Oilily

Oilily is a Dutch fashion brand known for its colorful, imaginative designs in children’s and women’s apparel, along with a range of accessories. Founded in the Netherlands in 1963, Oilily earned early recognition for its creative approach to children’s clothing, using high-quality materials and distinctive prints that set it apart in the European market. Over the decades, the brand expanded its reach, opening flagship stores in major cities and broadening its product lines to include women’s wear, bags, and fragrances.

As of November 2025, Oilily operates eight flagship stores and shop-in-shops, with its primary retail presence in the Netherlands and Germany. The company also maintains a global e-commerce platform, allowing it to serve customers worldwide. In recent years, Oilily has shifted from a broad physical footprint to a more selective expansion strategy, focusing on flagship locations in key European cities and investing in its digital presence. This approach reflects the brand’s emphasis on curated boutique experiences and immersive store environments that highlight its artistic heritage.

During the past five years, Oilily has concentrated on strengthening its position in premium retail corridors and high-traffic lifestyle centers, particularly in the Netherlands, Germany, Belgium, and the United Kingdom. The company is not pursuing rapid store growth but remains open to strategic opportunities that align with its brand values. Oilily continues to operate as a privately held business under Oilily World B.V., based in Alkmaar, Netherlands.

For landlords, brokers, and developers, Oilily’s established reputation, loyal customer base, and commitment to creative, experiential retail environments make it a distinctive presence in upscale retail settings. The brand’s measured growth posture and focus on flagship formats support its role as a draw for family-oriented and design-conscious shoppers. Oilily’s ability to adapt to changing retail landscapes while maintaining its unique identity has helped it remain relevant and sought-after in today’s competitive fashion sector.