Kindsgut

Kindsgut GmbH operates as an internet-first brand in the children's toy and accessory market, originating from Berlin, Germany. The company was established in the spring of 2017 by Patrick Links and Dr. Bijan Niroomand. The founding was inspired by Patrick and Corinna Links' personal experience as new parents in 2016; they identified a gap in the market for children's products that were both aesthetically pleasing and affordably priced. Corinna Links, who was the COO at Vertical Media GmbH (the company behind the German startup publication Gründerszene), joined Kindsgut in 2018, primarily taking on marketing responsibilities.

The company's business model is centered on designing and selling toys, apparel, home textiles, and accessories for babies and children up to the age of eight. Kindsgut targets parents who value not only the play function and educational value of a product but also its design. The products feature a minimalistic, gender-neutral design, allowing them to blend into modern home interiors. The core of the business started with selling on Amazon to test the market, which proved successful, and has since expanded to its own online shop and supplying retailers in France. The company operates on a bootstrapped basis, having received no external funding, and has grown into a profitable business with a seven-figure annual revenue.

Kindsgut's product range is characterized by the use of high-quality, sustainable materials, with many items being certified by standards like OEKOTEX, GOTS, or FSC. The company manufactures its products in Asia and Europe, maintaining personal relationships with its producers. Sustainability is a key component of their brand identity; for every wooden toy sold through their website, the company plants a tree in cooperation with trees.org. They also support the ocean protection organization whales.org through donations from the sales of their whale-themed bathroom products. The company has a team of fifteen people and projects a significant increase in revenue, demonstrating a scalable and efficient operational structure.

Keywords: children's toys, baby accessories, e-commerce, Berlin startup, family-run business, wooden toys, sustainable children's products, minimalist design, gender-neutral toys, direct-to-consumer, parent-founded, bootstrapped company, home accessories, educational toys, OEKOTEX certified, FSC certified, European children's brand, online toy store, modern nursery, aesthetic baby products