Crisis-Resilient Manufacturer of Baby Hygiene Products | 30% Growth | 0 Employees

The company offers innovative products for newborns’ initial needs and positions itself by providing functional, everyday solutions for young families. The products combine appealing design with clear practical benefits and address key needs related to caring for and managing daily life with newborns. Development, product selection, and procurement are managed centrally, while manufacturing is carried out by specialized contract manufacturers in Germany and Poland. The existing product line also offers opportunities for expansion to include products for older children.

B2C Customers
The startup is aimed at parents of babies and toddlers, especially mothers and fathers who want to help their child transition to a diaper-free or low-diaper lifestyle early on (potty training starting at about 3 months). They research online beforehand, specifically search for solutions for diaper-free parenting and potty training, and primarily make purchases through the company’s own online store. The main product is the diaper-free potty, along with accessories such as a stand, a fabric cover, and non-slip rubber pads. The average order value is around €48; the purchase decision is usually made spontaneously following a search, a social media post, or a recommendation. The core market is Germany (about three-quarters of orders), followed by Austria, Switzerland, the Benelux countries, and the United Kingdom. Last year, there were approximately 3,000 customers, about 90% of whom were first-time buyers. This demonstrates the company’s broad reach, but also the potential for repeat purchases: The repeat purchase rate is about 7%, and it increases when customers later purchase accessories or additional products.

B2B Customers
In the B2B sector, the company supplies specialty retailers and influencers in the baby and family sector: specialized online stores (e.g., for cloth diapers and sustainable baby products), specialty baby stores, as well as midwives and birth coaches who recommend or resell the potty. B2B currently accounts for a small portion of revenue and has barely been developed. There is a wholesale option in the shop, but no active sales team. This presents an opportunity for growth for a buyer.

The startup serves the German market for baby and children's products (approx. €7 billion in revenue; according to IFH Cologne/BBE, a 3.8% decline in 2024, with growth below 1% per year through 2029). The number of births fell to around 654,000 in 2025, but nearly one in two children is a firstborn. Parents purchasing their first set of baby essentials shop selectively and do their research online in advance.

The company occupies a niche in this market: early potty training and a gentle introduction to potty time starting at around three months. Interest in this topic is growing alongside the trend toward needs-based, sustainable parenting, but it is hardly being actively addressed by the major full-range baby retailers. Reliable market figures for this niche are not available; the assessment is based on the company’s own sales and search data.

Sales are primarily conducted directly through the company’s own online store. We see untapped potential among midwives and specialty retailers, in repeat purchases of accessories and sets, as well as in expansion into neighboring markets (Austria, Switzerland, Benelux) and through online marketplaces.

The figures apply to Germany and are publicly available (Federal Statistical Office, IFH Cologne/BBE). Please double-check them yourself before publication, especially the information regarding the niche and growth opportunities, as they are my assessment based on the store’s data.

The market can be divided into three groups:

1. Established potty and baby brands that carry training pots as part of a broad product line. They have a retail presence, but potty training is a niche area for them, often offered as a 2-in-1 solution for a toddler potty later on.
2. Small specialty brands for diaper-free care, which sell similar potty chairs along with accessories (covers, non-slip straps, sets) through their own online stores. These are the most direct competitors.
3. Marketplace listings (imported goods, travel and folding potties), which compete primarily on price and offer neither advice nor brand-building.

What sets the startup apart

• Its own product instead of merchandise: The potty is manufactured in Germany from 100% recycled material using a proprietary injection-molding tool, which would be part of the acquisition. This is a quality and sustainability selling point and protects against pure price competition.
• Well-thought-out design for potty training: a “pee shield” that prevents accidents, a potty that’s easy to empty and clean, and suitable for use starting at about three months of age.
• An ecosystem instead of a single product: birch veneer frame (portable potty), fabric cover, non-slip rubber, and sets. Accessories account for a significant portion of sales and increase the average order value.
• Established brand and visibility: With around 2,500 orders per year for the main product alone and strong search visibility, the brand is among the more visible ones in the niche.
• Direct sales: Own online store, own customer data, and flexible pricing, plus existing fulfillment through a logistics partner without in-house staff.