactive Sleeping Bag Finder tool, and licensed collaborations with Miffy (Dick Bruna). Products are sold through the Shopify e-commerce platform and the company operates a B2B webshop for business partners. The brand tagline is 'For all firsts' with 50+ years of experience since 1973.
Differentiator
Problem solved
Functional benefit
Products and services
- Baby Care product range Core range of textile-based baby hygiene and care items: ultra-soft, absorbent hydrophilic cloths for cleansing delicate skin, washcloths, towels with hoods and ponchos for after-bath warmth, bathrobes, changing mats and covers for nappy changes, and accessories for baby wipes. Sold across sub-collections such as Hydrophilic Cloths, Hooded Towels, and Poncho Towels.
- Baby Sleeping Bags (including Sleeping Bag with Removable Sleeves - Rib) Sleeping bags featuring detachable sleeves for adjustable warmth across the night. Includes the flagship 'Sleeping Bag with Removable Sleeves - Rib' at €32.99 with TOG rating 2.5–3.5, plus other sleeping bags in standard and seasonal designs for babies and toddlers.
- Sleeping range (swaddles, sheets, canopies, bedding) Broader sleeping assortment covering swaddle blankets, baby blankets, sheets, jersey fitted sheets (sold individually or in 2-pack, e.g., €10.99), canopies (including Canopy Vintage 245cm at €44.99), mattress protectors, duvets, duvet covers, and hot water bottle covers.
- Home collection (canopies, furniture, storage, growth meters) Decorative and functional nursery/home pieces: Canopy Vintage 245cm (€44.99), children's armchairs, playpen mats and bumpers, fabric storage bags and baskets, height growth meters, and the themed Party Collection for children's celebrations.
- Travel accessories (footmuffs, pushchair liners, changing bags)
- Toys range (bath, soft, musical, wooden, teething, activity) Developmental toys for babies: bath toys including the Bath Buddies line, soft toys, rattle toys, activity toys, baby gyms, baby mobiles, musical toys (including the bestselling Musical Hanger - Teddy Bear at €19.99), pram chains and hangers, teething toys, toy cases, and wooden toys.
- Eating & Drinking range (bibs, burp cloths, cutlery, high chair cushions) Mealtime essentials for babies and toddlers: protective bibs, absorbent burp cloths, baby-appropriate cutlery and tableware sized for little hands, and comfort cushions for high chairs.
- Jollein x Miffy licensed collaboration Licensed co-developed collaboration featuring the iconic Dutch Miffy bunny across various baby product designs, including the Miffy Family Farm collection, sold at Jollein alongside partner channels.
- Jollein x Naïf gift set (perfect gift perfect care) Joint gift set pairing Jollein baby textiles with Naïf's baby and skincare range, marketed as 'Jollein x Naïf - perfect gift perfect care' for baby showers, newborns, and milestone birthdays.
- Digital Gift Card Electronic gift card available in multiple denominations on the Jollein platform, allowing customers to gift Jollein products to friends and family.
- Seasonal & themed gift collections (Kangaroots, Pretty Picnic, Terry Jacquard, Mini Teddy Bear, Animal Friends, etc.) Curated seasonal and themed collections released across the year (Kangaroots, Pretty Picnic, Terry Jacquard, Mini Teddy Bear, Little Waffle, Tiny Park, Animal Friends, Flower Fairies, Elephant Tales, Leafy Dreams) and 'Nature', 'Animals', 'Knits', 'Fabrics' groupings, sold for both everyday use and gift occasions.
Companies that use jollein
Customer profileSegments2 records
Ideal customer profiles2 records
jollein technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
jollein partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Miffy (Dick Bruna)coreJollein has an official collaboration with Miffy (the iconic Dutch bunny character created by Dick Bruna). They offer multiple Miffy-themed collections including 'Jollein x Miffy', 'Miffy Family Farm', and 'Miffy & Friends'. This is a flagship collaboration bringing licensed character products to the Jollein portfolio.
