NOOR Sportswear bv

What NOOR Sportswear bv does

NOOR Sportswear bv is a privately held Dutch sportswear design and production company founded in 2015 and headquartered in 's-Hertogenbosch, Netherlands. The company develops and produces sustainable technical sportswear for two principal customer groups: (1) enterprise and government clients on a whitelabel/branded basis, including Basic-Fit (Europe's largest fitness chain, 4.5M+ members across 1,600+ clubs in six countries since 2016), the Dutch Ministry of Defence (total sportswear package for approximately 70,000 military personnel, won via European procurement tender in 2020), and the Dutch Police (sportswear for approximately 65,000 officers in training through at least 2028); and (2) sports clubs and retailers served through two proprietary sub-brands, The Indian Maharadja (tennis and hockey) and JDH (multi-discipline, segmented into Titanium and Carbon lines plus hockey sticks and goalkeeper gear). The Indian Maharadja is supported by athlete ambassadors including Tallon Griekspoor and Botic van de Zandschulp, with visibility at Libéma Open, ABN AMRO Open, and BNP Paribas Fortis European Open; JDH features ambassadors Fatima Moreira de Melo, Estavana Polman, and Koen Bijen.

The company's technology and production approach centers on full-cycle product development — from design through to production and delivery — executed in-house or through certified manufacturing partners with a focus on material innovation, recyclability, and packaging reduction. NOOR has a strategic co-development partnership with CIRCULR to advance circular sportswear chains, reusing post-consumer garments as raw material. The B2B e-commerce portal at b2b.noorsportswear.nl provides 24/7 self-service ordering, inventory visibility, and return registration for own-brand products.

NOOR's business model is B2B and primarily contract-based, with quote-driven pricing for branded/whitelabel production and product sales for own brands. A direct field sales team of 8 named account managers covers the Netherlands (West and East), Belgium, Germany, and dedicated club and JDH segments. Revenue mechanics combine multi-year government and enterprise contracts with quote-based one-time orders, supported by year-round inventory of basic lines and a 30-day payment term. The company is privately held, with no disclosed venture capital or private equity involvement and no parent or holding company structure.

Name

NOOR Sportswear bv

Legal name

NOOR Sportswear BV

Website

https://noorsportswear.nl

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

NOOR Sportswear bv is a Dutch sportswear design-and-production company founded in 2015 that develops and produces sustainable technical sportswear on a whitelabel basis for enterprises and governments — including Basic-Fit, the Dutch Ministry of Defence, and the Dutch Police — and through its own brands The Indian Maharadja and JDH for sports clubs and retailers.

Ownership category

akta.pro rank

Product category

Custom Technical Sportswear Manufacturing

NAICS

Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (31599), Sporting and Athletic Goods Manufacturing (339920)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

akta.pro secondary industries

Team Sports & On-Field Performance Apparel (CRAAAEAE), Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE), Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI)

Keywords

• Custom sportswear manufacturing
• Branded teamwear
• Technical athletic apparel
• Hockey and tennis sportswear
• Sustainable sportswear production

Headquarters

HQ city

's-hertogenbosch

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Branded sportswear / custom manufacturing: Design, development, and production of customized sportswear and accessories for brands, clubs, and organizations (white-label/ODM). Products include teamwear, sport shirts, bags, outdoor jackets, swimwear, socks, hats, and sports trousers. Revenue is generated through contract manufacturing with government and corporate clients. Pricing is quote-based with payment terms of 30 days.
2. Own brand sales (The Indian Maharadja & JDH): NOOR operates own sportswear brands (The Indian Maharadja for tennis/hockey and JDH for all-sports) sold through a B2B e-commerce portal to clubs, retailers, and end consumers. Revenue generated through product sales with inventory held for basic lines year-round.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

NOOR Sportswear develops and produces high-quality, durable technical sportswear, managing the complete trajectory from design and development through production and delivery. The company operates two proprietary brands — The Indian Maharadja (tennis and hockey) and JDH (all-sports performance wear) — and provides custom branded sportswear for organizations, clubs, and government agencies including Basic-Fit, the Dutch Ministry of Defence, and the Dutch Police.

