• Company


  • SectorConsumer Products
  • ActivityBaby- & kids fashion
  • Date13 December 2016
  • CountryNetherlands

Vendis Capital-backed Noppies acquires IMPS&ELFS


IMPS&ELFS was founded in 1997 by Fons Cohen. The company which is based in Amsterdam, develops and markets children’s apparel that is sustainably manufactured from natural cotton. The brand IMPS&ELFS stands for Dutch Design. It has a highly innovative character and a timeless image: a little rebellious and yet sober and understated. Sweet and naughty at the same time: an Imp is indeed a bit mischievous, while an Elf is nice and lovable. The company is a front runner in sustainability and social responsibility. The company that also runs two stores in Amsterdam, employs about 30 employees.

Noppies has been designing, developing, creating and marketing maternity clothing and baby/kids wear for over twenty years and has built an international market leadership position in the maternity wear industry. Noppies was founded by Norbert Mutsaerts in 1991, who as a pioneer understood pregnant women’s desire to wear fashionable and functional clothing during pregnancy. The company is active in more than 50 countries worldwide and sells its three brands “Noppies”, “Supermom” and “Esprit for mums” through own brand stores, franchise/partner stores, shop-in-shops, independent resellers and e-commerce. Its major markets include the Benelux, Germany, France, Spain & Canada. Noppies has had a pioneering role in the omni-channel approach to both retailers and consumers. Another innovation the company is proud of is its “Never out of Stock” collection. Noppies employs some 100 people.

Anne-Gien Haan, CEO of Noppies: “IMPS&ELFS is a strong and innovative brand that over a period of 20 years has built a strong position within premium children’s wear. We are very pleased to join forces. We are confident that our businesses will be mutually reinforcing and that we can achieve accelerated growth together. Together, we can invest more in our brands, the development of leading collections, best of class multi-channel offering and social responsibility."

Fons Cohen, founder and CEO of IMPS&ELFS: "Joining forces with Noppies is a major step forward. Noppies has a strong position in the market for maternity and children's wear with the brands Noppies and Supermom. We are confident that IMPS&ELFS will benefit from the economies of scale Noppies offers in the field of multi-channel sales, sourcing, procurement and operational processes.”

Press release

For more information: Noppies and IMPS&ELFS