Keukenfabriek Delft

What Keukenfabriek Delft does

Keukenfabriek Delft, operating commercially as Keukensale, is a Dutch direct-to-consumer kitchen retailer structured as a national franchise formula. Founded in 2015 and headquartered in Hoorn, the company sells complete kitchens, individual kitchen appliances, faucets, and accessories to Dutch residential homeowners, with average ticket sizes ranging from approximately €3,990 to €11,900 and a monthly betaalplan (payment plan) starting from approximately €130. As of the available data, the network comprises 36 showrooms across the Netherlands plus one location in Curaçao, positioning Keukensale as the 'largest kitchen formula' in the domestic market.

Keukensale sources cabinets, fronts, countertops, and built-in appliances directly from German factories, eliminating intermediaries and supporting a lowest-price guarantee. The product portfolio spans A-brand appliances from Siemens, Bosch, AEG, Electrolux, Novy, Grohe, Quooker, and others, complemented by the FG-Design private-label line. The company operates a free online 3D Kitchen Planner (planner.keukensale.com) that allows customers to design kitchens in 3D before visiting a showroom, a free Inspiratie Magazine used as a lead-generation tool, and an installation network of vetted regional installers; delivery itself is handled by an external logistics partner.

Distribution combines franchise-owned physical showrooms with online self-service and a multi-channel marketing mix that includes content marketing, Instagram and Pinterest organic social, email newsletters, Trustpilot reviews (3,994 reviews, 4.6/5 score), and an ongoing partnership with the Dutch television program Kopen Zonder Kijken (KZK). Revenue is generated principally through one-time sales of complete kitchens, with recurring or repeat revenue derived from accessory and appliance attach, payment-plan financing, and franchise-level economics. The company is privately held (Keukensale nv) with no disclosed external institutional investors, and its customer base is concentrated entirely in Dutch residential consumers with a secondary franchisee/operator segment.

Name

Keukenfabriek Delft

Legal name

Keukensale nv

Website

https://keukensale.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Keukenfabriek Delft (Keukensale) is a Dutch franchised kitchen retailer selling complete kitchens and appliances directly from German factories through 36 Netherlands showrooms and one Curaçao location, targeting middle-income Dutch residential homeowners with a lowest-price guarantee and payment plans.

Ownership category

akta.pro rank

Product category

Kitchen Retail

NAICS

Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371), Household Appliance Manufacturing (3352), Small Electrical Appliance Manufacturing (335210)

SIC

Household Appliances (3630), Household Furniture (2510)

akta.pro primary industry

Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves) (CRACACAA)

akta.pro secondary industries

Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact) (CRACACAH), Kitchen Countertop Appliances Retail (CRACADAA), Kitchen Gadgets & Tools Retail (CRACADAB)

Keywords

• Kitchen retail
• Complete kitchens
• Kitchen appliances
• Kitchen showroom
• Kitchen design services

Headquarters

HQ city

Hoorn

HQ country

Netherlands

HQ region

Europe

Offices36 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Complete kitchen sales: One-time sale of complete kitchens including cabinets, fronts, countertops, kitchen taps, and built-in appliances. Customers can also purchase individual appliances and accessories. Kitchens are delivered from the company's factory in Germany and installed by vetted installation companies.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Keukenfabriek Delft (trading as Keukensale) sells complete kitchens and kitchen appliances to Dutch residential consumers through a national franchise of 36 showrooms. Kitchens are sourced directly from German factories and bundled with cabinets, fronts, countertops, taps, and built-in appliances, priced from approximately €3,990 to €11,900. The offering is supported by a free online 3D planner, in-showroom design consultations, delivery, professional installation, and a payment plan.

Product overview

Keukensale is a Dutch kitchen retail chain operating as a franchise formula across the Netherlands, offering complete kitchen packages sourced directly from German factories at competitive prices. The core offering centers on complete kitchen collections comprising cabinets, fronts, countertops, kitchen faucets, and built-in appliances. Complementing the product range are a full line of kitchen appliances (extractor hoods, cookers, ovens, refrigerators, dishwashers, and more) from A-brands such as Siemens, Bosch, AEG, Electrolux, Novy, Grohe, and Quooker, as well as the company's own FG-Design private label. Services include a free online 3D kitchen planner, in-showroom design consultation, professional delivery and installation, and a payment plan. The company operates 36 showrooms throughout the Netherlands, each owned and managed by experienced franchise operators.

Differentiator

Problem solved

Functional benefit

Brands

• FG-Design: Keukensale's own private label brand for kitchen furniture and accessories, offered at competitive prices without compromising quality.

