Bellybutton International

What Bellybutton International does

Bellybutton International, operating under the German legal entity Nickis LPC GmbH headquartered at Machtlfinger Straße 27 in Munich, runs the proprietary "bellybutton" children's fashion brand alongside a curated portfolio of 14+ third-party European designer labels (including Kanz, Mayoral, Steiff, Esprit, LIEWOOD, MarMar Copenhagen, Petit Bateau, WHEAT, Little Green Radicals, Mother Nature & ME, mamelo, Save the Duck, Mini A-Ture, and Reima). Distribution is exclusively direct-to-consumer via the Shopify-hosted bellybutton.com storefront, with no physical retail footprint, no third-party marketplace presence, and no mobile app. The catalog covers maternity wear, baby clothing (sizes 50-92), children's clothing (sizes 98-152), and teen fashion (sizes 158-176), spanning apparel, shoes, and accessories for girls, boys, and unisex categories.

The business model is unit-priced DTC retail, with individual SKUs listed at roughly $24-$122 and supported by promotional mechanics (a 40% off site-wide discount code and a 3-for-2 'cheapest free' bundle offer). The checkout supports four currencies (USD, EUR, CHF, GBP) and ships to 24 countries across Europe, North America, Asia Pacific, the Middle East, and Oceania. Marketing is concentrated in an email newsletter channel, with no disclosed spend on paid acquisition, no social commerce integrations, and no app ecosystem. The brand was founded by five mothers and has operated for over 20 years, and its positioning is built on quality, style, and family practicality rather than on technology differentiation.

There are no disclosed financials, headcount figures, external funding rounds, parent company, subsidiaries, or AI/ML capabilities in the source data. Ownership is a privately held German GmbH with no public listing and no venture capital or private equity investment referenced.

Name

Bellybutton International

Legal name

Nickis LPC GmbH

Website

https://bellybutton.de

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Bellybutton International is a Munich-based direct-to-consumer e-commerce retailer operating the proprietary bellybutton children's fashion brand and 14+ third-party European designer labels (Kanz, Mayoral, Steiff, Esprit, LIEWOOD, etc.) via Shopify, serving parents and families in 24 countries with apparel, shoes, and accessories for babies through teens.

Ownership category

akta.pro rank

Product category

Children's Fashion E-commerce

NAICS

Clothing and Clothing Accessories Retailers (458110), Shoe Retailers (45821)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651), Retail-Shoe Stores (5661)

akta.pro industry

PRIMARYCRAAABAD

Kids’ & Baby Apparel Retail

Consumer Products & Retail/Apparel, Footwear & Accessories/Apparel Retail (Specialty & Mass)

SECONDARYCRAAAAAG

Children’s, Baby & Maternity Apparel Brands

Consumer Products & Retail/Apparel, Footwear & Accessories/Apparel Brands & Manufacturing

SECONDARYCRAAADAF

Children’s & Baby Footwear Retail

Consumer Products & Retail/Apparel, Footwear & Accessories/Footwear Retail

Keywords

• Children's clothing
• Children's fashion
• Baby apparel
• Kids e-commerce
• Multi-brand retailer

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Retail Product Sales: One-time retail sales of children's fashion items including baby clothing (sizes 50-92), children's clothing (sizes 98-152), and teen fashion (sizes 158-176). Customers purchase individual items at listed prices with occasional promotional discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Bellybutton International sells children's fashion through its own e-commerce storefront at bellybutton.com, offering baby clothing (sizes 50-92), children's clothing (sizes 98-152), and teen fashion (sizes 158-176), along with shoes and accessories for boys, girls, and unisex. The assortment combines the in-house bellybutton brand with 14+ third-party designer brands, ships internationally across Europe, North America, Asia Pacific, the Middle East, and Oceania, and supports multi-currency pricing.