Product overview

NOOR Sportswear bv operates as a sportswear development and production company offering both proprietary sub-brands (The Indian Maharadja for tennis/hockey, JDH for all-sports performance wear) and whitelabel/branded sportswear solutions for corporate clients (Basic-Fit, Dutch Ministry of Defence, Dutch Police). The company manages the complete trajectory from design to delivery, providing inventory management and support services. The JDH sub-brand is segmented into Titanium (premium seamless performance wear) and Carbon (professional-grade apparel) lines, while The Indian Maharadja focuses on tennis and hockey with goalkeeper-specific gear. The B2B portal enables ordering for The Indian Maharadja, JDH, and branded merchandise.

Differentiator

Problem solved

Functional benefit

Brands

• The Indian Maharadja: Performance sportswear brand for tennis and hockey, developed with input from top athletes including ambassadors Tallon Griekspoor and Botic van de Zandschulp. Visible at international tennis tournaments including Libéma Open, ABN AMRO Open, and BNP Paribas Fortis European Open. Official clothing partner of hockey clubs Schaerweijde, Nijmegen, and Victoria.
• JDH

Quantifiable outcome

• Supplies sportswear for approximately 70,000 military personnel across all branches
• +2 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• CIRCULRcoreStrategic or Co-development PartnerNOOR collaborates with CIRCULR on the development of sustainable, future-proof clothing. Together they take concrete steps toward a circular sportswear chain where used sportswear is reused as raw material for new products and waste is reduced.
• Certified Production PartnerscoreOEM/ Whitelabel/ Licensing PartnerNOOR works with certified production partners to continuously green its clothing and processes, with a focus on recyclable materials and packaging reduction. These partners are integral to NOOR's sustainability and quality objectives.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Macron: Italian sportswear manufacturer specializing in technical teamwear for football, rugby, basketball and more — direct peer in customized teamwear manufacturing for clubs and federations across Europe.
• JAKO: German teamwear and sportswear manufacturer supplying clubs, schools and associations across DACH — a direct regional peer in custom teamwear manufacturing with comparable geographic coverage to NOOR's German footprint.
• Legea: Italian teamwear manufacturer focused on football and other team sports, producing customized kits for clubs and federations — comparable in custom teamwear manufacturing, brand licensing, and European club distribution model.
• Errea: Italian technical sportswear brand producing team kits and athleisure for European clubs and national federations — directly comparable in custom teamwear manufacturing and brand-led B2B distribution.
• Stanno: Dutch teamwear and club sportswear brand supplying football, hockey, korfball and other sports clubs in Benelux — directly comparable to NOOR's club and branded sportswear model, with a similar B2B focus on team identity and custom kits.
• Hummel International: Danish teamwear and sportswear brand with strong presence in European football and handball clubs; comparable to NOOR as a European teamwear/sportswear manufacturer with owned brand plus club partnership model.
• Masita: Dutch sportswear manufacturer specializing in custom teamwear for football, hockey, and other field sports with a club- and federation-focused B2B model that closely mirrors NOOR's sports club and federation partnerships.

Broad incumbents

• adidas: Global incumbent athletic apparel and footwear brand competing across NOOR's tennis, hockey, fitness and team sports categories — relevant as a broad scale competitor and as a reference brand for federation and club partnerships.

Emerging players

• Castore: Premium British sportswear brand expanding into tennis, hockey and multi-sport technical apparel with a brand-led model — comparable to NOOR's sub-brand strategy but operating at a higher price point and with broader international reach.
• Patrick (SAS Patrick): Heritage British/Irish sports footwear and apparel brand focused on field hockey and rugby — overlaps with NOOR's hockey club partnership strategy and The Indian Maharadja's hockey positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/noor-sportswear-bv

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 NOOR Sportswear bv