Moooi
Moooi is a Dutch luxury design company founded in 2001 that designs, produces, and distributes lighting, furniture, and home accessories through 386+ products, serving high-end residential consumers, architects, interior designers, and luxury hospitality clients globally.
- Company typePrivate
- Founded2001
- HeadquartersBreda, Netherlands
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Moooi does
Moooi B.V. is a privately held Dutch luxury design company founded in 2001 by Marcel Wanders and Casper Vissers, headquartered in Breda, Netherlands, and led by CEO Robin Bevers. The company designs, produces, and distributes a curated catalog of more than 386 lighting, furniture, and home accessory products across seven categories (lighting, furniture, wall & floor, home accessories, bedding & bath, and body & beauty), drawing on a network of 70+ internationally recognized and emerging designers including Marcel Wanders, Bertjan Pot, Nika Zupanc, Front, and Yves Béhar. Its signature in-house technology, "The Button," is an NFC chip embedded in lighting and furniture products that provides digital proof of authenticity, enables product registration, and extends the warranty to five years while surfacing a Product Passport with material and origin data.
Moooi monetizes primarily through one-time product sales via three channels: direct-to-consumer e-commerce (moooi.com), owned brand stores and showrooms in New York, Amsterdam, London, Los Angeles, and Shanghai, and a global authorized dealer network. A dedicated Trade Program targets architects and interior designers with a 15% discount and regional sales managers, serving as the primary B2B sales motion for both residential and commercial specification work. Licensing and brand-collaboration revenue streams include Moooi Carpets, Moooi Wallcovering (with Arte), Moooi Hotel Cosmetics, and category extensions such as Ceramic Surfaces and Body & Beauty.
The company's strategic posture emphasizes global flagship expansion (Shanghai in 2026, Los Angeles in 2024), brand-extension through collaboration (LG OLED, Gentle Monster, Maison Deux, EveryHuman, Crosby Studios, Robbie Williams), and selective M&A (the 2024 acquisition of heritage Dutch furniture maker Pastoe alongside RSGA Design). Customer concentration is diversified across high-end residential consumers, design-trade specifiers, and luxury hospitality projects such as the Art Legacy Hotel in Lisbon and The Standard Spa Miami Beach.
Moooi firmographics
Firmographics- Name
- Moooi
- Legal name
- Moooi B.V.
- Website
- https://moooi.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Moooi is a Dutch luxury design company founded in 2001 that designs, produces, and distributes lighting, furniture, and home accessories through 386+ products, serving high-end residential consumers, architects, interior designers, and luxury hospitality clients globally.
- Ownership category
- akta.pro rank
Moooi industry classification
Industry- Product category
- Designer Furniture & Lighting
- NAICS
- Furniture and Home Furnishings Retailers (4491), Home Furnishings Retailers (44912), Floor Covering Retailers (449121)
- SIC
- Miscellaneous Furniture & Fixtures (2590), Carpets & Rugs (2273), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Luxury Home & Lifestyle Department Stores (CRAGADAG)
- akta.pro secondary industry
- Luxury Home & Lifestyle (Tableware, Decor, Home Textiles) (CRAKAFAI)
Keywords
Where Moooi is headquartered
LocationHeadquarters
- HQ city
- Breda
- HQ country
- Netherlands
- HQ region
- Europe
Offices7 records
Markets served
Moooi business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Product Sales - Furniture & Lighting: Direct sales of proprietary furniture, lighting, and home accessories through owned e-commerce platform and brand stores/showrooms. Products designed by internationally recognized and emerging designers. Includes made-to-order products that cannot be cancelled or returned.
- Trade Program: B2B sales channel for architects and interior designers offering 15% discount on decorative products, with dedicated sales managers for large scale projects and special commissions in commercial/residential sectors.
- Wholesale/Distribution: Global distribution through authorized dealers and brand stores. Showrooms in New York, Amsterdam, London, Los Angeles, and Shanghai serve as both retail and wholesale points.
