Be Kind

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.

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

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

• Sustainable kidswear
• Organic children's clothing
• Upcycled cotton apparel
• Ethical fashion brand
• Linen clothing

Headquarters

HQ city

Amersfoort

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core 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.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Recent moves4 records

Expansion highlights4 records

Direct 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

• LinkedInlinkedin.com/company/be-kind-clothing

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 Be Kind