HackingRetail & ConsumerRetailVulnerability ExploitCapture Stored DataData ExfiltratedCustomer Data InvolvedIdentity (basic)Financial accountLowContained

Nuna Baby Essentials, Inc.

bd_863f7030737ba663 · schema v1 · pii pii-v1

Severity

Low

Discovered

Dec 6, 2024

Filed

Feb 21, 2025

To disclose

11 weeks

Affected

103state residents only

Linked

12 filings

Confidence

65%

Full breach record for Nuna Baby Essentials, Inc. →3 incidents on file

Nuna Baby Essentials, Inc. reported a data breach affecting New Hampshire residents. Unauthorized access occurred between September 8, 2024, and December 6, 2024, via its website payment platform. Information entered on the checkout page was copied. 103 NH residents were notified on February 21, 2025. Affected data likely includes identity and payment information. Nuna removed unauthorized code and enhanced website protections.

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Incident timeline

undetected · 89 days

discovery → filing · 11 weeks / 77 days

Sep 8, 2024

Begins

Dec 6, 2024

Discovered

Feb 3, 2025

Scope determined

Feb 21, 2025

Filed

vs. sector median

+4 wks slower

This filing is one of 12 about the same incident.View merged incident

Linked disclosures

Why this link?

Regulatory filings (10) · sorted by filing gap

Montana State AGbd_0b7b92e6170b39702025-02-21Candidate
Washington State AGbd_2dd65c8ad427d0772025-02-21Verified
Maryland State AGbd_7eee5014fe282a4d2025-02-21Verified
Indiana State AGbd_88ed36dc3d3a9acc2025-02-21Verified

Show 6 more filings ↓

Vermont State AGbd_b3eda8f7cf864f882025-02-21Verified
Massachusetts State AGbd_c2791cd2cdd9d9de2025-02-21Verified
Oregon State AGbd_c3eebdb216aeccb82025-02-21Verified
California State AGbd_d4c0418644cd41902025-02-21Verified
Nebraska State AGbd_dfe5c93c45bc4fc72025-02-21Verified
Maine State AGbd_efccb14d68a965e42025-02-21Verified

Showing first 10 of 11 linked disclosures.

Name: Nuna Baby Essentials, Inc.
norm: nuna baby essentials
Domain: nunalife.com

Name: Nuna Baby Essentials, Inc.
norm: nuna baby essentials
Domain: nunalife.com
Industry: Retail & Consumerllm

Discovered: Dec 6, 2024
Breach occurred: Sep 8, 2024 – Dec 6, 2024
Undetected for: 89 daysoccurrence → discovery
Materiality determined: Feb 3, 2025
Notification sent: Feb 21, 2025
Affected individuals: 103state-resident count only
Data types: Identity (basic)Financial account
Attack vector: Unauthorized Access
MITRE ATT&CK: T1190 Exploit Public-Facing ApplicationT1041 Exfiltration Over C2 Channel
Threat actor: ExternalFinancial
Regulator citations: Providing written notice of this incident to relevant state regulators and to the three major credit reporting agencies, Equifax, Experian, and TransUnion
Initial access: exploit_public_facing

During the incident: Removed the unauthorized code
Reviewing and enhancing website protections, policies and procedures
Notifying individuals, regulatory authorities and consumer reporting agencies
Changes made: Reviewing and enhancing website protections, policies and procedures to reduce the likelihood of a similar event in the future
Source: Quoted from the filing itself, not independently verified.

Time to disclose: 11 weeks(77 days from discovery to filing)
Compliance flags: — (clock not assessable for this source)

Status: No extraction artifact recorded for this disclosure.

Filing propagation · 11 filings · 11 states

View merged incident ↗

Montana State AGFeb 21 · first

Washington State AGFeb 21 · first

Maryland State AGFeb 21 · first

Indiana State AGFeb 21 · first

Vermont State AGFeb 21 · first

Massachusetts State AGFeb 21 · first

Oregon State AGFeb 21 · first

California State AGFeb 21 · first

Nebraska State AGFeb 21 · first

Maine State AGFeb 21 · first

New Hampshire State AGFeb 21 · first · this page

Cascade drawn from the first 10 linked disclosures of 11 — the full spread may be wider.

Evidence ladder

Leak-site claim

Attacker assertion only. Establishes: claim date, group, alleged victim.

Press / market report

Unlocks: incident narrative, operational impact. Still no compliance clock.

State AG / regulator filingThis record

Unlocks: discovery date, data types, affected count, compliance clock.

SEC 8-K / victim statement

Unlocks: materiality, stated response, full audit trail. Ceiling removed.

Source URL: https://mm.nh.gov/files/uploads/doj/remote-docs/nuna-baby-essentials-20250221.pdf
DisclosureLens links to the originating regulator URL — full filing bodies are not redistributed from public surfaces (§4.5).
Filed at: Feb 21, 2025
Raw hash: 481b8a8c9ac6ee21faef0f891525a714a7628216b7bcb3b587158fda131cf67b

Linked disclosures

Regulatory filings (10) · sorted by filing gap

Reporting entityNuna Baby Essentials, Inc.

Victim entityNuna Baby Essentials, Inc.

Incidentdiscovered Dec 6, 2024

Stated responseRemoved the unauthorized code

Complianceclock not assessable

Extraction provenanceno artifact recorded

Source provenancemm.nh.gov