Smit&Co

What Smit&Co does

Smit&Co B.V. is a Dutch direct-to-consumer e-commerce brand founded and fronted by married couple Bas Smit and Nicolette van Dam, operating from its headquarters at Oud Bussummerweg 21 in Huizen, Netherlands. The company sells an assortment of branded lifestyle products — most prominently a sunglasses collection (own-brand models including GIGI, TAMER, LUCKY, MICKY, Steve, Neil, Sebastian manufactured in partnership with Komono), tote bags (Tas Smit), beach towels (Het Baslaken), phone accessories (Popsockets by Bas), and books ('Nederland heeft Alles', 'Amsterdam heeft Alles', and a 2024 collaboration with YouTuber Floris Göbel). A sub-brand called LoKi Shop sells one-of-a-kind handcrafted gifts (bracelets, soap, candles, coasters, wine glass rings) made by the founders' daughters Lola & Kiki, with all net proceeds directed to Stichting Kinderziekenhuizen van Oranje under the 'Petje op!' campaign; Popsockets by Bas directs its net proceeds to Prinses Maxima Centrum for pediatric oncology. ChouChou, a private-label rosé wine, was launched in 2022 as an additional sub-brand.

The business model is transactional DTC: orders are placed on a single Shopify-based storefront (smitenco.nl), fulfilled by QLS Fulfilment in Dordrecht, and shipped via DHL (including climate-neutral GoGreen options) with same-day dispatch on weekdays before 22:30. Pricing is per-unit (€9 to €150), with free Dutch shipping above €50, a €5 gift-wrapping service, and a 14-day return policy. The customer base consists of Dutch and European individual consumers drawn primarily through the founders' personal social media channels — Bas Smit's Instagram following of nearly 850,000 is the dominant marketing asset, supplemented by a branded Instagram account, an email newsletter, organic search, and cross-promotion with partner brands on the homepage. No third-party retail, no marketplace presence, no subscription model, and no B2B channels are used. The company has no external investors, no funding rounds, and operates with 1-10 employees; the entity is structured as a private Dutch B.V. (Smit&Co B.V.) and is described by the founders as a collective platform of all their affiliated companies.

Name

Smit&Co

Legal name

Smit&Co B.V.

Website

https://smitenco.nl

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Smit&Co is a Dutch celebrity-backed DTC e-commerce brand selling sunglasses, accessories, books, bags, and charitable gift items via smitenco.nl, founded and fronted by Bas Smit and Nicolette van Dam for individual consumers in the Netherlands and broader Europe.

Ownership category

akta.pro rank

Headquarters

HQ city

Huizen

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct product sales (e-commerce): Smit&Co generates revenue through direct one-time sales of branded consumer products via its own online storefront (smitenco.nl). Products include sunglasses, accessories, books, home goods, and limited-edition items created by the founders' daughters (Lola & Kiki) that support charitable causes. The revenue model is transactional and per-unit, with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Smit&Co operates a direct-to-consumer e-commerce platform (smitenco.nl) selling exclusive limited-edition lifestyle products under its own brand. The core product range includes designer sunglasses (own-brand models and KOMONO collaborations), tote bags, beach towels, phone accessories, and books. The platform also hosts the LoKi Shop sub-brand featuring handcrafted gift items made by the founders' daughters, with net proceeds directed to Stichting Kinderziekenhuizen van Oranje.

Product overview

Smit&Co is a Dutch e-commerce platform and collection platform featuring exclusive limited edition products. The core offering is the Smit&Co Shop which includes: own-brand sunglasses (GIGI, TAMER, LUCKY, MICKY, STEVE, NEIL, SEBASTIAN) featuring various styles from round to rectangular frames; KOMONO collaboration sunglasses (The Ellis Sahara, The Ellis Beetle, Lucile Sand); merchandise including Tas Smit tote bag and Het Baslaken beach towel; and the LoKi Shop sub-brand featuring handcrafted products by Lola & Kiki (bracelets, soaps, coasters, candles, wine glass rings, gift sets). The product portfolio also includes a children's book 'De jacht op de dierendief' and Popsockets by Bas with proceeds to Prinses Máxima Centrum. All LoKi Shop products support Stichting Kinderziekenhuizen van Oranje charity.

Differentiator

Problem solved

Functional benefit

Brands

• LoKi Shop: Gift shop featuring handmade products by Lola & Kiki (daughters of Bas and Nicolette). Products include bead bracelets, soap bags, candle sets, and coasters with proceeds going to Stichting Kinderziekenhuizen van Oranje.
• ChouChou

