We Like(d)
Meet Buyers From… Stores In The Netherlands 
One of the best things about the internet is that we can learn more about visitors of the show by virtually exploring their stores and connecting with them online to exchange ideas and experiences, no matter where they are. We love being able to discover the stories behind them, what their unique universe is, and what draws them to ours. To learn more about stores in the Netherlands that are part of our community, we spoke to a few of them to find out how they started, the offer they carry, and what their connection with Playtime is.
While each has their own unique identity, one thing these stores in the Netherlands all have in common is their positive vibes. Join us as we travel through the airwaves to discover their stores!
🎶 BONUS: As part of our summer theme, Playtime Fest, we’ve also asked them to share what song best represents the atmosphere in their store.
When mother of two, Anoek, couldn’t find quality children’s products less than an hour away, she decided to start her own shop, Kroost Kids Conceptstore. Knowing from her own experience that traveling far with kids can be challenging, she wanted to bring beautiful brands to her local community in Roermond and nearby customers in Germany and Belgium. What started as a small shop has since grown into a larger space in order to meet the demand from local families and tourists.
“Kroost is fully dedicated to babies and kids, with a clear separation so customers can easily find what they’re looking for,” Anoek told us. Visitors find a welcoming atmosphere and a curated selection that covers children’s clothing and lovely gifts like blankets, cuddly toys, accessories, and room decor. ‘Walking on Sunshine’ by Katrina and the Waves is the perfect anthem for the positive vibes one is immersed in there! “Most customers absolutely love our clothing brands. Every season they look for fun prints, bright colors, and soft fabrics,” Anoek said. She told us that kids often leave wearing their new purchases, which is a great testament to Kroost’s offer!
Their customers value personal contact, which is why they turn to Kroost. “Our customers notice the clothing they buy here stays beautiful even after lots of wear and washing,” Anoek has observed. “They truly appreciate the quality and originality of our selection,” she continued. The fact that many brands are sustainable is also appreciated.
Anoek finds lots of happiness, enthusiastic people, creativity, and beautiful new brands at Playtime. “It’s also a source of inspiration for further developing my store,” she said. Anoek is always looking for new brands. If a product makes her happy when she sees it, she knows it’s the right choice for Kroost.
Bringing together a children’s concept store and cozy neighborhood café in Baarn, meet Schoffies & Coffees! This beautiful combination is a dream come true for its founder, Cindy. “The heart of our store lies in bridging two worlds: premium, high quality kid’s fashion and an authentic, welcoming community hub,” Cindy said. “By combining a beautifully curated clothing collection with a space where parents can slow down and enjoy a premium espresso, we transform everyday shopping into a joyful, relaxed family ritual,” she continued. For her, the song ‘La Plena’ by W Sound 05 perfectly captures the energy one finds at Schoffies & Coffees.
The word ‘schoffies’ is a playful Dutch term that means ‘little rascals’. “This perfectly represents the energetic, adventurous children we love to dress,” Cindy told us. Schoffies & Coffees carries a comprehensive selection for young families. Their primary focus is on clothing and footwear that ranges from soft baby basics to contemporary outfits for older kids. They also curate lifestyle accessories, unique gifts, and toys that promote creative play.
The typical customers shopping at Schoffies & Coffees are dynamic, modern parents and devoted grandparents. They value style and family time. Often busy, they are looking for an effortless, inspiring shopping experience where they can easily find complete outfits. “We are incredibly fortunate to have a large, loyal community. It means the world to us,” Cindy shared. “They are the reason we do what we do. They love coming to us because of our personalized service, honest advice, genuine interest, and welcoming atmosphere,” she explained. Her customers are loyal and, in turn, Cindy and her team happily go above and beyond for them every day.
Cindy finds that her community prioritizes a harmonious combination of superior materials, exceptional fit, and sustainable craftsmanship at a fair price. “Parents today want fabrics that feel incredibly soft against the skin, but that are functional,” she told us. “The clothing must be durable, straightforward to wash, and good enough for a second child or resale,” Cindy continued. She finds that her community is highly style-conscious, while also treating purchases as investments.
“At Playtime, you can always find us searching for inspiration, new design perspectives, and meaningful connections with both independent brands and other stores from our country,” Cindy said. She’s always looking for unique, storytelling labels that manage to capture the magic of childhood without compromising on ethical production. “Playtime is the ultimate place for us to recharge our creative batteries, spot upcoming color palettes, and ensure our boutique stays ahead of international childrenswear trends,” Cindy explained.
This season, she is paricularly looking for a mix of playful prints, earthy tones, unexpected pops of vibrant color, and versatile pieces. Above all, Cindy wants products that bring infectious, joyful summer energy into quality designs that let kids move, play, and be their authentic selves.
