exclusive creations for tots

Media Releases

‘Nels Babies’ creating a welcoming kids’ haven'

A child’s room could be home to many laughs, tears, and firsts. It hosts nursery rhymes, late night visits, messes and countless memories to be forever cherished by parents. It is the place where parents spend most of the time with their babies and it is therefore important that a parent turns that blank canvas into a welcoming baby haven.

The idea of nursery design comes with thoughts of the ideal theme, space that will either make a bold statement or a mellow sanctuary and the colours of choice. Whether you are looking to create a serene nursery, a fun playroom, or a beautiful bedroom, there are no rules or limitations when decorating a room for one’s child. However, it takes really good elements to make a child’s nursery safe and welcoming.

Only four months in operation, Nels Babies is Namibia’s only online shop that offers exclusive baby and kids’ bedding and nursery décor. It helps parents create thriving environments for their children by putting together a space that is safe, warm, loving and creative. Beatha Shitemba, the owner of Nels Babies says that her mission is to help mothers create the perfect nursery for their little ones.

Beatha’s idea of owning a babies bedding and nursery décor shop started in 2010 when she had her first child. “It was quite difficult to get bedding or nursery décor that was not a norm. Local shops mostly had generic nursery things like Barbie and cartoon characters. That’s when I realised that there could be a gap in the market especially in Namibia because I don’t think we have any shops that offer the latest trends in the baby industry. That is exactly why I decided to venture into baby and kids bedding business,” she narrates.

Besides the gap which was in the market, Beatha’s idea of venturing into business also came out of passion. “When I did my son’s nursery it was really nice and it was something that I enjoyed doing,” she says.

Nels Babies products
Nels Babies’ products are custom-made according to clients’ specifications, and each item is carefully manufactured to the highest quality standards, using only the best materials. All of the beddings are made with 100% cotton fabric which may be imported or locally made. “We only use 100% cotton to ensure that the babies get the best. Besides, baby skin is very sensitive therefore we use 100% cotton to prevent any skin rash making it very safe for babies.

We also keep abreast with what is happening in the baby industry by using designer fabric. A lot of people don’t know what is happening in the baby industry in terms of nursery décor and we are the only company in Namibia that is keeping abreast with those changes in the baby industry. For instance this year the latest trend in the baby industry is the cloud themed bedding, the other is stripes polka dots and mountains which we still need to make,” explains Beatha.

Nels Babies specializes in baby cot bedding and offers dozens of designed collections as well as the ability to make modifications or even design your own cot bedding. Available in many styles and fabric choices, their cot bedding is made with quality fabric and is constructed with expert craftsmanship.  Whether you are simply matching an existing nursery theme with standard solid colors or creating a modern nursery with a designer cot bedding set as the cornerstone, they have an unmatched selection of quality crib bedding for boy, girl and gender neutral nurseries.

Nels Babies offers kids bedding for growing girls and boys ranging from duvet covers, pillow cases, bed skirts in toddler, twin, full and queen sizes. They also offer decor accessories for baby’s nurseries and children’s bedrooms to coordinate with various linen products. All Soft Furnishing products are manufactured using a vast selection of beautiful fabric designs and each item is lovingly created to compliment the theme and colour scheme of the little one’s room. The essentials include hooded towels, nappy stackers and changing mat covers. The units do not come with instructions however they are very easy to set up.

Beatha concludes that baby nursery decor is more about the experience of being a mother, the thrill of setting it up as well as the value that it adds to a person’s life when they are becoming a mother.

Nels Babies is currently an online shop, however their bedding can be purchased from Baby and Kids Emporium in Klein Windhoek. For more information you can visit their social media pages @nelsbabies or call Beatha at 0813004905.


'Nels Babies Transforming Nurseries From Drab to Glam'

When 33-year-old Beatha Shitemba had her first child a few years ago, the excitement of welcoming him into his new home with a beautiful nursery was one of her number one priorities.

This is a feeling shared by many new parents who dream of that beautiful nursery fit for a little girl or boy. While it was easy to dream of exactly what she wanted, finding the items to decorate the nursery with was a challenge for the mother of one who wanted only the best and trendiest decor for her son.

It was this challenge that made the enterprising mother take a bold step and start her own company specialising in bedding and curtains for babies and young children.

“With your first child, you want to do everything perfectly. You dream of that nursery and how it will look,” she said in an interview with The Weekender.

Nels Babies, an online based company, specialises in unique, custom-made bedding and curtains and offers a trendy Namibian alternative of boys', girls' or gender-neutral nurseries, for those who don't want to be confined by gender roles. The baby bedding is available in many different designs and can be modified to a customer's specific requirements.

From her initial research before going into this venture, Shitemba found out that Africa's birth rates are still the highest in the world with the continent experiencing a growing middle class. She then sought out to capitalise on this market which she found to be more sustainable in the long run.

All the products, Shitemba said, are available in many styles and fabric choices, with the cot bedding especially made with quality fabric and constructed with expert craftsmanship.

