What Vadain does

Vadain B.V. is a Netherlands-based, privately held manufacturer of custom-made curtains and soft window treatments, founded in 1972 and headquartered in Genemuiden. The company specializes in producing made-to-measure curtains, in-betweens (sheer), wave curtains, blackout and insulating curtains, folding blinds, and complementary rails and rods, all handcrafted in its own Dutch ateliers by skilled seamstresses ('modinettes'). Its product portfolio is organized around the main Vadain collection, the Vadain | else premium sub-brand, a sustainable Re-think fabric line, and the newest Capture collection (2026). Vadain distributes through a nationwide Dutch dealer and retail point-of-sale network, supported by an Easy Order dealer portal, a free online sample service (up to 5 fabric samples per request), and the Vadain Favorites B2B program that connects interior stylists with retailers via kickback-based referrals.

The company operates exclusively in the Dutch residential market with no disclosed international expansion. Revenue is generated primarily through one-time sales of custom-manufactured curtains and hardware, supplemented by professional services tied to interior styling consultation and the Vadain Favorites program. Pricing is quote-based and not publicly disclosed. Vadain serves two primary customer segments: individual homeowners purchasing custom window treatments (B2C), and interior furnishers ('woninginrichters') and interior stylists ('interieurstylisten') who specify Vadain products in client projects. The business model combines traditional craftsmanship with a multi-channel go-to-market, leveraging content marketing (inspiration blogs, trend articles), email newsletters, and dealer partnerships to drive demand.

Vadain has 101-250 employees and operates as a privately held entity with no disclosed institutional investors, funding rounds, acquisitions, or M&A activity. Its technology stack centers on in-house custom confectioning rather than digital platforms, and no AI/ML capabilities are disclosed. The company's strategic posture emphasizes product line refresh, sustainability positioning, and B2B partner ecosystem development over geographic or category expansion.

Name

Vadain

Legal name

Vadain B.V.

Website

https://vadain.nl

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

101–250 employees

Short description

Vadain B.V. is a Netherlands-based manufacturer of custom-made curtains and soft window treatments, founded in 1972. It serves Dutch residential consumers via a nationwide dealer network and interior design professionals through its Vadain Favorites B2B program.

Ownership category

akta.pro rank

Headquarters

HQ city

Genemuiden

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom curtain sales: One-time purchase of custom-made curtains manufactured to customer specifications in the company's own ateliers. Includes various curtain types (overgordijnen, inbetweens, wavegordijnen, vouwgordijnen, verduisterende, isolerende) and confection options.
2. Rails and rods collection: Sale of window treatment hardware including electric and manual rails and rods to complement the curtain offerings.
3. Professional services: Services related to interior styling advice and collaboration between interior professionals and retailers through the Vadain Favorites program.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Vadain designs, manufactures, and distributes custom-made curtains and window treatments from its own Dutch ateliers, where skilled modinettes (seamstresses) handcraft drapes, sheers, wave curtains, blackout curtains, insulating curtains, and roller/folding blinds to order. The portfolio is delivered through the Vadain Collectie, the premium Vadain | else Collectie, the Rails en Roedes hardware collection, and the newest Capture Collection, and is sold to residential consumers and interior professionals via a nationwide dealer network and direct online channels.

Product overview

Vadain is a Dutch company specializing in custom-made curtains and window treatments. The product portfolio centers on two main collections: the Vadain Collectie (main collection) and the Vadain | else Collectie (luxury line), complemented by a Rails en Roedes (tracks and rods) collection. Curtain products include Overgordijnen (drapes), Inbetweens (sheer curtains), Wavegordijnen (wave curtains), Verduisterende Gordijnen (blackout curtains), Isolerende Gordijnen (insulating curtains), and Vouwgordijnen (roller/folding blinds). All curtains are custom-made in Vadain's own ateliers by skilled modinettes (seamstresses). The company offers a Sampleservice for customers to request fabric samples, an Easy Order dealer portal for retailers, and the Vadain Favorites program for interior professionals. The company also operates under a Re-think sustainability initiative covering sustainable fabrics and responsible business practices.

Differentiator

Problem solved

Functional benefit

Brands

• Vadain | else: Luxurious curtain collection offering premium window treatments and designer fabrics.

Products and services

• Vadain Collectie The main Vadain curtain collection offering a wide range of fabrics, designs, colors, and trends for custom-made curtains for residential interiors.
• Vadain | else Collectie Luxury curtain collection under the Vadain | else sub-brand offering premium and luxurious fabric options for high-end interior designs.
• Rails en Roedes Collectie Curtain tracks and rods collection, including electric rail options, for hanging and operating custom-made curtains.
• Capture Collection The newest Vadain curtain collection showcasing the latest curtain designs and trends for custom-made window treatments.
• Overgordijnen (Drapes) Full-length custom-made curtains designed for complete window coverage and light blocking.
• Inbetweens (Sheer Curtains) Sheer custom-made curtains that provide partial light filtering while maintaining visibility through the window.
• Wavegordijnen (Wave Curtains) Modern wave-style custom-made curtains with regular, flowing folds for a contemporary interior look.
• Verduisterende Gordijnen (Blackout Curtains) Light-blocking custom-made curtains designed to completely darken rooms, ideal for bedrooms and media rooms.
• Isolerende Gordijnen (Insulating Curtains) Energy-efficient custom-made curtains designed to provide thermal insulation and reduce heat loss.
• Vouwgordijnen (Roller/Folding Blinds) Custom-made roller blinds or folding blinds for precise window coverage and light control.
• Woninginrichters Diensten (Interior Decorator Services) Business services for interior decorators and housing professionals, including curtain consultation and installation support for client projects.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• IKEA: Global home-furnishings retailer offering ready-made curtains, blackout solutions, and rails at value price points — a broad incumbent competing on convenience and price rather than custom craftsmanship.
• JYSK: Nordic home-furnishings chain with Dutch stores selling ready-made curtains and window treatments, a broad-incumbent competitor on price and convenience.
• Hunter Douglas: Global leader in custom window coverings (parent of Luxaflex), offering motorized blinds, shades, and curtains. A broader incumbent with a much larger product portfolio and geographic reach than Vadain, but overlapping in core window-decoration category.

Regional players

• Leen Bakker: Dutch home-furnishings retailer with a strong curtain and window-treatment assortment, comparable in target customer and Dutch market focus.
• HEMA: Iconic Dutch general merchandise retailer offering affordable ready-made curtains, primarily serving the same Dutch consumer market with a non-custom, mass-market assortment.
• Beter Bed: Dutch bedding and home-textiles retailer; while primarily focused on bedding, its home-textile assortment competes for share-of-wallet on Dutch home soft-furnishing purchases.

Direct peers

• Verotex: European curtain and drapery fabric supplier offering custom curtain programs to retailers and interior professionals, comparable in fabric-led curtain value proposition.
• Coulisse: Dutch manufacturer of custom window coverings and curtain hardware with B2B and B2C distribution, comparable in geography (Netherlands/Europe) and made-to-measure window-decoration focus.
• Luxaflex: Dutch-origin window coverings brand specializing in custom blinds, shades, and curtains, offering a directly comparable made-to-measure product range targeting the same Dutch homeowner and interior professional customer base.

Others

• Toppoint: Dutch supplier of curtain rails, rods, and window-decoration hardware, serving as an adjacent/complementary player whose rails and rods overlap with Vadain's hardware collection.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/VadainGordijnen

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 Vadain