Vaessen Creative

What Vaessen Creative does

Vaessen Creative (legal entity Vaessen B.V.) is a Netherlands-based online retailer of craft and hobby supplies, headquartered in Nuth and operating two distinct storefronts — vaessen-creative.com for end-consumer hobbyists and b2b.vaessen-creative.com for trade/wholesale buyers. The catalog spans 20+ craft categories covering paper crafting, scrapbooking, sewing, knitting, painting, jewelry-making, kids' crafts, and related disciplines, with price points from €1.99 for consumables up to €499–€649 for capital equipment such as Brother ScanNCut cutting machines. The assortment combines the in-house Vaessen Creative label with authorized distribution of established third-party brands including Brother, Sizzix, Mod Podge, and Tsukineko.

The business model is a product-led e-commerce retail model with two customer segments — high-volume, low-AOV B2C hobbyists served through the consumer site, and a separate B2B portal likely targeting schools, clubs, and small retailers. The technology stack is not publicly disclosed but appears to consist of a standard e-commerce platform plus a parallel B2B portal; no proprietary AI/ML, software, or platform IP is evidenced. Marketing and customer acquisition are driven through a multi-channel footprint spanning Instagram, Facebook, Pinterest, YouTube, TikTok, a DIY blog, email, and SEO, with social proof anchored on a Trustpilot score of 4.8/5.

Revenue mechanics are transactional: direct sale of physical craft supplies and equipment at retail and trade price points, with no disclosed subscription, marketplace, SaaS, or service revenue lines. No funding rounds, M&A activity, parent company, leadership disclosures, or financial figures are present in the supplied material, leaving scale, growth rate, and unit economics as open questions.

Name

Vaessen Creative

Legal name

Vaessen B.V.

Website

https://vaessen-creative.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

51–100 employees

Short description

Vaessen Creative is a Netherlands-based online retailer selling craft and hobby supplies across 20+ categories through a B2C storefront (vaessen-creative.com) and a separate B2B portal, serving hobbyists and trade buyers with its own label plus brands such as Brother, Sizzix, Mod Podge, and Tsukineko.

Ownership category

akta.pro rank

Product category

Craft Supplies Retail

akta.pro primary industry

Crafting Machines & Accessories Retail (Die-Cut, Cricut/Silhouette, 3D Pens) (CRALACAK)

akta.pro secondary industry

Crafting Tools & Equipment Retail (Cutting, Adhesives, Heat Tools) (CRALACAC)

Keywords

• Craft supplies
• Scrapbooking materials
• Die cutting machines
• Paper crafting tools
• Art and hobby supplies

Headquarters

HQ city

Nuth

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer E-commerce Sales: Direct-to-consumer online sales of craft supplies and materials through their website, with products shipped directly from stock.
2. B2B Business Sales: Business customers are served through a dedicated B2B portal with specific business terms and conditions, separate from consumer offerings.
3. Gift Cards: Digital gift cards sold through the platform for craft supplies and materials.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Vaessen Creative is an online retailer selling craft supplies, tools, materials, and machines directly from stock to both consumers and business customers. The assortment includes own-brand crafting tools (punches, scoring boards, paper cutters, storage) alongside third-party brands such as Brother, Sizzix, Tsukineko, and Mod Podge, spanning roughly 20 craft categories including paper crafting, die cutting, embossing, painting, textile, and mixed media.

Product overview

Vaessen Creative is a comprehensive online craft store offering an extensive portfolio of crafting supplies and tools. The company operates both as a retailer of third-party crafting brands and as a manufacturer of its own Vaessen Creative branded products. The product ecosystem includes: own-brand crafting tools (corner punches, scoring boards, die-cutting machines, storage solutions); major third-party brands (Brother for cutting/embroidery machines, Sizzix for die-cutting, Tsukineko for inks, Mod Podge for decoupage adhesives); and a wide range of craft material categories (paper, paints, tools, machines, embellishments). The store also offers gift cards, special collections, and creative packages, positioning itself as a one-stop destination for crafters across various disciplines including card making, scrapbooking, and mixed media.

