Baby trendsetter Difrax wins over Chinese hearts

The leading Dutch feeding brand Difrax Enters China market by partnering with Leyou

Entering China
The leading Dutch baby feeding product brand Difrax announces its entry into the China market via a distribution partnership with Leyou, the leading Chinese maternity and baby products retailer headquartered in Beijing. At the Dutch ambassador’s residence in Beijing on April 10th 2015 the co-founder and COO of Leyou Larry Kung hosted the brand launch.

Together with his honorable Dutch Minister Andre Driessen and the CEO of Difrax Vivienne van Eijkelenborg they informed more than 40 media representatives. The Difrax brand brings to China its full line including the anti-colic S feeding bottle, soothers, bottle warmers and breast pumps.

Bringing Dutch experience in baby products
Difrax is the Netherlands’ leading feeding brand for babies with 48 years of brand history. Its professional, functional and fashionable design has also earned it top market positions in many countries around the world. “I’m proud of Dutch brands. We produce the world’s finest infant milk formula, and also make the best feeding utensils”, said Minister Andre Driessen.

With a reputation of helping Chinese parents select the best brands from around the world for their babies, Leyou operates 400+ marketing-leading specialty stores around China and online shops on all the major Internet and mobile marketplaces including its own web store and mobile apps. “Leyou and Difrax share a great deal of values between our two companies, the most important of which being the passion to make a difference”, said Larry Kung. Based on the ever increasing disposable income of Chinese consumers, the Difrax product line is particularly well suited to the young parents who are pre-disposed towards the best international brands from around the world.

Difrax CEO Vivienne van Eijkelenborg introduced the brand history and product concepts of Difrax to the Chinese media. “With this step Difrax takes the passion to make a difference in the world of baby products to a next level. I am very proud to be part of this” she said.

About Leyou
Founded in 1999, Leyou is China’s largest omni-channel specialty retailer for maternity and baby products. Leyou’s “store+online+app” distribution model covers the online and offline needs of Chinese consumers and provide a trusted one-stop shopping destination and convenience shopping experience for today’s young parents. Leyou’s product offerings consist of 16 categories such as maternity, baby and kids apparel, toys, gears, infant milk formula, food, feeding and washing accessories, diapers, totally more than 30000+ products as supplied by more than 530 suppliers in 21 countries around the world. As of the end of 2014, Leyou operates more than 400 stores in Beijing, Shanghai, Tianjin, Shenyang, Xian, Langfang, Xianyang, Chengdu, Mianyang, Qingdao, Weifang, Shijiazhuang, Chengdu, Jinan, Wuhan, Taiyuan, etc. With more than 6 million members, Leyou is most reputable for its Quality Assurance processes which ensure Chinese parents a trusted supply of products. For more information;

About Difrax
Established in 1967, Difrax is th top-quality Dutch brand of baby products and is the market’s leading supplier of bottles and pacifiers. With its innovative and modern products, Difrax makes the lives of babies, toddlers and their parents as easy and as comfortable as possible. Difrax equals happy growth! Over the years, Difrax has enjoyed recognition and distinction for its development of pioneering and award-winning products. A broad range of products is available worldwide through specialist baby stores, chemists, department stores and at

Minister Andre Driessen

Larry Kung

Larry Kung, Vivienne van Eijkelenborg & Minister Andre Driessen







For more information
Would you like to receive the press release in Chinese, Dutch, French or German. Please contact:
Difrax B.V. I Caja Demeris |PR & Communication|Tel. +31 30 225 0004 I I

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