- Licensing & Brand Collaborations: Licensing arrangements with partners such as Moooi Carpets, Moooi Wallcovering (with Arte), hotel cosmetics partnerships, and designer collaborations for exclusive product lines.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Trade Program for Architects and Interior Designers |
| One time/ perpetual license | Pay-as-you-go | Consumer Retail Pricing |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels9 records
Moooi product offering
Product offeringCore offering
Moooi designs, produces, and sells a curated collection of luxury lighting, furniture, carpets, wallcovering, bedding & bath, and home accessories created in collaboration with internationally recognized and emerging designers. The brand sells its collection through its own e-commerce platform (moooi.com), brand stores and showrooms in New York, Amsterdam, London, Los Angeles, and Shanghai, and through a global network of authorized dealers, supported by a dedicated trade program for architects and interior designers.
Product overview
Moooi is a Dutch luxury lifestyle brand founded in 2001 by Marcel Wanders and Casper Vissers, now led by CEO Robin Bevers. The company offers an eclectic mix of lighting, furniture, and home accessories through multiple sub-brands and collections. Core product categories include Lighting (Luminora, Drape Light, Tubelight, Heracleum, NomNom, Starfall, The Party), Furniture (Peaks Sofa, BFF Sofa, Hana Chair, Big George, Introvert Chair, Aldora Sofa, Haybale, Liberty Table), and Wall & Floor (Ceramic Surfaces, Moooi Carpets, Moooi Wallcovering). The portfolio also includes Bedding & Bath, Body & Beauty products, and hotel cosmetics. Moooi collaborates with internationally recognized designers and emerging talent. A key differentiator is The Button, an NFC-based digital proof of authenticity accompanying all new lighting and furniture products, providing warranty registration and sustainability information. In 2024, Moooi acquired the historic furniture brand Pastoe. The collection spans 386 products across 7 main categories. Moooi operates brand stores and showrooms globally and offers a Trade Program for architects and interior designers with exclusive benefits.
Differentiator
Problem solved
Functional benefit
Brands
- Moooi Carpets: Carpet collection featuring designs like Nordic Collection, Extinct Animals, and various signature patterns.
- Moooi Wallcovering
- Moooi Hotel Cosmetics
- Moooi Editions
Products and services
- The Button Digital proof of authenticity using NFC technology accompanying Moooi lighting and furniture products, enabling product registration, extended warranty, authenticity verification, and access to product sustainability information.
- Peaks Sofa Modular sofa system designed by Yves Béhar with customizable shapes and configurations, available in indoor and outdoor variants for high-end residential and commercial interiors.
- Future Fossils Carpet Carpet collection designed by Kilian Vos featuring distinctive fossil-inspired patterns, part of Moooi's premium carpet line for luxury residential and hospitality interiors.
- Luminora Light Lighting collection designed by Cristina Celestino where geometry meets poetry, available in multiple sizes (45, 63 and larger variants) for high-end residential and hospitality projects.
- Hana Chair / Hana Bar Stool Seating collection designed by Simone Bonanni with soft round curves inspired by Japanese 'blooming' aesthetic, available in normal chair, wingback, swivel, and bar stool configurations.
- Drape Light Lighting collection designed by Jamie Wolfond featuring fabric-inspired sculptural forms, available in multiple sizes (78 and 118) for interior illumination in residential and hospitality spaces.
- Haybale Lounge Chair Lounge chair with footstool designed by Nicholas Baker featuring a distinctive rounded bale-inspired form, available in boucle fabric finishes for residential and hospitality interiors.
- Big George Armchair Armchair and sofa collection designed by Cristián Mohaded, available in boucle fabric with multiple configurations for residential and commercial interiors.
- Introvert Chair Chair designed by Robbie Williams, described as 'part sculpture, part sanctuary', available in White finish for residential and statement interior projects.
