Bebe store

About Bebe store

Bebê Store emerged in 2009 as an e-commerce platform in Brazil specializing in products for babies, children, and mothers. The company was founded by the husband-and-wife team Leonardo Simão and Juliana Della Nina. Simão, who served as CEO, holds degrees in Production Engineering and Law and is a graduate of the Owner President Management Program at Harvard Business School. His background includes founding and exiting an online lottery company and ventures in real estate and digital transformation.

The company established itself in the Brazilian market by focusing on providing a comprehensive online retail experience for parents. Its business model is centered on direct-to-consumer online sales, offering a vast catalog of over 50,000 items, including higher-end clothing, toys, accessories, strollers, and car seats. A key service introduced by the company was the "Clube da Fralda," recognized as Brazil's first diaper subscription service, which allowed parents to receive diapers at home regularly. This service offered customizable kits with prices ranging from R$99.90 to R$109.90 in 2013.

Bebê Store successfully attracted significant venture capital, raising a total of $22.5 million over two rounds. Its Series B round in March 2013 brought in $10.2 million, followed by a Series C round of $12.3 million in March 2014, with investors including Atomico, W7 Venture Capital, and A5 Capital Partners. A major strategic move occurred in July 2014, when Bebê Store merged its operations with competitor Baby.com.br to consolidate its market position. By this time, the combined operations had received over $105 million from a wide array of venture capital funds. Following this period of growth and consolidation, Bebê Store was reportedly acquired by the Ri Happy Group, a major player in the Brazilian toy and children's product retail sector.