Belgian Ontex, Europe’s largest nappy producer, launches its nappy subscription service Little Big Change in the Benelux, after trialling it in France. The service starts today.
Direct-to-consumer
Ontex says it wants to respond to an increasing demand by consumers. Its venture into an online platform is a major expansion of its direct-to-consumer activities, and a further threat to supermarkets. The subscription is flexible, so that customers can easily adapt as their children grow: the frequency of deliveries, the address, the nappy size and the product mix can all be changed with one click, the Belgian company states in a press release.
The producer’s CEO Charles Bouaziz adds that the subscription service will be an important pillar for its future growth. Ontex is not the first manufacturer to look to subscriptions as a way to generate a reliable stream of income. Unilever’s Dollar shave club, for example, does the same with razor blades.