- Ceramic Surfaces Ceramic tile collection for wall and floor applications featuring Moooi's signature patterns, extending the brand into architectural surface finishes for residential and commercial projects.
- Serpentine Light Lighting collection with a distinctive serpentine sculptural form, designed as a statement piece for high-end residential and hospitality interiors.
- Tubelight Tubular lighting collection designed by BCXSY available in two variants (150 and 500) for residential and commercial interior illumination.
- Aldora Sofa Sofa collection designed by Cristina Celestino including a dual-sided seater variant, positioned for premium residential and hospitality interiors.
- Monster Basketball Limited-edition collectible basketball designed by Marcel Wanders, available in multiple colour variants (Multicoloured, Pink) as a design object for collectors and design enthusiasts.
- Extinct Animals Collection Signature collection featuring extinct animal motifs (Dodo Pavone, Blushing Sloth, Golden Tiger, Pogo Goat, Dandelion Cranes, Queen Cobra, Mimic Moth, Calligraphy Bird, Indigo Macaque) applied across carpets, wallcovering, fabrics, and ornaments.
- Heracleum III Modernized version of the classic Heracleum lighting collection, available in standard and Linear variants for dining tables, kitchen islands, and residential interiors.
- Moooi Trade Program Exclusive B2B trade program for architects and interior designers offering 15% discount on the entire Moooi collection, dedicated sales managers for large-scale projects, and special commissions in commercial and residential sectors.
- Moooi Bedding & Bath Collection Bedding and bath collection featuring Moooi's signature Extinct Animals patterns, including towels and bath accessories for residential and luxury hospitality applications.
- Pastoe Furniture Collection Heritage Dutch furniture collection from the acquired Pastoe brand, featuring historic designs by Cees Braakman, Aldo van den Nieuwelaar, and Gerrit Rietveld, emphasizing craftsmanship and adaptability.
Quantifiable outcome
- 5-year warranty on lighting and furniture when registering via The Button within 30 days of purchase
- +1 more outcomes
Companies that use Moooi
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Moooi technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Moooi partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor, core and flagship.
- Gentle MonsterminorEyewear collaboration featuring Gentle Monster x Moooi sunglasses with distinctive Moooi-inspired designs.
- PastoecoreMoooi acquired Pastoe along with RSGA Design in March 2024. Pastoe is a century-old Dutch furniture maker (founded 1913) known for designs by Cees Braakman, Aldo van den Nieuwelaar, and Gerrit Rietveld. Moooi supports and advocates for the brand's place in the future of design while preserving its heritage, craftsmanship, simplicity, and adaptability.
- Maison DeuxminorCollaboration introducing Moooi Woolen Blankets - combining Maison Deux's textile expertise with Moooi's design aesthetic.
- EveryHumanminorCollaboration on room fragrances including 'Delusions of Grandeur' collection. EveryHuman provides fragrance expertise while Moooi provides design direction and brand extension.
- LGflagshipMoooi partnered with LG during Milan Design Week 2022 for 'A Life Extraordinary Envisioned by LG OLED' - an exploration of interior design and technology combining Moooi's theatrical designs with LG's display technology.
- Crosby StudiosminorCollaborative pop-up installation at Moooi New York store inspired by Crosby Studios' forthcoming video game. Combined Moooi's theatrical retail space with Crosby Studios' playful digital aesthetic.
- EveryHumanminorRoom fragrance collaboration including Devine Dreams collection featuring scent designed to evoke walking on clouds.
- ArtecoreCollaboration with Belgian brand Arte for Moooi Wallcovering collection. Arte manufactures wallcoverings featuring Moooi's distinctive patterns including Extinct Animals and Memento Moooi collections.
- Robbie WilliamsminorCollaboration with pop icon turned visual artist for Introvert Chair and room fragrance collections. Williams brings raw, unfiltered creative energy to Moooi's design portfolio.
