borella srl

What borella srl does

Borella S.r.l., operating commercially as L'Orsomago, is an Italian B2B wholesale distributor of curated international toy brands, founded in 1990 and headquartered in Agnadello (province of Cremona). The company sells and distributes a curated assortment of third-party toy brands — including Manhattan Toy, Teddy Hermann, Tuban, Small Foot, Sam & Julia, Wild Republic, Viga Toys, Svoora, Splat Planet, Synapsys, Goki, Haba, Gotz, Vilac, and Playmais — to a diversified base of Italian retailers. Its customer base spans toy stores, bookshops, museums, garden centers, stationery shops, concept stores, and other specialized retailers, and it also operates a private-label line called "Open by Orsomago." A physical showroom in Agnadello supports in-person trade ordering and brand presentation.

The company is a member of Assogiocattoli, the Italian toy industry trade association, reinforcing its positioning within the national toy distribution ecosystem. Recent activity has been focused on catalog refreshes and assortment expansion, with new or updated wholesale selections published for Wild Republic (Selezione Magazzino 2026), Svoora (2026), Splat Planet (2026), and Synapsys (2025), indicating ongoing portfolio curation rather than any disclosed structural shift. Borella Srl is privately held with no disclosed investors, funding rounds, M&A activity, or executive changes in the available data.

There is no public disclosure of revenue, headcount, geographic scope beyond Italy, digital or e-commerce infrastructure, or proprietary technology. The business model is a traditional wholesale distribution model: Borella Srl purchases from international brand owners and resells to Italian retailers at wholesale, with the private label providing an additional margin and assortment lever. Data on pricing structure, channel mix, customer concentration, and contract terms is not available in the supplied source material.

Name

borella srl

Legal name

Borella S.r.l.

Website

https://orsomago.it

Company type

Private

Founded year

1990

Operating status

Operating

Short description

Borella Srl (L'Orsomago) is an Italian B2B wholesale distributor, founded in 1990 and based in Agnadello, that supplies curated international toy brands and its own private-label line "Open by Orsomago" to Italian toy stores, bookshops, museums, garden centers, stationery shops, and other specialty retailers.

Ownership category

akta.pro rank

Product category

Toy Wholesale Distribution

NAICS

Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)

akta.pro primary industry

Traditional Toys Distribution (CRAOAMAA)

akta.pro secondary industry

Party Games, Novelty & Impulse Toy Distribution (CRAOAMAI)

Keywords

• Toy distribution
• Wholesale toys
• B2B distribution
• Educational toys
• Toy brands

Headquarters

HQ city

Agnadello

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. B2B Toy Distribution: Wholesale distribution of toys to B2B clients including toy stores, bookshops, museums, garden centers, stationery shops, concept stores and specialized retailers throughout Italy.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Borella S.r.l., operating under the L'Orsomago brand, is a B2B wholesale distributor of toys and children's products in Italy. The company curates and distributes a portfolio of toy brands (including Manhattan Toy, Teddy Hermann, Tuban, Small Foot, Sam & Julia, Wild Republic, Viga Toys, Svoora, Splat Planet, and Synapsys) to Italian toy stores, bookshops, museums, garden centers, stationery shops, concept stores, and specialized retailers. The company also operates a physical showroom in Agnadello for industry professionals by appointment.

Product overview

L'Orsomago is a B2B toy distribution platform operated by Borella Srl, serving as a reference point for toy distribution in Italy for over 30 years. The company offers a curated selection of distributed toy brands including educational and creative toys from manufacturers such as Manhattan Toy, Teddy Hermann, Tuban, Small Foot, Sam & Julia, Wild Republic, Viga Toys, Svoora, Splat Planet, and Synapsys. Their service portfolio includes direct B2B distribution to retailers across Italy (toy shops, bookshops, museums, garden centers, stationery shops, and concept stores) and a showroom service in Agnadello where professionals can view collections by appointment.

Differentiator

Problem solved

Functional benefit

Brands

• Open by Orsomago: Private label brand operated by Borella Srl.

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• AssogiocattolimoderateOthersL'Orsomago is a member of Assogiocattoli, the Italian association of toy manufacturers and distributors. The association promotes industry culture through studies, research and publications, and organizes courses, seminars and meetings on topics including regulations, market data, and business management techniques.

Scale indicators2 records

Recent moves5 records

Expansion highlights2 records

Broad incumbents

• Giochi Preziosi: Giochi Preziosi is one of Italy's largest toy distributors and licensors, distributing multiple international and proprietary brands across the Italian retail market. Directly comparable as a domestic B2B toy distributor but operating at materially greater scale and with proprietary IP.
• Clementoni: Clementoni is a major Italian toy manufacturer (puzzles, educational games, science kits) with its own domestic distribution. Comparable as an Italian-headquartered toy company supplying the same specialty retail channels that L'Orsomago serves, but vertically integrated into manufacturing.
• Artsana (Chicco): Artsana Group, parent of the Chicco brand, is a major Italian children's products company with toys, baby gear, and care products distributed through Italian specialty and pharmacy retailers. Comparable as a domestic B2B supplier to the same Italian retail verticals Borella serves, at significantly larger scale.
• Ravensburger AG: Ravensburger is a leading European game, puzzle, and toy manufacturer with extensive B2B distribution across specialty retail. Comparable because its puzzles and games category overlaps with L'Orsomago's distribution assortment and serves the same European specialty toy channel.
• Simba Dickie Group: Simba Dickie Group is a major German-based toy manufacturer and distributor operating multiple brands across Europe. Comparable as a European B2B toy distributor serving the same specialty retail verticals with overlapping brand portfolios.
• Hasbro Italia: Hasbro distributes major toy brands (Play-Doh, Nerf, Transformers, board games) through Italian specialty retail. Comparable as a brand owner/distributor whose products compete for the same Italian toy-store shelf space as L'Orsomago's distributed brands.
• Mattel Italia: Mattel distributes Barbie, Hot Wheels, Fisher-Price, and other major toy lines through Italian retailers. Comparable as a large multinational brand owner selling into the same Italian toy retail channels as L'Orsomago.

Direct peers

• Trudi S.p.A. Trudi is an Italian plush toy manufacturer and brand owner. Comparable because it is an Italian-headquartered toy company whose plush lines overlap directly with L'Orsomago's Teddy Hermann and Wild Republic plush distribution business.
• HABA Holding GmbH & Co. KG: HABA is a German manufacturer of wooden and educational toys that is itself distributed by L'Orsomago in Italy. Comparable as a brand owner operating in the same premium-educational-toy niche and reliant on independent distributors like Borella for specialty retail reach.

Others

• Bandai Namco Europe: Bandai Namco Europe distributes collectibles, action figures, and licensed toys across European specialty channels. Comparable as a brand owner operating in adjacent categories to L'Orsomago's distributed assortment, particularly in collectibles and licensed toys.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@OrsomagoItalia
• Facebookfacebook.com/Orsomago
• Instagraminstagram.com/orsomago

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 borella srl