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Meet Buyers From… German Kid’s Stores 
It’s time for another buyer spotlight! Following our virtual trip to Germany in our article earlier this week to learn about brands based there that are available on OrderWizz , we decided to head back to meet buyers from German kid’s stores. In fact, this wasn’t just because of our virtual trip– our Buyer Account Manager, Caterina, actually went to Germany and was able to visit some of the German kid’s stores in our community!
From concept stores to e-shops, small boutiques to luxury department stores, each one is unique. One of the things they all have in common, though, is they’re part of our community! We’re so excited to introduce them to you, so grab a pretzel and let’s discover some German kid’s stores!
Based in Munich, Stadtkind has been run by two mothers, Julika and Claudia, for almost 13 years now. With backgrounds in fashion design, they decided to create a concept store to fill a gap for interesting kid’s shops. One of the things that makes Stadtkind unique is that it’s not your typical, super-organized kind of concept store. “It’s like a room full of treasures,” is how Julika describes it! “It’s stuffed with beautiful things up to the ceiling, and kids are allowed to touch everything and explore,” she continued. Julika also told us that she and Claudia handpick every item, so they only sell brands that they really love and think are good to support.
With a city center location, they welcome a nice mix of local regulars and tourists to Stadtkind. Julika says some of their first customers still shop at the store today! Their customers trust them to even do their shopping, stopping in to ask for gifts and returning in an hour sure that the Stadtkind team has selected the perfect items. “Before the store opens, we’ll also FaceTime customers we know who have moved away so they can place an order,” Julika shared. That’s as online as they get! Having decided to focus on their close relationships with their regulars and the tourists that come in, this retailer can only be shopped in person.
Shop brands like: Arsène et les pipelettes, Tumble ’n Dry, Compañia Fantastică, Collégien, Gosoaky, Bobo Choses, Gray Label, Poudre Organic, Minimalisma, Sticky Lemon, Izipizi…
Centered around aesthetics, functionality, and sustainability, meet little something! Founded by mothers Jenny and Heike, they are passionate about creating a shopping experience in store and online that is personal, inspiring, and full of discovery. When we asked what makes their store special, they told us “We handpick every item with love, focusing on brands that share our values of quality, sustainability, and thoughtful design.” Their aim is to help families discover beautiful, lasting pieces that bring joy to daily life.
Customers come from around Germany and the rest of the world to shop online or in little something’s showroom. Their main focus is their e-shop, while their showroom offers a space for getting inspired. “German customers are conscious shoppers who prefer well-made, durable products over fast trends. Transparency, ethical production, and eco-friendly materials are key factors in their purchasing decision,” they told us. Jenny and Heike also said they’re seeing the kid’s market in Germany evolve to put more of an emphasis on sustainability. This includes a deeper interest in organic materials and ethical production. “Brands that combine aesthetics with responsibility are thriving!” they shared with us.
In their store you’ll find: Cam Cam Copenhagen, Donsje Amsterdam, Fabelab, Liewood, Konges Sløjd, Mimi & Lula…
In Konfettiwolke, customers can find a colorful selection of products for children and families curated by the store’s founder, Katharina. With a background in graphic design, she has a flair for unique design details and timeless, sustainable products. These range from clothing for babies through teens, toys, crafts, food and drinks, children’s books, and a few beautiful products for parents. “I offer a mix of large, well-known brands and smaller labels,” she told us.
As for her customers, they’re largely locals or tourists in town for trade shows. “Customers either come specifically looking for a particular product or are inspired by my selection,” she said. Katharina has found that customers will often browse online, create a cart, then come in store to actually make their purchase. In terms of trends in the German kid’s market, she thinks that it’s moving away from soft, earthy shades towards more bold colors. Katharina says they’re still a bit hesitant about new brands, but she hopes German consumers will become a bit more bold!
They’re in Konfettiwolke: New Kids in the House, Sticky Lemon, True Artist, Main Story, Collégien, Silly Silas, Mr. Maria, Repose AMS, Fabelab, Molo, Piupiuchick, Konges Sløjd, Liewood, Mini Rodini, Studio Noos, American Vintage…
Young and Brave offers a wide variety of products for newborns to 10 year olds in their calm, welcoming boutique. The shop started online before the founder, Raquel, opened a physical location in Germany in 2020. When asked about the offer she curates, Raquel told us, “We love curating combinations from different brands, making sure each item blends harmoniously together, whether it’s an outfit or decoration in the store.” She wants to create a cozy space filled with sustainable, adorable products. Young and Brave’s offer consists of clothing, accessories, toys, and decor.
In an atmosphere that rivals home with its coziness, customers shop thoughtfully organized shelves. “We encourage our customers to explore and find inspiration at their own pace,” Raquel said. Though she and her team are always there to help! She finds that most of her customers are local, with some coming from the Black Forest region, France, and Switzerland. She notes that German customers are particularly adept at discerning quality. “They have a deep interest in understanding the composition of the products they purchase, often wanting to know where they are made,” she finds. As for the market, she is aligned with her fellow German kid’s stores — theres’s a shift towards sustainability, quality, and durability.
