From lampshade to international brand: 15 years of Little Dutch

A look back at the origin, the people, the feeling – and our brand-new home.

In 2007, Rinke van der Helm was standing in the nursery, pregnant with her first daughter. She was looking for something beautiful to hang from the ceiling. “But I just couldn’t find anything that matched with what I had in mind,” she recalls. So she made it herself: a lampshade, soft in colour, in exactly the mood she was looking for.

That moment marked the beginning of what grew into an international lifestyle brand for young families: Little Dutch. Fifteen years later, the brand has grown into a team of about 70 passionate colleagues, working together to bring joy to both parents and young children - from themed collections to logistics, design, customer service, and more. This year, Little Dutch opened its brand-new headquarters with a logistics center in Berkel en Rodenrijs, to be officially celebrated on June 21st.

A sisterly start and a jar of Old Dutch candies

What many people don’t know is that Little Dutch began as a collaboration between two sisters. Rinke and her sister Marije started the webshop ‘De Kus van Zus’. Marije continued her career in healthcare, her true calling, but has always stayed closely connected to the business Rinke continued to build.

Coming up with a name was a journey in itself. “We just couldn’t agree — from ‘Ukkepuk’ to ‘Little You’,” Rinke laughs. Until one evening, a friend dropped by with a jar of Old Dutch candies. A few glasses of wine later, the name ‘Little Dutch’ spontaneously came to life at the kitchen table.

Motherhood as a foundation

Rinke became an entrepreneur and a mother around the same time — and the two have been intertwined ever since.“My kids literally played between the boxes,” she shares. “It was sometimes chaotic, often intuitive, but always filled with love.” That energy lives on in everything the team creates. “What we appreciate as parents ourselves has always led the way.”

Motherhood was never something she tried to balance alongside the business — it was woven into it from day one. “You learn to switch gears quickly, explore, and trust your intuition. Those lessons are invaluable as an entrepreneur.”

From squatted building to characterful headquarters

Today, the team works from a beautiful, light-filled office, but those who’ve been around since the beginning know it wasn’t always that way. “Our first real workspace was in a squatted building,” Rinke says. “No heating, no toilet. If I needed to pee, I’d just ring the neighbour’s doorbell,” she laughs. “And yet, I look back on it fondly.”

Her partner and co-owner Ad Ammerlaan has always been a steady force in the background. Together, they’re building something meaningful. “When I started, I thought: You can’t build a brand based on gut feeling,” Ad reflects. “But it turns out — that’s exactly what makes the difference.”

The opening of the new HQ marks an exciting next step — without losing the essence. “The vibe has stayed the same,” Rinke says. “When I walk through the cafeteria and see everyone gathered, including colleagues from day one, I feel true pride. We’ve grown, but it still feels like family.” The culture remains: personal, engaged, and entrepreneurial.

The heart of Little Dutch

What makes Little Dutch so recognizable is the attention to detail, the signature colour palettes, and the strength of our themed collections. Everything is designed in-house: from wooden toys to clothing and baby bottles. “We don’t just create products, we create a world,” Rinke explains.“What we make should be durable and beautiful in the home. Parents use our products every day, so every detail has to be right.”

The brand promise ‘enjoy the little things’ is not just a slogan — it’s a core value. “The greatest joy is often found in the smallest moments: A child who won’t let go of their cuddly toy, a parent reading a bedtime story, a brother and sister playing together. If we can contribute to those moments, our mission is accomplished.”

Built together

Little Dutch is far from a solo story, Rinke emphasizes. “This brand has never just been mine and Ad’s story. It’s shaped by the people who work here, our partners, the families who keep choosing us. You see it reflected in the products, in the culture, in everything. And many of our partners have been with us for years, loyally building together.”

Of course, there have been plenty of funny moments too. “Once, we accidentally glued an entire line of owl lamps the wrong way around,” Rinke grins.“We only noticed after production… but that’s who we are too: We grow by trial and error and above all, with joy.”

Here’s to the next 15 years. But first, let’s pause to reflect on where we came from. And enjoy the little things.