What Studio Noos does

Studio Noos is a privately held, Amsterdam-based direct-to-consumer brand founded in 2018 by Marie-Claire, designing and selling bags and accessories targeted at families and parents, with secondary reach into children and style-conscious adults. The product portfolio centers on Mom Bags and Diaper Bags (water-repellent linings, stroller compatibility, separate parent/baby compartments) and extends into Cross Body Bags, Backpacks (Mini for ages 0-5, Midi for ages 6+, Adult), Beach Bags, Mini Handbags, Grocery Bags (100% recycled material), and accessories including Stroller Essentials, Swaddles (100% organic cotton), Changing Mats, Pouches, Toiletry Bags, Wallets, Lunchboxes, Bottles, and Bag Charms. The brand organizes its assortment into signature material collections (Teddy, Puffy, Denim, Vegan Leather, Macramé) and recurring print families (Leopard, Hearts, Holy Cow), and offers name/initial embroidery personalization executed in its Amsterdam Atelier, with a 5-business-day lead time for personalized SKUs and 1-2 days for stock SKUs. A NoosClub loyalty program rewards repeat purchases with points and exclusive member deals.

The business model is straightforward DTC e-commerce on a Shopify storefront at studionoos.com, with no wholesale, marketplace, or B2B distribution, no subscription component, and one-time unit pricing ranging from roughly $16 (swaddles) to $130 (diaper bags). Studio Noos ships globally to 45+ countries across Europe, North America, Asia-Pacific, Middle East, and Africa with country-localized currency and a 30-day return policy; free shipping kicks in above €75 in the Netherlands. Marketing is concentrated in owned channels: an email newsletter with a 10%-off first-order acquisition offer, organic Instagram presence @studionoos, and SEO-optimized collection pages. A 2024 co-branded collaboration with Maison Mangostan introduced limited-edition Birds and Barcos prints across Mom Bags, Midi Backpacks, Beach Bags, and Pouches. The company is founder-owned with no disclosed external funding, no parent entity, and a lean 16-person team operating from a single Amsterdam office/atelier.

Name

Studio Noos

Legal name

Studio Noos

Website

https://studionoos.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Studio Noos is an Amsterdam-based, founder-owned DTC brand founded in 2018 that designs and sells handcrafted family-focused bags and accessories (mom bags, diaper bags, backpacks, food & drink items) globally to parents, children, and style-conscious adults through its own e-commerce storefront.

Ownership category

akta.pro rank

Product category

Fashion Accessories (Bags and Family Accessories)

NAICS

Luggage and Leather Goods Retailers (458320), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Handbags & Purses (CRAAAJAA)

akta.pro secondary industry

Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK)

Keywords

• Fashion accessories
• Designer bags
• Family bags
• Parenting accessories
• Personalized bags

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations

Revenue model

1. Product Sales: Studio Noos generates revenue through direct sales of bags and accessories including mom bags, diaper bags, backpacks, fanny packs, cross body bags, beach bags, handbags, grocery bags, accessories (pouches, toiletry bags, changing mats, swaddles, wallets), and food/drink items (lunchboxes, bottles, cooler bags). All products are sold as one-time purchases with no subscription component. The company offers personalization/embroidery services on most products, adding customization value.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Studio Noos designs, sources, and sells handcrafted bags and accessories aimed at parents, children, and style-conscious adults, organized around family life stages. The catalog centers on Mom Bags, Diaper Bags, Cross Body Bags, Backpacks, Beach Bags, Mini Handbags, and Grocery Bags, plus accessories such as Stroller Essentials, Swaddles, Changing Mats, Pouches, Toiletry Bags, Wallets, Lunchboxes, and Bottles. Most products can be personalized with name and initials embroidery performed at the company's Amsterdam Atelier, and the brand sells through its own e-commerce storefront with global shipping.

