Brand Success: Inside the world of Het Muizenhuis

In the heart of Amsterdam lies a quaint museum shop that has captured the imaginations of both children and adults alike— The Mouse Mansion (Het Muizenhuis). Recently, we had the privilege of sitting down with Karina Schaapman, the visionary artist and creator behind this enchanting world. As we chatted in her museum shop, Karina opened up about her remarkable journey, her early inspirations, and the creation of a business that has now become an internationally-beloved brand.

At Orderchamp, we are dedicated to showcasing and connecting independent brands with retailers worldwide, and Sam & Julia is a perfect example of this mission in action. We invite you to dive into their fascinating journey, from Karina Schaapman’s initial inspiration to the global success the brand enjoys today. Discover how the meticulous craftsmanship behind the scenes has translated into widespread acclaim, and learn how Orderchamp has helped them in expanding their reach. Whether in children’s products, books, hobbies, or lifestyle collections, Sam & Julia’s unique offerings bring a touch of hope, joy, and imagination to any retail assortment. Join us as we explore the magic and growth of Sam & Julia and their B2B journey on channels such as Orderchamp, which has been a stepping stone to getting their beloved products in stores all around the world.

A world of creativity born from resilience

Growing up in a modest household in the Netherlands after moving from Indonesia, Karina and her mother faced significant discrimination, shaping a childhood marked by hardship. Despite these challenges, Karina’s creativity flourished. She learned to make something out of nothing, handcrafting her own toys and finding solace in her imagination. This resilience became the foundation for Same & Julia, a universe filled with hope, safety, curiosity, and care. After three years of meticulous work, she completed the first images for her children’s book—a book that would become the cornerstone of Sam & Julia -  The Mouse Mansion.

Sam & Julia is not just a brand; it’s a carefully crafted universe and business that Karina and her family have brought to life. This whimsical world, inhabited by tiny mice, is a reflection of Karina’s life experiences and her deep understanding of the power of storytelling. During our visit, Karina shared the origins of her creation and the values that continue to guide her work.

Building the Mouse Mansion

Before Karina set out to create the Mouse Mansion books, she meticulously planned every detail, from the narrative to the visual elements. She carefully considered every aspect—image-to-text ratios, photographic composition, and the emotions she wanted to evoke in her readers. Through her work, Karina wanted to create a world where every child, regardless of their background, could find hope, comfort, and a sense of belonging. Once everything was planned out, it was time to build The Mouse Mansion, starting with a recycled cardboard box.

"Every day, I was locked away, building, building, building for three years. And when the first book was finished, it was an instant success."

Stepping into The Mouse Mansion museum shop is like entering the enchanting world that first sprang to life in Karina’s imagination. The shop offers a rare glimpse into the original set used to create the beloved books, inviting visitors to examine every intricate detail that makes this miniature universe so captivating. As you explore, the connections between the scenes from the books and the real-life displays become evident, drawing you deeper into the magic. The second floor reveals the creative process behind The Mouse Mansion, showcasing how simple materials like beads and cardboard were transformed into a vivid, bustling world. The display encourages visitors to try their hand at recreating the Mouse Mansion, whether using the available DIY kits or their own household items.

The shop is a testament to how this project grew from a single book into an internationally cherished brand through careful planning and authenticity. The success of The Mouse Mansion was immediate, with the first book quickly translated into over 27 languages, allowing Karina to continue her series. As demand for her work soared, her children joined the venture, each contributing their unique talents to help expand the brand beyond the pages of books.

Turning creativity into a business: A family affair

The growing interest in The Mouse Mansion led to countless inquiries from fans eager to recreate the magic at home. While Karina initially encouraged others to start with a simple cardboard box, the demand became so overwhelming that her family stepped in to commercialize the DIY concept. “My children were always very entrepreneurial, and when the demand grew, they helped me turn Het Muizenhuis into a real business,” Karina proudly shares. “We started with DIY kits because we wanted to stimulate creativity in children. There’s a real joy in making something yourself, and it teaches you important life lessons.”

