bellybutton
bellybutton is a German label from Hamburg that makes baby and children's clothing as well as maternity wear. It has also offered footwear under licence and an organic cotton line produced in Europe.
| Base | Hamburg, Germany |
|---|---|
| Categories | Maternity, baby and kidswear |
| Organic line | mother nature and me |
| Footwear licence | Görtz |
| Website | bellybutton.de |
What is bellybutton?
bellybutton is a Hamburg-based label covering the years from pregnancy to early childhood. It began with maternity wear and later added baby and children's clothing, building a brand around young families.
Products and positioning
The brand's range has included:
- Maternity wear
- Baby clothing
- Children's clothing
- Footwear made under licence with shoe retailer Görtz
bellybutton has also offered products beyond clothing, such as natural cosmetics, homewear and gifts, and launched mother nature and me, a line made from organic cotton and produced in Europe.
Distribution
Alongside wholesale distribution to children's retailers, bellybutton has operated branded stores, including a shop on Hamburg's Poststraße, a Cologne store run by a partner and a Berlin franchise store, as well as an outlet at Ingolstadt Village. In later years the brand became part of the Kids Fashion Group, based in Pliezhausen.
Why it matters
bellybutton is one of the recognisable German names in the mid-market baby and kidswear segment, and its move into organic, European-made products reflects wider demand for more sustainable children's clothing.
Frequently asked questions
Where is bellybutton from?
bellybutton is a German label based in Hamburg.
What does bellybutton sell?
bellybutton sells baby and children's clothing and maternity wear, and has offered footwear under licence.