Industry: premium baby and children's products

The market offers a wide range of products for children ages 0 to 4, including clothing, strollers, car seats, furniture, and soft toys. These products focus on providing top quality and safety, essential for young children.

Target market: Current and expectant parents

Het Land Van Ooit targets parents and caregivers seeking premium products for their baby. The main customer segments are:

Young and expectant parents: Who are looking for the best products for their babies & children.
Gift buyers and family members: Who want to give valuable and lasting gifts.
Boutique retailers and high-end baby stores: Specializing in offering high-end items.

Geographic scope: Local and European

Operating out of Belgium, Het Land Van Ooit aims to expand across Europe. This plan supports the intention to increase brand reach and tap into a larger market by capitalizing on the solid foundation and reputation within the Belgian market.

Total Addressable Market (TAM)

HLVO's total addressable market (TAM) offers significant growth opportunities and is estimated at €10.6 billion as the company expands within Europe. According to EU estimates, the annual birth rate in Europe will be around 4 million. Within Belgium alone, with 115,000 births per year, HLVO's potential market is estimated at €304.75 million per year.
Looking ahead, HLVO expects steady market expansion, with a compound annual growth rate (CAGR) of 3.1% through 2030.

Serviceable Available Market (SAM)

The SAM helps HLVO target the most relevant and reachable part of the market. HLVO focuses on the part of the EU that is within reach and expands digital capabilities, such as a leasing model and package sales, where parents can buy, lease or obtain essential baby products through subscriptions.

Assuming that 11.5% of the EU is an attainable market, and that 30% of customers prefer leasing and 70% prefer buying, HLVO can call on a SAM of €182.85 million for leasing and €462.65 million for buying. The total operable market (SAM) is valued at €609.5 million. HLVO also expects an average CAGR of 0.12% in the leasing market for strollers.

SOM (Serviceable Obtainable Market)

Based on its market strategy, competitive position and realistic customer acquisition, HLVO expects to serve a market of €9.5 million in Belgium. Moreover, HLVO aims to double its market share in Belgium by 2030, which is in line with this SOM value.

Circular economy

Growing environmental awareness is leading to increased demand for circular economy solutions, such as reuse, leasing and saving materials. This may lead to an expansion of HLVO's leasing model, as more than 50% of European consumers prefer sustainable purchases to traditional one-off purchases.

Digitization

Digital marketplaces and online sales platforms allow HLVO to expand geographically without opening physical stores. This increases customer reach within the EU market. In addition, 70% of young parents prefer online shopping, highlighting the need for digitalization. Payment methods such as Klarna enable flexible payment of premium baby products.

Changing lifestyles of young parents

Many young families live in smaller apartments and have limited storage space. Leasing is therefore becoming increasingly attractive, which is driving the adoption of short-term leasing solutions.