Lily-Balou clothing brand in new hands

Founder Anne is leaving Lily-Balou after more than 12 years
​Colleague Véronique takes over the brand

Antwerp, 4 July 2022 - After more than twelve years, Anne De Smedt, founder and designer of Lily-Balou, has decided to stop with the clothing brand. Colleague Véronique Van Bockhaeven is taking over.

More than twelve years after founding the brand, Anne De Smedt stops with the Belgian children's and women's wear brand Lily-Balou.

Anne De Smedt: "After twelve years it is time for something else. I founded Lily-Balou at the time because I could not find comfortable, colourful and sustainable clothes for my son and daughter. My children are teenagers now, they choose their own outfits, and I too have evolved. I am looking forward to throwing myself into something new. Fortunately, Véronique said that she would like to take over Lily-Balou, so that the brand does not disappear."

Véronique Van Bockhaeven, who has been with Lily-Balou for five years, takes over the brand. The new owner stays true to the identity of the brand: colourful, sustainable and comfortable fashion for women and children.

Véronique Van Bockhaeven: "Lily-Balou is a great brand. It would be a pity if such a great brand was to disappear. Sustainability is becoming more and more important: people are increasingly aware of the impact of the choices they make, not only in the field of food and mobility for example but also in fashion. I am therefore convinced that there is a place for sustainable and colourful children's and women's clothing. That is why I decided to take over the brand."

Lily-Balou is sold all over the world in the better children's and ladies' clothing shops. ​
​The financial details of the takeover will not be disclosed.