Differentiator

Problem solved

Functional benefit

Products and services

• Vaessen Creative own-brand craft tools and supplies The company's own brand of crafting tools and supplies, including corner punches, scoring boards, paper cutters, die-cutting machines, and craft storage solutions, sold to hobbyist crafters and creative businesses.
• Brother ScanNCut and crafting machines Brother-branded ScanNCut cutting machines, sublimation printers, embroidery machines, and accessories for crafting and DIY projects, offered as an authorized retailer for crafters and small creative businesses.
• Sizzix die-cutting and embossing products Sizzix die-cutting and embossing brand offering Big Shot machines, Thinlits dies, Bigz dies, and accessories for paper crafting and scrapbooking, sold to hobbyist and professional crafters.
• Tsukineko stamping inks and crafting supplies Japanese ink and craft supply brand specializing in stamping inks, markers, and crafting tools, including VersaColor, VersaFine Clair, Delicata, VersaMagic, VersaCraft, StazOn, Memento, Brilliance, and various marker and ink pad lines.
• Mod Podge decoupage products American all-in-one glue, sealer, and varnish for decoupage projects, suitable for use on wood, glass, paper, fabric, ceramics, metal and other surfaces, available in Matte, Gloss, Dishwasher Safe, Photo Transfer, Outdoor, and Dimensional Magic formulas.
• Gift Cards Digital and physical gift cards usable for purchases at the Vaessen Creative store, intended as gifts for craft enthusiasts.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• Mod PodgeminorOthersAmerican decoupage brand by Plaid Enterprises, launched in 1976. Vaessen Creative serves as an authorized retailer offering various Mod Podge formulas including Matte, Gloss, Dishwasher Safe, Photo Transfer, Outdoor, and Dimensional Magic products.
• SizzixminorOthersCraft die-cutting and embossing machine brand. Vaessen Creative offers Sizzix products including Big Shot machines, Thinlits dies, accessories, and products from designers like Tim Holtz, 49 and Market, Catherine Pooler, and Seth Apter.
• BrotherminorOthersGlobal technology brand for cutting machines, sublimation printers, and embroidery machines. Vaessen Creative offers Brother ScanNCut hobby cutting machines, sublimation printers, embroidery machines, and associated accessories.
• TsukinekominorOthersJapanese ink and craft supply brand specializing in stamping inks, markers, and crafting tools. Vaessen Creative offers Tsukineko products including VersaColor, VersaFine Clair, Delicata, VersaMagic, Memento, StazOn, and various ink accessories.

Scale indicators2 records

Expansion highlights4 records

Emerging players

• Cricut: Vertically integrated designer and seller of smart cutting machines plus materials and digital design marketplace. Comparable on the die-cut/machine category Vaessen resells from Brother and Sizzix; represents a vertically integrated competitor that could disintermediate pure retailers.

Others

• Etsy: Global online marketplace for handmade, vintage, and craft supplies. Indirect competitor for craft supply purchases and direct competitor for the maker/crafter audience; relevant benchmark for marketplace economics and customer acquisition in the craft vertical.
• Pinterest: Visual discovery and inspiration platform where crafters plan purchases and Vaessen already maintains an active channel. Comparable as a key demand-generation and inspiration surface shaping buying intent in the craft category.
• Amazon Handmade / Amazon Crafts: Amazon's broader marketplace carries craft supplies, machines, and consumables with Prime shipping. Functions as the primary price-discovery and convenience competitor for Vaessen's consumer segment.

Regional players

• HEMA: Dutch mass-market retailer with stationary, hobby, and craft ranges across Benelux and selected EU markets. Overlaps with Vaessen on paper crafting, embellishments, and craft tools at mainstream price points; serves as a regional adjacency benchmark for assortment and pricing.
• Action (Action Holding): Dutch-headquartered European discount non-food retailer carrying limited craft, hobby, and DIY assortments across thousands of stores. Comparable as a pan-European, Dutch-anchored low-price alternative; competes on price rather than craft-specialist depth.

Direct peers

• Hobbycraft: UK's largest specialist craft retailer operating both physical stores and online. Directly comparable as a multi-category craft superstore serving hobbyists across paper crafting, sewing, painting, and mixed media with broad third-party and own-brand assortments.
• Create and Craft: UK-based TV-shopping and online craft retailer with comparable breadth in die-cutting, stamping, and papercraft categories. Closely aligned product mix (Sizzix, Brother machines, ink brands) and similar dual B2C/community content model.

Broad incumbents

• JOANN: Major US fabric-anchored craft retailer carrying sewing, paper crafting, and DIY supplies. Comparable in category overlap (textile, paper, machines) and B2B/school segment focus via dedicated Joann Business accounts.
• Michaels Companies: North America's largest specialty arts and crafts retailer with deep private-label program and similar category breadth (paper, paint, sewing, yarn, floral). A scaled incumbent whose omnichannel model benchmarks the addressable ceiling for craft superstores like Vaessen.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@vaessencreative
• Facebookfacebook.com/vaessencreative
• Instagraminstagram.com/vaessencreative
• Pinterestpinterest.com/vaessencreative
• TikToktiktok.com/@vaessencreative
• Xx.com/Vaessencreative

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 Vaessen Creative