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Het Land van Ooit, an established family business with more than 25 years of experience, specializes in high-quality baby and children's products. Located in the province of Antwerp, Het Land Van Ooit is committed to a modern family lifestyle and strives for sustainability. Known for excellence in customer service, Het Land Van Ooit offers a wide assortment that meets the needs of environmentally conscious parents. With an expert team on board, Het Land Van Ooit ensures that prospective parents receive excellent guidance in making the best choices for their growing family.
The challenge HLVO is addressing
New and expectant parents often find it challenging to find quality, durable and safe products for their expectant baby. The market is full of options that do not always meet high quality standards, making them overwhelmed and unsure of their choices. They need more than just products; they are looking for reliable guidance and advice during this important stage of life. Het Land Van Ooit understands these needs and offers not only a wide range of products, but also the expertise of experienced specialists. These experts help parents make the right choices that fit well with their personal situation and the needs of their growing family.
Integrated solutions
In the fast-growing online world, Het Land Van Ooit recognizes the importance of investing in digital channels to extend their quality and service to the digital realm. The company has developed the birthing service and the innovative "New Life" online tool to best support future parents. This service acts as a first point of contact that promotes deep customer engagement. The 'New Life' tool, an extension of the birth service, offers future parents the opportunity to experience the same personalized guidance and support as in the physical store. This tool provides comprehensive support for questions during and after pregnancy and allows family and friends to purchase targeted gifts that are truly needed.
The physical store of Het Land Van Ooit serves as an interactive showroom where prospective parents can not only view products, but also receive detailed advice and explanations from experts. This omnichannel approach ensures that both the online tool and the physical store offer a seamless experience, giving customers flexibility to choose how they want to interact with Het Land Van Ooit This unifies the digital and physical customer experience, building a bridge between online convenience and offline engagement.
Introducing the New Life Birthlist module
An all-in-one platform for (expectant) parents that increases engagement and improves cross-selling opportunities.
1. Optimized Analytics for Personalization: Automatic data integration with ERP improves operations and increases customer engagement through easy sharing of registrations. This also provides the internal efficiency needed to scale up without difficulty.
2. Contribution Mechanism & Buy Now, Pay Later: Parents can purchase and receive baby items in advance, with a system where family and friends contribute directly to specific items. This way, everything is ready by baby's arrival.
3. Online Management: Easily manage the birth list from home, with seamless sharing and real-time updates for a user-friendly experience.
4. Valuable Partner Network with Chatbot: Advertise directly on the platform for visibility with prospective parents and offer exclusive deals. Includes a chatbot for parent support.
5. New Life Tool and Showroom: Leading tool with a showroom for product viewing and personalized guidance, enhanced with an efficient QR scanner feature.
Sustainable practices and flexible services
Het Land Van Ooit puts a strong emphasis on sustainability by offering services that not only enable but encourage environmentally friendly choices:
Stroller Rental Service: This service provides parents with an economically and environmentally responsible option by allowing them to use high-quality strollers without the need for full purchase. This initiative promotes the circular economy and reduces environmental impact by extending the life of products and reducing the production of new material.
Milestone Bundles and Textile Line 'Ooit': Designed specifically for certain child development stages, these bundles contain sustainable products that are safe for children and the planet. Enriched with items from our own ecological textile line 'Ooit', the products are made from eco-friendly materials that are biodegradable and have a low impact on the environment. This combination offers a holistic approach to sustainability that does not sacrifice quality for environmental awareness.
USPs.
'New Life' Birth List Tool: Personalized birth lists with integrated brand deals.
Sustainable Products: High quality and ethically sourced baby products.
Milestone Bundles: Essential packages for child development (0-4 years).
Stroller Rentals: Circular model with premium pre-owned strollers.
Personalization & Customer Journey: Digital tools for optimal user experience.
Strong Partnerships: Exclusive deals with premium brands.
Brand Value: Family business with +25 years of experience and customer focus.
Technological Foundation of the Company.
The Company has made significant strides in technological development, which are critical to future growth and efficiency. These technological foundations include:
Investment in ERP: Business Central (Microsoft): Strengthens centralization and increases efficiency in finance, logistics and procurement processes. The integrated Copilot feature (AI) also contributes to accelerating and improving these processes through intelligent assistance, automation of routine tasks, and proactive recommendations.
Power BI: Plays an essential role in managing margins and optimizing sales strategies.
Shopify: Increases online sales capabilities and introduces the new "Life Module" for enhanced customer interactions.
Technologisch Fundament
Vision for the Future and Expansion of Het Land van Ooit
Het Land van Ooit is committed to market growth through sustainable online developments that appeal to future parents. The company aims to increase its revenue to €9 million within five years, supported by the expansion of baby registries and strong partnerships with gynecologists and midwives. These collaborations will establish the company as a trusted partner in maternity care.
By leveraging digital marketing effectively, Het Land van Ooit will reach a broad audience and build strong customer loyalty. The introduction of the innovative ‘New Life’ tool strengthens this strategy, enabling the company to scale online through targeted and impactful marketing campaigns.
The ‘New Life online’ module forms the digital core of Het Land van Ooit’s future strategy. This platform powers personalized shops tailored to the needs of young families — from birth registries to practical baby products. The structure allows for easy scaling over time by adding extra shops and an integrated logistics center, alongside the existing flagship store. This creates a flexible ecosystem that grows in step with the ambitions of Het Land van Ooit.
A visual representation of this module illustrates how the central digital hub (‘New Life online’) is connected to a network of specialized shops. This model not only demonstrates the scalability of the platform, but also its customer-centric approach to service delivery.
Products such as the stroller rental service, Milestone Bundles, and the 'Ooit' textile line contribute significantly to this growth. Praised for their sustainability and quality, these offerings meet the expectations of environmentally conscious parents and reaffirm Het Land van Ooit’s position as a leader in sustainable baby products.
With this clear vision and innovative tools, Het Land van Ooit is ready to play an even greater role in the lives of young families—both offline and online.
🧩 Our digital strategy is inspired by models of successful e-commerce companies such as Coolblue, but has been refined into a warm, holistic experience fully tailored to the world and needs of young families. — Gert-Jan Van Turnhout, CEO
Vision for the Future and Expansion
Strategic partnership and capital injection with Amotek
Amotek plays a crucial role within Het Land Van Ooit as a strategic investor and technology partner. Their expertise in technology and extensive network are essential for optimizing our online platforms. This collaboration enables us to integrate advanced technological solutions faster, which increases our innovation capacity.
Amotek is also supporting Het Land Van Ooit with a capital contribution of 250,000 euros, aimed at accelerating our innovation processes. In addition, the family behind Het Land Van Ooit is contributing an equal sum of 250,000 euros, bringing the total capital contribution to 500,000 euros.
A Brief Look at Our Figures
📸 Instagram > 35K followers 📘 Facebook > 16K followers 📧 Active Mailing List > 16K subscribers 🛒 Website > 500K visits per year 🏬 Store visits (> 1000m²) > 60K visits per year
Conclusion
Het Land Van Ooit is determined to strengthen its market leadership and expand its influence through sustained innovation and strategic partnerships. The company is strongly committed to digital expansion to increase accessibility and convenience for prospective parents, while reducing its environmental footprint by offering eco-friendly products and services such as its stroller rental service and Milestone Bundles. These efforts are supported by a handsome capital contribution of €500,000, jointly funded by Amotek and the family behind the company, underscoring the commitment to growth and innovation within the industry. Through this approach, Het Land Van Ooit aims to achieve €9 million in sales within five years, further strengthening its position as a leading provider of sustainable baby products.
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