When our first son (Faas) was born it was instantly clear that I love playing and developing together with my children. When Simon (our second son) arrived, I found it difficult to divide my attention. But it was fun, there was more hustle and bustle in our house. Even more so when our daughter (Hella) was born. We are a family of five!

That’s when I actively started looking for a space where all of us could play, together. Somewhere exciting enough for a child and safe enough for a baby. Home seemed like the perfect place to divide my attention amongst the three of them. At home we could play together.  But I was tired of sitting on the cold floor, or on a blanket. I wanted a multifunctional matrass, something beautiful.

And then I had an epiphany; I had thought of a product that hadn’t hit the market yet. That’s when my playmats were born. The fabrics are my own design and aren't available at your average shop or market stall, they’re meticulously drawn and printed especially for these playmats.

With a background as fashion designer, I love the craftmanship going into hand-made goods. That's why all playmats are handmade with much attention to detail, using the best quality materials that are locally produced in Europe. 

Playmats are a hit straight from the start and sold in over 25 countries around the world. I love seeing the ByAlex products become an intricate part of any interior; whether you’re redecorating the nursery, the kids’ room or your own living room. These products are the definition of contemporary Dutch design, comfort and safety.