Decostar

What Decostar does

Decostar B.V. is a Dutch international B2B wholesaler of interior and seasonal decoration products, founded around 2003 and headquartered in Apeldoorn with an additional showroom in Brussels (Interior Trade Mart) and a distribution center in IJsselmuiden. The company serves professional buyers across the interior-decoration trade — wholesalers, independent retailers, florists, garden centers, and national and international store chains — in 17 European countries spanning Benelux, DACH, France, Southern Europe, Central Europe, the Baltic States, Poland, and Slovenia.

The product offering is anchored by Countryfield, Decostar's wholly-owned own brand, which spans over 5,000 SKUs including artificial flowers, artificial plants, LED candles, decorative lighting (including solar and USB-rechargeable plasma-beam lighters), flower pots and vases, fragrance lines (Countryfield Ambiance and Countryfield Hotel Chic Fragrance), and seasonal decorations (basic, summer, and winter collections refreshed twice yearly). The assortment is complemented by exclusive Netherlands distribution of Ashleigh & Burwood luxury home fragrances and distribution of Thomas Kent clocks.

Decostar operates a sales-led B2B go-to-market: dedicated territory account managers cover defined regions (Netherlands, Germany, Austria, Poland/Baltics, Czech Republic/Slovakia, Switzerland, Slovenia) with 24/7 B2B webshop access for existing customers, physical showrooms in Apeldoorn (2,500 m²) and Brussels for inspirational viewing by appointment, and recurring presence at European trade fairs including Trendset München and Trendz. Pricing is transaction-based with country-specific minimum order values (€350 in Benelux webshop up to €10,000 in other EU markets), next-day delivery in the Netherlands and most of Belgium, and 4–5 working-day fulfillment more broadly; payment terms are 30 days net for credit-insured customers and prepayment otherwise.

Name

Decostar

Legal name

Decostar B.V.

Website

https://decostar.nl

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Decostar B.V. is a Dutch international B2B wholesaler of interior and seasonal decoration products, serving retailers, florists, garden centers, and store chains across 17 European countries via its own Countryfield brand, exclusive distribution of Ashleigh & Burwood in the Netherlands, and Thomas Kent clocks.

Ownership category

akta.pro rank

Product category

Home Decoration Wholesale

NAICS

Office Supplies, Stationery, and Gift Retailers (4594)

SIC

Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Seasonal, Holiday & Party Home Décor Retail (CRAIACAD)

akta.pro secondary industries

Candles, Home Fragrance & Diffusers Retail (CRAIACAC), Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)

Keywords

• Home decoration wholesale
• Seasonal decoration products
• Artificial flowers supply
• Interior accessories distribution
• Fragrance home products

Headquarters

HQ city

Apeldoorn

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2B Wholesale Product Sales: International wholesale of home decoration products to professionals. Products sold include seasonal decorations, home accessories, artificial flowers/plants, LED candles, fragrance products, and decorative lighting. Two seasonal collections per year (basic, summer, winter) offered to buyers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Decostar is an international B2B wholesaler of interior and seasonal decoration products for professionals in the interior industry. The company sells its own brand Countryfield alongside distributed brands such as Ashleigh & Burwood and Thomas Kent, offering product categories including artificial flowers (5,000+ items), artificial plants, LED candles, decorative lighting, fragrance products, flower pots and vases, home accessories, and seasonal decoration. Customers access the assortment via a 24/7 B2B webshop, regional account managers, and physical showrooms in Apeldoorn (Netherlands) and Brussels (Belgium), with twice-yearly seasonal collections refreshed to current interior trends.

Product overview

Decostar operates as an international B2B wholesaler for interior decoration professionals, offering its own brands alongside distributed international brands through a B2B webshop and showrooms. The core product portfolio centers on Countryfield, Decostar's own home decoration brand featuring seasonal collections refreshed twice yearly with accessories, candles, and seasonal items. This is complemented by Countryfield Ambiance (ten signature scents) and Countryfield Hotel Chic Fragrance (three luxury fragrance lines). Distributed brands include Ashleigh & Burwood (luxury fragrance, exclusively distributed in Netherlands) and Thomas Kent (clock brand). Product categories span flower pots & vases, decorative lighting, fragrance products, artificial flowers (5,000+ items), artificial plants, LED candles, home accessories, and seasonal decoration. Customers access the offering via a B2B webshop with account management features, with showrooms in Apeldoorn and Brussels for physical browsing.

