What PrettyMum does

PrettyMum BV is a privately held Dutch e-commerce retailer founded in 2000 by Pamela Nijman and headquartered in Amsterdam (with offices and warehouse in Berkhout and Landsmeer). The company specializes in maternity and breastfeeding apparel and accessories for pregnant women and nursing mothers in the Netherlands and Belgium, anchored by the Carriwell brand (a Danish maternity lingerie line whose original PrettyMum collection was absorbed into Carriwell's international portfolio). The product catalog spans nursing bras (including the patented Carri-Gel underwire line), belly bands and binders, maternity underwear, nursing tops with figure correction, breast pads (washable cotton, silk, disposable bamboo, and silicone LilyPadz), nursing covers, perineum care items, and ancillary birth aids such as CUB Support inflatable birth stools and birthing balls. Technology is limited to a Lightspeed-powered online storefront plus standard e-commerce features (shopping cart, accounts, order tracking, reviews); the company holds no proprietary technology beyond the inbound Carri-Gel wire license.

The company operates two go-to-market motions. The consumer-facing prettymum.nl storefront sells directly to end users with free domestic shipping over €50 and €9.75 flat-rate shipping to Belgium, supported by payment options including iDEAL, Bancontact, credit cards, bank transfer, and pay-on-delivery. A separate wholesale arm, PrettyMum Trading, distributes the same international brand portfolio (Carriwell, LilyPadz, Kendall, Udder Covers, BreastPads, CUB Support) to physical retail stores in the Netherlands. Pricing follows a unit-pricing model across all product tiers, with prices ranging from €6.95 for basic accessories to €54.99 for premium nursing tops. Distribution partnerships with the underlying brands are described as core channel relationships. With a stated headcount of 1-10 employees, no external funding, and founder Pamela Nijman maintaining a contact role with the Dutch Natural Breastfeeding Association (Vereniging Borstvoeding Natuurlijk) since 2000, PrettyMum operates as a stable lifestyle business rather than a venture-backed growth company.

Name

PrettyMum

Legal name

PrettyMum BV

Website

https://prettymum.nl

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

PrettyMum is a Dutch e-commerce retailer founded in 2000 that sells Carriwell maternity lingerie and complementary pregnancy and breastfeeding accessories direct to consumers in the Netherlands and Belgium, and wholesale to Dutch retail stores through its PrettyMum Trading division.

Ownership category

akta.pro rank

Product category

Maternity & Nursing Apparel

NAICS

Clothing and Clothing Accessories Merchant Wholesalers (424350)

SIC

Retail-Women's Clothing Stores (5621), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Baby, Kids & Maternity DTC (CRAFACAI)

akta.pro secondary industries

Maternity & Nursing Wear (Moms-to-be) (CRAAAHAL), Baby, Kids & Maternity Online Retailers (CRAFADAI)

Keywords

• Maternity lingerie
• Nursing bras
• Breastfeeding accessories
• Postpartum care products
• Maternity clothing

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Retail (B2C): Direct online sales of maternity and breastfeeding clothing and accessories through prettymum.nl website to consumers in Netherlands and Belgium.
2. Wholesale Distribution (B2B): PrettyMum Trading division supplies retail stores with international maternity and breastfeeding brands including Carriwell and others.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

PrettyMum is an online Dutch retailer selling maternity lingerie, nursing bras, breastfeeding accessories, and postpartum care products through prettymum.nl to consumers in the Netherlands and Belgium. As the Dutch importer and distributor of Carriwell (and partner brands such as LilyPadz, Udder Covers, Kendall, BreastPads, and CUB Support), PrettyMum also operates PrettyMum Trading, a wholesale division that supplies retail stores with these international brands.

Product overview

PrettyMum is a Dutch online retailer specializing in maternity and breastfeeding products. The company, operated by PrettyMum BV, was founded in 2000 by Pamela Nijman and offers products across the pregnancy-to-breastfeeding journey. The product portfolio centers on the Carriwell brand (Danish maternity lingerie since 1996) including grow-with-you nursing bras with patented Carri-Gel underwire technology, supportive belly bands, seamless maternity underwear, and postpartum recovery items. Additional products include LilyPadz silicone nursing pads, Udder Covers nursing shawls, CUB Support birth stools, Kendall hydrogel pads, and various accessories such as breast pads, nursing shirts with figure correction, belly binders, perineum care products, and maternity pads. The original PrettyMum collection is now part of the international Carriwell brand, and the company also distributes via PrettyMum Trading wholesale to retail stores. The tagline is 'Van Zwangerschap tot Eerste Hap' (From Pregnancy to First Bite).