Today, Sam & Julia has expanded into a series of over 20 books, with a DIY collection that allows children to create their own versions of the mansion. The brand has gained international acclaim, becoming a household name in countries like France, Germany, and the United States. The story has also been adapted into an animated TV series, further extending Karina’s reach and impact. Sam & Julia is now a fully realized universe, featured in lesson plans, workshops, and more, spreading Karina’s life lessons of hope, care, and creativity to children around the globe. 

Behind the magic: The challenges of expansion

The demand that Sam & Julia faced didn’t come without its difficulties. The family had to navigate through a continuous flow of requests while maintaining the charming identity of the original creation. 

"Our success lies in staying true to our core values. That also means, at times, saying no."

From the very beginning, the family has been committed to protecting the brand’s unique identity and ensuring that every product aligns with Karina’s original vision. This commitment is reflected in their meticulous approach to their product line, where each item is crafted to maintain the brand’s cherished essence. Every detail, from the emotions the products evoke to the carefully crafted assortment and packaging, is thoughtfully considered to perfectly complement the books and their enchanting stories. 

For other family businesses looking to innovate while staying true to their core values, the Schaapman family’s journey offers valuable insights. Their approach—leveraging each family member’s strengths while evolving and staying true to the brand—illustrates how to balance modernization with maintaining the unique qualities that make a brand special.

Working with Orderchamp: Expanding horizons

As Sam & Julia’s B2C business continued to flourish, the brand recognized the potential in expanding into B2B sales to broaden their reach and grow the Sam & Julia universe. To meet increasing demand while keeping product prices accessible, scaling up production through larger orders became a key strategy, enabling cost reduction without compromising quality. 

"We realized that in order to maintain a healthy margin on our products, we needed to purchase in very large quantities. This led us to thin that if we wanted to succeed, we couldn't just sell to consumers; we also needed to start selling to stores."

They began wholesaling to bookstores and children’s shops, swiftly branching out to hobby shops and museum stores. After solidifying their presence in the Dutch B2B market with their own B2B shop, they sought to expand internationally. To support their global expansion, Sam & Julia began exploring external channels in 2019, including partnering with Orderchamp. This strategic decision was aimed at leveraging these platforms to access new markets and enhance their B2B sales capabilities.

Orderchamp is proud to be one of Sam & Julia’s partners in the B2B space. Since joining, they have participated in various online events and invited their own customers to come online and explore their offerings. The partnership has enriched Orderchamp’s product offering, while opening doors for Sam & Julia to reach new retail partners, locally and internationally, further enhancing their existing presence in the B2B landscape.

In The Mouse Mansion’s vision of spreading hope to as many people as possible, Orderchamp has been a valuable added avenue for them to introduce Sam & Julia to a broader global audience. The simple order management in the backoffice meant that the platform didn’t require extra resources, while the possibilities to have direct retailer communication enabled them to maintain the personal touch they are known and loved for.

Future plans: Continuing the legacy

As Sam & Julia looks to the future, there’s no indication of slowing down. Karina is busy creating new books, while her children are dedicated to expanding the brand’s international footprint. Their plans involve deepening their presence in markets such as Germany, the US, and Spain, as well as exploring new mediums and formats to bring the world of Sam & Julia to life. At Orderchamp, we are very excited to be a stepping stone in Sam & Julia reaching these ambitions. 

Despite the brand’s growth, Karina remains deeply involved in the creative process, constantly generating new ideas to ensure that Sam & Julia stays true to its roots. She can be found in her studio every day, working on the next phase of Sam & Julia.

"I have so many ideas for new books, and each one needs to be just right. It's a lot of work, but it's also a joy to create something that can bring hope and comfort to children around the world."

The success story of Sam & Julia offers valuable lessons in balancing commercialization with authenticity. Karina exemplifies the power of an entrepreneur who stays true to her vision while strategically outsourcing tasks to foster growth and production. As Sam & Julia continues to enchant audiences worldwide, it’s clear that this magical world, born out of Karina’s imagination and life experiences, will continue to inspire for generations to come.