We have been building a generation that takes good care of their ears for over 30 years — this is our story.
The world is getting louder and louder. This can sometimes be quite overwhelming and, moreover, it’s not always good for your ears. We make sure you stay in control of sound. Whether it’s your children (sshht!) or your favorite band (louder!), your ears can rely on us. We don’t just say that, the proof is in our products. We are Alpine. We believe your hearing is a valuable asset.
"
Taking care of your ears should be as simple as brushing your teeth. Our goal is to set new standards in hearing protection, ensuring a better sound experience for everyone.
"Chief Executive Officer
Excellent in design and recognition
Our Dutch roots provide a strong focus on craftsmanship, where design and sustainability go hand in hand. Every product represents top quality. With eight Red Dot Design Awards now under our belt, we continue to push the boundaries of ear care even further.
We design with pride based on three core beliefs:
Belief 1: Small habit, big benefit
A small routine can make a big difference. We are here to help you take care of your ears. It is as simple as brushing your teeth, wherever you are and whatever you are doing.
Belief 2: Great look, great feel, and great sound
Alpine hearing protection is thoughtfully designed to offer style, comfort, and protection all in one. Our innovation ensures that wearing earplugs becomes second nature. They look good and provide a sense of safety.
Belief 3: Accessibility is essential
The best earplugs are the ones you have with you. That’s why Alpine earplugs are reusable, widely available, and come with cases, boxes, or pouches so you can take your hearing protection anywhere.
Alpine through the years.
Alpine was founded in 1994 by Bert van Beek, his daughter Lisette, and Peter de Roode. With Bert’s experience in hearing protection and Peter and Lisette’s marketing background, they embarked on a mission to raise awareness about hearing damage. They started with custom-made earplugs for professionals in the Netherlands.
Alpine quickly stood out in the market due to its focus on customers and innovation. We were the first to offer soft, custom-made earplugs with interchangeable filters. This demonstrated that we were forward-thinking and always seeking new ideas and improvements to protect hearing.
Our real breakthrough came with UniFit, the first earplug with a universal filter. It was originally designed for professionals waiting for their custom-made earplugs. However, the demand for these universal earplugs was so high that we began establishing an international distribution network.
In this year, we began our international expansion by focusing on the European market.
Our focus on the consumer market began in 2010. This quickly led to numerous breakthroughs in innovation. We launched products such as PartyPlug, SleepSoft, and Pluggies Kids, all designed for all ages and different situations.
In this year, we made our mark by selling our earplugs at a festival for the first time.
Our webshop was launched to help our customers in an even more accessible way.
The introduction of Muffy Kids! Our first earmuff specifically designed for children.
In this year, we won no fewer than 8 Red Dot Awards for our products. We are very proud of this achievement.
Our range was expanded with the Muffy Baby.
We joined forces with Vendis Capital to enable further growth.
We strengthened our presence in clubs and venues with the Thunderplugs. Additionally, we expanded globally through a partnership with Acoufun in France, establishing a strong presence at races around the world.
We proudly launched our new retail packaging. It has been improved for sustainability and looks fantastic. True eye-catchers.
During the COVID-19 pandemic, we introduced a new earplug, the SleepDeep.
In this year, we introduced no fewer than 30 new products. We now offer hearing protection for every age and every occasion.
As a leader in hearing protection, our products are now stocked in retail stores in the Netherlands, Germany, France, and the United Kingdom. We also proudly establish numerous partnerships with retail chains.
We achieved B-Corp certification. Our goal is to make healthy hearing a priority for everyone. Additionally, it is extremely important for us to make a meaningful impact on society and the environment.
Following the success of the Muffy Baby launched in 2017, we introduced an improved version. This new model fits even better, is more comfortable, user-friendly, and safer. In addition, it has a better look.
We launched the Alpine Silence, a product line that offers design, comfort, and optimal sound reduction. These earplugs are not only stylish but also highly functional. The Alpine Silence is the first in this series of earplugs, with many more versions to come.
We are proud to join forces with Indy500.
Proud FD Gazelle 2025 winner: recognized as one of the fastest-growing Dutch companies.
Our Impact and Vision for the Future
Driven by innovation, sustainability, and awareness, we have come a long way. And this is just the beginning. We are on a mission to make healthy hearing accessible to everyone and will not rest until hearing protection becomes second nature. By providing next-level hearing protection for every situation and every type of ear, we are building a new generation of healthy ears.
Together, we strive for a generation with healthy ears.
