On track to become Germany’s leading online shop for baby products: windeln.de takes stock of its first year

Munich, 12 December 2011 – A little over a year after it was founded, Munich start-up windeln.de has very positive results to report. Germany’s largest online shop for everyday baby products has significantly outperformed its sales guidance. Monthly sales at windeln.de now exceed 1 million euros. “Total sales figures for 2011 will be in the high single millions, more than twice our initial guidance,” says Konstantin Urban, managing director and co-founder of windeln.de. “We are staggered by the demand and the rate at which customer numbers are growing for our online shop.” Only twelve months after the launch of the shopping platform, more than 100,000 parents have ordered not only diapers, baby food and dummies online, but also thermometers and many other products. windeln.de plans to have expanded its range from an initial 3,000 items to more than 10,000 products by the end of the year. At present, the Munich-based team is adding prams and child car seats to the offering. Baby clothing and toys are to follow next year. “Our ongoing expansion will help us grow to become the number-one German online shop for baby products in the years ahead,” Urban says.
The conditions could not be better. According to a consumer survey recently conducted by Dusseldorf market research institute INNOFACT, windeln.de is already as well known as the Schlecker, Rossmann or Amazon online shops for people looking to buy diapers. windeln.de also offers young parents a crucial advantage over high street retailers: “Going shopping with a baby is not an easy task,” as Alexander Brand, managing director and co-founder of windeln.de, and himself a father of two children, knows all too well. “If you have the option of ordering diapers, baby food, nursing pillows and baby monitors on the internet, that makes things much easier.” Discounts on bulk packs often mean that the unit price is also noticeably cheaper than in stores. And at windeln.de, one- to two-day delivery is free on orders over 49 euros. “Orders placed with windeln.de by 3pm can be supplied to DHL by our logistics partner Group7 AG on the same day,” adds Alexander Brand. The business model has also convinced well-known venture capital providers such as Acton, British DN Capital and High-Tech Gründerfonds. And one glance at the number of referrals shows just how enthusiastic mothers and fathers in Germany are about one-click buying. More than one-quarter of all customers are already being acquired through a special referral system. When regular customers recruit new customers, it really pays off. For every future purchase the new customer makes, a credit of 1 euro is paid into the referring customer’s own account. “In the long term, we benefit from this just as much as our customers,” Brand says. “We will keep expanding our sales concept into the future, and continue to impress parents in Germany with the quality of our products, our service and reliability.”