2014: From idea, to prototype, to tangible product
- Official establishment of Belieff
- From idea to prototype to tangible product
- Participation in 'The best idea of the Netherlands'
- Testing, testing, testing
2015: First pilot at Cambuur Leeuwarden
- Winner of the pitch The Northerners
- Winner of the jury prize for pitch and match
- Winner of the Audience Award for Pitch and Match
- First pilot at Cambuur Leeuwarden (product on the market)
Belieff is making progress in the Eredivisie
- Clubs such as Willem II, PSV and FC Emmen supply
- Start of production at the BWRI social workshop in Sappemeer
- Frequently in the new BNR radio and TV programs
2018: Belieff enters the Canadian market
- New blanket launched for the healthcare sector
- Belieff takes the step into the Canadian market
- Start with electric heating in all products
- Production is being expanded on a larger scale
2020 – Heat coverage with 28 top clubs in the Netherlands
- Heat coverage with 28 top clubs in the Netherlands (Eredivisie played out)
- Production started in Egypt (developing country)
- Belieff care products are available in 15 care stores
2021 – Belieff products available in 60 healthcare stores
- Launch online sales in 7 European countries
- Start of sales in fan shops
- New blanket line at home on the couch is launched
- Belieff Summer is launched with several innovative products
- Belieff products available in 60 healthcare stores
2023 – New products and international expansion
- Trade fair participation: We proudly participated in 5 different trade fairs in Germany and Belgium, where we made new connections.
- Range Expansion: We've added no fewer than 16 new products to our range, all designed to bring warmth and comfort to your lives.
- Healthcare stores: Belieff products are now available in over 120+ healthcare stores across the Netherlands, allowing us to be even closer to you, wherever you are.
- International expansion: We've expanded our reach and launched in Canada and the United States. Our Belieff products are now available to our friends across the border.
2024 – More focus on heated items
- This was the year we developed new heated items
- We also created and marketed the heated blanket with integrated heating systems
- Attended many (international) trade fairs and found more partners
- Started with a distribution partner to healthcare stores in the Netherlands
2025 – Provide heated blankets for disabled places to all Eredivisie clubs
- We have found more cooperation across the border and have increased B2B sales
- Major sports clubs across the border supply the heated Dug blankets
- As sponsors of the stadium run, all Eredivisie clubs are providing heated blankets for disabled seats.
- In collaboration with Smartbags, we developed and launched a new wheelchair bag, the Wheely.
Planning 2026 – Open a new Belieff showroom
- Starting in 2026, you can view, try on, customize, and feel all products in our dedicated showroom by appointment. We're relocating our office to Olgersweg in Groningen.
- We are launching a new collection of Cozy blankets, heated blankets for use at home on the couch, with an integrated heating system.
- New webshop goes online for an even better ordering and delivery process.
- Belieff products can be seen in more healthcare stores across the border.
- New corporate identity and logo are announced.
- There will be more collaborations with products from other suppliers on the Belieff webshop
Founder Rick van Geloven speaks
Whenever I had to sit in the dugout during winter football matches, I would freeze, and my feet and hands especially suffered! It was difficult to stay warm while going out onto the pitch, despite warming up, which increased the risk of injury. At the time, there were no products available that provided sufficient warmth and were practical to take to the pitch.
My name is Rick van Geloven, and at the age of 17 (in 2011), I started developing my dream: finding a solution to provide warmth and comfort in the Dugout during the cold winter months. My ambitions grew, and my dreams became even bigger. That's why, with a diverse team of entrepreneurs, we continue to adapt our products to the needs and desires of our customers, so they can be used in an ever-increasing number of places. Every day, we strive to achieve even better results and thus realize our dreams for people and the planet.
Why Believe
At Belieff, we believe everyone deserves warmth—a simple, effective, sustainable, and stylish way! Through beautiful designs made from indoor-outdoor materials and sustainable products, we create portable products that believe in their warmth and versatility.
By continuously innovating and listening to the needs of our customers/users, Belieff can continue to produce products that perfectly meet the diversity and needs of people, with a focus on people and the planet. Your opinion counts and is highly valued, so always share your opinion through a review.
Free shipping
Free shipping from €50,-
Customer service
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Easy returns
14-day return policy. Returns are easy.
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