- NaïfminorJollein collaborated with Naïf (a baby and skincare brand) on a gift set product. The collaboration is marketed as 'Naïf - perfect gift perfect care', combining Jollein's textile products with Naïf's skincare offerings for gifting occasions.
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
jollein competitors and assessment
Company assessmentDirect peers
- Cam Cam Copenhagen: Danish baby and children's lifestyle brand offering textiles, sleeping bags, bibs, and home items with a similar aesthetic-led positioning across multiple baby categories. Highly comparable product breadth and European DTC distribution.
- Liewood: Danish children's brand with broad portfolio across baby care, toys, textiles, tableware, and accessories. Closely mirrors Jollein's six-category structure with European DTC plus wholesale distribution.
- Trixie: Belgian children's brand selling toys, textiles, sleeping products, and baby care accessories. Comparable multi-category baby/kids assortment and Benelux-based heritage with pan-European reach.
- Done by Deer: Danish design brand for babies and toddlers covering toys, mealtime, textiles, and play. Similar themed collection drops and design-led differentiation targeting parents of 0-3 year olds.
- Mori (formerly Mori London): UK baby sleep and textile brand best known for sleeping bags and swaddles. Directly competes with Jollein's flagship sleeping category, including TOG-rated bags and merino-based materials.
- Aden + Anais: Global baby textile brand specializing in swaddle blankets, sleeping bags, and baby care accessories. Comparable core product focus on muslin/hydrophilic cloths and sleeping products for infants.
- Naïf: Dutch baby skincare brand and explicit Jollein collaboration partner ('Jollein x Naïf' gift set). Comparable European DTC baby positioning and overlapping gift-occasion customer base.
- Bébé-Jou: Dutch heritage baby care brand with bath products, potties, and care accessories. Comparable Dutch heritage positioning (founded 1970s) and Benelux distribution focus.
Broad incumbents
- Babymoov: French baby products company with a much broader portfolio including high chairs, monitors, and nursery gear. Overlaps on feeding accessories and travel gear but operates at significantly larger scale.
Emerging players
- Little Unicorn: US baby textile brand with muslin blankets, sleeping bags, and bath accessories. Direct overlap on hydrophilic cloths and swaddle categories, but with US vs. European geographic focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
jollein social profiles
Digital presencejollein financial estimates
Financial estimateRevenue estimate
Valuation estimate
jollein leadership team
Management profileNumber of profiles
jollein funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
jollein M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about jollein
What does jollein do?
Jollein designs, sources, and retails a comprehensive range of baby and toddler products across six categories: Baby Care, Sleeping, Home, Travel, Toys, and Eating & Drinking. The assortment covers everyday needs such as hydrophilic cloths, sleeping bags with removable sleeves, swaddles, fitted sheets, canopies, bibs, footmuffs, bath toys, and gift items, plus licensed collaborations (Miffy, Naïf) and seasonal themed collections. Products are sold directly to consumers via jollein.com and wholesale to retailers via a dedicated B2B webshop and partner program.
Is jollein a public or private company?
jollein is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was jollein founded?
jollein was founded in 1973.
Where is jollein based?
jollein is headquartered in Assen, Netherlands, in the Europe region.
How does jollein make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are B2B/Wholesale and digital Gift Cards.
Who are jollein's main competitors?
Direct peers on record are Cam Cam Copenhagen, Liewood, Trixie, Done by Deer, Mori (formerly Mori London), Aden + Anais, Naïf and Bébé-Jou. Babymoov is listed as a broad incumbent. Little Unicorn is listed as an emerging player.
Does jollein have an API?
No public API is recorded for jollein.
What industry is jollein in?
jollein's product category is Baby and Toddler Products. Its primary akta.pro industry code is CRAAAHAM, Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets), with a secondary code of CRAIABAG, Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids). Its NAICS code is 459999 and its SIC code is 5600.