Marieke Olsthoorn, the woman who co-founded the fashion chain Oilily, has died at the age of 72.

Olsthoorn launched the brand together with her husband Willem in 1963. It was then called Olly after Willem’s nickname. Oilily was quick to distinguish itself from the traditional children’s clothes of the time by using bright colours and patterns.

The company expanded into adult clothes and went global. At the turn of the century it was sold to ABN Amro and an investment company H2 Equity Partners. The company then ran into trouble and went bankrupt.

In 2009 the Olsthoorns bought back the name and relaunched the company, which is now run by the couple’s children and their partners.