INNOFEA was founded in 2005 by Kenny Van Paesschen and Veronique Bogaerts. Their entrepreneurial journey began with the launch of their first online store, Babygoodies, which was later rebranded as NameOnIt. This marked the starting point of a shared vision built on innovation and entrepreneurship.
Driven by a strong passion for e-commerce, they rapidly expanded their activities by developing several subsidiary companies. These included the children’s clothing brand BNUTZ, a number of niche e-commerce ventures, and PERDU, a brand specializing in premium underwear for business professionals.
In 2014, Kenny and Veronique co-founded Sendr and ShopWeDo. Sendr was soon acquired by PostNL in 2016, allowing them to fully focus on ShopWeDo, which became Belgium’s first e-fulfilment company dedicated to supporting SMEs.
Over the course of a decade, ShopWeDo grew into the market leader in Belgium and was acquired in 2024 by QLS / Waterland. Today, Kenny and Veronique remain actively involved as CEO and COO, with a strong focus on the continued international expansion of the QLS Group.
Beyond their professional endeavors, they are also the proud parents of twin daughters, Fien and Nona. When you look closely at the name INNOFEA, you’ll discover that both names are subtly woven into the brand’s identity.