“What sets the bedding apart is the patterns. Our fabrics are very different from what you can find in most of the other shops and our products are handmade with 100% cotton. We also keep abreast of the current trends in the industry,” she said. This year, parents can expect to find patterns that feature cacti, mountains and clouds, amongst others.

While most of the products are set at pricing that's pushed up by the fact that only high end fabric is used and shipped in from the USA, there are however other lines that are more affordable as the fabric is sourced from Namibian outlets.

“We make sets for each market segment. We started with the high end fabrics from the USA but now we get some fabric from here and since that fabric is not the same look, pattern or what's the latest in the baby nursery industry, it's cheaper.” The products made from local fabrics are still exquisite and hand made, Shitemba stressed, even though they come at lower prices.

Although she officially went into business early this year, Shitemba started manufacturing her products a few years ago already. A part-time business woman, Shitemba works full time at a local bank and with her business running on her sole expertise, she hopes to one day grow big enough to be able to employ people to work for her. Most of the work in the company is outsourced.

“I'm going to have to look into employing a seamstress who specifically makes my bedding because at the moment, my seamstress makes wedding gowns. She's busy with bridesmaid dresses and other things. I realised that in order to increase my turnaround time, I'll need to employ someone who's a seamstress only for me,” she said. She added that there is also a need to employ other people who will be handling suppliers, marketing and customer orders, amongst other tasks.

Nels Babies was initially targeted at the local Namibian market but Shitemba has plans to take the brand beyond the country's borders. “At the moment, I'm in talks with a South African boutique that is showing interest,” she said.

Nels Babies is available online at and can also be found at Baby and Kids Emporium in Klein Windhoek where the bedding is available in sets. Janine Bolm, owner of the shop, said that the brand is selling well. “They are selling very well, especially the baby bedding set that includes pillow cases, a padded duvet comforter, cot bumper and cot sheet,” Bolm said.
Nels Babies can also be found on Facebook.


Nels baby company

Beatha Shitemba's love for all things cute, cuddly and small has led to the creation of a unique baby company that supplies tailor-made bedding products. She recently sat down with Namibian Sun to share her journey. 

Using her experience as a social media consultant and the savings she has built up throughout the years, Shitemba decided it was time to take a risk and go all out, setting up Nels, a unique locally owned and operating company that makes custom-made bedding products for babies. 

She has been trading informally since June 2016 and formally established Nels this year.  

“Nels manufactures and provides the Namibian market with trendy and gorgeous bedding for babies and toddlers. Apart from bedding, Nels also sells designer fabric that customers can purchase and design their own tailor-made bedding or accessories. Nels also provides essentials like hooded towels, nursing covers, plush toys and much more. All our gorgeous products are made from 100% cotton or muslin fabrics,” says Shitemba of her business. 

“There are several reasons why I started Nels,” she says. “ 

“There is great potential in the industry, in terms of baby products manufactured in Africa. Secondly, our Namibian market does not offer designer baby bedding, kids' bedding and related essentials. I've also found that most of the baby products we have in our country are imported,” says Shitemba of the need to start her own business. 

“The initial inspiration moment came from a baby boutique operating in East Africa and due to high volume of baby products imports in Africa. It was a very easy to choice to make. I love babies... the whole idea of transforming a room into a baby nursery and the ability to make parents happy gives me immense joy,” Shitemba says. 

She bemoans the lack of funding support for small and medium enterprises. 

“One of the challenges that I faced is not having any funding. Financial aid from financial institutions can be very expensive for small start-ups. And at this stage, I don't think our government has created an environment that is conducive enough for start-ups to thrive and grow,” she says of her journey so far. 

She also believes there is a need to promote the manufacture of locally produced goods better. 

“Our country should limit imports and promote locally produced products or regulate foreign companies, who are trading in our country, in such a way that Namibian companies are given the opportunity to penetrate the market,” adds Shitemba. 

She has also had to adapt to being a mother, full-time employee and part-time business owner. 

“It is also a challenge to maintain the balance between all the aspects of my life. Being highly organised and time allocation is very important. I operate on a schedule to ensure that all obligations are met,” she says 

A little over half a year into formal business operations, this banker-cum-entrepreneur finds her role fulfilling. 

“It's rewarding being an entrepreneur. Apart from the rewards, of course there are challenges that are faced with each passing business milestone. These challenges assisted me in refining my business strategies and goals. Namibia has so many business opportunities. It's not an easy task starting a business, but once the first step is taken, everything falls in place,” she says. 

She acknowledges that she now needs more time than ever to attend to her business. 

The challenge has been with the time required for business operations. The busier the business gets, the more time is required. 

Despite the downturn that is currently being experienced, she does not think that she has made a mistake to invest know and says her business warrants a place in the market. 

“I believe that even though the economy is experiencing a downturn, the need for unique baby products will always,” she says. 

“The thrill of establish a local brand keeps me motivates. The mere fact that ideas can become a reality is exciting. There are a couple of women entrepreneurs whom I look up to, too many names to mention.” 

She is also keen to have Nels expand into franchising. 

“I'm working on establishing a local brand that has a strong presence in the country. In the near future, I would like to have a showroom and possibly go into franchising later,” the ambitious go-getter says of her future plans.