Be Kind
Be Kind Honest Label is a bootstrapped, direct-to-consumer sustainable clothing brand based in Amersfoort, Netherlands, selling organic and upcycled kidswear (ages 2–10) alongside adult collections through its own Lightspeed-powered e-commerce storefront with worldwide shipping.
- Company typePrivate
- Founded2019
- HeadquartersAmersfoort, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Be Kind does
Be Kind (legally: Be Kind, DBA: Be Kind Honest Label) is a privately held, direct-to-consumer sustainable clothing brand based in Amersfoort, Netherlands, founded in 2019 and operating with 1–10 employees. Its primary product line targets children between 2 and 10 years old through four categories (Girls, Boys, Kids, and a dedicated Kids collection), with secondary adult lines (Women and Men) covering hoodies, sweaters, blouses, dresses, and linen separates. The brand's core differentiator is its use of upcycled cotton, organic cotton, recycled materials, French linen, deadstock fabric, and organic merino wool, marketed under the 'Kindness Stitched In' positioning and a 'Price Truth' transparent-pricing commitment.
Be Kind runs its commerce operation on a Lightspeed-powered storefront (webshopapp.com infrastructure) at bekindhonestlabel.com, with no third-party retail or marketplace presence. Distribution is fully owned and operated, supporting worldwide shipping and multi-currency display (EUR, GBP, USD), with a €50 free-shipping threshold for European orders to lift basket size. The product catalog is broad but small in SKU depth, with price points ranging from entry-level kids basics around €23–€30, mid-range items €33–€53, and premium pieces (e.g., women's organic merino sweaters) up to €220; the site regularly runs discounts of 30–79%, and a dedicated SALE collection clears inventory.
The business model is straightforward unit-pricing D2C apparel sales with no subscription, licensing, or recurring revenue component. The company is bootstrapped — no funding rounds, parent company, or institutional investors are disclosed in the available data — and it markets through organic channels (LinkedIn presence, a 'Meer' journal/blog, and seasonal collection launches). Operations appear to extend beyond the Netherlands, given a contact phone number with a +60 (Malaysia) country code, suggesting near-shore or Asia-based production/logistics support for a European-facing brand.
Be Kind firmographics
Firmographics- Name
- Be Kind
- Legal name
- Be Kind
- Website
- https://bekind-store.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Be Kind Honest Label is a bootstrapped, direct-to-consumer sustainable clothing brand based in Amersfoort, Netherlands, selling organic and upcycled kidswear (ages 2–10) alongside adult collections through its own Lightspeed-powered e-commerce storefront with worldwide shipping.
- Ownership category
- akta.pro rank
Be Kind industry classification
Industry- Product category
- Sustainable Kidswear
- NAICS
- Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Baby Apparel (0–24 months) (CRAAAHAA)
Keywords
Where Be Kind is headquartered
LocationHeadquarters
- HQ city
- Amersfoort
- HQ country
- Netherlands
- HQ region
- Europe
Markets served
Be Kind business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Direct Product Sales: Be Kind Honest Label generates revenue through direct-to-consumer sales of sustainable children's clothing and adults wear (women's and men's collections). The company sells directly through their e-commerce platform with prices displayed in EUR, GBP, and USD currencies. Orders over €50 qualify for free shipping, encouraging larger basket sizes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level basics including T-shirts and kids items |
| Unit Pricing | Pay-as-you-go | Mid-range products including dresses, shorts, and casual wear |
| Unit Pricing | Pay-as-you-go | Premium knitwear and specialty items |
| Unit Pricing | Pay-as-you-go | Sale/clearance items with significant discounts |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Be Kind product offering
Product offeringCore offering
Be Kind designs, sources, and sells ethically produced clothing for children (kids, girls, boys) and adults (women, men) through its own e-commerce store. Garments are manufactured from upcycled cotton, organic cotton, organic merino wool, French linen, and deadstock fabric, with collections spanning hoodies, sweaters, t-shirts, dresses, skirts, trousers, leggings, and shorts. The 2024 Warmth Collection is a current seasonal offering, sold directly to consumers worldwide with prices displayed in EUR, GBP, and USD.
Product overview
Be Kind Honest Label is a conscious and sustainable kidswear brand offering a unified product line of ethical clothing. The company provides garments across four main categories—Women, Men, Girls, and Boys—alongside a dedicated Kids collection. The product portfolio includes everyday essentials such as hoodies, sweaters, t-shirts, trousers, leggings, dresses, skirts, and linen shorts. The brand emphasizes sustainable materials including upcycled cotton, organic cotton, organic merino wool, linen, and deadstock fabric. The 2024 Warmth Collection represents their latest seasonal offering, while their core collection spans multiple categories and age groups with a focus on timeless design and responsible production.
Differentiator
Problem solved
Functional benefit
Products and services
- Twilight Neutral Hoodie (Kids, Upcycled Cotton) A kids' hoodie made from upcycled cotton, part of the sustainable casual wear line, targeted at children in the brand's primary age range (roughly 2-10).
- Twilight Neutral Hoodie (Uni, Upcycled Cotton) A unisex hoodie in upcycled cotton, part of the core sustainable casual wear line for adults.
- Stripe Lily Sweater (Women, Organic Merino Wool) A women's sweater crafted from organic merino wool with a stripe pattern, positioned in the brand's premium tier (€220 list price).