“Wijsneus is a place where clothing, toys, books, interiors, jewelry, and creativity all come together,” the store’s owner, Hanneke, told us. This family concept store in Groningen has been offering products selected with care, intuition, and personality for almost 20 years. “For us, retail is about connection. It’s about inspiring people, surprising them, and making them feel at home the minute they walk in,” Hanneke said. The store is warm and playful, with an atmosphere reminiscent of the good vibes in the song ‘Daydream’ by Lily Meola.
When curating the selection at Wijsneus, Hanneke favors timeless design, playful details, and products that tell a story. “We love combining Scandinavian simplicity with artistic, colorful, slightly quirky brands,” she explained. In addition to children’s products, Wijsneus carries a selection of women’s fashion.
Hanneke has observed that Wijsneus’ customers are often people valuing originality and quality over trends. “We welcome young families, design lovers, and conscious shoppers who appreciate products with character,” she said. “They come to us for beautiful clothing, unique gifts, timeless toys, special newborn presents, or simply for inspiration,” Hanneke continued. These clients care deeply about quality, fit, and materials. Sustainability is important to them in a realistic, honest way. “They want products that are made to last and be passed down, that feel beautiful after years of use,” Hanneke explained.
For her, Playtime feels like a giant moodboard for next season. “I always find inspiration, creativity, and people that genuinely care about quality products,” she said. This summer, Hanneke wants to see brands with a strong identity and timeless collections. “I’m especially drawn to beautiful fabrics, refined color palettes, and items that feel playful without following every trend,” she told us. Hanneke is also searching for brands that surprise her. She wants items that make her stop and smile.
Kids Department is a cozy, service-oriented store in Delft with an offer that is focused on sustainability. “I find it important that the production process is carefully considered and that a fair price is paid,” Brend, the store’s founder, told us. The selection she curates in Kids Department covers a wide range of sustainable clothing and accessory brands. “We sell clothing from baby up to age 14, as well as a variety of books, toys, and maternity gifts,” Brend said. The vibes at Kids Department can best be matched by chill house lounge music. Brend told us the song ‘Golden’ from K Pop Demon Hunters captures the essence of her store because it is truly gold(en)!
The typical customer shopping at Kids Department is looking for beautiful gifts and clothing, often from Dutch brands. As for their online customers, Brend has observed they look for sustainable brands that aren’t available everywhere. Both in store and online, Brend finds that the price and quality must be good. The fit is also extremely important to her clients, as it plays a key role in reducing returns and complaints.
Brend enjoys coming to Playtime to meet with the people behind the brands she works with. “It’s also a great place for spotting trends and looking for new brands to add to our assortment,” Brend continued. This summer, she’s on the lookout for a nice baby brand and original gifts.
Over eleven and a half years, MiniMarkt has evolved and changed, while always maintaining their commitment to offering a child-friendly experience. Started by Josien, MiniMarkt originally opened with a café, hairdresser, and birthday parties in addition to the concept store in Amsterdam. Since then it has evolved to being exclusively a concept store, and has recently opened a second location in Laren. At both stores, the atmosphere is friendly and joyful. For Josien, jazzy tunes, soul classics, and hits from the 80’s and 90’s capture the vibes, with the song ‘Lovely Day’ by Bill Withers always ending up on their playlists.
At MiniMarkt, Josien curates a colorful, happy selection of clothing, toys, gifts, and furniture. “Our typical customer is most often a mother,” she told us. “She is looking for quality clothing and toys for her children,” Josien continued. She has observed her customers are drawn to well-known brands, but are also interested in trying new labels and products. “We always try to introduce new brands to surprise our customers,” Josien said.
Visiting Playtime gives Josien the opportunity to find inspiration, meet with brands she already works with, and discover new ones to add to her offer. “I love being able to connect with brands I’ve been selling for years to discuss the past season,” she shared. “The fact that it takes place in Paris doesn’t hurt either!” Josien added. For the upcoming season, she is on the lookout for a lot of color. “This is what I find makes summer a best-selling season,” Josien explained. It also adds to the enthusiasm of customers when they step into MiniMarkt and discover a mix of beautiful colors everywhere they look.
Family is at the heart of everything the founders of Bende van Geluk, Jouke and Evelien, do. Both have backgrounds in healthcare, but decided to open this store in Elst four years ago in celebration of their shared passion for children’s fashion. Together they’ve created a warm, inspiring place for families that is perfectly captured by the song ‘Walking on Sunshine’. “Our store is a place where families can discover beautiful brands and pieces with a playful touch,” Jouke and Evelien said.
