PRESS RELEASE
BRANDS4KIDS A/S
Ikast. July 2024
’The biggest acquisition ever in BRANDS4KIDS history – the global expansion continues’
BRANDS4KIDS A/S acquires well-known European children clothing and maternity wear brand Noppies. The biggest acquisition in history for the company.
A strong brand with a new category
“We continue to follow our strategy of being the most preferred multi-brand partner within baby- and kids wear and now also adding the Noppies brand and a new category maternity wear, we are looking into a new exciting journey with our customers” Michael Nederby says, Sales Director at BRANDS4KIDS A/S. “Noppies is a strong player in both e-commerce, marketplaces and wholesale so the brand fits perfectly into our global journey of being a strong multi-brand partner in Europa, North-America and Asia”.
The BRANDS4KIDS portfolio
BRANDS4KIDS has existed since 1946, and with the acquisition of Noppies, the brand portfolio now has more than 20 brands within Fashion, Basic, and Outdoor.
“We have focused on building a strong platform and kept our brands and categories within baby- and kids wear brands from 0 to 16 years. We see it as a success for our customers to have one partner to build a long-term partnership with,” Michael Nederby says and continues: “Noppies is a strong complimentary brand for us, and combined we are leading in Germany, Belgium and the Netherlands and well-positioned for further international growth. With this acquisition we also introduce the new category of maternity wear in our multibrand direct-to-customer B2B webshop available all over the world. With our 4000+ B2B customers in 25 countries across 3 continents we are well-positioned as the go-to supplier within the categories Fashion, Basic, and Outerwear.”
Global strategy and strong partnership
“We always strive towards meeting the customer demands - also the ones coming in the future. We wish to make it easy for our customers to shop in one place. With the acquisition of this new brand and category, we have added another exciting growth pillar to our business”, says Erik Andreæ, CEO of BRANDS4KIDS A/S.
With the signing of this acquisition, BRANDS4KIDS A/S continues the journey of success under the ownership of STANDARD INVESTMENT. This will be the third major acquisition within 1.5 years. “Right now, we are ahead of our strategy – including driving sales expansion in countries across Asia” Erik Andreæ states.
Noppies’ headquarters remain in Lelystad, Netherlands, where warehouse, design, sales, e-commerce, finance, and marketing are located.
For further information or interest in the collections, please contact:
Erik Andreæ, CEO
Michael Nederby, SCO
Juriaan Tholenaar, Commercial Director, Noppies
Mail: eran@brands4kids.dk
Mail: mine@brands4kids.dk
Mail: juriaan.tholenaar@nineandco.com
Mobile: +45 22 65 21 76
Mobile: +45 22 65 21 75
Mobile: +31 6 16 61 28 83
The Noppies brand is known for its well-established DNA within baby styles and maternity wear, as well as a broad Basic collection with activities in Germany, Belgium and the Netherlands, and a great demonstrated potential in other markets.
