1
Freedom with ownership
We own our responsibilities and everything we do. Paired with freedom, that is how we flourish in the way we work and live.
Why it matters
Ownership unlocks speed. We don’t stall, we move.
Roots & Branches Group
Great products impact people.
We build and scale health and wellness brands, from sleep and posture to fitness, intimate care and baby essentials, across Europe, the UK and the US.
5
Brands in the portfolio
300K
Happy customers every year
25
People in the Netherlands and the Philippines
4.6/5
Average rating across thousands of customer reviews
Branches: the portfolio
Five brands. One belief.
Each brand solves one everyday problem, and each one grows from the same roots.
Roots: where we excel
What we are great at.
PD
The best product for a fair price
Real product development is where we excel: making the best possible product for the best possible price. It starts in our Hong Kong office, close to the factories, where we test a lot and own quality control. When you buy from a Roots & Branches brand, you get the best price-quality ratio. Good quality, for a fair price.
CT
Content that shows why it’s better
Our content team brings every product to life in all our sales channels and across every country: beautifully translated visuals that explain what the product does, and why it beats the competition.
EC
Obsessed with selling online
Our e-commerce sales team is built to beat the competition at every single stage of selling online. We obsess over it, and we want to nail every part.
OP
Operations to excellent standards
Supply chain, finance and customer service run to excellent standards. Our customer service is rated 4.6 out of 5 on average, across thousands of customer questions.
All of it, powered by AI insights.
Product development
Content
E-commerce sales
Operations
Customer service
We believe AI makes great people even greater. Average people with AI still make an average impact: it’s the person using it that makes the difference. Someone who brings their knowledge, the context of everything that’s happening and their own skill set, and applies AI to the topics they know matter. That’s when speed and efficiency multiply. For us, AI doesn’t replace people; it enhances them at the speed of light.
Everything runs on our own ERP system, built in-house, and we train our team to use AI the right way. That is how a team of 25 runs five brands across Europe, the UK and the US.
Time to action drives everything. We stay a speedboat, not a tanker.
This is how we win. It is a belief we foster across the company, and one we build everything around.
Reading this and thinking: “I want to excel too. I want to contribute, without being slowed down by a corporate organisation”? Then Roots & Branches might be a very good fit for you 😉 See our open roles →
People
A small team that owns it.
Four offices, one team. Hong Kong is where product development starts, close to our factories. Manila, Tilburg and New York bring the people who build, sell and run our brands every day, backed by warehouses in Chicago, Oosterhout, London and Münster. Around 25 people, each very good at what they do in their own unique way, combining their strengths across borders.
Our offices and warehouses
New York City
New York City
Office · our base for growing our brands in the US market
Chicago
Chicago
Warehouse · fast delivery to customers across the US
Hong Kong
Hong Kong
Office · product development starts here, close to our factories, with our own quality control
Manila
Manila
Office · content, marketplace operations and customer service for all our brands
Tilburg
Tilburg
Head office · brand strategy, e-commerce, finance and the team that steers the group
London
London
Warehouse · fast delivery to customers across the UK
Münster
Münster
Warehouse · fast delivery to customers across Europe
Photo: Dietmar Rabich, CC BY-SA 4.0
● Office
● Warehouse
Oosterhout
Oosterhout
Warehouse · fast delivery to customers across the Benelux
Photo: G. Lanting, CC BY 4.0
Why our team wins.
Our core values
Five values, written by the team.
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Keep it simple
Clarity creates momentum. A product, a process or a plan should be easy to understand and act on. We cut the clutter, not corners.
Why it matters
Complexity kills momentum. Simplicity is how we scale well.
3
Growth oriented
We’re not here to stay the same. We grow through learning, challenges and feedback, and by owning what makes each of us unique.
Why it matters
Growth is not optional. We support and challenge each other to rise.
4
Radical honesty
Real progress starts with truth, and truth needs trust. We speak up early, give feedback with care and face hard topics head-on.
Why it matters
Hard on the content, soft on the people.
5
Enjoy the ride
We take our work seriously and enjoy building together just as much. We celebrate progress, laugh often and make room for play.
Why it matters
Fun fuels performance.
Sell your brand
Built a great brand? We’ll take it from here.
You’ve spent at least three years building a brand with a set of great products and steady revenue. Growth has levelled off, and you’re ready for your next chapter. That’s where we come in. We acquire brands from €2M in annual revenue and give them the platform to grow again, while you move on to what’s next. In most cases we acquire the brand fully or a majority stake.
What we look for
• A brand that has been around for at least three years
• Steady revenue from €2M a year
• A focused, cohesive range of great products
• Health and wellness that fits our portfolio
• A founder who is ready for the next chapter
What we bring
• A fair, fast and personal acquisition process
• A team that takes it from here: product development, content, e-commerce and operations
• Product development and quality control from our Hong Kong office
• Amazon, all major marketplaces and own webshops across Europe, the UK and the US
• Care for the brand and the customers you’ve built
Leadership
The people behind the platform.
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Job Couwenberg
Founder & CEO
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