Family Nation  | Mamacrowd

Innov SME



Nana Bianca

Family Nation 2


For 10 years, a benchmark for online and store sales of high-quality, sustainable children's products

  • Revenue 2022 of 6.5 M€, positive EBITDA (approx. 549k€), and CAGR of 26% 2017-22

  • Proprietary technology, international team, partnerships with international brands and manufacturers

  • Strongly multi-channel business model (B2C and B2B) in Italy and abroad

  • 1.000+ stores served throughout Italy

Professional Investor

Professional Inv.

Goal min 300 k€

Goal max 600 k€

Total Collected

504.940 €




7,5 Mln€

Minimum goal

300 k€

Minimum Order

249,75 €



  • Project
  • Market and Target
  • Business Model
  • Financial projections
  • Use of funds
  • Rewards for Investors
  • Team
immagine copertina


Family Nation in 10 years has become an omnichannel leader in selling products for children and families through B2C ecommerce ( and distribution channel to B2B stores ( The company has delivered over 270,000 thousand orders with an outstanding rating on Trustpilot (96% of reviews at 5 or 4 stars) and serves over 1,000 stores throughout Italy. With over 200 brands and more than 8 thousand products (including clothing, toys, and furniture), a digital and print magazine, and a community of experts, professionals, and families, Family Nation is a one-stop shop for parents looking for the best in quality, beautiful design, and sustainability for their children.

Over the years, it has grown steadily and sustainably in both revenue and EBITDA, with a CAGR 26% 2017-2022, and has been breaking even for 7 years. In 2022 the revenue generated was over €6.5M with EBITDA of approx. €549K, a steadily growing average shopping cart (€100 for B2C and over €761 B2B), and a very low return rate for the industry (only 4%).

In 2017, Family Nation ran an equity crowdfunding campaign on Mamacrowd (concluded by raising €400K in 52 hours) and since then the company has been transformed: with revenue growth from €2 to €6.5M (a 220% growth) and EBITDA growing from €80K to €549K.

Family Nation is an innovative SME associated with the digital accelerator Nana Bianca. It is also a Benefit Company, attentive to the environment and people. This makes it a high reputational value and future proof partner.

Through the equity crowdfunding campaign, Family Nation aims to raise capital to accelerate growth, forecasting revenues of more than €15M in 2026. The raising will finance a development plan focused on: 1) omnichannel, which consists of integrating ecommerce with physical commerce in a new way through the opening of 6 Flagship Stores and 25 digital corners within partner stores; 2) the creation of own-brand products for the Italian and European markets. Thanks to 10 years of sales data, the company can guarantee quality, marginality and sustainability of the products it is producing; 3) Finally, the roll out of the Intelligent Birth List, launched in April 2023 with technology more innovative than any competitor. The List offers unparalleled flexibility for parents in choosing products and how the donations collected are spent.

Importantly, Family Nation has already begun to implement the development plan: in less than a month it already has more than 100 Gift Lists collected; it has made and presented prototypes of its wooden toys to retailers and is about to start initial production; it has closed deals with pilot corners and is developing the necessary technology.

On the campaign is available the optional Rubrication free of charge for the Investor as the costs are borne by Family Nation 2.

Family Nation 2 reserves the right of "liquidation preference" for all investors who join the campaign, who will therefore be reimbursed first in the event of an exit than the company's other shareholders (according to the order of preference indicated in the bylaws). All conditions are published in the bylaws found in the Documents section.


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Family Nation 2

The information on the offer is not subject to approval by Consob. The Offering company is solely responsible for the completeness and truthfulness of the data and information provided by the latter. The investor's attention is also drawn to the fact that the investment, even indirect, through OICR or companies that invest mainly in financial instruments issued by innovative startups and SMEs is illiquid and characterised by a very high risk.

Warnings pursuant to Article 19(2)
crowdfunding services provided by Mamacrowd are not covered by the Deposit Guarantee Scheme established in accordance with Directive 2014/49/EU*; securities and instruments eligible for crowdfunding purposes that can be acquired through this crowdfunding platform are not covered by the Investor Compensation Scheme established in accordance with Directive 97/9/EC**.
* Directive 2014/49/EU of the European Parliament and of the Council on Deposit Guarantee Schemes.
** Directive 97/9/EC of the European Parliament and of the Council on investor-compensation schemes.


© 2023 SiamoSoci Srl a company of Azimut Group - VAT number IT07464370969 - Via Timavo 34, 20124 MI - SC € 95.417,54 fully paid up - Registr. 8, resolution 19002 of 06/08/14

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