Meet brands like: New Kids in the House, Hänska, 4Kix, Fabelab, Mini Kyomo, Nixnut, Alma Babycare, Gray Label, Sticky Lemon, MarMar Copenhagen, Bobo Choses, Silly Silas, We Are Gommu, Minimalisma, Donsje Amsterdam, Phil & Phae, Senger Naturwelt, Alwero, Studio Noos…
The Berlin-based boutique, Maravillas, lives up its name, which means “marvelous”! Founded two years ago by a mechanical engineer and mother, Sina, her good friend and fellow mechanical engineer and mother, Hannah, joined the team about a year ago. In Maravillas, they are dedicated to offering products for children from 0-6. Catering to families that are sustainable, practical, and marvelous themselves, their offer focuses on smaller, more sustainable brands. “We like clothing and toys that are long lasting, not only in use but also in terms of style,” Hannah told us. “As mothers ourselves, it’s important to us that the products are practical. For example, clothes have to be comfortable for kids, but also easy to clean and maintain,” she continued.
When asked about their customer base, Hannah told us most of their customers are locals and regulars. “We have customers that come from all over Berlin, typically for specific brands we offer,” she said. While they have an online shop, they’re largely focused on selling locally in their store. Maravillas is also the trusted destination for a lot of relatives in search of the perfect presents for the little ones in their lives.
In their store: MP Denmark, Gosoaky, Collégien, Little Casimir, Yuki kidswear, Disana, Petit Piao, Sticky Lemon, Donsje Amsterdam…
Little Department Store is committed to offering special, high quality kids’ fashion, accessories, toys, and lifestyle products. The store’s owner, Robin, told us they focus on quality, sustainability, and beautiful design when selecting brands for their selection. “Our store is a place for discovery, inspiration, and comfort. The atmosphere is relaxed, welcoming, and friendly— we want our customers to enjoy spending time there and receiving personal advice,” she said. When asked about their typical customers, she told us they are almost exclusively locals in store. For their online shop, though, families from around Germany order from them.
Robin finds that the kid’s market in Germany has developed a lot over the past few years. “Sustainability and conscious consumption are becoming increasingly important. Parents prefer to invest in fewer, but high quality, pieces,” she told us. She still sees a lot of potential there, saying there’s more room for variety and unique concepts from both retailers and brands.
Shop brands like: Sproet & Sprout, Daily Brat, 1+ in the Family, MP Denmark, Alwero, Petit Blush, Izipizi, Salted Stories, Lil’Boo, Piupiuchick, Studio Noos, Gosoaky…
Started by a skilled tailor, meet Kinder&Konsorten! What began as a personalized cushion store in 2003 has evolved to also offer books, then toys, and now the beautiful range of clothing, toys, and living accessories for babies, children, and families it’s known for today. “As soon as you step in, it’s clear that you’ve entered something special,” the owner, Pia, told us. The store’s atmosphere is made up of warm pastels and carefully chosen products that invite you to explore their carefree world.
In an effort to counter throw-away culture, they offer natural materials with educational worth on their shelves. “Our target group is mischievous, wild, cool, brave children. We want to encourage their creativity and individuality,” Pia explained. Though customers can’t find everything at Kinder&Konsorten, they’re sure to find products chosen with diligence, love, and care.
In their store you’ll find: Kiko+ gg*, Méduse, Alma Babycare, Fabelab, Nobodinoz, Petites Pommes, Gray Label, Mini Rodini, Maileg, American Vintage, Elhée, Maan, Senger Naturwelt, Ice Watch, Binibamba, Minois, Pequeño Tocón, Liewood…
Inspired by their own children, Gans Glückselig is a concept store that lovingly selects fashion and accessories for kids ages 0 to 10. With a complementary selection of toys and essentials for everyday life, they specialize in moments big and small. Gans Glückselig pays special attention to detail when selecting brands for their store. Like many German kid’s stores, they offer the most sustainable, high quality labels they can find. Gans Glückselig only has products the founders would use for their own children.
On their shelves you’ll find brands like: Konges Sløjd, Studio Noos, Lil’Boo, Ella and Rapha, Little Dutch…
With a mix of leading designers and up-and-coming labels, August Pfüller hand picks each product in their store. Their kid’s store features a fabulous selection of fashion, toys, and baby equipment spread out over 4 floors. Customers turn to August Pfüller for their exceptional advice and thoughtfully curated selection. From top fashion labels to trendy strollers, they have everything kids and babies need to grow up with.
