OUR STORY
every brand has a story...
Hej, we’re Laura and Julie – two Danish moms who met while on maternity leave with our first babies in Munich.
What brought us together? Spilled milk. Literally.
Frustrated by constant food and drink stains on our wooden floors, we set out to create a simple but smart solution — and so, our very first product was born: a wipeable floor mat that actually worked.
From those messy mealtime moments, NOUI NOUI began.
Today, NOUI NOUI is a Danish children’s accessories and interior design brand created for families who care about quality, functionality, and timeless design — and who know that style and parenthood can go hand in hand.
Our products are inspired by real-life parenting and designed to make everyday life easier (and a bit more beautiful). From durable silicone bibs to leak-proof water bottles, playful placemats, and inflatable seat cushions — everything we create is built to last and made with safe, friendly, and fairly produced materials.
We design with intention:
- Thoughtful solutions for real family needs
- High-quality materials that stand the test of time
- Modern design rooted in Scandinavian simplicity
What started with two expat moms in Munich has grown into a family brand loved across Europe — and beyond.
We’re so happy you’re here.
Welcome to NOUI NOUI — useful, nice & made for you.
With love,
Laura & Julie
Your NOUI NOUI Team
We didn’t have it all figured out — just two tired moms, a lot of coffee, and a shared dream of better products for little people."
— Laura & Julie, founders of NOUI NOUI
The NOUI NOUI Journey
2018
Getting the idea
From the first idea to the name, the logo, and finally launching the brand — it took time to get everything just right.
Our name, NOUI NOUI, and the logo with the curious little eyes inside the O, represent a new beginning. A fresh perspective. Looking out at the world with wonder — just like a child discovering something for the very first time.
2019
Our first samples
Our very first product — the high chair floor mat — began right here.
We spent countless hours testing sizes, materials, and mess levels (yes, that’s curry and ketchup!). Here's a peek at our early samples, tested with love — and our firstborns.
2020
First orders...
It all started in the basement — with a tiny stock shelf and big dreams.
Every order felt like a party (we might’ve done a happy dance or two).
From a few orders a month to a sudden rush of demand, we quickly outgrew our “walk-it-to-the-post-office” days… and proudly upgraded to a cargo bike. Still powered by coffee and pure joy.
2023
+40.000 orders shipped
The growth didn’t stop there.
What started in Germany soon spread across Europe — and before we knew it, we were getting requests from as far away as Australia and Japan (!).
By then, our “home warehouse” had officially reached its limit… so we took the leap and moved everything to a large fulfillment center.
No more packing boxes in the hallway — but just as much excitement with every order.
And of course, we celebrated — as you can see in the photo.
2025
Today
From one simple idea, our mealtime range has grown into a collection of 7 thoughtfully designed products — all created to make everyday life with kids just a little bit easier (and a lot more stylish).
Everything we make is carefully tested and developed with real families in mind — because we’re parents too, and we know what truly works.
Our headquarters are based in Denmark, but our little brand has reached families across Europe — and even as far as Korea. We’re beyond grateful for each and every customer who joins us on this journey.
Along the way, our own little "test teams" have grown too — Laura is now a mom of three, and Julie of two.
We’re still learning to balance work, life, and lunchboxes... just like you. 💛