Finn & Emma

Organic Baby Toys, Gear, and Apparel

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Security Type
Non-Voting Equity
Fashion & Accessories
Min Investment
Offering Date
October 24, 2022
Expected Close Date
January 17, 2023
Target Raise
No. Investors
Security Price
Number of Employees
Short Term Debt
Cost of Goods
Long Term Debt
Net Income

Company Description

Finn + Emma is helping families live more sustainably with our organically-made baby and toddler apparel, gear, and toys. We eliminate all toxic chemicals from our classic and contemporary designs. For ten years, we have successfully built a loyal community of over 218,000 followers and 24% repeat customers. With more demand than we can currently satisfy, there are long wait lists for some of our key products.


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$249+ Investment
StartEngine Owner’s Bonus
This offering is eligible for the StartEngine Owner’s 10% Bonus program. For details on this program, please see the Offering Summary section below.

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Friends and Family Early Birds
Invest within the first 48 hours and receive 10% bonus shares





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$250+ Investment
$250+ | Tier 1
Receive $50 gift card

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$500+ Investment
$500+ | Tier 2
Receive $125 gift card

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$1,000+ Investment
$1000+ | Tier 3
Receive $250 gift card

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$2,500+ Investment
$2500+ | Tier 4
Receive $250 gift card + 10% lifetime discount + design your own graphic onesie!

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$5,000+ Investment
$5,000+ | Tier 5
Receive $250 gift card + 20% lifetime discount + design your family graphic set.

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$10,000+ Investment
$10,000+ | Tier 6
Receive $350 gift card + 25% lifetime discount + design your family graphic set.

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$20,000+ Investment
$20,000+ | Tier 7
Receive $500 gift card + 30% lifetime discount + design your own family tees + Best Sellers Gift Basket + Early Access to New Products

Key Deal Facts

Our products! Our diversified product line of apparel, gear, toys, and decor features sophisticated, whimsical organic designs free of toxic chemicals.

A growing company in a huge market. 24% of our customers return for repeat purchases, positioning us as a brand of choice in the $135.5 billion global baby apparel market.*

Our reputation speaks for itself. We have been named as one of the top 3 baby apparel brands, featured in Vogue, What to Expect, and The Bump. Our products can be found in Buy Buy Baby, Anthropologie, Macy’s, Amazon, Pottery Barn, and many more.

Management Team / Advisory Board Bios

Delia Elbaum


Delia has 18 years of sales management experience with a focus in the baby space bringing start up businesses to the next level. Before joining us, she worked for Aden + Anais, where she grew revenue from $1M to $30M in 3 years. A proactive and collaborative leader, she is committed to turning our brand into a household name.

Roger Dorf

Board Member

Roger retired as VP and GM of the Broadband Wireless Business Unit at Cisco Systems in 2009. He was appointed to that role in 2007 when Cisco acquired Navini Networks where he had been CEO. Previously he was CEO of Promatory Communications, which was acquired by Nortel Networks for $790 million in 2000. Prior to that he held executive positions at IBM and AT&T. Roger works 1-2 hours a week with Finn + Emma.

Anna Schwengle

Founder and Board Member

When Anna was 23 She sold everything she had and moved from Berlin to NYC with nothing but an old suitcase, a cardboard box, and a whole lot of blind optimism. There she started working with a variety of companies ranging from Oshkosh to J.Crew Crewcuts to Ralph Lauren and many more.
Over the years she saw how the demand for organic baby clothing was quickly growing but the market offered barely any options. She decided to change that. So she took that optimism she's known for, turned her dining room table into an office, and googled how to write a business plan. Voila, Finn + Emma was born. Anna works 1-2 hours a week with Finn + Emma.

Nicholas Williams

Board Member and Corporate Secretary

Nick is a graduate of the United States Naval Academy at Annapolis (1970) and a former Marine Corps aviator. He has worked for IBM, AT&T, and Tellabs (VP of International Operations). Nick was the CEO of Premisys when it sold for $250M in 2000. From 2003 to 2005, he served as Deputy Assistant Secretary for Operations at the US Treasury. Nick works 2-3 hours a week with Finn + Emma.

Dave Willson


Dave is our Chief Financial Officer. He has 15 years of accounting finance and advisory experience.He has a BA in Accounting from the University of Utah and an MS in Information Management from University of Texas at Dallas. Dave has also started, run and sold successful companies across the retail, service, consumable and food industries. Dave works with Finn + Emma 3-4 hours a week.

Megan Hartley

Head of Sourcing and Production

Megan has 30 years of experience in sourcing and product development. Before joining us, she ran her own design agency where she worked with the Best at Block Corporation and PVH. At Finn + Emma, she negotiates terms, maintains a consistently punctual production schedule, sources factories for products, and manages compliance with regulations. Megan works with Finn + Emma 35 hours a week.

Marybeth Pasquariello

Head of Operations

Marybeth has over 21 years of experience in human resources and operations. 

Maya Heenan

Design Director

Maya got her BA from Irvine University in Fine Arts. She got her masters from the Fashion Institute of Technology (FIT). Maya has her finger on the pulse of trends and baby fashion. Creating the best selling collections for Finn + Emma. Maya works with Finn + Emma 30 hours a week.

Issy Piraino

Wholesale Sales Manager

Experienced National Account Manager with a demonstrated history of working in the organic baby apparel and toy industry. Sales professional with strong communication, interpersonal, organizational and presentation skills. Very creative, enjoy developing promotions and writing effective correspondence. Master of Arts focused on Advertising from S.I. Newhouse School of Public Communications at Syracuse University. Issy works with Finn + Emma 30 hours a week.

Jessica Alvarez

Systems Admin and Warehouse Manager

Jessica has been with Finn + Emma for 6 years starting in the warehouse and quickly taking over all systems, inventory and warehouse management.
Amount Raised : $73,384
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The overall viability and scalability of the business concept as well as the ability to drive the concept to profitability over time.
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Management Team
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Security Description

Non-voting stock is stock that provides the shareholder very little or no vote on corporate matters.

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