23 December 2022

Jollein and Mentha to work together to accelerate international growth

Mentha is entering into a partnership with Jollein to enable further international growth. With the help of Mentha, the Dutch specialist in baby and toddler articles is entering a new growth phase in which Jollein envisions to strengthen its market share in existing regions and expand into other countries.

For 50 years, Jollein has been a specialist in 'baby soft goods' such as sleeping bags, footmuffs, blankets and cloths. The company, which, in addition to textiles, also offers wooden toys and tableware for toddlers up to approximately 6 years of age, is the market leader in the Netherlands and is now active in 41 countries. Jollein is known by almost all young mothers for its high quality range at affordable prices.

Over the past three years, Jollein has undergone strong professionalization and international growth, driven by the entrepreneurship of owners Wim and Marrit Smits, with support from, among others, Erwin Hammer as a board member.

“Although building a company is a continuous process, almost all facets of our company have improved - from systems to photography and from sales team to thematic work. At a certain point, the realization comes that you need new insights and people to grow further, so we started looking for a suitable partner for Jollein. We are convinced that Mentha, with its knowledge and expertise of the market and experience with internationally growing companies, is the right party to ensure further expansion for Jollein in the coming years”, says Marrit Smits.

Barend Rutten, partner at Mentha adds: “Jollein has developed into a powerful brand in an attractive market with numerous growth opportunities. We look forward to entering the next growth phase together with Erwin and the rest of the management team, supporting them with our knowledge and network within the sector.” With the acquisition of Jollein, Mentha is strengthening its position in the market for baby products, following its investment in Petite Amélie earlier this year.

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