What Ter Steege does

Ter Steege B.V. is a Dutch family-owned wholesale supplier of pottery, flower pots, lifestyle products, and Dutch-themed souvenirs, founded approximately 90 years ago and headquartered in Rijssen, Overijssel, with a secondary warehouse and distribution site in Aalsmeer. The company serves three primary B2B verticals — garden centers, interior and lifestyle retailers, and gift and souvenir shops — across the Netherlands, Belgium, Germany, France, and Poland. Its product portfolio is anchored by proprietary house brands Artstone and TS Collection (with sub-series including Artclay, Cera-mix, European, Glazed, Handmade, Metal, Naturals, and XL potten), augmented by exclusive designer collaborations 'Designed by Lammie' and 'Designed by Rick Triest' (Dutch Beauty, Van Gogh, Windmill, Canalhouses).

The technology foundation is a Magento-based multi-store e-commerce platform supporting Dutch, English, German, and French storefronts, with account-gated pricing, a CSV-based 'Snel Bestellen' bulk-order feature, and pre-order workflows for seasonal collections. Physical showrooms in Rijssen and Aalsmeer complement the digital channel for product evaluation.

The business model is wholesale-only B2B distribution: customers must register for a business account to view the full assortment and pricing, with delivery thresholds (e.g., €500 in NL/BE and €850 in DE for free shipping) used as commercial incentives. Marketing combines the multi-language webshop, a 60,000+ subscriber newsletter, trade show presence, and showroom traffic. The company is privately held by the founding family with no disclosed external investors, funding rounds, or M&A activity.

Name

Ter Steege

Legal name

Ter Steege B.V.

Website

https://tersteege.nl

Company type

Private

Founded year

1933

Operating status

Operating

Headcount range

51–100 employees

Short description

Ter Steege is a Dutch family-owned B2B wholesale supplier of flower pots, pottery, lifestyle products, and Dutch-themed souvenirs, serving garden centers, home decor retailers, and gift shops across the Netherlands, Belgium, Germany, France, and Poland via multi-language e-commerce and physical showrooms.

Ownership category

akta.pro rank

Product category

Wholesale Pottery and Lifestyle Distribution

SIC

Pottery & Related Products (3260)

akta.pro primary industry

Decorative Storage & Baskets Retail (CRAIACAF)

Keywords

• Wholesale pottery supply
• Flower pot distributor
• Home decor wholesale
• Garden center supplies
• Souvenir wholesale

Headquarters

HQ city

Rijssen

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Product Sales: B2B wholesale distribution of pottery, flower pots, and lifestyle products to retailers including garden centers, home decor shops, and gift stores across Europe. Products are sold directly through the company's e-commerce platform with account-based pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Ter Steege is a Dutch B2B wholesale supplier of flower pots, pottery, and lifestyle/gift products for garden centers, interior retailers, and souvenir shops. Customers must register for an account to access the full assortment and account-based pricing across multi-language e-commerce platforms (Dutch, German, French, English), supported by physical showrooms and direct delivery in the Netherlands, Belgium, and Germany.

Product overview

Ter Steege is a Dutch wholesale supplier of pottery and lifestyle products operating B2B e-commerce platforms in multiple languages (Dutch, English, German, French). The product portfolio centers on flower pots (Indoor and Outdoor), organized under own brands Artstone and TS Collection with various sub-series. The broader assortment spans Lifestyle & Gifts (Indoor and Outdoor) covering living, cooking/dining, leisure, and seasonal items, plus a Souvenirs line featuring Dutch-themed products. Exclusive designer collaborations include 'Designed by Lammie' (artist-designed lifestyle products across multiple series) and 'Designed by Rick Triest' (Dutch-themed designs including Dutch Beauty, Windmill, and Van Gogh collections). The business model is wholesale-only, requiring customer registration to view full pricing and collections, with additional services including fast CSV-based bulk ordering and physical showroom locations.

