Edelman

What Edelman does

Edelman BV is a privately held Dutch B2B wholesale importer and exporter of decorative home and garden products, headquartered in Reeuwijk, the Netherlands, with a stated founding year of 1898. The company operates exclusively as a business-to-business supplier, serving registered retailers — garden centers, home decor stores, and specialty gift shops — across at least five European countries (Netherlands, Germany, France, Italy, Spain), and positions itself as a major international player in the European decorative products market. It does not sell to individual consumers, and new customers must register and meet minimum first-order thresholds (€1,250 in NL; €2,500 EU/non-EU) with prepayment on initial deliveries.

Edelman's product offering spans more than 15,000 stock-keeping units organized into seven proprietary sub-brands: Triumph Tree and Black Box Trees (artificial Christmas trees with European fire-safety compliance), Mica Decorations (artificial flowers, plants, trees, pottery, glassware), Luca Lighting (LED lighting), LuVille (miniature collectible villages including Efteling-licensed items), House of Seasons (lanterns, furniture, accessories), and In The Mood Collection (textiles). Four themed collections are released each year and presented in a 7,000 m2 inspirational showroom that doubles as the primary physical sales channel alongside the B2B webshop (edelman.eu) and a separate Prebook ordering platform (prebook.edelman.eu). The company complements product supply with a Mix & Match merchandising program providing Flexitable setups, POS tables, cabinets, and modular displays to help retailers compose customized shop concepts, plus product-registration and warranty management for flagship Christmas tree lines.

Revenue is generated through wholesale unit sales with minimum order quantities and tiered delivery terms (free delivery in NL above €500; Ex Works terms for EU and non-EU). Distribution runs from the Reeuwijk distribution center across Europe, with marketing reach via trade fair presence (notably spoga+gafa in Cologne), multilingual ecommerce, brand-specific social channels, and an inspiration library and brochure program. The company is privately held with no disclosed parent, subsidiaries, institutional investors, or funding rounds, and is a Certified B Corporation, reflecting a sustainability positioning strategy. No AI/ML capabilities, APIs, or proprietary technology platforms beyond standard ecommerce and product registration are disclosed.

Name

Edelman

Legal name

Edelman BV

Website

https://edelman.eu

Company type

Private

Founded year

1898

Operating status

Operating

Headcount range

101–250 employees

Short description

Edelman BV is a privately held Dutch B2B wholesale importer and exporter of decorative home and garden products, serving registered retailers across at least five European countries with 15,000+ SKUs across seven proprietary sub-brands, four annual seasonal collections, and a 7,000 m2 showroom and distribution center in Reeuwijk, Netherlands.

Ownership category

akta.pro rank

Product category

Wholesale Home Decor Distribution

NAICS

Gift, Novelty, and Souvenir Retailers (459420)

akta.pro primary industry

Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays) (CRAIACAB)

akta.pro secondary industries

Seasonal & Holiday Craft Supplies Retail (CRALACAI), Arts, Crafts & DIY Hobby Supplies Distribution (CRAOAMAE)

Keywords

• Wholesale decorative products
• B2B home decor distribution
• Artificial plants wholesale
• Christmas decorations wholesale
• Home accessories import

Headquarters

HQ city

Reeuwijk

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. B2B Wholesale: Edelman operates as a wholesale importer and exporter, selling decorative home and garden products exclusively to registered B2B customers through their ecommerce platforms. Products are sold at wholesale minimum order quantities, with delivery terms varying by region. First deliveries require prepayment.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Edelman is a Dutch B2B wholesale importer and exporter of decorative products for in and around the house, selling a 15,000+ item catalog across categories such as artificial plants, Christmas decorations, lighting, pottery, glassware, textiles, and furniture. Products are sold exclusively to registered business customers (retailers, garden centers, home decor stores, specialty gift shops) via a B2B webshop, a Prebook platform, and a 7,000 m2 showroom in Reeuwijk, with four seasonal collections presented each year.

Product overview

Edelman is a Dutch B2B importer and distributor of decorative products for in and around the house across all seasons. The offering consists of a B2B e-commerce platform (edelman.eu) and Prebook system, supporting a portfolio of sub-brands including Triumph Tree and Black Box Trees (artificial Christmas trees), Mica Decorations (artificial flowers, plants, pottery, glassware), Luca Lighting (LED lighting), LuVille Collectables (miniature villages), House of Seasons (lanterns, furniture, accessories), and In The Mood Collection (home textiles). The portfolio spans over 15,000 items available from stock, presented through a 7,000 m2 showroom in Reeuwijk with 4 seasonal collections yearly, and supported by Mix & Match merchandising solutions for retail customers.

