HackingRetail & ConsumerRetailData ExfiltratedCustomer Data InvolvedIdentity (basic)Financial accountMediumContained

Nuna Baby Essentials, Inc.

bd_c649cf3bb776e5a7 · schema v1 · pii pii-v1

Severity

Medium

Discovered

Dec 22, 2021

Filed

Jan 21, 2022

To disclose

4 weeks

Affected · nationwide

21,779129 in this filing

Linked

8 filings

Confidence

66%

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

Nuna Baby Essentials, Inc. reported an external system breach (hacking) occurring between March 26, 2020, and April 7, 2021, discovered on December 22, 2021. The incident affected 21,779 individuals, including 129 Maine residents. Compromised data included names and financial account or credit/debit card numbers (with security codes/PINs). The company provided written notification on January 21, 2022, and offered 12 months of Experian’s IdentityWorks.

J jump to incidentP pin to compareR raw source

Maine clockDiscovered Dec 22, 2021 → Filed with AG Jan 21, 202230d ✓ ME AG ≤30d4 weeks discovery → filing

⚠ AG web formThe discovery date came from the AG web-form field, which is systematically later than the detection date stated in the letter. Treat the clock as indicative.

Incident timeline

undetected · 636 days

discovery → filing · 4 weeks / 30 days

Mar 26, 2020

Begins

Dec 22, 2021

Discovered

Jan 21, 2022

Filed

vs. sector median

3 wks faster

This filing is one of 8 about the same incident.View merged incident

Linked disclosures

Why this link?

Regulatory filings (7) · sorted by filing gap

Oregon State AGbd_18f9ad3ae70ad7ec2022-01-21Candidate
Montana State AGbd_4eafc4fff2bb621e2022-01-21Verified
Massachusetts State AGbd_6a0e542659b143a62022-01-21Verified
Indiana State AGbd_8f1b774041b083cf2022-01-21Verified

Show 3 more filings ↓

Washington State AGbd_bb40bd92db0b3ff52022-01-21Verified
New Hampshire State AGbd_c4723f4f3e9200952022-01-21Verified
California State AGbd_ccd03f2f0730db362022-01-21Verified

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 22, 2021
Breach occurred: Mar 26, 2020 – Apr 7, 2021
Undetected for: 636 daysoccurrence → discovery
Materiality determined: —
Notification sent: Jan 21, 2022
Affected individuals: 21,779state + nationwide
Data types: Identity (basic)Financial account
Data elements: Financial account number
Attack vector: Unauthorized Access
MITRE ATT&CK: T1190 Exploit Public-Facing Application
Threat actor: ExternalFinancial
Regulator citations: Filed data breach notice with Maine Attorney General
Initial access: exploit_public_facing

During the incident: Sent written notification to affected individuals
Provided 12 months of Experian’s IdentityWorks, which includes credit monitoring, identity restoration, and identity theft insurance
Source: Quoted from the filing itself, not independently verified.

Time to disclose: 4 weeks(30 days from discovery to filing)
Compliance flags: ME AG ≤30d · 30d
Discovery-date grounding: AG web formThe discovery date came from the AG web-form field, which is systematically later than the detection date stated in the letter. Treat the clock as indicative.
Clock breakdown: Statute Window Elapsed Threshold Status
Maine
Discovered: Dec 22, 2021
→ Filed with AG: Jan 21, 2022
30d 30 days ME AG ≤30d

Statute	Window	Elapsed	Threshold	Status
Maine	Discovered: Dec 22, 2021 → Filed with AG: Jan 21, 2022	30d	30 days	ME AG ≤30d

Status: No extraction artifact recorded for this disclosure.

Filing propagation · 8 filings · 8 states

View merged incident ↗

Oregon State AGJan 21 · first

Montana State AGJan 21 · first

Massachusetts State AGJan 21 · first

Indiana State AGJan 21 · first

Washington State AGJan 21 · first

New Hampshire State AGJan 21 · first

California State AGJan 21 · first

Maine State AGJan 21 · first · this page

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://www.maine.gov/agviewer/content/ag/985235c7-cb95-4be2-8792-a1252b4f8318/059ef3b4-0fea-41a1-8382-fad0c5af843f.shtml
DisclosureLens links to the originating regulator URL — full filing bodies are not redistributed from public surfaces (§4.5).
Filed at: Jan 21, 2022
Raw hash: 037488f9125e24840a30fdd2683bcfd026c875f65f0ccd712ecc4482744103db

Linked disclosures

Regulatory filings (7) · sorted by filing gap

Reporting entityNuna Baby Essentials, Inc.

Victim entityNuna Baby Essentials, Inc.

Incidentdiscovered Dec 22, 2021

Stated responseSent written notification to affected individuals

ComplianceME AG ≤30d

Extraction provenanceno artifact recorded

Source provenancewww.maine.gov