Nattou
- Company typePrivate
- Founded1988
- HeadquartersZele, Belgium
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Nattou does
Nattou is a Belgian baby products company founded in 1988 and operated through the legal entity Jollymex NV, headquartered in Zele, Belgium. The company designs and sells a broad catalog of approximately 313 products organized into five main categories — Cuddle & Play (plush cuddlies, rocking toys, comforters, musical cuddlies, mobiles, playmats, activity toys, bath toys), Care & Hygiene (changing pads, diaper bins, potties, pacifier accessories, teethers), Mealtime (silicone bibs, tableware, drinking cups), Sleep & Decoration (nightlights, sleeping bags, bed textiles, bed bumpers), and On The Road (hanging toys, footmuffs, backpacks). Product design centers on ultra-soft plush materials, food-grade silicone, and wooden elements, and is organized into coordinated themed sub-brands (Lapidou, FanFan, Teddy, Oli/Flo/Ernest, Felix & Leo, Mila/Lana/Zoë, and a Silicone collection) that allow parents to match nursery aesthetics across categories.
The company operates a hybrid direct-to-consumer and B2B go-to-market model. Its primary sales channel is a Shopify-based e-commerce storefront at nattou.eu, offering country-specific versions, five-language support (English, Italian, French, Dutch, German), and shipping to 19 European countries with a €49 free-shipping threshold and 30-day returns. A separate B2B webshop (b2b.nattou.eu) and a dealer request system serve wholesale buyers and independent retailers. Pricing is one-time unit-based across a €7.49-€119.99 range, with no subscription model evident. Distribution is supported by social media presence across Facebook, Instagram, YouTube, TikTok, LinkedIn, and Pinterest, plus email newsletter marketing with a 10% enrollment discount.
Revenue is generated entirely from physical product sales to end consumers and dealer accounts; the company is privately held with no disclosed funding, no parent company, and no public listing. Customer segments include parents of newborns (0-6 months), parents of infants (6-12 months), parents of toddlers (1-3 years), and gift buyers (maternity, babyshower, and gift-card occasions). The product portfolio has expanded in 2025 with the Blocky active play toy and the Lapidou Activity line, signaling incremental category diversification beyond the plush heritage.
Nattou firmographics
Firmographics- Name
- Nattou
- Legal name
- Jollymex NV
- Website
- https://nattou.eu
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Nattou industry classification
Industry- Product category
- Baby Products
- NAICS
- Hobby, Toy, and Game Retailers (459120)
- SIC
- Dolls & Stuffed Toys (3942), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Dolls, Plush & Action Figures Retail (CRALAFAD)
- akta.pro secondary industry
- Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)
Keywords
Where Nattou is headquartered
LocationHeadquarters
- HQ city
- Zele
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
Nattou business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations
Revenue model
- Product Sales: Nattou generates revenue through one-time product sales of baby and toddler essentials including plush toys, care products, mealtime items, sleep products, and travel accessories. Products are sold at various price points ranging from approximately €7 to €120. No subscription model is evident from the source data.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product purchases at various price points |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Nattou product offering
Product offeringCore offering
Nattou designs, manufactures, and sells a comprehensive range of soft baby products through its own e-commerce website (nattou.eu) and B2B dealer channel. The catalog covers plush toys, comforters, rocking toys, musical cuddlies, mobiles, playmats, silicone mealtime items, teethers, pacifier clips, sleeping bags, nightlights, bed bumpers, footmuffs, and backpacks for babies aged 0–3 years. Products are organized into themed collections (Lapidou, FanFan, Teddy, Silicone, among others) and shipped across 19 European countries.
Product overview
Nattou is a Belgian baby products company founded in 1988, offering a comprehensive portfolio of soft baby cuddlies, toys, and nursery essentials. The product range is organized into five main categories: Cuddle & Play (plush toys, rocking toys, musical cuddlies, mobiles, playmats, activity toys, bath toys), Care & Hygiene (changing pads, diaper bins, potties, pacifiers, teethers), Mealtime (silicone tableware, bibs, cups), Sleep & Decoration (nightlights, sleeping bags, bed textiles, bed bumpers), and On The Road (hanging toys, footmuffs, backpacks). The products are organized into themed collections/sub-brands including Lapidou (minimalist plush friends), FanFan (whimsical deer and elephant pastels), Teddy (classic plush animals), Oli, Flo & Ernest (lion, hippo, elephant), Felix & Leo (badger themes), Mila, Lana & Zoë (cow and cat themes), and a Silicone line (durable silicone essentials). The company operates primarily in European markets with its business entity Jollymex NV based in Zele, Belgium.
Differentiator
Problem solved
Functional benefit
Brands
- Lapidou: Iconic Lapidou friends featuring irresistibly soft plush animals with minimalist and modern design
- FanFan
- Teddy
- Oli, Flo & Ernest
- Felix & Leo
- Mila, Lana & Zoe
- Silicone
Products and services
- Cuddle & Play Core product category featuring plush toys, comforters, cuddlies, rocking toys, musical cuddlies, mobiles, playmats, activity toys, and bath toys designed for infant comfort and play.
