Noppies
Brands4Kids · Netherlands
Noppies is a Dutch maternity and babywear brand founded in 1991 by Norbert Mutsaerts. It makes fashionable, functional maternity clothing and baby and children's wear sold in more than 50 countries.
| Founded | 1991 |
|---|---|
| Founder | Norbert Mutsaerts |
| Country | Netherlands |
| Labels | Noppies, Supermom, Esprit for mums |
| Owner since 2024 | Brands4Kids |
| Website | noppies.com |
What is Noppies?
Noppies is a maternity and babywear company from the Netherlands. It was founded in 1991 by Norbert Mutsaerts, regarded as a pioneer of fashionable yet functional maternity wear.
History
Investment firm Vendis Capital acquired Noppies in May 2016. In July 2024 Noppies was acquired by Brands4Kids.
Products and positioning
The company designs maternity clothing alongside baby and children's wear. It operates three labels: Noppies, Supermom and Esprit for mums, covering different styles and price points within the maternity market.
- Maternity wear
- Babywear and kidswear
- Supermom and Esprit for mums ranges
Distribution
Noppies is active in more than 50 countries, with its main markets in the Benelux, Germany, France, Spain and Canada. It sells through its own brand stores, franchise and partner stores, shop in shops, independent resellers and e-commerce.
Why it matters
As one of the established names in European maternity fashion, Noppies shows how a specialist category can be built into an international multi-label business through a broad mix of wholesale and retail channels.
Frequently asked questions
Who founded Noppies?
Noppies was founded in 1991 by Norbert Mutsaerts in the Netherlands.
What does Noppies sell?
Noppies sells maternity clothing as well as baby and children's wear, under the Noppies, Supermom and Esprit for mums labels.