With a focus on quality, comfort, and individuality, they curate the offer of baby and children’s clothing, shoes, accessories, toys, and gifts in Bende van Geluk. “We select brands that bring happiness to both children and their parents,” Jouke and Evelien told us. Their average customers are parents, grandparents, and gift-givers that appreciate thoughtful design and high quality products. “They are often looking for comfortable, yet stylish, clothing, unique gifts, and products that feel special and long-lasting,” Jouke and Evelien continued. Their customers value comfort, soft and durable materials, timeless design, and quality. “Sustainability and uniqueness are becoming increasingly important as well,” Jouke and Evelien noted. Products that children genuinely enjoy using and wearing are key, too.
For Spring/Summer 2027, Jouke and Evelien are in search of fresh colors, natural materials, and lightweight fabrics. They want collections that bring joy to children’s everyday adventures. Jouke and Evelien love items that combine functionality with a playful, stylish aesthetic.
“At Playtime, we always find creativity, inspiration, and brands with personality,” they told us. “It’s more than a trade show: it’s a place where we can meet the founders behind brands, reconnect with agents, and have meaningful conversations about new collections, ideas, and developments in the industry,” Jouke and Evelien continued. They also enjoy meeting other store owners to exchange experiences and inspire each other. “We can brainstorm and find recognition in the challenges and joys of running an independent store, Jouke and Evelien said.
Casual and relaxed, everyone can find something at HOERA! Kinderschoenen & kleding in Veldhoven. Owned by Meike, the store has been in business for over eight years. “We have a very accessible, child-friendly store,” Meike told us. “We offer shoes from sizes 19 up to 40, and clothing from newborns to size 140,” she continued. While their selection changes seasonally, they carry a basic newborn collection and accessories year round.
Coffee lounge acts as the perfect soundtrack to HOERA! Kinderschoenen & kleding. The store is welcoming, cozy, and relaxed. Because of the variety they offer, their target market is broad. “We have products in various price categories,” Meike explained. “Our customers are looking for a wide range of items, from baby’s first shoes and outfits to complete looks for older kids styled with shoes, boots, or sandals,” she continued.
Meike is very focused on the materials, sustainability, and quality of the products in her store. When visiting events like Playtime, she goes to connect with brands she already works with and meet new ones. She finds it sometimes difficult to find innovative items in the shoe category. This summer, Meike is hoping to discover some new brands that fit HOERA! Kinderschoenen & kleding’s concept.
Across their locations in Amsterdam, Utrecht, and soon in Breda, you’ll find a strong offer of high quality shoes complemented by a careful selection of clothing, accessories, and toys at Prinses & Erwtje. Proudly owned by a mother and son, Wieneke and Biek, the store is museum-like in its curation. “Everything is chosen with care, crafted from quality materials, and selected simply because it makes us genuinely happy,” Biek told us.
The music they play to immerse customers in their universe is a blend of French chansons in honor of the many French labels they carry and modern classical. The perfect song to describe Prinses & Erwtje is ‘La Vie en Rose’ by Edith Piaf because it celebrates the quiet joy of discovering something truly special. “Our customers are parents who want the very best for their child. This is especially important when it comes to healthy foot development,” Biek explained. “They are style-conscious parents who value quality, craftsmanship, and the story behind each piece,” he continued. Wieneke and Biek also find products that stand out from the ordinary particularly appeal to their customers. Children themselves that shop in their stores love taking home something truly special.
While shoes are Prinses & Erwtje’s specialty, they also carry a wide range of clothing. Accessories like hats, sunglasses, and a thoughtful selection of toys further complement the offer. When choosing products for their stores, quality always comes first. “Wieneke is extremely selective. She only sells items she would happily choose for herself,” Biek said. “Pieces that feel soft, comfortable, and make both parents and children smile,” he continued. Biek and Wieneke value honest production, durability, and products that support children’s development. A fair price is naturally important for them as well.
At Playtime, Wieneke and Biek find fresh inspiration for their store and exciting new brands. “We truly thrive on discovering creative ideas. It gives us an incredible burst of energy,” Biek explained. For the upcoming season, he and Wieneke are keeping their eyes out for a new trend or brand that feels like a nautral fit for Prinses & Erwtje. “We’re strong trend-spotters,” Biek said. “It brings us so much joy when our customers fall in love with pieces we’ve discovered,” he shared.
Through their essential boutique in Bussum and international webshop, Mio Meraki offers a leading destination for children’s products that are colorful, fun, creative, and sustainable. Founded almost ten years ago by Anna and Maaike, they handpick the selection of clothing, shoes, gifts, toys, and accessories for newborns to fourteen year olds. “We believe that kids have to run wild and free. To do this, they need playful, comfortable clothes for this magical time of their lives,” Anna and Maaike said. The word ‘meraki’, which means to do something with soul, creativity, or love, and the song “Don’t Stop Till You Get Enough’ by Michael Jackson capture the spirit of this store.
