Yoobi is a good example of a new entrant into a market deciding that they can put together a different bundle of order winners that will be competitive. Ido Leffler, who set up the operation, is a serial entrepreneur. When he went shopping for school stationary for his young children, he was struck by how boring the products were. It looked like most operators were competing on price. So he decided to do some research by going into some schools and talking to teachers about how stationary was bought and used in schools. This story is told here.
Yoobi products are designed to be “colourful and vibrant”. They’re meant to be fun and to appeal to young children’s needs. Linked to this, Yoobi also has an ethical dimension which includes making charitable donations to schools in need.