Kleertjes.com was founded in 2003 and was the first web shop to be focused purely on babies’ and children’s clothing in the Netherlands. The company has developed strongly over the years to eventually become the leading web shop in the Netherlands for babies’ and children’s clothing and shoes. The next step for kleertjes.com is making the transition from a classic web shop to an online department store with a marketplace. In addition to offering a large collection of third-party brands, the company has launched several of its own brands such as Me & My Monkey. The head office is in Hilversum and the automated logistics centre in ’s-Heerenberg.
The online market for babies’ and children’s clothing shows attractive growth and is relatively insensitive to cyclical fluctuation. The growth is mainly driven by an ever-increasing transition from offline to online purchases by consumers. Kleertjes.com is one of the leading players in this market with attractive characteristics such as high brand awareness among mothers, high customer satisfaction and a loyal customer base. The niche segment of babies’ and children’s clothing is also reasonably protected against new market entry by generalists such as Bol and Amazon, so that the company’s market position remains guaranteed in the future and can be further expanded by, for example, introducing more of its own brands. Kleertjes.com, led by a new management team, and together with Mentha, realized an attractive growth plan and was subsequently sold to Wehkamp in 2021.