Anna and Maaike love watching their little clients grow up. Their customers are generally fashionable, fun moms that don’t take life too seriously. “There is no time for boring clothes! She enjoys beautifully dressing her children, while valuing quality and sustainability,” Anna and Maaike explained. They find their customers look for products that put a smile on their children’s faces. “They want clothes and shoes with an exceptional fit and great quality, that are also comfortable, soft, and easy to wear,” Anna and Maaike continued.
“We visit Playtime each season, always booking a lot of appointments with our current brands,” Anna and Maaike told us. They also make sure to look at other booths, sometimes finding something they both fall in love with instantly. “Mio Meraki is all about color and playfulneess, so we have to feel an immediate connection,” they explained. When building their offer, Anna and Maaike always strive to distinguish themselves and keep their offer unique. For next season, they want pretty colors and styles that are unique and surprising. Most importantly, Anna and Maaike want products babies and kids will love!
Based in Haarlem, Kleine heldeN has a selection largely focused on sustainable brands that are produced close to home and made with high quality materials. Run by Floor and Franciska, they’re celebrating the store’s 28th anniversary this year. “We still feel incredibly grateful to do what we love every single day,” they told us. When thinking about what song matches the energy in their store, Floor and Franciska chose ‘Walking on Sunshine’. “It’s happy, energetic, and always puts people in a good mood,” they explianed.
At Kleine heldeN one finds a range of clothing for zero to fourteen year olds. While clothing will always be their main focus, they love combining it with other products. “We have a lot of lovely accessories and little items that are perfect for gifting, as well as shoes and rainboots,” Floor and Franciska said. “We’ve also been selling Jellycats almost as long as the store has existed,” they added. Floor and Franciska have recently expanded their offer for older kids after noticing that it was difficult to find stylish, quality products for this age range in their area.
The typical customer at Kleine heldeN is someone valuing quality, timeless style, and sustainability, and who can often be found singing along to the 80’s music they love playing. “Many of our customers are parents or family members looking for beautiful clothing and special gifts for children and newborns,” Floor and Franciska said. “They want comfortable everyday pieces, soft natural materials, and unique items that last a long time,” they continued. Floor and Franciska have noticed their clients value materials and a beautiful fit. “More and more people are paying attention to the fabrics used, as well as how and where products are made, all of which is very important to us,” they continued. They’ve seen that their customers are willing to invest in quality clothing that lasts longer.
Floor and Franciska are currently very happy with their selection of brands. They still visit Playtime to stop by the booths of brands they are working with. “It’s great to see the collections in real life,” Floor and Franciska explained. “Playtime is also the perfect place to discover new inspiration and see what’s happening in the industry,” they told us.
Designed for families to shop together in a warm, inspiring environment, meet Van Tilburg Kids! With a strong focus on style, quality, and comfort, the store’s buyer, Fleur, and her assistant Marlou curate the selection of fashion and shoes for babies, children, and teens. “We both have a great passion for fashion. You could even say we’re a little addicted to it!” Fleur told us.
Van Tilburg Kids is located in Nistelrode, and offers a thoughtful selection of products, friendly advice, and a pleasant shopping experience for the whole family. Fleur feels that pop music perfectly captures the joyful, energetic atmosphere at the store, especially the song ‘Happy’ by Pharrell Williams.
The fashion offer Fleur and Marlou curate covers a wide range of products. From baby clothing to teens and shoes, they have everyday outfits, seasonal collections, basics, and trendy items for all ages. This is perfect for their customers, who are mostly parents shopping for children of different ages. “They are often looking for practical, comfortable everyday clothing, as well as stylish items and well-fitting shoes that match their child’s personality,” Fleur said. Their key priorities are comfort, fit, and quality. “Sustainability, soft materials, and good value for money are becoming more important as well,” she continued.
As for Playtime, Fleur and Marlou find it to be a very inspiring event. “We love visiting the show because it brings together beautiful brands, creative concepts, and the latest trends in childrenswear,” Fleur told us. “It’s the perfect place to discover new collections, connect with brands, and get inspired for upcoming seasons,” she explained. Fleur and Marlou also value the personal atmosphere and the opportunity to meet with fellow passionates in the kid’s industry.
We hope you enjoyed meeting these stores in the Netherlands as much as we did! Thank you to all of them for taking the time to share their stories with us. This is just a selection of stores in the Netherlands that are part of our community, as we have too many to highlight at once!
Fellow buyers can get their pass here to join buyers like these at Playtime Paris June 27-29 and Playtime New York July 26-28.
If you’re looking to keep traveling and meet more buyers from our community, check out other highlights here!
