Fragrance house

Oilily

Oilily was founded in the Netherlands in 1963 by Willem and Marieke Olsthoorn. The founders initially made children’s clothing under the name Olly, responding to a perceived lack of colorful children’s clothes; color, patterns, detail, craftsmanship, and quality materials became part of the brand’s design language. In 1986, Oilily introduced its first women’s collection, extending its scope beyond children’s clothing while retaining that color- and pattern-led approach. The founders sold Oilily to H2 Equity Partners and ABN Amro in 2003. After the brand went bankrupt in 2009, the Olsthoorn family bought its name and trademarks back from the bankruptcy estate in May of that year, and a new family company restarted the business. Oilily returned to children’s and women’s clothing and accessories in October 2010. Its public identity remains associated with colorful clothing, prints, detailed design, craftsmanship, and playful combinations for children and women. Oilily Classic is a fragrance associated with the brand across generations: first launched as Oilily Eau de Parfum in 1989, it was renamed Oilily Flowers in 2006 and presented under its Classic name by 2011.