These brands are in their store: Dimpel, Ao76, Yuki Kidswear, Maileg, Cam Cam Copenhagen, Veja, Konges Sløjd, Donsje Amsterdam, Frilo Swissmade, Igor, 1+ in the Family, LikeFlo, Patachou, Scotch & Soda, Wedoble, The New Society…
The shoe specialist Patschefuß was founded on a dream to help kids find beautiful, well-fitting shoes. Started by mother’s that did this for their own children, they wanted to share their expertise with others. With a selection that caters to every season, age, and occasion, Patschefuß carefully selects each shoe that enters their store. They also feature a small offer of fashion to complement their shoes. Like many German kid’s stores, Patschefuß is ready to accompany families in store and online all year round!
Find amazing shoe brands like: Bundgaard, Naturino, Froddo, Camper, Liewood, Bisgaard, Veja, Angulus…
Mytheresa is a luxury online retailer based in Germany. Having started as a boutique in 1987, the store moved online in 2006 and ships to over 130 countries. The selection on Mytheresa is highly curated, focusing on luxury labels for men, women, and kids. With curated selections like their current Vacation Shop offering expert advice, the customer service on Mytheresa is another reason customers around the world turn to their site!
Brands like these are there: Pèpè, Bobo Choses, Molo, Roarsome, Louise Misha, C’era une volta, Mini Rodini, Jelly Mallow, Pom d’Api, Self-Portrait, Liewood, Patachou, Scotch & Soda, Rylee + Cru, The New Society, Veja…
Offering an exceptional shopping experience both in their stores and 24/7 online, discover Unger! This retailer has several locations, including one dedicated exclusively to children. In this editorial concept store, Unger curates a luxurious selection of fashion and accessories for little ones. With a modern design and expert selection of products for kids and babies, they offer first-class care for each customer.
In Unger you’ll find: Longlivethequeen, Donsje Amsterdam, Vilebrequin, 1+ in the Family, Holmm, Konges Sløjd, The New Society, Mini Rodini, Louise Misha, Bobo Choses, Lil’Boo, Tartine et Chocolat…
Meet Baby Kochs, a store that responds to every need of the entire family! Having started in 1877, this family-run store is on its 5th generation of owners. Throughout several evolutions, Baby Kochs has maintained and further developed their expertise. With different sections of their store dedicated to different age groups that range from pregnancy and nursing to fashion, toys, books, and more for kids up to 14, their store is a one-stop-shop for the entire family at every age. With an expertise that’s spanned over a hundred years, Baby Kochs is well versed in accompanying families as they grow.
Shop brands like: Cozmo, Molo, Alwero, Roarsome, Binibamba, MarMar Copenhagen, Blundstone, Naturino, Chewies&more, Ella and Rapha, Silly Silas, Emu Australia, Falcotto, Chamaye, Flow Amsterdam, Waterplops, Huttelihut, Piupiuchick, Izipizi, Minimlaisma, Easy Peasy, Little Casimir, MP Denmark…
In store or online, Märchenwelt Kinderzimmer brings children’s dreams to life with their expertly curated selection! For babies, they have nests, blankets, strollers, cribs and fashion. As for children up to 16, Märchenwelt Kinderzimmer has a wide range of clothing, stuffed animals, bedroom essentials, and decor. Well-organized, colorful, and creative, the expert selection at Märchenwelt Kinderzimmer has nothing but the best!
Check out brands from our community like: Tartine et Chocolat, Izipizi, Frilo Swissmade…
Steybe is a family business that has spent over 60 years providing families with high quality products. With a wide range that covers strollers and car seats, furniture, toys, clothing, and wellness, they have everything families need to take care of their little ones. The thing that sets Steybe apart is that they offer impeccable support. They know that finding the right product can be overwhelming. This is why their expertise is always at their customer’s service!
In their store: True Artist, Veja, Molo, Ambosstoys, Ao76, Studio Noos, The New Society, Little Casimir, Bisgaard, Cam Cam Copenhagen, Disana, Quut, Flow Amsterdam, Maileg, Scotch & Soda, Play Up, Mini Kyomo, 1+ in the Family, American Vintage, Mr. Maria, Piupiuchick…
Nica’s Cosmos is a store designed to make shopping simple for families! From fashion to lifestyle, they’ve got everything for babies and kids, with even a small offer for their stylish parents. Having started as a customer, the current owner comes from a family of retailers. She is excited to include everyone that comes into Nica’s Cosmos in her journey. The assortment you’ll find there is cool, stylish, and sustainable, focusing on what’s important to them and the families that shop there.
Find these brands there: Liewood, Mrs. Ertha, Chamaye, We Are Gommu, Mimi & Lula…
We hope you’ve enjoyed this trip to visit these amazing German kid’s stores! We know Caterina absolutely loved the chance to meet many of them, and we’re always so happy to learn more about the buyers and brands in our community. Thank you so much to the retailers who welcomed her to their shops, and to those who answered our questions!
Brands can apply now for the summer editions of Playtime Paris, Playtime & Kid’s Hub New York, and The Tiny Show on Tour Los Angeles to meet amazing buyers like these ones from German kid’s stores! As for buyers, mark your calendars for the end of April, because registrations will be opening then!
