name it
NAME IT is a European children's fashion brand owned by BESTSELLER A/S, selling apparel for ages 0-16 via localized e-commerce across 25+ countries and physical retail stores, including sub-brands Lil Atelier and LMTD.
- Company typePrivate
- Founded1986
- HeadquartersAmsterdam, Netherlands
- Headcount101–250
- GTM typeB2C
- OfferingServices
What name it does
NAME IT is a European children's and baby fashion brand founded in 1986 and operated as a subsidiary brand of the Danish fashion group BESTSELLER A/S, headquartered in Brande, Denmark. The company sells apparel and accessories across four horizontally segmented age ranges — Baby (0-18 months), Mini (1.5-8 years), Kids (6-14 years), and Teen (9-16 years) — through owned e-commerce storefronts localized into 25+ European countries and a network of physical retail stores. The product portfolio also includes the Lil Atelier sustainable sub-brand, the LMTD teen sub-brand, an activewear line, and licensed character merchandise, alongside the Club NAME IT customer loyalty program.
The underlying commercial platform is a multi-country e-commerce storefront with multi-language and multi-currency localization, supported by BESTSELLER A/S's manufacturing and distribution infrastructure. Revenue is generated through one-time retail sales (online and in-store) at unit prices with periodic seasonal promotions, and the go-to-market motion is direct-to-consumer combined with brick-and-mortar retail. Marketing is executed across major social channels (Facebook, Instagram, YouTube, Pinterest, TikTok), email/loyalty through Club NAME IT, and seasonal content campaigns tied to licensed themes.
NAME IT does not disclose brand-level financials, and operates without disclosed management team, funding rounds, M&A activity, or AI/ML capabilities in the available data. Its principal structural advantages derive from its parent group's scale, its 40-year brand heritage, and its established pan-European distribution footprint.
name it firmographics
Firmographics- Name
- name it
- Legal name
- NAME IT (brand of BESTSELLER A/S)
- Website
- https://nameit.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- NAME IT is a European children's fashion brand owned by BESTSELLER A/S, selling apparel for ages 0-16 via localized e-commerce across 25+ countries and physical retail stores, including sub-brands Lil Atelier and LMTD.
- Ownership category
- akta.pro rank
name it industry classification
Industry- Product category
- Children's Apparel Retail
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Kids’ & Baby Apparel Retail (CRAAABAD)
- akta.pro secondary industries
- Baby Apparel (0–24 months) (CRAAAHAA), Toddler Apparel (2T–5T) (CRAAAHAB), Kids Apparel (5–12) (CRAAAHAC), Children’s, Baby & Maternity Apparel Brands (CRAAAAAG)
Keywords
Where name it is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
name it business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Retail sales - Online and physical stores: Revenue generated through direct retail sales of children's fashion clothing and accessories via e-commerce website and physical store locations across Europe. Products include baby, mini, kids, and teen clothing categories with seasonal collections and sale promotions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with promotional discounts |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
name it product offering
Product offeringCore offering
NAME IT designs, retails, and distributes children's and baby fashion clothing across four age-segmented collections (Baby, Mini, Kids, Teen). Products are sold directly to consumers via an owned e-commerce storefront localized in 25+ European countries and through physical retail stores, with sub-brands Lil Atelier and LMTD covering sustainable and teen segments respectively.
Product overview
NAME IT is a children's and baby fashion retailer offering clothing across four age-segmented collections: BABY (0-18 months), MINI (1½-8 years), KIDS (6-14 years), and TEEN (9-16 years). Each segment offers a comprehensive range including outerwear, tops, bottoms, dresses, basics, swimwear, and accessories. The portfolio includes sub-brands Lil Atelier (sustainable/organic line) and LMTD (teen fashion), along with licensed merchandise and an Activewear line. The company operates a loyalty program called Club NAME IT. Products are manufactured by parent company BESTSELLER A/S.