Scale indicators6 records
Recent moves8 records
Expansion highlights7 records
Moooi competitors and assessment
Company assessmentDirect peers
- Flos: Italian architectural and decorative lighting brand, owned by Design Holding. Closest direct peer to Moooi in lighting category, with equivalent designer-collaboration DNA (e.g., Castiglioni, Starck) and global showroom footprint.
- Vitra: Swiss design company with deep furniture and lighting portfolio and iconic designer collaborations (Eames, Prouvé, Bouroullec). Comparable to Moooi in designer-driven product strategy, premium price positioning, and global flagship presence.
- Cassina: Italian luxury furniture brand (part of Haworth) known for designer collaborations and modernist heritage. Closely comparable to Moooi in B2B/B2C dual-channel model, trade/specifier focus, and theatrical catalog presentation.
- Artemide: Italian architectural and decorative lighting manufacturer with strong designer heritage (e.g., Castiglioni, Mendini). Comparable to Moooi in premium lighting category, designer-led collections, and global project specification work.
- B&B Italia: Italian luxury furniture maker with strong design heritage and a roster of internationally recognized designers. Directly comparable to Moooi in premium price point, designer-collaboration model, and global showroom distribution.
- Moroso: Italian high-end upholstered furniture maker with strong designer partnerships (e.g., Patricia Urquiola, Ron Arad). Comparable to Moooi in theatrical, statement-piece positioning and high-end residential and hospitality channel mix.
- Roche Bobois: French luxury furniture retailer/manufacturer with global network of company-owned showrooms. Comparable to Moooi in showrooom-led distribution, designer collaborations, and high-end residential customer focus.
- Tom Dixon: British luxury design brand offering furniture, lighting, and accessories with strong own-brand creative identity. Comparable to Moooi in theatrical aesthetic, own-retail flagship strategy, and hospitality project pipeline.
- Kartell: Italian design furniture and home accessories brand famous for designer collaborations (e.g., Philippe Starck, Patricia Urquiola). Comparable to Moooi in lifestyle-brand positioning, accessible luxury price points, and global distribution.
Broad incumbents
- Knoll: American modern design furniture brand (owned by Haworth) with deep contract and residential presence. Comparable to Moooi in design-heritage positioning but operates at significantly larger scale with broader B2B contract focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Moooi social profiles
Digital presenceMoooi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Moooi leadership team
Management profileNumber of profiles
Profiles2 records
Moooi subsidiaries and ownership
Company hierarchySubsidiaries1 record
Moooi funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Moooi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Moooi
What does Moooi do?
Moooi designs, produces, and sells a curated collection of luxury lighting, furniture, carpets, wallcovering, bedding & bath, and home accessories created in collaboration with internationally recognized and emerging designers. The brand sells its collection through its own e-commerce platform (moooi.com), brand stores and showrooms in New York, Amsterdam, London, Los Angeles, and Shanghai, and through a global network of authorized dealers, supported by a dedicated trade program for architects and interior designers.
Is Moooi a public or private company?
Moooi is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Moooi founded?
Moooi was founded in 2001. It employs 51 to 100 people.
Where is Moooi based?
Moooi is headquartered in Breda, Netherlands, in the Europe region.
How does Moooi make money?
Four revenue lines are on record. Product Sales - Furniture & Lighting is the primary driver. The others are trade Program, wholesale/Distribution and licensing & Brand Collaborations.
Who are Moooi's main competitors?
Direct peers on record are Flos, Vitra, Cassina, Artemide, B&B Italia, Moroso, Roche Bobois, Tom Dixon and Kartell. Knoll is listed as a broad incumbent.
Does Moooi have an API?
No public API is recorded for Moooi.
What industry is Moooi in?
Moooi's product category is Designer Furniture & Lighting. Its primary akta.pro industry code is CRAGADAG, Luxury Home & Lifestyle Department Stores, with a secondary code of CRAKAFAI, Luxury Home & Lifestyle (Tableware, Decor, Home Textiles). Its NAICS code is 4491 and its SIC code is 2590.