Impact
Naïf welcomes Gijs as CEO: a new chapter for the brand
07 April 2025
After 11 years of building Naïf, it’s time for the next step. Founders Jochem and Sjoerd are ready to hand over daily leadership to Gijs Krimp, who will step into the role of CEO starting April 7th. It hasn’t been an easy decision, but it feels like a natural step in the mission to grow the brand. The founders will stay involved as advisors and shareholders and will continue to uphold the core values and mission of the company.
“When we started Naïf, we were young dads looking for care products for our baby’s sensitive skin,” says Jochem. “Now, 11 years later, our kids and our company have grown. And, as with parenthood, at some point you need to let go—not because you’re less involved, but because you want the company to continue growing.”
Sjoerd adds, “Last summer we came back from holiday and we both felt it: it’s time. We have built Naïf with lots of love, but to take the next step, it’s important to make space. A company grows, and you have to go along with it, not fight it.” The search for the right successor began, and Gijs was the one. “Of course, we looked at skills and experience,” Sjoerd says. “But what really mattered was the way he treated others. After the first interview with Gijs, we didn’t just know his resume; we felt we knew him as a person. An open and people-first leader, someone who fits right in at Naïf.”
Gijs is looking forward to growing Naïf further while keeping the mission and values alive. “Naïf is a brand with a beautiful story and a real mission. Jochem and Sjoerd have built something really special, and I feel honored to take over,” he says. “As a dad, I understand how important good products you can trust are, like no one else. I’m looking forward to continuing to build Naïf together with the team and making even more of an impact.”
This marks a new phase in life for Jochem and Sjoerd. “It feels as if your child is moving out,” Jochem says, laughing. “You know it’s a good thing and that the foundation is solid, but it’s still a big step.” Even though it’s tough, it still feels like a positive decision. “It’s a great step for Naïf, for us, and for the team. And honestly? I’m really looking forward to booking a holiday without daily calls and helping my kids with their homework without being interrupted.”
With the arrival of Gijs, a new chapter begins. What started with two dads and a mission has grown into a brand that helps more and more parents with worry-free care, around the globe. Jochem and Sjoerd will let go of the wheel, but the direction remains the same.