Loop Earplugs

Loop earplugs is on the rise. The trendy earplug brand tripled its growth in sales, profits and employees in 2023. Co-founder Maarten talks about how Loop Earplugs started in Antwerp and why the company remains headquartered there, alongside offices in Amsterdam, New York and San Francisco. Maarten works from New York, so we connected online at 2pm, which is 8am for him.

Good morning Maarten. It's exciting to see Loop Earplugs flourishing. Did you expect such rapid growth?

"Honestly, yes and no. My friend Dimitri and I started the company because we were dissatisfied with existing earplugs. But we didn't expect to reach this level. As entrepreneurs, we set ourselves goals. Every time we achieve one, we raise the bar, so we're not surprised anymore. We just keep pushing for growth and innovation.

What makes your product different from other earplugs? What's behind its success?

"Loop earplugs reduce noise without sacrificing sound quality, making them ideal for party-goers and anyone who wants to concentrate or travel/work noise-free. They also look stylish - unlike many alternatives. They're compact, which makes them easy to ship. We quickly realised that we couldn't limit ourselves to Belgium and started selling internationally, which proved to be wise; only 2% of our turnover now comes from Belgium. The growing awareness of noise pollution, hearing damage and general wellbeing has also contributed significantly to our success.

What challenges do you face with such rapid growth?

"There's a saying that everything changes when you triple in size, and I can confirm that this is true. We went from 3 people to 10, then 30, 90 and now 300. In the beginning, we did everything ourselves, even packing the earplugs with my parents. Perseverance is the key. Start every day with optimism and a bit of naivety: "Today I will close this deal or find the right investor. It won't happen every time, but keeping that belief is essential.

You are still based in Antwerp. Why is that?

"We love the city. Dimitri and I used to party in Antwerp, even though we were studying in Brussels and Leuven at the time. We've always loved the city for its perfect size and the fashion scene. We started the KBC Start-it programme on the top floor of the Boerentoren, an art deco tower in the heart of Antwerp. It was inspiring to be surrounded by other startups facing similar challenges. Antwerp still has innovation hubs like The Beacon, which is fantastic. The workforce in the Antwerp region is excellent - motivated and driven. Our employees really are the heart and soul of Loop earplugs. And Flanders' important role in the international music and dance scene is another reason to continue to grow from here.

With the success of your earplugs, do you still prioritise innovation?

"Innovation is vital. I can't reveal too much, but we are working on new products. Our product teams in the EU and the US are working on an exciting roadmap to develop innovative earwear. The aim is to create differentiated products that improve the lives of our customers. We are constantly refining our styling. Collaboration is also essential. We're in talks with partners in music, motorsport and high fashion. Our first partnership was with Tomorrowland, a festival we're passionate about, where we launch new limited editions every year.

Any plans to launch new products?

"We are committed to finding ways to better serve our customers, which ultimately leads to new products. Our R&D budget has increased significantly recently and our team will continue to grow in the coming years. We recently hired creative design strategist Vincent Buyssens to help drive this innovation. If you're reading this article and are ready to make a difference in a fast-growing company, we're actively looking for talented individuals to join our team.

Bio

Name: Maarten Bodewes.

Job title: Co-founder, Loop Earplugs.

Age: 39.

Passion for adrenaline sports like kitesurfing. 

What drives me: Creating something from scratch.

What clears my head: Running along the East Side River (I live in New York).

Inspiring entrepreneurs: Steve Jobs (Apple), Brian Chesky (Airbnb), Satya Nadella (Microsoft), Jensen Huang (Nvidia).

Recommended book: Build: An Unorthodox Guide to Making Things Worth Making by Tony Fadell