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Ten Little Toes: Empowering Parenthood with a World of Nurturing Solutions

Experience is a wonderful teacher and for a smart, wise entrepreneur, it can open the doors to wonderful opportunities. The co-founder of TEN LITTLE TOES Modawi Al Ansari, started this very popular and highly successful Qatar-based Children Store, based on her personal experience when she became a mother.

Recognizing the profound impact of little conveniences on the lives of new mothers caring for their newborns and growing children, Modawi, in collaboration with her husband, who also serves as the co-founder of the enterprise, embarked on a journey of extensive research. Their efforts yielded a business model that has since blossomed into a comprehensive one-stop destination. Here, mothers and new parents discover an array of carefully selected offerings, designed to enhance their parenting journey and bring delight to their lives.

Says Modawi, “Our decision to launch the store stemmed from a clear market gap – a shortage of affordable and essential brands and products catering to the needs of babies, children, and parents.”

Today TEN LITTLE TOES has progressed and transformed into a space that feels like a trusted, close-knit community. The store appreciates the profound value of every moment, from a baby’s first smile to their tentative steps and the shopping experience is meticulously crafted to reflect these cherished moments.

Creating a destination for products that make motherhood a meaningful journey

One look at the TEN LITTLE TOES online marketplace and every mother and parent will get that reassuring feeling of having come to the right place. It is a space that has curated the best of the brands from around the world and ensured that they come with a beautiful price tag.

Operating primarily as a distributor, the brand collaborates with various companies and leading brands to offer exclusive products to its customers. From Spectra Baby, on offer are breast pumps, bottles, and accessories, ensuring top-quality breastfeeding solutions. The collaboration with Curly Ellie from the UK introduces specialized hair care products tailored for somewhat curly hair.

The partnership with Jack and Jill, a trusted Australian brand, delivers children’s oral hygiene and bath essentials. Snuggle Me Organic, an American brand, delivers comfort with baby loungers, nursing comforters, and nursing pillows.

The recent addition of Dreamland Baby, another American brand, brings sleep-related items like sleep bags, sleep sacks, and swaddle products. Swaddle Designs further enhances a baby’s comfort with swaddle blankets, bibs, towels, and washcloths.

For breastfeeding support, the collaboration with Haakaa provides silicone manual pumps and related accessories. For those initial feeding stages, EZPZ offers silicone-based first-feeding products, including baby cups and utensils.

Apart from this the brand also brings high quality, child-safe products like Fabric Softeners, Bottle Cleaners, Lactation Massagers, 100% silicone, safe soft and flexible Pacifiers, ergonomic and safe Strollers, Toys, Back to School essentials, clothing, and anything else that a mother would need.

Putting the business experience of over a decade to expand the business horizons

With more than a decade of experience in managing the business, the founders of TEN LITTLE TOES have successfully navigated the ups and downs, experiencing periods of growth alongside occasional downturns. Today it can confidently state that it has catered to the needs of a substantial number of customers and the client base is growing consistently.

At present, the operational footprint encompasses both a brick-and-mortar shop and a robust online presence. Given the compact geographical dimensions of Qatar, the brand has strategically decided against widespread expansion, primarily due to the daunting rental expenses associated with prime locations. Instead, it has adopted a distribution model that involves collaborating with local department stores and select retail partners. For international clientele, it extends its services by shipping products upon receipt of orders, with certain brand availability considerations.

Over the next five years, the brand’s strategic vision includes the opening of one or two additional branches, and it is also keen to diversify its market presence by venturing into department stores and malls, where it intends to introduce its distinctive line of branded products.

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