Vendis-backed NOPPIES welcomes the German Alvi brand in its portfolio

Utrecht (NL), 7 February 2018 – NOPPIES, the leading specialised maternity wear and baby fashion brand, has acquired Alvi, the leading premium baby sleeping products company in Germany.

NOPPIES, which was acquired by Vendis Capital in May 2016, develops and markets specialised maternity wear and baby clothing under the NOPPIES, Queen Mum, IMPS&ELFS and Supermom brands. All this to build and support the strategy of providing confidence and joy for mums and mums-to-be.

With the acquisition of Alvi, NOPPIES adds the market leading baby sleeping products brand in Germany to its portfolio. Alvi is a heritage brand and offers a full assortment in the baby sleeping segment, including sleeping bags, bedding and textiles. The Höxter North-Rhine Westphalia based Alvi company is the first German acquisition in Vendis’ current investment fund.

Anne-Gien Haan, CEO of NOPPIES: “Alvi is a strong heritage brand known for its high-quality baby sleeping products, and as a result has a market leading position in its segment in the German market. We are very pleased to combine our forces and are confident that our businesses will be mutually reinforcing and therefore can achieve accelerated growth together. Combined, we can invest more in our brands, benefit from mutually reinforcing assortments and a best in class multi-channel offering throughout Europe and beyond.”

This transaction once more confirms the buy-and-build strategy that has been identified by NOPPIES as one of its growth pillars.


NOPPIES is located in Lelystad. The company develops and sells with c. 140 employees specialized apparel for moms-to-be, babies and children. NOPPIES was founded in 1991. As one of the first, the people at NOPPIES understood how important it is in the early stages of pregnancy to have clothing that is both fashionable and comfortable; clothing that is pleasant to wear and that allows moms-to-be to hold on to their own style. Next to maternity fashion the company has expanded its scope to baby and children’s wear. Clothing that is about style, quality and fun. The brand positioning of NOPPIES, the quality of the product and its excellent international multi-channel sales strategy have resulted in continued growth.


About Alvi (

Alvi was founded in 1961 by Alfred Viehhofer. The company which is based in Höxter (Germany), develops, produces and markets baby sleeping products in the mid and premium market segments. The brand Alvi stands for the highest quality and safety standards combined with continuous innovations and use of the best fabrics. Its product range ranges from sleeping bags and bedding to textiles and other baby accessories. The company employs c. 170 people.


About Vendis Capital (

Founded in 2009, Vendis Capital is an independent private equity firm dedicated to the European consumer space. In partnership with experienced entrepreneurs and managers, Vendis is focused on investing in and building small to medium-sized consumer companies that are well positioned for value-creating growth or transformation (“building brands together”). Vendis currently has €390 million in assets under management. Its team operates out of 3 offices located in the Netherlands, Belgium and France.


For more information, please contact:

Vincent Braams (Vendis Capital Management) – Tel. +31 6 20405683 –

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