1. The business mainly operates in Europe (Germany, Austria), with its core business being a sustainable online shopping platform for kindergartens, schools, and educational institutions, selling educational supplies, kindergarten furniture, and teaching materials.
2. In e-commerce, it is a well-known brand in the vertical field of educational and kindergarten supplies; competitors include other educational supplies retailers.
3. The official website brand terms are "backwinkel" or "BACKWINKEL".