Little Unicorn

Background

Founded in 2015 and headquartered in Logan, Utah, Little Unicorn specializes in designing and manufacturing high-quality soft goods for infants and toddlers. The company's mission is to enhance the lives of families by providing premium, thoughtfully designed products that combine functionality with aesthetic appeal.

Key Strategic Focus

Little Unicorn's strategic objectives include:

Product Excellence: Offering a diverse range of products such as swaddles, quilts, blankets, sleep bags, rompers, bandana bibs, crib sheets, hooded towels, diaper bags, and pouch sets.

Market Expansion: Distributing products in over 1,000 North American stores and more than 20 countries worldwide, with a focus on further international growth.

Omnichannel Presence: Establishing a robust presence across multiple retail channels, including direct-to-consumer e-commerce and partnerships with major retailers like Target.

Financials and Funding

Little Unicorn's financial performance includes:

Annual Revenue: Estimates range from $3.8 million to $5.9 million.

Employee Count: Approximately 27 to 38 employees.

Funding: Raised a total of $753,000 over two funding rounds.

Technological Platform and Innovation

Little Unicorn leverages a suite of technologies to enhance its operations:

E-commerce and Marketing: Utilizes platforms like Dovetale for affiliate advertising and Google Tag Manager for efficient tag management.

Web Development: Employs jQuery and Underscore.js for dynamic and efficient website functionality.

Security: Implements X-XSS-Protection to safeguard against cross-site scripting attacks.

Leadership Team

Key executives at Little Unicorn include:

Matthew Huff: President, overseeing overall company strategy and operations.

Todd Nyman: Vice President of Sales and Marketing, responsible for driving sales growth and marketing initiatives.

Jordan Brandley: Vice President of Finance and Operations, managing financial planning and operational efficiency.

Matthew Larson: Vice President and Creative Director, leading product design and creative direction.

Chelsea Morley: Product Designer, contributing to the development of innovative and appealing products.

Competitor Profile

Market Insights and Dynamics

The infant and toddler product market is highly competitive, with a focus on quality, safety, and design. Consumers seek products that offer both functionality and aesthetic appeal, driving companies to innovate continually.

Competitor Analysis

Key competitors include:

Aden + Anais: Founded in 2006, offers a range of baby products, including swaddles and blankets, with an estimated revenue of $7.5 million.

Giggle, Inc.: Established in 2003, provides a variety of baby products and services, generating approximately $5 million to $25 million in revenue.

Modern Burlap: Founded in 2014, specializes in organic cotton blankets and swaddles, with revenues between $25 million and $100 million.

Strategic Collaborations and Partnerships

Little Unicorn has partnered with Ingram Micro Commerce & Fulfillment to enhance its omnichannel capabilities, enabling efficient fulfillment across various retail channels and supporting international expansion efforts.