Differentiator

Problem solved

Functional benefit

Brands

• Artstone: Brand of flower pots for indoor and outdoor use
• TS Collection
• Designed by Lammie
• Designed by Rick Triest

Products and services

• Potten Indoor (Indoor Pots) Wholesale indoor flower pots and planters offered to garden centers, interior retailers, and gift shops across multiple materials (ceramics, fiberclay, cement, metal) with numerous shapes, sizes, colors, and proprietary sub-brands (Artstone, TS Collection) for resale to end consumers.
• Potten Outdoor (Outdoor Pots) Wholesale outdoor and weather-resistant flower pots and planters for terraces, gardens, and outdoor commercial displays, including Artstone models (Bola, Claire, Ella, Fiona, Maud) and TS Collection sub-series (Cera-Mix, Concrete, Metal, Synthetics), intended for resale by garden centers and outdoor decor retailers.
• Artstone Proprietary premium pot brand from Ter Steege sold in both indoor and outdoor variants, featuring signature models such as Bola, Claire, Ella, Fiona, and Maud, intended for resale through garden centers and lifestyle retailers.
• TS Collection Ter Steege's own branded pot collection covering indoor and outdoor lines organized into numerous sub-series (Artclay, Cera-mix, European, Glazed, Handmade, Metal, Naturals, Synthetics, XL potten, and others), sold wholesale to retailers across Europe.
• Lifestyle & Gifts Indoor Wholesale indoor lifestyle and gift assortment for interior retailers and gift shops, spanning living (Wonen), cooking & dining (Koken & tafelen), leisure (Vrije tijd), Christmas (Kerst), and Gifts subcategories.
• Lifestyle & Gifts Outdoor Wholesale outdoor lifestyle and decorative assortment including garden figures and bird water bowls, sold to garden centers and outdoor decor retailers.
• Souvenirs Wholesale Dutch-themed souvenir line for tourist and gift retailers, including Delfts Blauw, mugs (Mokken), glasses (Glazen), Christmas items, and gifts & deco categories.
• Designed by Lammie Exclusive designer brand featuring artwork by Dutch artist Lammie applied across multiple series (Sunblush, Woodland Wonders, Bee Green, Berry Blue, Camelia, and others) on pots, living items, kitchenware, and Christmas products, sold wholesale to retailers as a differentiated line.
• Designed by Rick Triest Exclusive designer brand with Dutch-themed series (Dutch Beauty, Blossom, Canalhouses, Van Gogh, Windmill) spanning pots, decorative items, and souvenirs, distributed wholesale to gift shops and souvenir retailers.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Scheurich: German ceramic indoor pot manufacturer selling through garden centers and home décor retailers across Europe. Closely comparable product category (decorative pots), customer base, and DACH-centric distribution similar to Ter Steege's German operations.
• Capi Europe: Dutch designer and manufacturer of indoor and outdoor planters sold through garden centers and lifestyle retailers across Europe. Direct comparable to Ter Steege in product category, target customer (garden centers), and European wholesale distribution model.
• Elho: Dutch pots-and-planters brand manufacturer distributing indoor and outdoor planters to garden centers and home décor retailers across Europe. Comparable product mix, customer base, and multi-country distribution footprint to Ter Steege.
• Romberg: German supplier of planters, propagation products, and garden accessories distributed through garden centers across Europe. Comparable product category and garden-center B2B channel to Ter Steege.
• Floraline: European wholesale supplier of pots, planters, and floral décor products serving garden centers and florist retailers across multiple European countries. Comparable B2B wholesale model, product range, and customer base to Ter Steege.

Regional players

• New England Pots: UK-based wholesale supplier of terracotta and decorative pots serving garden centers and home décor retailers. Comparable B2B wholesale model and product category, though focused primarily on the UK/Ireland market rather than continental Europe.

Others

• Mega Group: Dutch buying cooperative and service organization for independent garden centers in the Netherlands and Belgium. Functions as a channel partner / customer rather than a direct competitor, but is structurally connected to Ter Steege's core garden-center customer base.

Broad incumbents

• Deroma: Italian terracotta and ceramic pottery manufacturer with European wholesale distribution into garden centers and home décor retailers. Comparable product category and B2B garden-center channel, though Deroma is primarily a producer while Ter Steege is a wholesaler/distributor.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/tersteegebv
• LinkedInlinkedin.com/company/tersteege

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 Ter Steege