Product overview

Bellybutton International operates as an e-commerce children's fashion retailer built on a Shopify platform. The company offers a multi-brand portfolio consisting of its proprietary bellybutton brand alongside 14+ third-party designer brands including Kanz, Mayoral, Steiff, Esprit, LIEWOOD, MarMar Copenhagen, Petit Bateau, WHEAT, Little Green Radicals, Mother Nature & ME, mamelo, Save the Duck, Mini A-Ture, and Reima. Products span three age segments: babies (0-24 months, sizes 50-92), children (3-7 years, sizes 98-152), and teenagers (sizes 158-176). Categories include clothing, shoes, and accessories for boys and girls. The company was founded by five mothers and has operated for over 20 years, emphasizing quality, style, and everyday functionality in children's fashion.

Differentiator

Problem solved

Functional benefit

Products and services

• bellybutton The company's proprietary children's clothing brand offering fashion for babies (0-24 months, sizes 50-92), children (3-7 years, sizes 98-152), and teenagers (sizes 158-176). Emphasizes quality, style, and everyday functionality across clothing, shoes, and accessories.
• Kanz Children's clothing brand available at bellybutton featuring tops, shorts, sweatpants, and polo shirts for children.
• Mayoral Children's fashion brand offering polo shirts, t-shirts, dresses, and mini dresses for babies and children.
• Steiff Premium children's clothing brand featuring t-shirts and apparel for children.
• Esprit Family fashion brand offering jeans, t-shirts, dresses, tops, and shorts for children.
• LIEWOOD Scandinavian children's fashion brand featuring swimwear, bikinis, shorts, dresses, and beachwear.
• MarMar Copenhagen Danish children's fashion brand offering dresses, skirts, and shorts for children.
• Petit Bateau French children's clothing brand featuring everyday basics including shorts for children.
• WHEAT Children's clothing brand featuring t-shirts and shorts with colorful, playful designs.
• Little Green Radicals Organic children's clothing brand offering shorts and dresses made from sustainable materials.
• Mother Nature & ME Sustainable children's clothing brand offering coordinated sets in various colors.
• mamelo Children's knitwear brand offering merino wool sweaters and cozy apparel.
• Save the Duck Sustainable outerwear brand featured in the Top Designers section.
• Mini A-Ture Danish children's fashion brand featured in the Top Designers section.
• Reima Finnish children's outdoor clothing brand featured in the Top Designers section.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Cyrillus: French family-oriented apparel retailer with strong children's and baby offerings; comparable in curating multiple designer and own-brand children's labels for an EU parent demographic through DTC e-commerce.
• Du Pareil Au Même (DPAM): French children's fashion brand and retailer with full age coverage from baby to teen and physical-plus-digital presence; comparable in style, customer demographic, and core children's apparel positioning.
• Bonpoint: Premium French children's fashion house selling through its own DTC storefront internationally; comparable in elevated price point and parent-focused design-led merchandising.
• Boden: UK-based DTC apparel brand with a flagship children's line, operating own-brand e-commerce internationally with multi-currency and US shipping — comparable in premium own-brand positioning and cross-border DTC execution.
• The Children's Place: US-focused specialty children's apparel retailer with strong e-commerce presence; comparable in dedicated children's category focus and parent-as-customer targeting, though at a more mass-market price tier.
• Melijoe: French premium multi-brand online retailer curating designer and contemporary children's labels for parents — directly comparable curated-marketplace model and international DTC execution.
• Petit Bateau: Iconic French children's and family apparel brand operating its own DTC e-commerce across Europe and internationally; overlaps directly with Bellybutton's mid-premium positioning and full age-range coverage from baby to child.
• Vertbaudet: French-headquartered multi-brand children's and maternity apparel e-tailer operating across Europe with its own-brand plus curated third-party labels — directly comparable DTC model, customer demographic (parents), and curated marketplace positioning.
• Jacadi: Premium French children's fashion retailer with own-brand DTC e-commerce across Europe and Asia; directly comparable in curated, design-led children's apparel positioning and international DTC strategy.

Broad incumbents

• Zalando Kids: Kids' category within Zalando's broader European fashion marketplace; carries many of the same premium children's brands (Reima, LIEWOOD, Steiff, Petit Bateau) that Bellybutton retails, representing both a competitive threat and a benchmark for cross-border DTC scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/bellybuttonint
• LinkedInlinkedin.com/company/bellybutton-international-gmbh

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 Bellybutton International