Executive Summary
Global Rank
#299,714
Monthly Visits
65,000
Avg Duration
3m 14s
Pages/Visit
9.02
Strategic Overview
Vertically integrated: controls all design and production, Strong brand presence and recall in Russian kids apparel, Multi-channel: 90+ branded stores and 3,000+ wholesale accounts plus a popular web platform.
Limited international exposure and brand awareness outside Russia/CIS, Potential supply chain pressures and high delivery costs for remote regions, Opaque Western-facing corporate transparency.
Our Verdict
Upside & Downside Analysis
The Bull Case
2 PointsMarket Leadership & Strong Brand
- Recognized as a top Russian children’s apparel brand with broad reach.
- Produces and sells about 10 million units yearly, backed by a long operational history.
- Omni-channel presence: online, wholesale, and physical stores support market dominance.
Quality Focus & Product Range
- Praised for natural materials and high tailoring quality.
- Wide assortment attracts both direct consumers and resellers.
- Orders processed efficiently, with reliable return policies.
The Bear Case
2 PointsGeographic and Language Constraints
- Primarily serves Russian/CIS region; little strategy for international expansion.
- Most web assets, support, and PR are Russia-centric, limiting overseas brand trust.
- Current lack of English-language corporate transparency may deter foreign funding.
Cost and Logistics Sensitivity
- High prices and delivery costs noted as consumer pain points.
- 100% prepayment policy and limited international payment methods may reduce conversion.
- No Western presence increases risk of supply chain disruption or sanctions impact.
Domain Integrity
Domain established since 2006, using reputable Russian registrar and secure DNS. SSL valid and no blacklist or phishing records, confirming technical legitimacy.
| Registrar | R01-RU |
|---|---|
| Domain Age | Jun 8, 2006 (19 years old) |
| Security Status |
Unlocked
SSL: R12
|
Reputation
0 Reviews
Sentiment Analysis
Widely recognized in Russia for quality and store reliability. Review aggregators and media lists position Crockid as a leader, with complaints mostly about price and shipping, not fraud.
Common Themes
Traffic Distribution
| Top Countries | Traffic Share | Trend |
|---|---|---|
|
RU
|
69.00% |
|
|
KZ
|
19.60% |
|
|
GE
|
2.20% |
|
|
DE
|
2.20% |
|
|
NL
|
2.10% |
|
Competition
| Competitor Type | Threat Analysis |
|---|---|
| Large multi-brand kids retailers | Outspend on marketing and broader assortment may attract non-loyal shoppers (e.g., detmir.ru, wildberries.kg, akusherstvo.ru). |
| Niche Russian children's apparel brands | Direct competition on quality/price; may win on hyperlocal relationships (e.g., playtoday.ru, acoolakids.ru, mledy.ru). |
| Cross-border/Western importers | Limited, due to geopolitical barriers, but potential threat for expat/urban audience. |
SWOT Analysis
Strengths
- Established brand and track record
- Full-cycle Russian manufacturing
- Omni-channel (online, store, wholesale)
- Strong consumer loyalty in target markets
Weaknesses
- Geographically limited influence
- Higher price and logistics costs for distant customers
- English/Western investor transparency gaps
- Returns require pre-approval and can be slow for remote buyers
Opportunities
- Expand franchise or partner models in CIS
- Localize international e-commerce for select new markets
- Broaden product range to teens/adults
- Enhance digital engagement via social and influencer marketing
Threats
- Import/export restrictions and supply shocks
- Rising competition from pan-CIS or digital-first apparel brands
- Consumer spending downturns in Russia/CIS
- Shifting e-commerce regulatory requirements
Tech Stack
Web Platform & Ecommerce
Custom PHP with CodeIgniter, integrated with payment, analytics, cart, and live chat. Runs on Russian infrastructure and optimized for mobile and high-frequency domestic traffic.
Cyber & Data Security
Multiple anti-fraud systems: reCAPTCHA, SPF, DMARC, secure mail and DNS. HTTPS by default to protect customer data.
Content Delivery & Hosting
Content delivered via Cloudflare and jsDelivr for redundancy and speed. Dedicated Russian servers (Agava, AO IoT, ISPsystem) ensure local data residency compliance.
Key Risks
| Identified Risk | Impact | Mitigation |
|---|---|---|
| Over-reliance on Russian and CIS markets with minimal diversification. | High | Exploring new markets, sustaining domestic leadership, and localizing marketing to various CIS regions. |
| Supply chain/logistics disruptions—especially for remote areas and in case of geopolitical tension. | Medium | Vertically integrated operations, strong local warehousing, and relationships with major Russian carriers. |
| Currency or payment method constraints limiting international conversion. | Medium | Primary focus remains on RUR card payments and familiar domestic settlement methods, reducing cross-border risk. |
| Reputational risk from negative reviews on shipping costs and return processing. | Low | Proactive communication, visible return policy, and established customer complaints process. |
| Leadership opacity for Western investors. | Low | Corporate info available via Russian registries if required; low impact for domestic stakeholders. |
Contacts
Appendix & Sources
Key Citations
-
Crockid.ru ranked among top Russian kids' clothing e-com stores (2022)
Lists Crockid.ru as highly rated for quality, materials, and product range, with customer pros/cons.
-
Official company website—contact and about
Contact page provides official support and administrative contact info.
-
Business profile and traffic analytics (SimilarWeb)
Aggregated website statistics—traffic, engagement, and referrer breakdown for November 2025.
-
Company mention in Russian children's apparel market news
Media article discusses brand activity and market relevance.
Data Sources Used
Disclaimer
All findings are based on publicly available data and third-party analytics as of December 2025. No evidence of systematic fraud or material misrepresentation was found, but this is not a substitute for legal, tax, or financial due diligence in formal acquisition, partnership, or investment contexts.