- Classy Rose Sweater (Women, Organic Merino Wool) A timeless women's sweater made from 100% organic merino wool, positioned in the brand's premium tier (€220 list price).
- Dana Dress (Kids, Pine Green) A kids' dress in pine green, part of Be Kind's sustainable children's wear collection.
- Tom Tee (Kids, Stripes) A striped t-shirt for kids designed for comfortable everyday wear, positioned at the brand's entry-level price point (~€25-€30).
- Abby Blouse (Women, French Linen, Oversized) An oversized women's blouse made from French linen offering a relaxed fit, part of the brand's premium adult sustainable apparel line.
- Skylar Sweater (Kids, Merlot, Organic Cotton) A kids' sweater in merlot colour, crafted from organic cotton.
- Care for the Earth (Kids, Linen Dress) A children's linen dress with an earth-conscious theme, part of the sustainable kidswear line.
- Dance in the Woods Skirt A skirt featuring a nature-inspired woodland design, currently sold in the SALE/clearance section.
- Steady Sand (Kids, Linen Short) Classic, comfy shorts for kids made from 100% French linen.
- Forest Love Short (Kids, Pecan Linen) Kids' shorts made from pecan linen featuring a forest-inspired design.
- 2024 Warmth Collection A seasonal warm-apparel collection of ethically produced hoodies and sweaters (adult and kids) marketed under the brand's "Kindness Stitched In" sustainability positioning.
Companies that use Be Kind
Customer profileSegments2 records
Ideal customer profiles2 records
Be Kind technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Be Kind partnerships and signals
Strategic signalRecent moves4 records
Expansion highlights4 records
Be Kind competitors and assessment
Company assessmentDirect peers
- Hanna Andersson: US-based kidswear brand built on durability, organic cotton, and family matching. Comparable on quality/durability positioning, premium kidswear price points, and matching family collections.
- Mori: UK sustainable brand specializing in soft, organic baby and kidswear sold DTC. Comparable on sustainability-led positioning, kidswear-first assortment, and online-first go-to-market model.
- Boden: UK family clothing brand with strong kids, women, and men's assortments sold DTC. Comparable on multi-demographic product line (kids + adults), DTC-led international shipping model, and design-led brand storytelling.
- Wheat: Danish children's clothing brand known for nature-inspired prints and responsible production. Comparable on European DTC kidswear positioning, family-matching aesthetic, and premium-but-accessible price points.
- Colored Organics: US organic cotton baby and kids basics brand sold DTC. Comparable on organic-cotton-first materials positioning, conscious-parent target customer, and online-only retail model.
- Frugi: UK-based sustainable kidswear brand selling organic cotton children's clothing through DTC e-commerce — directly comparable in mission (ethical kidswear), customer (conscious parents), and model (online-first). One of the most established names in the same niche.
- Sense Organics: German organic cotton baby and children's clothing brand distributed via DTC and specialty retail. Closely comparable on materials positioning (GOTS-certified organic cotton), European customer base, and kidswear-first assortment.
Regional players
- Trixie: Belgian kids and baby brand with curated design-led products sold across Europe. Comparable on European kidswear DTC positioning and design-led brand identity, though Trixie is more adjacent in category mix (toys, nursery items) than pure apparel.
Broad incumbents
- Patagonia: Large US outdoor and sustainable apparel brand with a meaningful kids line. Comparable on deep sustainability credibility and premium pricing, though Patagonia operates as a broad incumbent across many categories rather than a kidswear specialist.
Emerging players
- Pact: US sustainable apparel DTC brand with a growing kids line alongside its core adult assortment. Comparable on organic-cotton sustainability story and family extension strategy, though adults remain the primary business.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Be Kind social profiles
Digital presenceBe Kind financial estimates
Financial estimateRevenue estimate
Valuation estimate
Be Kind leadership team
Management profileNumber of profiles
Be Kind funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Be Kind 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 Be Kind
What does Be Kind do?
Be Kind designs, sources, and sells ethically produced clothing for children (kids, girls, boys) and adults (women, men) through its own e-commerce store. Garments are manufactured from upcycled cotton, organic cotton, organic merino wool, French linen, and deadstock fabric, with collections spanning hoodies, sweaters, t-shirts, dresses, skirts, trousers, leggings, and shorts. The 2024 Warmth Collection is a current seasonal offering, sold directly to consumers worldwide with prices displayed in EUR, GBP, and USD.
Is Be Kind a public or private company?
Be Kind is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Be Kind founded?
Be Kind was founded in 2019. It employs 1 to 10 people.
Where is Be Kind based?
Be Kind is headquartered in Amersfoort, Netherlands, in the Europe region.
How does Be Kind make money?
One revenue line is on record: direct Product Sales.
Who are Be Kind's main competitors?
Direct peers on record are Hanna Andersson, Mori, Boden, Wheat, Colored Organics, Frugi and Sense Organics. Trixie is listed as a regional player. Patagonia is listed as a broad incumbent. Pact is listed as an emerging player.
Does Be Kind have an API?
No public API is recorded for Be Kind.
What industry is Be Kind in?
Be Kind's product category is Sustainable Kidswear. Its primary akta.pro industry code is CRAAAHAA, Baby Apparel (0–24 months). Its NAICS code is 458110 and its SIC code is 5651.