Bellybutton International
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.
- Company typePrivate
- Founded1995
- HeadquartersHamburg, Germany
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
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.
Bellybutton International firmographics
Firmographics- 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
Bellybutton International industry classification
Industry- 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 primary industry
- Kids’ & Baby Apparel Retail (CRAAABAD)
- akta.pro secondary industries
- Children’s, Baby & Maternity Apparel Brands (CRAAAAAG), Children’s & Baby Footwear Retail (CRAAADAF)
Keywords
Where Bellybutton International is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Bellybutton International business model
Business model- 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
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing with promotional discounts |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Bellybutton International product offering
Product offeringCore 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.
Companies that use Bellybutton International
Customer profileSegments1 record
Ideal customer profiles1 record
Bellybutton International technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Bellybutton International partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Expansion highlights4 records
Bellybutton International competitors and assessment
Company assessmentDirect 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
Bellybutton International social profiles
Digital presenceBellybutton International financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bellybutton International leadership team
Management profileNumber of profiles
Bellybutton International funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bellybutton International 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 Bellybutton International
What does Bellybutton International do?
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.
Is Bellybutton International a public or private company?
Bellybutton International is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bellybutton International founded?
Bellybutton International was founded in 1995. It employs 11 to 50 people.
Where is Bellybutton International based?
Bellybutton International is headquartered in Hamburg, Germany, in the Europe region.
How does Bellybutton International make money?
One revenue line is on record: retail Product Sales.
Who are Bellybutton International's main competitors?
Direct peers on record are Cyrillus, Du Pareil Au Même (DPAM), Bonpoint, Boden, The Children's Place, Melijoe, Petit Bateau, Vertbaudet and Jacadi. Zalando Kids is listed as a broad incumbent.
Does Bellybutton International have an API?
No public API is recorded for Bellybutton International.
What industry is Bellybutton International in?
Bellybutton International's product category is Children's Fashion E-commerce. Its primary akta.pro industry code is CRAAABAD, Kids’ & Baby Apparel Retail, with a secondary code of CRAAAAAG, Children’s, Baby & Maternity Apparel Brands. Its NAICS code is 458110 and its SIC code is 5600.