- Care & Hygiene Baby care essentials including changing pads, diaper bins, potties, pacifier clips/cases, toothbrushes, and teethers.
- Mealtime Baby feeding and mealtime products including bibs, tableware sets, cups with straws, and silicone children's utensils.
- Sleep & Decoration Baby sleep products and nursery decoration including nightlights, sleeping bags, bed textiles, bed bumpers, travel mattresses, and decorative items.
- On The Road Travel and mobility accessories including hanging toys, footmuffs, backpacks, and car seat accessories.
- Lapidou Collection Themed collection featuring minimalist and modern soft plush friends including rabbits, octopuses, and activity toys with irresistibly soft textures.
- FanFan Collection Themed collection featuring whimsical deer and elephant friends in soft, dreamy pastels with rocking horses, cuddlies, musical toys, and playmats.
- Teddy Collection Themed collection featuring classic plush animals and rocking toys with timeless, cosy design including bears, giraffes, and various teddy animals.
- Silicone Collection Versatile silicone essentials and toys including teethers, pacifier clips, bibs, tableware, and bath toys known for durability and safety.
- Blocky Balance Stacking Stones Active play toy featuring balance stacking stones designed for daily active play, part of the Cuddle & Play category.
- Dropy Nappy Bin Diaper bin for hygienic diaper disposal, part of the Care category.
Companies that use Nattou
Customer profileSegments4 records
Ideal customer profiles4 records
Nattou technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Nattou partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights5 records
Nattou competitors and assessment
Company assessmentDirect peers
- Trixie: Belgian baby and children's brand with plush toys, wooden toys, silicone tableware, and nursery accessories; shares Nattou's Belgian/Dutch origin and broad multi-category baby assortment.
- Done by Deer: Danish baby brand producing plush friends, silicone tableware, bibs, and nursery items organized into coordinated character collections, mirroring Nattou's collection strategy.
- Liewood: Danish design-led baby and kids brand selling plush toys, bibs, tableware, sleeping bags, and nursery accessories across Europe with a similar sub-brand collection approach and DTC-plus-wholesale model.
- Aden + Anais: Baby lifestyle brand best known for swaddles, sleeping bags, and plush comforters; overlaps Nattou in the comforter and sleep categories with a similar global DTC-plus-retail model.
- Cam Cam Copenhagen: Danish premium baby brand offering cuddlies, comforters, mobiles, sleeping bags, and nursery décor with coordinated collections; directly overlaps Nattou in plush and nursery categories.
- Jollein: Dutch baby brand specializing in plush toys, sleeping bags, swaddles, and care items with broad European wholesale and DTC distribution, directly comparable to Nattou's assortment.
- Sophie la Girafe: Iconic French baby brand offering teething toys, plush, and nursery items distributed across European specialty and DTC channels; competes directly in the teether and plush categories Nattou serves.
Broad incumbents
- Bonpoint: Established French luxury baby brand with a wider apparel-led assortment that also includes plush toys and nursery items; competes for the same design-conscious parent in Europe at a higher price tier.
- Munchkin: Larger US-based baby products company with broad category coverage including bath toys, care items, and teethers; competes with Nattou's Silicone and Care collections from a much larger scale.
- Skip Hop: Established US baby brand with plush, travel accessories, and nursery products; serves as a broader incumbent comparator particularly for Nattou's On The Road and Sleep categories.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Nattou social profiles
Digital presenceNattou financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nattou leadership team
Management profileNumber of profiles
Nattou funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nattou 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 Nattou
What does Nattou do?
Nattou designs, manufactures, and sells a comprehensive range of soft baby products through its own e-commerce website (nattou.eu) and B2B dealer channel. The catalog covers plush toys, comforters, rocking toys, musical cuddlies, mobiles, playmats, silicone mealtime items, teethers, pacifier clips, sleeping bags, nightlights, bed bumpers, footmuffs, and backpacks for babies aged 0–3 years. Products are organized into themed collections (Lapidou, FanFan, Teddy, Silicone, among others) and shipped across 19 European countries.
Is Nattou a public or private company?
Nattou is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Nattou founded?
Nattou was founded in 1988. It employs 11 to 50 people.
Where is Nattou based?
Nattou is headquartered in Zele, Belgium, in the Europe region.
How does Nattou make money?
One revenue line is on record: product Sales.
Who are Nattou's main competitors?
Direct peers on record are Trixie, Done by Deer, Liewood, Aden + Anais, Cam Cam Copenhagen, Jollein and Sophie la Girafe. Broad incumbents are Bonpoint, Munchkin and Skip Hop.
Does Nattou have an API?
No public API is recorded for Nattou.
What industry is Nattou in?
Nattou's product category is Baby Products. Its primary akta.pro industry code is CRALAFAD, Dolls, Plush & Action Figures Retail, with a secondary code of CRAAAHAM, Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets). Its NAICS code is 459120 and its SIC code is 3942.