Differentiator

Problem solved

Functional benefit

Brands

• Mica Decorations: Home decorations and artificial flowers, plants and trees for in and around the house.
• Luca Lighting
• LuVille
• Triumph Tree
• Black Box Trees
• House of Seasons
• In The Mood Collection

Products and services

• Triumph Tree Edelman sub-brand offering artificial Christmas trees with nature-true appearance, high-quality materials, solid construction, and flame-resistant components, sold wholesale to retailers across Europe.
• Black Box Trees Edelman sub-brand of artificial Christmas trees that maintain their appearance across many holiday seasons, available in various heights with and without built-in lighting, manufactured with materials meeting European fire safety standards.
• Mica Decorations Edelman sub-brand offering home decoration products including artificial flowers, plants, trees, pottery, and glassware made from versatile and innovative materials for transforming homes and gardens, sold wholesale to retailers.
• Luca Lighting Edelman sub-brand providing LED lighting products including light strings, clusters, nets, curtains, and accessories with energy-efficient LEDs, easy connections, and decorative designs for home and garden atmosphere, sold wholesale to retailers.
• LuVille Collectables Edelman sub-brand of detailed miniature houses, figurines, and accessories forming miniature worlds including themed villages such as Molendam (Dutch polders), Schneewald (Austrian mountains), Sledgehølm (Scandinavian hygge), and Ville de Reidy (French fishing village).
• House of Seasons Edelman sub-brand offering characteristic lanterns, stylish furniture, and decorative accessories in colors and ambience aligned to the time of year, supporting on-trend home styling with seasonal touches.
• In The Mood Collection Edelman textile sub-brand offering home cushions, garden cushions, plaids, and table linen in a wide range of colors, textures, and materials using high-quality printing and processing techniques, sold wholesale to retailers.
• Mix & Match Program Flexible merchandising service including Flexitable setups, POS tables, cabinets, bridges, and modular displays for artificial plants, flowers, and vases, helping retailers compose customized shop concepts with point-of-sale materials.
• Showroom Experience 7,000 m2 inspirational showroom in Reeuwijk, Netherlands presenting 15,000 items across 4 seasonal collections yearly, combining product and presentation with atmosphere and emotion for B2B customer engagement.
• B2B E-commerce Platform Webshop accessible only to registered Edelman business customers for browsing and ordering decorative products, with features including password reset, account registration, and shopping cart functionality.
• Prebook System Separate ordering platform at prebook.edelman.eu for pre-booking and special ordering by registered business customers.
• Tree Registration Service Product registration service for Triumph Tree and Black Box artificial Christmas trees, including warranty management with dedicated contact emails [email protected] and [email protected].

Quantifiable outcome

• 4 seasonal collections per year keep retail offerings continuously surprising and innovative

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Kaemingk: Dutch family-owned B2B importer and wholesaler of seasonal decorations and home/garden products with a comparable multi-category assortment (Christmas, spring, autumn, home deco) and European retailer customer base. Closest direct comparable to Edelman in business model, geography, and product mix.
• Bolsius: Dutch manufacturer and B2B distributor of candles and decorative home accessories across Europe. Overlaps with Edelman on home decor distribution, retail channel focus, and European geographic footprint.
• Neka Wholesale: Dutch B2B wholesaler of home accessories, gift items, and decorative products serving retailers across Europe. Direct comparable to Edelman's B2B import/wholesale model and product categories.
• Capi Europe: Dutch designer and producer of planters, pots, and home accessories sold through garden centers and lifestyle retailers across Europe. Comparable to Edelman on decorative accessories and B2B distribution into garden/lifestyle retail.
• Scheurich: German manufacturer of ceramic planters and decorative pottery sold through European retail channels. Direct comparable in pottery/glassware category of Edelman's assortment.
• Sirius Home: Danish home accessories and decorative lighting brand sold through European retail and wholesale. Comparable to Edelman on lighting and decorative accessories category.
• BHS Binner: German home decor wholesale and import specialist serving retail customers across Europe. Comparable B2B import/wholesale model and European decorative home goods assortment.

Regional players

• Idyll Home: Scandinavian home decoration brand focused on Nordic markets; comparable in decorative home goods category but with primary regional concentration rather than pan-European reach like Edelman.

Broad incumbents

• Amscan International: Large global manufacturer and distributor of party goods, seasonal decorations, and tabletop products serving retail and wholesale channels. Comparable in seasonal/decorative categories at much broader scale than Edelman.

Others

• Rivièra Maison: Dutch home decor and furniture brand with overlapping product categories (decorative accessories, textiles, furniture) but operates primarily through own retail stores rather than B2B wholesale like Edelman. Adjacent, not direct.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCfJ4l1agVgDwjdaQLjYgEEw
• Facebookfacebook.com/edelmanbv
• LinkedInnl.linkedin.com/company/edelman-bv
• Instagraminstagram.com/edelmanbv
• Xx.com/edelmanbv

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Edelman