Independent E-Commerce Children’s Lifestyle Store


Acquisition Opportunity

Hilco is delighted to offer for sale the business and assets of an independent e-commerce lifestyle store, offering contemporary and sustainable Scandi-inspired children’s furniture, décor, clothing and toys purchasable via the Company’s attractive e-commerce website platform (the “Company”).


Launched in the last decade, the Company is an independent children’s lifestyle store offering beautiful products inspired by neutral Scandi hues and minimalistic design. The Company has quickly established itself as one of the leading luxury furniture brands for babies and children, with customers flocking to the Company for beautiful nurseries, unmatched service and expert advice. The Company stocks stunning designs from leading brands like Oliver, CamCam, Lifetime, Sebra and Liewood and boasts its own exclusive products, which are expertly hand-crafted with the finest, sustainable materials.

The Company has multiple revenue streams stemming from its diverse offering, and in the last recent years, it launched its flourishing Interior Design Service. Complementing its product offering, the Company launched its design service intending to help parents create calming, functional and playful spaces, with the package including consultations, mood boards, fabric samples, styling and fitting. The Company’s service offering has proven successful, generating average order values of over £2,000 and facilitating the design of swoon-worthy nurseries for its loyal customers, including influencers and a host of celebrities.

The decision to embark on creating its own branded products meant the Company had more creative and financial freedom, with less dependence on third-party suppliers and higher margins on own-brand products, offering its shoppers speciality pieces alongside prestigious third-party Scandinavian brands. Each of the Company’s new products has proven a hit with its customers, with the own-brand product lines becoming bestsellers, signalling that customers trust the brand and quality of its products.

The Company has developed a robust digital marketing strategy that has solidified its position as a leading lifestyle brand, with a loyal client base in and around the UK, a popular and attractive e-commerce website with 83k monthly users and an enviable social media presence, with c. 400k followers across its various platforms.

During the COVID-19 pandemic, the Company’s website remained a go-to destination for parents, generating revenues in excess of £2m, even during the most challenging times. With the children’s furniture market forecast to reach $48.9bn by 2023 [1], this sale presents a rare and exciting opportunity for an opportunistic buyer to acquire an acclaimed and established business to exploit the demand for the vast potential of the kid’s furniture market.

Business Highlights

Highlights of the business include:


The Company has built an attractive brand of a leading lifestyle company for the social media age, with a portfolio of influential celebrity clients and hundreds of thousands of loyal customers across the UK and beyond.

The brand is supported by the Company’s popular online website and engaging social media accounts across Instagram, Facebook, Pinterest and TikTok.

Lucrative Income Model

The Company has a robust online income via its e-commerce store and has collaborated with numerous celebrity/high-net-worth clients.

Attractive Intellectual Property Portfolio

The Company has developed an extensive intellectual property portfolio to protect the Company‘s competitive advantage in the market. This portfolio includes a UK-registered trade mark, domain names, a vast customer database, supplier data and the Company‘s elegantly-designed e-commerce website.


The Company also holds c. £37k worth of stock at cost.

Detailed information and access to a virtual data room is available under NDA, which can be downloaded here.

Sale Process

All expressions of interest and offers should be directed to Hilco in writing. Additional information and access to a virtual data room is available under NDA. The information provided has not been verified by Hilco and bidders are deemed to have carried out their own due diligence. A Bid Submission Form for submitting offers is available.

Key Terms & Conditions

The bidder acknowledges that Hilco acts as an agent for the Company who offer for sale only what right, title and interest the Company possesses in the assets. Such sale will be without any indemnities or warranties, expressed or implied. The assets are sold “as is, where is”. VAT at 20% will be added to the price if applicable. Legal completion to occur within 5 business days of bid acceptance. Hilco’s full Terms and Conditions apply. Hilco Streambank’s full Terms and Conditions apply.


Alexander Muir

Associate Director

Manchester Office

+44 (0) 7593 562917