While Wout van Aert focuses on his spring cycling campaign, his wife, Sarah De Bie, is beginning a new chapter, partnering with Het Land van Ooit, a Belgian retailer specializing in baby and young children’s products. The collaboration, announced on social media, signals a move towards family-focused endeavors for the former basketball player and author.
Het Land van Ooit, based in Kontich, Antwerp, caters to young families with a comprehensive selection of baby essentials, including toys, clothing, care products, and accessories. The company distinguishes itself by offering a gift registry service, simplifying the process for friends and family to contribute gifts for births and baby showers, according to their website.
A Partnership ‘Written in the Stars’
Het Land van Ooit proudly announced the collaboration with Sarah De Bie, stating the partnership felt “written in the stars.” The retailer emphasized a shared vision for family life, describing it as “conscious and full of meaning.” They believe De Bie, as a mother of two, brings a sense of style and authenticity that aligns seamlessly with their brand.
“Not to showcase products, but to inspire. To touch. To create recognition. And to take parents on a journey that feels like coming home,” Het Land van Ooit stated in a press release. De Bie expressed her enthusiasm for the opportunity, stating she is “very happy” with the collaboration.
This venture builds on De Bie’s existing work exploring parenthood. She is the author of two children’s books: Niets dan liefde (Nothing But Love), published in 2023, and Waarom word ik grote broer? (Why am I becoming a big brother?), released in 2024. These publications demonstrate her commitment to sharing her experiences and insights as a parent.
De Bie’s background extends beyond motherhood and writing. According to Legit.ng, she is a former Belgian basketball player, entrepreneur, and podcast host. She and Wout van Aert have been together since childhood and married in 2018. She currently manages several family business ventures, including bookkeeping, their clothing brand Panache, and real estate operations.
Expanding Role for De Bie
The partnership with Het Land van Ooit represents a natural extension of De Bie’s growing portfolio of family-oriented projects. The retailer is currently bolstering its “new baby concept” with De Bie as an ambassador, alongside Happy Baby Coach Anja Caers, and a newly renovated showroom, as reported by De Krantenkoppen on March 26, 2026. This suggests a broader strategy to provide comprehensive support and guidance to expectant and new parents.
Het Land van Ooit, with nearly three decades of experience, aims to offer clear guidance to parents navigating the initial choices surrounding their baby. The addition of De Bie and Caers underscores this commitment to providing expert advice and a supportive environment.
De Bie’s Instagram profile (@debiesarah) showcases her life as a mother to sons Georges and Jérôme, and her connection to Wout van Aert, a professional cyclist. Her social media presence provides a glimpse into her values and interests, further solidifying her role as a relatable and authentic voice for young families.
This collaboration isn’t simply about endorsing products; it’s about creating a sense of community and offering inspiration to parents. Het Land van Ooit hopes to leverage De Bie’s personal experiences and insights to connect with customers on a deeper level, fostering a sense of belonging and support.
As Wout van Aert continues to compete on the cycling circuit, Sarah De Bie is charting her own course, demonstrating her versatility and commitment to family-focused initiatives. Her partnership with Het Land van Ooit promises to be a valuable resource for parents seeking guidance and inspiration during the exciting, and often overwhelming, journey of parenthood.
Next Up: Wout van Aert is scheduled to compete in the Amstel Gold Race on April 28, 2026. Fans can follow his progress and Sarah De Bie’s updates on their respective social media channels.
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