Differentiator
Problem solved
Functional benefit
Brands
- Lil Atelier: A sub-brand offering fashion for children 0-8 years
- LMTD
Products and services
- BABY (0-18 months) clothing line
Companies that use name it
Customer profileSegments5 records
Ideal customer profiles1 record
name it technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
name it partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- BESTSELLER A/ScoreNAME IT is a brand owned and operated by BESTSELLER A/S. Products are manufactured by BESTSELLER A/S headquartered at Fredskovvej 5, DK-7330 Brande, Denmark. BESTSELLER is a major international fashion company with multiple children's fashion brands.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
name it competitors and assessment
Company assessmentDirect peers
- Vertbaudet: Vertbaudet is a French-born children's and maternity apparel specialist operating a multi-country European DTC model across many of the same markets NAME IT serves (France, DE, ES, IT, BE). Closely comparable on segment, price point, and omni-channel structure.
- C&A Kids: C&A operates a dedicated children's apparel line with strong European (especially German-speaking and Benelux) footprint, similar price positioning and a 200+ year heritage. Most directly comparable on geography and family orientation.
- Mothercare: Mothercare is a specialist in baby and young children's clothing, nursery, and maternity — historically a direct UK-European peer in the 0-8 segment where NAME IT's Baby and Mini lines compete.
- Boden: Boden is a UK-based children's (and family) apparel brand sold DTC across the UK, US, and parts of Europe. Comparable on family-focused DTC model, premium-accessible positioning, and use of direct catalogs/e-commerce.
- Bonpoint: Bonpoint is a French luxury children's fashion house with boutiques across Europe and an e-commerce site. Comparable on segment (children's apparel, 0-16) and European footprint, but at a meaningfully higher price point.
Broad incumbents
- H&M Kids: H&M Kids sits inside Hennes & Mauritz's broad apparel portfolio, offering children's clothing from newborn to teen across 100+ markets. Comparable because it directly overlaps NAME IT's core segment and price tier, but at meaningfully greater geographic scale.
- Zara Kids (Inditex): Zara Kids is Inditex's children's apparel vertical, competing across the same birth-to-teen age bands with a faster fashion cycle. Comparable on segment and target customer, but with broader global reach and larger inventory turn.
- Next Kids: Next's UK children's range competes with NAME IT in the UK and parts of Northern Europe, anchored by a multi-brand marketplace model (Labelmax). Comparable on segment and an omni-channel playbook, though rooted in UK retail rather than pan-European.
- Primark (ABF): Primark sells a meaningful children's apparel assortment at value price points across Europe and the US. Comparable on family segment and competitive overlap at the value-end of NAME IT's promotional ladder.
Others
- Zalando (Kids category): Zalando is Europe's leading fashion marketplace with a sizeable Kids category that competes for the same parent shoppers and increasingly captures sales that might otherwise go to NAME IT's own DTC storefront. Comparable as a competing channel and traffic source rather than a brand peer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
name it social profiles
Digital presencename it financial estimates
Financial estimateRevenue estimate
Valuation estimate
name it leadership team
Management profileNumber of profiles
name it funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
name it M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about name it
What does name it do?
NAME IT designs, retails, and distributes children's and baby fashion clothing across four age-segmented collections (Baby, Mini, Kids, Teen). Products are sold directly to consumers via an owned e-commerce storefront localized in 25+ European countries and through physical retail stores, with sub-brands Lil Atelier and LMTD covering sustainable and teen segments respectively.
Is name it a public or private company?
name it is a private company. It is classified as corporate owned and is currently operating.
When was name it founded?
name it was founded in 1986. It employs 101 to 250 people.
Where is name it based?
name it is headquartered in Amsterdam, Netherlands, in the Europe region.
How does name it make money?
One revenue line is on record: retail sales - Online and physical stores.
Who are name it's main competitors?
Direct peers on record are Vertbaudet, C&A Kids, Mothercare, Boden and Bonpoint. Broad incumbents are H&M Kids, Zara Kids (Inditex), Next Kids and Primark (ABF). Zalando (Kids category) is listed as an others.
Does name it have an API?
No public API is recorded for name it.
What industry is name it in?
name it's product category is Children's Apparel Retail. Its primary akta.pro industry code is CRAAABAD, Kids’ & Baby Apparel Retail, with a secondary code of CRAAAHAA, Baby Apparel (0–24 months). Its NAICS code is 458 and its SIC code is 5600.