Products and services

• Complete Kitchens Complete kitchen packages for Dutch residential customers, including cabinets, fronts, countertops, taps, and built-in appliances. Sourced directly from German factories and sold at the lowest price guarantee. Pricing ranges from approximately €3,990 to €11,900.
• Kitchen Appliances Full line of kitchen appliances including extractor hoods, cookers, refrigerators, coffee machines, hobs, microwaves, ovens, steam ovens, dishwashers, freezers, washing machines, and wine cabinets, sourced from A-brand suppliers.
• Kitchen Taps and Accessories Kitchen faucets/taps and accessories (including kitchen boilers and lighting) sold as part of the kitchen offering and individually.
• 3D Kitchen Planner Self-service online 3D kitchen design tool that lets customers configure layouts, cabinets, appliances, and finishes and visualize their kitchen before committing to a showroom visit.
• Showroom Consultation and Design Service In-showroom consultation and design service where personal kitchen advisors help customers configure and quote a complete kitchen across the 36 franchised locations.
• Delivery and Installation Service Delivery of purchased kitchens via an external delivery partner and professional installation by vetted regional installation companies.
• FG-Design (Private-Label Kitchen Brand) Keukensale's own-label kitchen furniture and accessories brand, positioned to deliver quality at a lower price point than A-brand alternatives.
• Payment Plan (Betaalplan) Monthly installment payment option that lets customers spread the cost of a new kitchen purchase, starting from approximately €130 per month.

Quantifiable outcome

• Complete kitchens priced between approximately €3,990 and €11,900
• +3 more outcomes

Named customers11 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

Three partnerships are on record, tiered minor and core.

• SanisaleminorChannel Partner/ Reseller/ DistributorSanisale is a sister company/bathroom specialist that collaborates with Keukensale on Kopen Zonder Kijken projects. For each KZK episode, Sanisale designs and installs the bathroom while Keukensale handles the kitchen, providing complementary home renovation services to shared TV show participants.
• Kopen Zonder Kijken (KZK)coreGTM or Marketing PartnerKeukensale partners with the Dutch TV program Kopen Zonder Kijken, designing and installing complete kitchens for participants featured on the show. This partnership provides significant national brand visibility, credibility through editorial endorsement, and a steady stream of leads from viewers inspired by the featured kitchen installations.
• SiemensminorOthersSiemens is a featured A-brand kitchen appliance supplier in Keukensale's product portfolio, alongside Bosch, AEG, Zanussi, Electrolux, Novy, Stoves, Boretti, Junker, Grohe, Quooker, and Keukensale's own-label FG-Design.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Wickes: UK home improvement retailer offering kitchens, appliances, and installation services. Comparable in offering complete kitchen solutions to homeowners with both showroom and online channels, although Wickes is significantly larger and UK-focused.
• IKEA: Global home furnishings giant with a major kitchen category in the Netherlands, offering modular kitchen systems, appliances, and installation. Comparable as a value-positioned kitchen retailer targeting Dutch homeowners, though IKEA's assortment is broader and its brand is significantly larger.
• Howdens Joinery: UK-listed kitchen and joinery supplier with a depot-based trade and retail model. Comparable as a multi-location kitchen retailer with strong franchise/depot economics, although Howdens is much larger and primarily UK-focused.
• Bauhaus: European home improvement and DIY chain with kitchen showrooms across multiple countries including the Netherlands. Comparable in offering kitchen products to consumers through physical retail locations, with overlapping customer demographic.
• POCO Dommeinrichting: Dutch value-positioned home furnishings retailer offering kitchens among broader home categories. Comparable in targeting value-conscious Dutch consumers, though kitchens are not POCO's primary specialty.

Direct peers

• Brugman Keukens: Dutch kitchen retail chain offering complete kitchens, design services, and installation. Operates a multi-showroom model in the Netherlands targeting the same residential homeowner segment as Keukensale.
• Mandemakers Keukens: Major Dutch kitchen specialist retail chain with multiple showrooms across the Netherlands. Directly comparable as a national kitchen retailer offering complete kitchen packages to Dutch homeowners with in-store advisory and installation services.

Others

• Nobili Design Küchen: Germany's largest kitchen manufacturer supplying cabinetry to retailers across Europe. Comparable as a key upstream supplier ecosystem to Keukensale's German direct-sourcing strategy and represents a potential future vertical-integration or white-label partner.
• Sanisale: Sister company to Keukensale specializing in bathrooms, partnering together on Kopen Zonder Kijken episodes. Operates in the adjacent home renovation category with shared branding, marketing, and TV exposure, making it a directly affiliated ecosystem peer.

Regional players

• KüchenQuelle: German kitchen retailer with mail-order and showroom heritage, now part of the XXXLutz group. Comparable as a multi-channel kitchen specialist offering complete kitchens sourced from German manufacturers, though primarily serving the German market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/keukensale_
• Pinterestnl.pinterest.com/keukensale_/_created
• Xx.com/Keukensale_nl

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 Keukenfabriek Delft