Product overview

Studio Noos is a family-focused bag and accessories brand founded by Marie-Claire in 2018, creating products that grow with families from baby phase through childhood. The product portfolio centers on Mom Bags and Diaper Bags as core offerings, supplemented by Cross Body Bags (including Adult and Kids Fanny Packs in various sizes), Backpacks (Mini for ages 0-5, Midi for ages 6+, and Adult versions), Beach Bags, Mini Handbags, and Grocery Bags made from recycled materials. The accessory line includes Stroller Essentials (Straps, Organizers, Cooler Bags), Swaddles (100% organic cotton muslin cloths), Changing Mats, Pouches, Toiletry Bags, Wallets, and Lunchboxes & Bottles for food storage. Studio Noos features signature material collections (Teddy, Puffy, Denim, Vegan Leather, Macramé) plus collaborations like Maison Mangostan x Studio Noos. A key differentiator is the personalization service—name embroidery on most products performed in their Amsterdam Atelier. Products ship within 1-2 days for standard items and 5 business days for personalized items. The brand operates a NoosClub loyalty program for customer engagement.

Differentiator

Problem solved

Functional benefit

Brands

• NoosClub: Loyalty rewards program where members earn points and get access to exclusive member deals

Products and services

• Mom Bags

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Maison MangostancoreStrategic or Co-development PartnerMaison Mangostan x Studio Noos is a collaboration creating a limited collection featuring exclusive prints (Birds, Barcos) across multiple product categories including Mom Bags, Midi Backpacks, Beach Bags, and Pouches. The partnership represents a significant design collaboration that brings Maison Mangostan's artistic aesthetic to Studio Noos's functional bag designs, appealing to customers seeking unique, coordinated accessories.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Dagne Dover: Premium DTC brand focused on functional, design-forward bags, totes, and backpacks for parents and travelers. Comparable on premium pricing, DTC-led GTM, and emphasis on organization and durability in everyday carry.
• State Bags: Family-oriented DTC bag brand offering coordinated adult and kids' backpacks, totes, and diaper bags with a similar 'family matching' value proposition. Direct overlap with Studio Noos on cross-generational product sets and gifting positioning.
• MZ Wallace: Premium NYC-based DTC brand best known for stylish, functional mom bags and totes with similar lightweight quilted constructions. Directly competes with Studio Noos on the 'stylish diaper/mom bag' positioning across global e-commerce channels.
• Fawn Design: DTC brand specializing in fashionable, functional diaper bags and parent-focused accessories. Closely comparable in target customer (style-conscious parents), product format (versatile totes/backpacks), and premium pricing tier.

Broad incumbents

• Skip Hop: Long-established mass-market diaper bag and parent accessory brand (now part of Carter's). Overlaps with Studio Noos in diaper bags, stroller accessories, and changing mats but operates at lower price points and broader retail distribution.
• Béis: Lifestyle travel and everyday bag brand (founded by Shay Mitchell) with a comparable premium DTC playbook, broad color/print storytelling, and category expansion from core bags into adjacent accessories. Different in primary use case (travel vs. parenting) but similar in scale ambition and brand-building approach.

Others

• Pebble: Children's bag and lifestyle brand. Adjacent peer given Studio Noos' kids' backpacks, gym bags, and family matching concept, but operates at lower price points and different distribution.

Emerging players

• Senreve: Premium DTC handbag brand known for convertible, function-rich leather and vegan leather bags. Comparable in premium pricing, vegan leather material line, and DTC-led storytelling targeting style-conscious women.
• Cuyana: DTC brand emphasizing timeless, minimalist leather bags and totes with a similar premium DTC model. Comparable on direct-to-consumer e-commerce, premium positioning, and personalization-adjacent messaging, though broader in customer segment.

Regional players

• Babymel: UK-based diaper bag and parent accessory brand with strong European distribution. Comparable in core diaper bag and changing mat product categories; competes in overlapping European markets but has less direct North American presence than Studio Noos.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/studionoos
• LinkedInlinkedin.com/company/studio-noos

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 Studio Noos