I started Mingo Kids in 2014. I used to travel a lot to Sweden for work and buy clothes for my daughter, who was still a baby at the time. In the Netherlands, I often found the clothes quite busy and I was looking for basics that I could find in Sweden. However, when she was two years old, I noticed that this was also becoming increasingly difficult to find in Sweden. Then, with a colleague, I decided to start my own brand for basic children's clothing. That was an immediate hit. We have grown enormously in those years. Over time, the collection has expanded more and more, from the beginning, mainly black and white, to now a different color palette every season. In the beginning, we did everything marketing via Instagram, because I saw that many mothers were inspired by various things.

From the start, we had an online store and also connected a number of retailers quite quickly. In addition, we also had a retailer in Japan buy us shortly after we started, where the market only continued to grow. Since last summer, that customer has started a Mingo store in Japan and now also has its own website for Mingo. So we sell fairly internationally, but the Netherlands is still our largest market. We have also recently been doing more in Germany and we are already seeing good results.

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