What Knuffiez does

Knuffiez is a privately held, owner-operated Dutch e-commerce business founded in 2017 and registered in Berkel en Rodenrijs (near Rotterdam), Netherlands, under KvK 67948863 and VAT NL001725542B89. It sells handmade crocheted toys and children's accessories — plush animals, baby rattles with wooden teething components, animal-shaped children's stools, keychains, and crocheted wooden beads — produced to order in 100% cotton or acrylic yarn using child-safe security eyes and washable construction. The catalog spans price points from €0.75 (individual crocheted beads) to €67.50 (premium animal stools), with optional paid accessories such as a music-box insert for Schaapje Lilli and a rattle insert for Knuffelpopje.

The company operates a direct-to-consumer model with no wholesale or marketplace channels. Its Dutch-language online store (knuffiez.nl) is built on the Shoppagina.nl e-commerce platform, with payments processed by Mollie (iDeal and bank transfer) and fulfillment outsourced to Shops United shipping against PostNL rates calculated by weight. Customer acquisition relies on organic search and an active Facebook and Instagram presence, with no paid acquisition or international localization evident. Headcount is reported in the 1–10 range, consistent with a sole-proprietor/small-SME craft operation serving parents, grandparents, and gift buyers seeking unique, customizable handmade alternatives to mass-produced toys in the Dutch market. No external funding, M&A, or subsidiary activity is present in the data.

Name

Knuffiez

Legal name

Knuffiez

Website

https://knuffiez.nl

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Knuffiez is a Dutch direct-to-consumer e-commerce business, founded in 2017 and based near Rotterdam, that sells handmade crocheted plush toys, baby rattles, animal-shaped stools, and accessories made-to-order through its own Dutch-language online store knuffiez.nl, serving parents and gift buyers in the Netherlands.

Ownership category

akta.pro rank

Product category

Handmade Children's Toys

NAICS

Sewing, Needlework, and Piece Goods Retailers (459130)

SIC

Dolls & Stuffed Toys (3942)

akta.pro primary industry

Yarn, Knitting & Crochet Shops (CRALADAC)

akta.pro secondary industries

Kids Crafts & Educational Craft Kits Retail (CRALACAG), Yarn, Knitting & Crochet Supplies Retail (CRALACAF)

Keywords

• Handmade plush toys
• Crochet baby toys
• Baby rattles
• Children's animal stools
• Handcrafted gifts

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Sales: Knuffiez sells handmade crocheted toys and accessories directly to consumers through their online shop at knuffiez.nl. Products are made to order with pricing ranging from €0.75 (loose beads) to €67.50 (animal stools). All prices include VAT, with shipping costs calculated based on order weight.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Knuffiez designs, hand-makes, and sells crocheted plush toys, baby rattles, animal-shaped stools, keychains, and crochet-covered wooden beads through its own Dutch-language e-commerce shop at knuffiez.nl. All products are produced to order from 100% cotton or acrylic yarn with child-safe safety eyes and washable construction, and customers can request custom colors and materials.

Product overview

Knuffiez is a Dutch handmade craft business specializing in crochet/knitted plush toys and children's accessories. Their product portfolio consists of five core offerings: Knuffels (handmade crochet plush toys in animal designs), Rammelaars (baby rattles with wooden teething components), Dierenkrukjes (crochet-covered children's stools in animal shapes), Sleutelhangers (crochet keychains), and Omhaakte houten kralen (crochet-covered wooden beads). All products are handmade from cotton or acrylic yarn, with custom color options available on most items. Products are sold through their e-commerce platform powered by Shoppagina.nl.

Differentiator

Problem solved

Functional benefit

Products and services

• Knuffels (Plush Toys) Handmade crocheted plush toys in animal designs such as bears, giraffes, elephants, sheep, owls, rabbits, turtles and frogs, made to order from 100% cotton with child-safe safety eyes and washable construction at 30°C; custom color and material options available on request.
• Rammelaars (Rattles) Handmade crocheted baby rattles in animal designs such as giraffes, penguins, cats, bears and elephants, made from 100% cotton with embedded rattle mechanisms or wooden teething beads; optional rattle insert add-on available.
• Dierenkrukjes (Animal Stools) Crocheted children's stools shaped like animals (squirrel, lion, rabbit, zebra, sheep, cow, giraffe, horse, dinosaur, reindeer, bear, pig), made to order with acrylic yarn over wooden frames; sizes and colors can be specified on request.
• Sleutelhangers (Keychains) Small crocheted keychains including lucky dolls, ice creams and owls, made from cotton with crocheted wooden beads; custom colors available on order.
• Omhaakte houten kralen (Crochet-Covered Wooden Beads) Individual 20mm wooden beads covered in crochet cotton, available in any desired color, sold singly and used as decorative or craft components.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• MolliecoreTechnology or IntegrationMollie provides payment processing services for Knuffiez's online store, enabling customers to pay via iDeal and bank transfer. This is a critical operational partnership for processing e-commerce transactions.
• Shops United (PostNL)coreChannel Partner/ Reseller/ DistributorShops United handles logistics and shipping for Knuffiez orders through PostNL. Shipping costs are calculated based on package weight according to PostNL rates.
• Shoppagina.nlcoreTechnology or IntegrationShoppagina.nl provides the e-commerce platform and website infrastructure for knuffiez.nl, powering the online store functionality including product listings, shopping cart, and customer accounts.

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Melissa & Doug: Large children's toys and plush brand with broad retail distribution; overlaps with Knuffiez on stuffed animals, rattles, and baby gifts.
• Steiff: Heritage premium stuffed-toy manufacturer with strong baby-gift positioning in Europe; overlaps with Knuffiez on high-end plush and animal-themed nursery products.
• Build-A-Bear Workshop: Global custom-plush retailer offering personalized stuffed animals; competes with Knuffiez on the personalization and gift positioning of handmade plush.
• Jellycat: Established premium plush and baby-gift brand selling stuffed animals, rattles, and nursery accessories globally; competes for the same parent/gift-buyer wallet as Knuffiez with broader distribution.
• Mary Meyer: Long-standing US-based stuffed toy and baby rattle brand; serves the same parent/gift segment as Knuffiez across plush and rattle categories.

Regional players

• HEMA: Major Dutch variety retailer carrying affordable baby toys, rattles, and plush across the Netherlands; competes with Knuffiez on price and convenience for the same domestic parent/gift segment.

Emerging players

• The Woobles: Direct-to-consumer brand selling crochet amigurumi kits and finished plush; competes in the same handmade-crochet-plush niche and shares the made-to-order/customization ethos with Knuffiez.
• Stitch & Story: Direct-to-consumer knitting and crochet brand selling kits and finished handmade items; shares Knuffiez's handmade-craft positioning and gift-buyer audience.
• Pica Pau: Designer of popular amigurumi crochet patterns and finished amigurumi toys; operates in the same crocheted-plush creative niche and targets overlapping craft-savvy gift buyers.

Others

• Etsy (handmade plush sellers): Global marketplace hosting thousands of handmade amigurumi and crocheted plush sellers; the most direct competitive channel for Knuffiez's handmade offering and a discovery risk to its own DTC storefront.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/knuffiez
• Instagraminstagram.com/knuffiez

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Knuffiez