With 34 stores, a strong omnichannel strategy and a comprehensive product range, Prénatal has been a well-established name in the Dutch baby market for 67 years. Yet the retailer continues to evolve. From a new store concept and private-label brands to personal shopping evenings and a loyalty programme, everything revolves around supporting parents and parents-to-be. BabyWereld spoke to CCO Caspar Kerckhoff and Léonie van Kleef, Regional Sales Manager North.

Tell us about your store concept.
Caspar: ‘Our mission is summed up in the phrase “Together We Enjoy Every Moment”. We support parents from pregnancy through to the stage when their children reach clothing size 122. We currently operate 17 Department Stores and 17 City Stores across the Netherlands.

Last year, we reopened our flagship store in Amsterdam featuring our latest retail concept. The store takes parents through different worlds designed around the various stages of pregnancy and early parenthood. Experience, inspiration and personal advice are at the heart of the concept. This autumn, our stores in Hengelo and Enschede will also be updated to reflect this new look and feel.’

‘We want to support parents throughout every stage of parenthood.’
– Caspar Kerckhoff, CCO Prénatal

How large are your stores and teams?
Léonie: ‘That varies by location. We have compact City Stores as well as larger Department Stores offering a very extensive product range. Team sizes also vary, but every store has specialists in areas including pushchairs, car seats, sleep, breastfeeding, and baby and maternity fashion. Personal advice remains one of our key points of differentiation.’

Which brands do you offer?
Caspar: ‘We combine leading international brands with strong private-label brands, allowing us to offer a suitable choice for every budget and preference. Our premium partners include Stokke, Nuna, Joie, Puckababy, AeroMoov, AeroSleep, Alpine and Dreambaby. We also carry well-known brands such as Maxi-Cosi, Bugaboo, Joolz, Cybex, Ergobaby, Medela, Little Dutch, Alecto and Luvion.’
Léonie: ‘Our own brands also play an important role. Under Designed by Prénatal, we develop products including buggies, co-sleepers and highchairs. We also have the Prénatal and Sweet Petit fashion labels, complemented by brands such as Name It, ONLY Maternity and Mamalicious.’

Why have you chosen these particular brands?
Caspar: ‘Every parent has different needs and preferences. Some opt for a premium product, while others are primarily looking for excellent value for money. That is why we offer a broad mix of brands. Whatever the choice, quality, safety and reliability always come first.’

What do you look for when selecting products and brands?
Caspar: ‘We assess brands based on quality, safety, innovation and value for money. They also need to fit the Prénatal identity and positioning. In fashion, we are increasingly looking at more sustainable materials, such as organic cotton.’

Which trade shows do you visit?
Caspar: ‘Kind + Jugend in Cologne is an important trade show for discovering innovations and new collections. We also visit events including Playtime Paris and Maison & Objet for fashion and interior trends. International retail concepts are another important source of inspiration, as we recently experienced during a retail trip to London.’

‘Personal advice remains our key differentiator. When parents are making important purchases, we really take the time to guide them.’ – Léonie van Kleef, Regional Sales Manager North

Who are your customers?
Léonie: ‘Everyone is welcome at Prénatal. Whether you are a single parent, part of a blended family, have two mothers or two fathers, or are about to become a grandparent for the first time. It is important to us that everyone can recognise themselves in our brand and our communications. We also respond to the way today’s young parents look for ideas and inspiration, for example through social media.’

What is the secret behind Prénatal’s success?
Léonie: ‘We do more than simply sell products. We support parents through one of the most special periods of their lives. That journey often starts with the Blije Doos pregnancy and baby box and continues through the first toddler years.’
Caspar: ‘Our strength lies in the combination of a comprehensive product range, expert advice and a strong omnichannel experience. Our Personal Shopping Evenings are also very popular. They give parents plenty of time to compare products and receive in-depth personal advice.’

How do you reach your target audience?
Caspar: ‘We are visible through social media, email marketing, our app and webshop, influencers, PR and online advertising. We also meet many parents and parents-to-be at events such as the Negenmaandenbeurs. In addition, we work with ambassadors, including Femke Meines, a singer, presenter and content creator. Through this partnership, we aim to strengthen our connection with parents and parents-to-be by creating authentic social media content.’

How do you encourage customers to return?
Caspar: ‘At the end of 2025, we launched Prénatal Moments, our loyalty programme. Since then, we have welcomed more than 40,000 new members. Members regularly receive exclusive offers, but just as importantly, the programme enables us to continue supporting parents throughout the different stages of parenthood. That helps us remain relevant.’

How does Prénatal differentiate itself from its competitors?
Caspar: ‘Competition is strong, including from international players. That is precisely why we believe so strongly in the value of our physical stores. Parents can see and compare products and rely on expert advice from well-trained employees. Prénatal is also unique in that the customer journey can begin with the Blije Doos, which customers can collect from us. At the same time, they can shop for maternity wear and newborn clothing in our stores. When they later purchase larger baby products and equipment, we also offer a lowest-price guarantee.’

How important is online retail to Prénatal?
Caspar: ‘Our webshop, app and social media channels complement our physical stores. Many parents start their search online and then visit a store to try products and receive personal advice. It is precisely this combination that makes our omnichannel strategy so strong.’

What role do sustainability and safety play?
Caspar: ‘Safety always comes first. All our products comply with the applicable safety standards, and our employees advise customers on how to use products safely. We are also continuing to make progress in sustainability. We increasingly opt for more sustainable materials, products with a longer lifespan and suppliers that are committed to responsible production practices.’

What makes working at Prénatal special?
Caspar: ‘Prénatal is much more than a store. We want to be the destination for everyone expecting a baby or raising young children. From the first positive pregnancy test to all the milestones that follow, we inspire, advise and celebrate these special moments together with our customers.’
Léonie: ‘I have worked at Prénatal since 2017 and have held several different positions within the company. I am now responsible for 17 stores in the north of the Netherlands. No two days are the same. By working closely with our store managers and teams, we strive every day to create satisfied customers and successful stores.’

Where would you like Prénatal to be five years from now?
Caspar: ‘We want to remain the number-one destination for everyone expecting a baby or raising young children. That means continuing to invest in our stores, our omnichannel strategy and personal service. At the same time, we will continue to respond to the changing needs and expectations of parents, ensuring that Prénatal remains relevant to a new generation.’