Differentiator

Problem solved

Functional benefit

Brands

• Countryfield: Own brand of trendy home decoration articles including woonaccessoires, kunstbloemen, kunstplanten, LED-kaarsen, decoratieve verlichting, bloempotten & vazen, and related seasonal collections.
• Countryfield Hotel Chic Fragrance
• Countryfield Ambiance

Products and services

• Countryfield Decostar's own brand of trendy home decoration articles featuring seasonal collections of accessories including cushions, vases, LED candles, lamps, artificial flowers, side tables, storage solutions, and eco-friendly candles, marketed to wholesalers, retailers, florists, garden centers, and home decoration stores across Europe.
• Countryfield Ambiance Decostar's own fragrance line featuring ten distinctive scents ranging from floral to spicy, with each scent having its own signature color that matches various interior styles and complements the Countryfield home decoration line, sold wholesale to retailers.
• Countryfield Hotel Chic Fragrance Luxury fragrance line with three premium scents in amber-colored, anthracite, or black-spotted glass containers with upscale packaging. Features three distinct fragrance profiles: Citrus & Green Tea (No. 28), Floral & Sandalwood (No. 55), and White Tea & Rose (No. 35). Available in reed diffusers, refills, and gift sets.
• Ashleigh & Burwood Luxury home fragrance brand exclusively distributed by Decostar for the Netherlands since the partnership. Product range includes fragrance lamps, diffuser oils, gift sets, room sprays, reed diffusers, and refills, marketed to Dutch retailers and interior professionals.
• Thomas Kent Clocks Leading clock brand known for innovation and trend-focused design in the interior market, distributed by Decostar to European retailers. Collection offers styles ranging from classic and traditional to modern and contemporary, positioned as a valuable addition to retail assortments.
• Countryfield Solar Lighting Collection Solar-powered decorative lighting collection for outdoor use, including hanging lamps, table lamps, garden stakes in flower, animal, and star shapes, and lanterns. Wireless and sustainable, the lights charge via solar panel during the day and automatically turn on at dusk, marketed for stylists, florists, and retailers.
• Countryfield USB Rechargeable Lighter Rechargeable plasma beam USB lighter marketed as a bestseller. Uses flameless plasma beam technology for safely lighting candles in windy conditions, is windproof, USB rechargeable with integrated cable, and serves as an environmentally friendly alternative to disposable lighters.
• Hanny Glass Vase Decorative glass vase with removable lid, featuring a candlestick holder in the lid for creating warm light accents. Marketed as a decorative glass object for seasonal styling for stylists, florists, and retailers.

Quantifiable outcome

• Orders shipped within 4-5 working days
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• Ashleigh & BurwoodcoreChannel Partner/ Reseller/ DistributorDecostar is the exclusive distributor of Ashleigh & Burwood luxury home fragrance products for the Netherlands market. The partnership includes distribution of fragrance lamps, essential oils, gift sets, room sprays, fragrance sticks, and refills.
• Thomas KentcoreChannel Partner/ Reseller/ DistributorThomas Kent is a leading clock brand known for innovation and trend-focused design. Decostar distributes the Thomas Kent clock collection which offers styles from classic/traditional to modern/contemporary.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• House Doctor: House Doctor is a Danish home decoration brand sold primarily through B2B wholesale to retailers and interior shops. It is comparable to Countryfield as a trend-led own-brand assortment positioned for the same retail customer base.
• Bloomingville: Bloomingville is a Danish design brand that develops and distributes home decoration and interior products through a B2B wholesale channel to retailers globally. It overlaps with Decostar's Countryfield range in trend-driven home accessories and seasonal collections.
• GreenGate: GreenGate is a Danish home textile and decoration brand with a B2B wholesale model targeting home decor retailers. It is comparable to Decostar in the seasonal textile and decoration categories where both compete for the same retail shelf space.
• Nordal: Nordal is a Danish wholesaler of home decoration, furniture, and lifestyle products distributed to retailers across Europe. Its seasonal, trend-driven assortment and B2B wholesale model overlap meaningfully with Decostar's core business.

Broad incumbents

• Søstrene Grene: Søstrene Grene is a European retail chain selling home decoration, seasonal items, candles, and lifestyle products across multiple countries. While it is a retailer rather than a wholesaler, it competes for the same end-consumer spend and overlaps with Decostar's product universe.

Direct peers

• IB Laursen: IB Laursen is a Danish B2B wholesaler of home decoration, gifts, and seasonal items sold through retailers across Europe. It competes with Decostar in the same product categories (vases, candles, seasonal decor) and operates a comparable assortment-led wholesale model.
• Edelman B.V. Edelman is a long-established Dutch wholesaler of decorative home products, serving florists, garden centers, and home decor retailers. It is a close functional peer to Decostar in assortment depth and customer base, with similar Benelux orientation.
• Kaemingk: Kaemingk is a Dutch B2B wholesaler of seasonal and home decoration products, with a similar full-range assortment, own-brand strategy, and European wholesale footprint to Decostar. It is the most direct comparable on product mix, business model, and customer base.
• J-line by Jolipa: J-line by Jolipa is a Belgian B2B wholesaler of home decoration, gifts, and seasonal items, selling to retailers across Europe. It overlaps directly with Decostar in vases, artificial florals, candles, and seasonal collections under a comparable B2B wholesale model.

Regional players

• Veritas: Veritas is a Belgian retail chain of home decoration, haberdashery, and seasonal goods. As a downstream retail buyer, it is a customer channel for Decostar; as a regional retailer it also competes for the same end consumer in the Benelux market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/decostar.nl
• Instagraminstagram.com/decostarofficial
• LinkedInlinkedin.com/company/decostar

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 Decostar