Oilily

What Oilily does

Oilily is a privately held Dutch fashion and lifestyle brand that designs, markets, and sells colorful, Indian-inspired clothing, accessories, and home products primarily through direct-to-consumer e-commerce. Its assortment spans women's apparel, girls' and boys' clothing, baby and toddler collections, women's and kids' bags, bedding, parfum, bath & body, and fashion jewellery, organized around twice-yearly seasonal collections (Spring/Summer and Fall/Winter) with a signature print library and storytelling rooted in Indian heritage and craftsmanship. The brand positions itself around expressive prints, tactile fabrics, mother-of-pearl and embroidered detailing, and a "neo-optimistic" color palette, with examples ranging from €7.50 socks to €299.90 premium jackets and dresses and seasonal sale markdowns up to 50%.

The operating model is omnichannel DTC built on Shopify, with a dedicated B2B portal for wholesale buyers, native iOS and Android applications, an "Oilily Club" loyalty program, and a 10% newsletter incentive via Klaviyo. Customer experience tooling includes Sizebay cookie-based virtual sizing, Gorgias live chat, Yotpo reviews, Meta/Facebook pixel retargeting, and Snowplow/Google Analytics for behavioral tracking. Payment is localized across Klarna, PayPal, Apple Pay, Google Pay, Visa, Mastercard, American Express, Maestro, UnionPay, MobilePay, Trustly, and Pay By Bank. Marketing is concentrated on Instagram (@oililyworld), email, and mobile app channels with visual storytelling around the FW26 "La Brocante du Futur" and SS26 India-inspired campaigns. Geographic reach is global, with regional storefronts (.nl, en-us) and 24-hour order shipping.

The company operates without disclosed institutional investors, parent company, or leadership team information; ownership and corporate history are not detailed in the available data. Active operating indicators include the FW26 and SS26 collection rollout, the mobile app launch (App ID 6746509987), the B2B portal, the loyalty program, and active sale and outlet activity. There are no AI/ML capabilities, no patents, no certifications, no M&A, and no funding rounds disclosed.

Name

Oilily

Legal name

Oilily

Website

https://oilily.com

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

11–50 employees

Short description

Oilily is a privately held Dutch fashion and lifestyle brand selling colorful Indian-inspired women's, girls', boys', and baby clothing, bags, bedding, parfum, and jewellery directly to consumers via Shopify-powered e-commerce, mobile apps, and a B2B wholesale portal.

Ownership category

akta.pro rank

Headquarters

HQ city

Alkmaar

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Retail E-commerce Sales: Direct-to-consumer sales of clothing, accessories, bags, bedding, and beauty products through oilily.com with products shipped within 24 hours. Revenue generated from one-time product purchases across multiple categories including women's wear, kids' wear, bags, home & beauty, and jewellery.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Oilily is a Dutch-origin fashion and lifestyle brand that designs, sources, and sells colourful, Indian-inspired clothing, handbags, home textiles, perfumes, bath & body products, and jewellery for women, girls, boys, and babies. The company offers seasonal Spring/Summer and Fall/Winter collections featuring signature prints, embroidery, and craftsmanship, distributed globally through its direct-to-consumer e-commerce store, a B2B wholesale portal, and mobile applications.

Product overview

Oilily is a fashion and lifestyle brand offering clothing, accessories, and home products for women, children, and babies. The core offering consists of women's clothing, girls' and boys' clothing, baby and toddler collections, bags and accessories, home bedding and bath products, perfume and cosmetics, and fashion jewellery. The products are organized into seasonal collections (Spring/Summer and Fall/Winter) featuring signature prints and patterns, with a year-round Outlet section for discounted items. The brand also operates a loyalty program (Oilily Club), a mobile app for iOS and Android, and an easy returns service, all built on the Shopify e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Clothing Seasonal Spring/Summer and Fall/Winter collections of colourful, Indian-inspired apparel designed for women, sold direct to consumers via oilily.com, the mobile apps, and the B2B wholesale portal.
• Girls' Clothing
• Boys' Clothing
• Baby Clothing
• Toddler Clothing
• Handbags
• Kids' Bags
• Coco Beauty Cases
• Bedding
• Perfume
• Bath & Body
• Jewellery
• Gift Sets
• Oilily Club Loyalty Programme

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration20 records

Feature2 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Anthropologie: Anthropologie is a large US multi-category women's lifestyle brand selling apparel, home, and beauty with a colourful, artistic aesthetic. It competes with Oilily in the printed women's apparel and home categories but operates at much broader scale across many labels.
• Name It: Name It is a Danish children's fashion brand from Bestseller with broad international distribution across kids' and baby apparel. It overlaps with Oilily's girls' and boys' ranges at a larger scale and through mass-market wholesale channels.
• Free People: Free People is a US-based DTC and wholesale women's lifestyle brand selling bohemian, colourful apparel, accessories, and beauty. It overlaps with Oilily's women's and lifestyle categories and shares a digital-first, content-driven go-to-market.

Direct peers

• Joules: Joules is a British heritage lifestyle brand selling colourful, print-led clothing and homeware for women, children, and the home. Like Oilily, it operates DTC, has a multi-category catalog (clothing, home, accessories), and leans on distinctive design IP as a competitive moat.
• Hanna Andersson: Hanna Andersson is a US-based DTC children's and family apparel brand known for colourful, high-quality printed clothing. It is a direct comparable to Oilily's girls' and family positioning, with a similar emphasis on durable, expressive prints and DTC-first distribution.
• Mayoral: Mayoral is a Spanish heritage children's apparel brand with broad international wholesale distribution and a colourful design identity. It is directly comparable to Oilily's kids' line and a meaningful competitor in the same European children's fashion segment.
• Bobo Choses: Bobo Choses is a Spanish independent children's fashion brand with a strong artistic-print identity and storytelling-led collections. It overlaps directly with Oilily's girls' and boys' ranges and shares a design-led, indie heritage positioning.
• Boden: Boden is a UK heritage DTC fashion brand selling colourful, print-driven clothing for women, men, and children. Like Oilily, it is a multi-generational brand built around distinctive seasonal prints and operates a direct-to-consumer model with international shipping.
• Catimini: Catimini is a French heritage children's fashion brand offering colourful, design-led clothing for girls, boys, and babies. It is directly comparable to Oilily's kids' segment and competes in the same premium printed-children's-apparel niche.
• Lily Pulitzer: Lily Pulitzer is a US heritage fashion brand built around colourful, signature printed apparel for women and children. It shares Oilily's core identity of print-led design, premium positioning, and expansion into adjacent categories such as bedding and accessories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/oililyworld
• Xx.com/oililyworld

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Oilily