Helping parents to feel prepared, supported, and at home in early family life
Nine&Co is a Netherlands-based family of brands offering maternity wear, kids’ clothing, and baby products under labels including Noppies, Supermom, and Alvi. Its assortment spans fashionable and functional apparel for pregnancy and early childhood, as well as baby sleep essentials like sleeping bags, bedding, and textiles. The company sells through a multi-channel model combining wholesale, own retail, and online, with a presence across Europe and Canada. With its distinctive brand portfolio and strong market positions, Nine&Co is a leading player in the early family lifestyle space.
"Vendis supported a smooth founder transition and management-led growth, including add-on acquisitions in the Netherlands and Germany."
Anne Gien de Haan, CEO
Investment rationale
- Favourable long-term market trends and a structurally growing category.
- Clearly differentiated positioning built around fit, functionality and expertise, setting it apart from generalist apparel players.
- Positioned to accelerate growth through geographic expansion in Germany, further development of omni-channel capabilities, and deepening relationships with key wholesale and retail partners.
- Significant margin upside potential through improved operational discipline and optimization of a relatively high cost structure.
- Solid platform to scale sustainably across channels and geographies, supported by an established organization and infrastructure.
Growth Strategy
- Accelerate geographic expansion in DACH, with a clear priority on Germany, supported by a more focused and effective commercial organization.
- Further develop an integrated omni-channel model, strengthening the connection between wholesale, own retail and e-commerce to increase reach and customer lifetime value.
- Deepen partnerships with key wholesale and retail customers through improved account management, category leadership and tailored assortments.
- Further improve the collection by focusing on core categories, fit and functionality, while selectively expanding into adjacent segments.
- Improve profitability through operational excellence, simplifying processes and reducing the cost base to support scalable and sustainable growth.