Children's and Stroller Company Seeks Participating MBI Investor

The baby industry is experiencing massive capital destruction: a premium stroller is a significant investment, but parents use it for only a few years. After that, it is either left unused or thrown away, resulting in a large amount of hard-to-recycle waste every year.

The entrepreneurs have developed a solution: a circular stroller that grows with the family.

The design is patented and grows with the child in several stages, from baby to toddler. Because it can carry two children at the same time, parents don't need to buy a new stroller or double stroller when a second child arrives. This doubles the product's useful life.

The planned business model

• Direct-to-Consumer (DTC): Sales are conducted primarily through the company’s own online store, ensuring that the profit margin remains under the company’s control.
• Buy-back model: Parents can return the stroller after use and receive a guaranteed refund.
• A second round of sales: returned strollers are refurbished and resold as certified refurbished models. This addresses the hygiene and safety concerns that consumers typically have about secondhand strollers.

Market Traction

• B2B: An initial order has been placed, and follow-up orders are planned.
• B2C: Various pre-orders with down payments and a large number of qualified leads.
• Trade Shows: The product has been showcased at several Dutch and German baby trade shows, where it generated a lot of interest.
• Preparation: Letters of intent have been received from manufacturing partners and retailers. The first phase has been funded in part by innovation grants. The online store is ready to go.

What’s needed?
To make the leap into the market, the company is seeking not only capital (approximately €250K) for initial inventory, working capital, marketing launch, and logistics, but also an MBI candidate who can complement the current team in the area of international e-commerce.

Wanted profile

• Proven experience scaling up a D2C or e-commerce brand across borders
• Knowledge of performance marketing, conversion, fulfillment, and market development in the DACH region
• The willingness to invest as a co-owner and take on an active role
• Minimum €75K–€100K in personal investment

What the MBI candidate gets in return

• A product that has already been fully developed and is protected, with strong unit economics
• A sustainable story that appeals to the modern, conscious parent
• A position as co-owner from the start of the international rollout
• A product with proven demand: the first order was sold before production even began

The Team
The two founders have years of experience in leadership roles in design and engineering within the stroller industry. An operations manager with a background in supply chain and logistics rounds out the team.

Forecast
Thanks to low procurement costs and direct online sales, the product has a healthy margin structure from the very first shipment.

• Target selling price (new): premium segment, comparable to standard premium strollers
• Gross margin: approximately two-thirds of the selling price
• Projected revenue for 2027 (first year of sales in the Netherlands and Belgium): approximately €1.7 million
• Projected revenue for 2028 (expansion into Germany): €3.7 million
• Profitability: According to management projections, a positive cash flow will be achieved by the end of 2027 or early 2028.
• Target market: NL, BE, and DE: approximately 420,000 strollers per year