Differentiator

Problem solved

Functional benefit

Products and services

• Carriwell Original Nursing Bra (Meegroei- & Voedingsbh Original) Seamless basic grow-with-you and nursing bra that can be worn during pregnancy and breastfeeding. Available in Beige, Black, and White with a free extender; also sold as a DUOPAK of two bras.
• Carriwell Nursing Bra with Carri-Gel Wire (Meegroei- & Voedingsbh Carri-Gelbeugel) Innovative nursing bra featuring Carriwell's patented Carri-Gel wire underwire that provides soft yet firm breast support while remaining flexible. Wearable during pregnancy and breastfeeding.
• Carriwell Padded T-shirt Nursing Bra (Meegroei- & Voedingsbh Padded) Padded T-shirt nursing bra designed to fit all day, even after feeding; also suitable during pregnancy. Includes a free extender.
• Carriwell Sleep Bra (Slaapbh Crossover - Biokatoen) Cotton nursing sleep bra with soft stretch lace trim; cups slide aside for easy breastfeeding access. Made of 92% cotton and 8% elastane.
• Carriwell Nursing Top with Figure Correction (Voedingshemd met Figuurcorrectie) Nursing top with a body-contouring belly panel and integrated nursing bra. Designed so breastfeeding does not require exposing the back or belly, eliminating the need for separate nursing clothing.
• Carriwell Maternity Briefs (Zwangerschapsslip met Support) Maternity underwear with growing belly support using the latest knitting techniques. Seamless design invisible under clothing with extra stretch in the leg openings. Composition: 86% polyamide, 8% elastane, 6% cotton.
• Carriwell Maternity Shorts (Zwangerschapsshort) Biker-style maternity shorts with growing belly support, designed to be worn under skirts or dresses.
• Carriwell Adjustable Overbelly Belly Band (Verstelbare Overbelly Buikband) Overbelly band providing maximum support for belly and lower back during pregnancy; easily adjustable via Velcro closure.
• Carriwell Seamless Belly Band Support (Naadloze Buikband Support) Seamless belly band suitable for exercising during pregnancy. Relieves the lower back and is designed not to roll down.
• Carriwell Belly Binder (Sluitband Belly Binder) Modern belly binder or binding cloth made of soft organic cotton with wide Velcro for maximum adjustability. Provides firm abdominal pressure, improved posture, and faster muscle recovery after childbirth. Also suitable after cesarean section.
• Carriwell Pants Expander (Flexibelt Broekverbreder) Pants expander that allows regular trousers or skirts to fit during pregnancy, easily expanding the wardrobe to accommodate the growing belly.
• Carriwell Postpartum Mesh Underwear (Post Partum Netbroekjes) Washable mesh underwear designed for immediate use after delivery. Holds maternity pads in place discreetly and hygienically; also usable for light incontinence and menstruation. Pack of 4 pieces, washable up to 10 times.
• Carriwell Washable Cotton Nursing Pads (Wasbare Zoogcompressen - Katoen) Washable nursing pads made of cotton with multiple layers: 100% unbleached soft cotton against the skin, polyester fleece for quick absorption and breathability, Thermabreath layer for moisture management, and 100% flannel outer finish. Available in White and Black.
• Carriwell Washable Silk Nursing Pads (Wasbare Zoogcompressen Zijde) Nursing pads with one side of 100% natural silk, recommended for irritated or damaged nipples. Silk wicks moisture away, lets skin breathe, and leaves no lint. Pack of 6 pieces with wash bag.
• Carriwell Disposable Bamboo Nursing Pads (Zoogcompressen Bamboe Disposable) Ultra-thin disposable nursing pads with a strongly absorbent bamboo core. Individually wrapped; 50 pieces per box.
• Carriwell Perineum Cleansing Bottle (Perineum Spoelfles) Ergonomically designed perineum cleansing bottle for gentle cleaning and refreshment of the perineum after childbirth.
• Carriwell Hot & Cold Perineum Compress Hot and cold compress for use after childbirth to relieve perineal discomfort. Pack contains 2 pieces.
• Carriwell Maternity Pads (Kraamverband) Disposable maternity pads designed for use after childbirth.
• LilyPadz Silicone Nursing Pads Reusable silicone nursing pads that prevent leakage of breast milk. Invisible under clothing, allow sleeping without a bra, and are suitable for swimming. Cleaned with dish soap and reused.
• Udder Covers Nursing Shawls (Voedingsdoek) Nursing covers that protect babies from sun and wind and allow breastfeeding anywhere while maintaining eye contact. Made of 100% cotton. Available in Grace, Connor, and Sloane patterns in one size (60 x 86 cm).
• CUB Support Inflatable Birth Stool (Baarkruk) Inflatable birth stool that supports mothers during every phase of labor and encourages an active birthing position.
