For sale: Infinity Toy Box – the first and only subscription-based rental service for baby and children’s products in Bulgaria.
The business has been operating successfully for 4 years with a clear and proven model: families rent baby and children’s products through a monthly subscription, while the company manages the entire process — own inventory, maintenance, disinfection, and delivery.
The model solves a real problem for parents and is built on the principles of the circular economy.
Infinity Toy Box has undergone external validation at an early stage, including investment from a venture capital fund and a group of business angels, as well as winning multiple competitions and grants focused on innovation and sustainable business models.
The business is offered for sale due to the current owners’ focus on new ventures. As part of the transaction, all existing shareholders exit, and the buyer acquires the business 100%, with no funds or business angels remaining after the sale.
⭐ Key Information
4 years of active operations
The first and only subscription service of this kind in Bulgaria
Strong customer loyalty — many families use the service for their first child and return for subsequent children; a very high share of customer referrals
Recurring, automated monthly payments, complemented by seasonal services such as party rentals
An established and recognizable brand with an excellent reputation, developed social media, marketing channels, and presence at parent-focused events
⭐ Business Model
Subscription-based rental model with recurring monthly revenue
The company owns the entire inventory and manages the full cycle: maintenance, inspection and disinfection, logistics, and delivery
Additional revenue streams:
Children’s party rentals
B2B rentals
Gift vouchers
Online shop
⭐ Operations & Logistics
Fully equipped warehouse in central Sofia (rented)
Small and efficient team (warehouse staff + driver)
Company-owned delivery van
Established and functioning supplier partnerships
⭐ Software & Automation
Custom-built proprietary software, developed specifically for the business
Automation of subscriptions, orders, inventory, deliveries, internal CRM, delivery route optimization, and Stripe integration
Minimal need for manual intervention
⭐ Innovation & Recognition
A multi-award-winning business in the fields of innovation and circular economy
Attracted equity investment from Vitosha Venture Partners and business angels from Bulgaria Angels Club
Received grant funding from Postbank and ClimAccelerator Black Sea
Featured organically in Kapital, Forbes, Nova TV, bTV, 24 Chasa, Darik Radio, BNR, Bloomberg TV, Investor.bg
Winner of an award by 24 Chasa in the competition “The Big Small”
⭐ What’s Included in the Sale
Rental inventory (in the warehouse and with clients) + inventory for the online shop
Warehouse equipment
Delivery van
Brand, website, domain, and design
Software and automations
Social media accounts
Documentation, processes, and partnerships
Two weeks of active onboarding and training, plus follow-up support