Our Story

Yumi Baby was founded by sisters Lieke and Marijke. We are both new mom’s and live in Friesland, a province in the north of Holland.

Our passion is to transpose our love for serene, beautiful prints into soft exclusive baby products. All designs are unique, hand painted and made with passion. Our grandmother inspired our love for paintings -and especially for water color. Her paintings regularly influence our collection.

We started in 2017 with a very Dutch name for our brand, 'Kleine Keutel'. In 2020 we decided to change to Yumi Baby as we were getting a lot of international visitors.  

Yumi is a Japanese word for beautiful, which fits well with our style. Yumi is pronounced YUW-Miy, what sounds like 'you and me'. A reference to the two sisters who are running this label but also you and your baby; mother and child.

We strive to be a leading socially responsible juvenile brand. We are focused on environmentally friendly production and use certified organic cotton. We manufacture as much as possible in the Netherlands in social workplaces that provide opportunities to people who otherwise would have a difficult time entering the workplace.  We examine our supply chain to ensure fair labour and sustainable environmental practices.

"Our goal is to offer peace of mind to our customers, knowing they've picked a safe quality product, backed by our solid customer service."