• Birth Ball (Birthingbal) Birth ball for use during labor and childbirth.
• PrettyMum Trading Wholesale Distribution Wholesale distribution arm of PrettyMum BV that supplies retail stores in the Netherlands with international maternity and breastfeeding brands including Carriwell, LilyPadz, Udder Covers, Kendall, BreastPads, and CUB Support products.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• CarriwellcoreChannel Partner/ Reseller/ Distributor · 1 January 2000Danish brand since 1996 producing affordable maternity and nursing lingerie. PrettyMum originally created their own line which was incorporated into Carriwell. Now serves as Dutch importer and distributor, offering entire Carriwell collection through both retail and wholesale channels.
• LilyPadzcoreChannel Partner/ Reseller/ DistributorSilicone nursing pads that prevent breast milk leakage. Reusable and washable. PrettyMum serves as Dutch distributor for LilyPadz products.
• Udder CoversminorChannel Partner/ Reseller/ DistributorNursing covers that protect babies from sun, wind, and allow breastfeeding anywhere while maintaining eye contact. PrettyMum distributes Udder Covers products in Netherlands.
• Kendall (formerly Mother Mates)minorChannel Partner/ Reseller/ DistributorHydrogel pads for healing cracked/irritated nipples and cooling postpartum care products. PrettyMum distributes Kendall products in Netherlands.
• CUB SupportminorChannel Partner/ Reseller/ DistributorInflatable birth stool that supports mothers during all stages of labor and promotes active birth positions.
• BreastPadsminorChannel Partner/ Reseller/ DistributorNursing pad products distributed by PrettyMum in the Dutch market.
• Vereniging Borstvoeding Natuurlijk (Natural Breastfeeding Association)minorStrategic or Co-development PartnerPrettyMum founder Pamela Nijman has served as contact person for this Dutch breastfeeding association since 2000, giving educational presentations and providing expertise on breastfeeding support.
• Stichting Webshop KeurmerkminorOthersDutch Webshop Quality Mark association. PrettyMum is a member and uses their standardized general terms and conditions, dispute resolution, and quality standards.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Seraphine: UK-based maternity fashion brand selling nursing bras, dresses and everyday maternity wear DTC across Europe. Closely comparable specialty DTC positioning to PrettyMum in the maternity apparel category.
• Cake Maternity: Australian-founded specialist in maternity and nursing lingerie sold globally online. Direct overlap with PrettyMum's core nursing bra/maternity lingerie offering, with similar DTC positioning and brand-led assortment.
• Boob Design: Swedish maternity and nursing apparel brand sold DTC across Northern Europe. Comparable product mix (nursing bras, tops, accessories) and similar European DTC footprint to PrettyMum.
• Hotmilk Lingerie: New Zealand-based maternity and nursing lingerie brand with strong DTC and selective specialty distribution. Closely comparable assortment and target customer to PrettyMum's Carriwell-led range.
• Bravado Designs: Specialist nursing bra and maternity loungewear brand owned by Medela. Competes head-to-head with Carriwell at PrettyMum on nursing bras, sold via DTC and through specialty retailers in Europe.

Broad incumbents

• Bol.com: Largest Dutch/Belgian generalist e-commerce marketplace and a key channel for maternity and baby products in PrettyMum's core geographies. Not a direct competitor on assortment depth, but the dominant price-and-convenience alternative for Dutch consumers.
• Mothercare: Established UK-headquartered maternity, baby and children's retailer with international online presence. Overlaps with PrettyMum on maternity apparel and nursing accessories sold online to European consumers.
• H&M Mama: Mass-market maternity line within H&M's global apparel operation. Competes on price and convenience for the same expectant/nursing customer segment that PrettyMum targets in the Netherlands and Belgium.
• Prénatal: Large European specialty maternity and baby retailer with stores across the Netherlands and broader EU. Significantly broader assortment and footprint, but competes for the same Dutch maternity customer at prettymum.nl and via wholesale buyers.

Others

• Carriwell: Danish maternity/breastfeeding brand and PrettyMum's core supplier since 2000. Comparable product DNA but is an upstream supplier/partner rather than a competitor; inclusion clarifies PrettyMum's positioning within Carriwell's distribution network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Pinterestpinterest.com/prettymum
• Xx.com/PrettyMumTweets

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 PrettyMum