Products and services

• Smit&Co Shop (Online Store) The primary e-commerce platform (smitenco.nl) where customers purchase exclusive limited-edition lifestyle products including sunglasses, bags, books, and merchandise. Operates on a direct-to-consumer model with same-day dispatch on weekdays.
• Smit&Co Sunglasses Collection A collection of branded sunglasses including own-brand models (GIGI, TAMER, LUCKY, MICKY, STEVE, NEIL, SEBASTIAN) and KOMONO collaboration frames (The Ellis Sahara, The Ellis Beetle, Lucile Sand). Features include TAC polarized lenses, 100% UV400 protection, and velvet hardcases.
• Tas Smit Tote Bag A lightweight tote bag made of 100% cotton with Smit&Co branded design based on items from Bas & Nicolette's personal life.
• Het Baslaken Beach Towel
• Popsockets by Bas
• De jacht op de dierendief (Children's Book)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• KomonocoreOEM/ Whitelabel/ Licensing PartnerSmit&Co has partnered with Komono, a sunglasses manufacturer, to produce its branded sunglasses collection. Smit&Co designs the frames and Komono manufactures them using quality materials (TAC polarized lenses, 100% UV400 protection). Products include models like LUCKY, MICKY, TAMER, GIGI, Steve, and Neil.
• QLS FulfilmentcoreImplementation/ SI/ Consulting PartnerQLS Fulfilment handles the warehousing, order processing, and returns management for Smit&Co. All returns are sent to QLS Fulfilment at Kerkeplaat 11, 3313 LC Dordrecht.
• DHLcoreChannel Partner/ Reseller/ DistributorDHL handles all parcel deliveries for Smit&Co orders, providing track & trace functionality. Smit&Co participates in DHL's GoGreen climate-neutral shipping program, compensating for CO2 emissions generated by deliveries.
• Prinses Maxima CentrumcoreStrategic or Co-development PartnerBas Smit is a proud ambassador of Prinses Maxima Centrum for pediatric oncology. Net proceeds from the Popsockets by Bas product are directed to this centre. The partnership leverages Smit&Co's social media reach to fundraise for the cause.
• Stichting Kinderziekenhuizen van OranjecoreStrategic or Co-development PartnerBas Smit and Nicolette van Dam are ambassadors of Stichting Kinderziekenhuizen van Oranje. All LoKi Shop products (handcrafted by their daughters Lola & Kiki) — including bracelets, soap, candles, coasters, wine glass rings, and gift sets — have their full proceeds directed to this foundation under the 'Petje op!' campaign.
• GamechangersminorStrategic or Co-development PartnerGamechangers is a management agency in which Bas and Nicolette hold interests, representing personalities including Giel de Winter, Floris Göbel, and Roxanne Kwant. The agency manages talent and coordinates collaborations. All media inquiries for Bas and Nicolette are directed through Leontine Mourits at Gamechangers.
• Floris GöbelminorStrategic or Co-development PartnerFloris Göbel is a dierenexpert (animal expert) and YouTuber (DierenpraatTV), known from Expeditie Robinson and Jeugdjournaal. Smit&Co published his children's book 'De jacht op de dierendief' in the 'Floris en meneer Tortellini' series. The book is sold exclusively through smitenco.nl and includes free shipping.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• McGregor: Established Dutch fashion/casualwear brand sold primarily through domestic retail and own channels. Comparable as a Netherlands-based multi-channel consumer brand with similar target audience and broad lifestyle positioning.
• Fatboy: Dutch lifestyle brand known for its iconic beanbags and broader home/lifestyle assortment. Comparable as a Netherlands-based lifestyle brand with multi-category gifting products and similar domestic retail/wholesale mix.
• Blond Amsterdam: Dutch lifestyle and gift brand selling ceramics, candles, soaps and home accessories. Comparable to Smit&Co's LoKi Shop assortment and gift-oriented positioning in the Netherlands market.

Broad incumbents

• Sunglass Hut: Global specialty sunglasses retail chain owned by EssilorLuxottica, carrying multiple premium and lifestyle brands. Relevant as the broad incumbent Smit&Co's sunglasses compete against for share-of-wallet.
• Persol: Heritage Italian luxury eyewear brand (EssilorLuxottica) positioned at the premium end of the sunglasses market. Comparable as a higher-priced brand against which Smit&Co's polarized premium SKUs (€150 TAMER, Steve) compete for aspirational buyers.

Direct peers

• The Honest Company: Celebrity-founded (Jessica Alba) consumer brand built around a social mission and selling directly to consumers through its own e-commerce site. Comparable structure: celebrity identity + mission-driven positioning + own DTC storefront.
• Komono: Belgian eyewear and accessories brand that is also Smit&Co's manufacturing partner for its own-brand sunglasses. Directly comparable as a DTC eyewear/lifestyle brand selling polarized sunglasses at similar price points with a designer aesthetic.
• Goop: Celebrity-founded (Gwyneth Paltrow) DTC lifestyle brand selling a curated mix of beauty, wellness, fashion, and home goods through its own online storefront. Closest comparable to Smit&Co's celebrity-driven, multi-category gifting model.
• Warby Parker: US-based direct-to-consumer eyewear brand selling own-brand sunglasses and optical frames online at accessible price points. Closest comparable by business model: own-brand DTC sunglasses sold through a single proprietary e-commerce storefront.
• Quay Australia: Celebrity-influenced sunglasses and accessories brand targeting social-media-savvy consumers with affordable fashion eyewear. Comparable to Smit&Co in audience, pricing band, and Instagram-driven DTC positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/smitenco
• Facebookfacebook.com/smitenco
• LinkedInlinkedin.com/company/smitenco

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Smit&Co