Haba Family Group Acquires Bella Luna Toys

Haba Family Group-Bella Luna

Haba Family Group announced the acquisition of specialty online retailer Bella Luna Toys and Oompa.

Going forward, Bella Luna and its employees will report to Haba Family Group’s subsidiary, Haba USA, while Bella Luna will continue to operate as a separate company.

Acquired in 2009 by Sarah Baldwin, a former Waldorf school teacher, Bella Luna manufactures educational wooden toys, with a focus on sustainable and environmentally-friendly production. Under the ownership of Haba, Baldwin and Chris Percival will continue to lead the merchandising process and select new products that fit the Bella Luna and Oompa brands.

The acquisition allows Haba Family Group to expand its e-commerce presence in the U.S.

“The acquisition of Bella Luna Toys is a key step in the five-year growth strategy for Haba USA,” said Willie Wikov, CEO of Haba USA. “We are excited to build scale and, in turn, learn as much as we can from Sarah Baldwin and the extremely talented team she has assembled.”

In January 2o22, Bella Luna will move its fulfillment operations to Skaneateles, New York — where Haba USA is based — doubling its warehouse space. Haba’s experience in B2B and importing will create opportunities to distribute the European brands that Bella Luna currently carries in the U.S. on a larger scale.

“Our goal is to drive sustainable growth, and by purchasing Bella Luna Toys we underline our strategy, which is based on a strong customer focus, high quality products, premium brands, and an emphasis on international expansion,” said Haba Family Group CEO Tim Steffens.  “I am very happy that we can lay another important building block in the future of the Haba Family Group with Bella Luna Toys and Oompa. They fit perfectly with our DNA, enabling us to respond more quickly and flexibly to the market and customer needs in the USA.”