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Windeln brings home the gold (in baby diapers)

There is more in baby diapers than just something stinky.

Windeln.de is a German online retailer for baby products, and it has tucked away $19.6 million (€15 million). In 2012, the company developed faster than a healthy toddler, and this financing will support continued growth.

Known as the Diapers.com of the German-speaking world, Windeln’s inventory includes includes more than 20,000 products from 300 companies, including diapers, baby good, toiletries, and pacifiers. Parents can easily place orders for their baby needs online and have them delivered to their door. Prices are lower than in many physical retailers, and parents of newborns appreciate the convenience of shopping from home.

Windeln had a successful year in 2012. According to a statement, it grew by more than 300 percent and now has a revenue run rate of $65. 34 million (€ 50 million). Furthermore, almost 70 percent of orders originate from existing customers. These are enticing numbers for investors. As such, existing investor DN Capital and new investor MCI led this funding round, with participation from Acton Capital Partners and 360 Capital. Each of these firms have European offices and will support Windeln’s expansion into new European markets.

The idea for Windeln was born when founder Constantine Urban and his wife, Victoria, were vacationing with their children on the North Sea in 2009. As young parents, they wished they didn’t have to lug large boxes of diapers to-and-fro — or panic when they ran out of the one kind of baby food their child liked. Urban founded Windeln in Munich in 2010.

Babies aside, Germany is one of the hottest markets for startups in Europe. Venture capital firms and incubator programs are setting up shop in Berlin, and the thriving cultural landscape presents a desirable environment for young, hungry entrepreneurs.

Babies may be expensive, but like startups, there is enjoyment in watching them grow up. Read the press release. 

Photo Credit: Shutterstock

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