Wehkamp Retail Group (“WRG”), the Dutch e-commerce specialist, is supporting children’s clothing start-up Hulaaloop. The agreement gives Hulaaloop access to the logistics network, knowledge and, of course, the assortment of Wehkamp and kleertjes.com.

Hulaaloop is a rental concept for children’s clothing founded by Puck Middelkoop. Hulaaloop originated from a practical need, but also from a sustainable thought for parents of children aged 0 to 2 years (size 50-92). In the first few years of their lives, children grow through as many as eight clothing sizes, causing parents to accumulate piles of clothing that children soon outgrow. Hulaaloop’s idea is to reuse children’s clothing in those early years.

Puck Middelkoop, founder of Hulaaloop: “As a young parent of a toddler, I saw that things could be different. With Hulaaloop you save a lot of time during this stage of your child’s life, it saves you money and space in your closet, and most importantly, it’s also sustainable.”

WRG is constantly looking at sustainability initiatives within the fashion industry. Hulaaloop fits in very well with that, as the clothes can be used several times and do not disappear unnecessarily into a closet. The collaboration means a win for both parties. Thanks to the cooperation, Hulaaloop can offer more brands. Faster scale-up is also made possible by the cooperation. For WRG, it means a contribution to a sustainability initiative that WRG is happy to support and which allows it, as a major player, to learn from the experiences of a start-up.

Middelkoop: “Thanks to the collaboration with Wehkamp, we can bring more brands into parents’ homes, allowing us to create and offer more varied clothing packages. We can also offer better delivery options, which increases convenience for customers. Thanks to Wehkamp, our sustainable startup can continue to grow and more parents can use Hulaaloop.”

Graham Harris, CEO Wehkamp said, “Partnering with Hulaaloop helps Wehkamp make faster strides in our ambitions to add more sustainability initiatives to our business. We provide our knowledge and resources, but we also learn to think like a start-up. That gives both Wehkamp and Hulaaloop new insights that we can use in our joint business operations.”