Vendis-backed NOPPIES acquires QUEEN MUM

Amsterdam (NL), 23 February 2017 – NOPPIES, the leading specialised maternity wear and baby fashion brand, has acquired QUEEN MUM, a specialised maternity wear company in the Netherlands.

NOPPIES, which was acquired by Vendis Capital in May 2016, develops and markets specialised maternity wear and baby clothing under the NOPPIES, SUPERMOM and IMPS&ELFS brands. With the acquisition of QUEEN MUM, NOPPIES adds another strong brand to its portfolio. Based in Amsterdam, QUEEN MUM is a maternity brand that combines high quality with trend-setting basics and novelties from fashion items.

Anne-Gien Haan, CEO of NOPPIES: “QUEEN MUM is a fashionable brand that has built a strong position in premium maternity wear. We are pleased to join forces; our businesses are mutually reinforcing and can achieve accelerated growth together. Together we can invest more in brands, the development of leading collections, quality, logistics and social responsibility. With the brands NOPPIES, SUPERMOM, IMPS&ELFS and QUEEN MUM we can offer a full brand portfolio, resulting in a better performance and service to our consumers and customers.”

Renee Bino and Erzsebet Weber, founders of QUEEN MUM: “Joining forces with NOPPIES is a major step forward. NOPPIES has a strong position in the market for maternity wear with various brands. We are confident that QUEEN MUM will benefit from the economies of scale NOPPIES offers in the field of multi-channel sales, sourcing, procurement and operational processes. Together we can strengthen our brands, expand our service and improve the cooperation with our international customers.”

This second add-on acquisition of NOPPIES confirms the buy-and-build strategy that has been identified as one of its growth pillars.