SunCircle

What SunCircle does

SunCircle is a Dutch family-owned manufacturer of custom-made external sun shading products, headquartered and produced in a single factory in Barneveld, Gelderland. The company operates a portfolio spanning screens (electric, solar-powered, manual, and zip/ritsscreen variants), roller shutters (rolluiken), arm awnings (knikarmschermen), drop-arm awnings (uitvalschermen), and pergola sun shading systems, with specialised variants for insulation, blackout, sound dampening, and wind resistance. Underlying technology centres on in-house Dutch manufacturing, Somfy IO-homecontrol motor integration (with TaHoma app control), zip-screen fabric retention for wind resistance, and solar-power variants that eliminate hard-wiring, all backed by up to seven years of factory warranty.

The business model is built on made-to-order production: every product is configured to customer dimensions, RAL colour, fabric choice, and control option, with prices set by individual quotation rather than public list. A nationwide Dutch network of more than 60 independent authorised dealers drives residential distribution by providing in-home consultation, measurement, and professional installation, while SunCircle's own direct business team handles commercial and institutional buyers (utiliteit), construction companies (bouwbedrijven), and architects via BIM/specification services. Revenue is generated through one-time product sales plus installation, augmented by promotional stock-model campaigns (e.g., Ad Voesenek arm-awning promotion) and supported by 2D/3D CAD outputs via the BouwConnect-integrated BIM/Bestekservice tool. The company is wholly privately held under the legal entity SOG B.V. with no disclosed external funding, M&A activity, or international expansion.

Name

SunCircle

Legal name

SOG B.V.

Website

https://suncircle.nl

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

SunCircle is a Dutch family-owned manufacturer of custom-made external sun shading — including screens, roller shutters, arm awnings, drop-arm awnings, and pergola systems — produced in its Barneveld factory and distributed across the Netherlands through more than 60 authorised dealers serving residential and commercial customers.

Ownership category

akta.pro rank

Product category

Outdoor Sun Shading (External Blinds and Awnings)

NAICS

Blind and Shade Manufacturing (33792)

akta.pro primary industry

Window Treatments & Shading Systems (Blinds, Shades, Awnings) (IMADAIAN)

akta.pro secondary industries

Smart Lighting & Shading Systems (HSAPAPAC), Sunrooms, Screen Rooms & Enclosures (HSAPALAF)

Keywords

• Outdoor sun shading
• Custom awnings manufacturing
• Roller shutters Netherlands
• Pergola sun protection
• Zip screen systems

Headquarters

HQ city

Barneveld

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (Custom Outdoor Shading): SunCircle designs, produces, and sells custom outdoor shading solutions (screens, roller shutters, arm awnings, drop-arm awnings, pergola systems) directly to consumers and businesses through its dealer network and direct sales. Products are made to order in custom dimensions, colors, and configurations. Revenue is generated through one-time product sales with optional installation services.
2. Installation Services: Professional in-home measurement and installation services are provided by the company's own technicians or by authorized dealer/installers. This adds a professional services revenue stream alongside product sales.
3. Dealer/Reseller Network: Products are sold through independent authorized dealers across the Netherlands. Dealers purchase SunCircle products and resell to end customers, often bundling their own measurement and installation services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels11 records

Core offering

SunCircle designs, manufactures, and sells custom-made external sun shading systems in its own Dutch factory in Barneveld, including screens (electric, solar, manual, and zip-screen variants), roller shutters (rolluiken), arm awnings (knikarmschermen), drop-arm awnings (uitvalschermen), and pergola sun shading systems. Products are configured to custom dimensions, RAL colors, and fabric choices, optionally equipped with Somfy IO-homecontrol motors for smart-home control. Distribution and installation are handled through a nationwide authorized dealer network and a direct business sales team serving commercial, construction, and architectural customers.

Product overview

SunCircle is a Dutch family-owned company based in Barneveld (Gelderland) that designs and manufactures a comprehensive portfolio of custom-made external sun shading products from its own factory in the Netherlands. The core product range spans five main categories: Screens (including electric, solar-powered, manual, and zip-screen variants), Roller Shutters (rollerluiken, available in electric, solar, manual, and surface-mounted versions), Arm Awnings (knikarmschermen/terrace screens), Drop Arm Awnings (uitvalschermen), and Pergola Sun Shading systems. These are complemented by terrace overhangs, sun awnings, and external sun shading systems (both horizontal and vertical). The company also offers specialized variants focused on insulation, blackout, wind resistance, and sound insulation. SunCircle's offering is distributed exclusively through a nationwide network of authorized dealers and includes professional installation services and a BIM specification service for construction and architectural professionals. Control options include Somfy io-homecontrol motors enabling operation via wall switch, remote, or smartphone/tablet app (TaHoma/Home Motion). The company provides up to 7 years of factory warranty on products.

Differentiator

Problem solved

Functional benefit

Products and services

• Screens Custom-made external window and door screens for solar shading, privacy, and thermal insulation, available with electric, solar-powered, manual, and zip-screen (ritsscreen) operation. For residential homeowners and commercial/institutional customers in the Netherlands.
• Roller Shutters (Rolluiken) Custom-made external roller shutters in electric, solar-powered, manual, and surface-mounted variants, providing security, blackout, insulation, and sound insulation for residential and commercial buildings.
• Arm Awnings (Knikarmschermen) Custom-made folding-arm awnings for terraces and patios, available with Somfy IO motor and cassette housing. Wind resistant up to wind force 4. For residential homeowners seeking outdoor terrace shading.
• Drop Arm Awnings (Uitvalschermen) Custom-made drop-arm awnings for window shading and weather protection, projecting outward from the building facade. For residential and commercial buildings.
• Pergola Sun Shading (Pergola Zonwering) Custom-made pergola shading systems with integrated roof/fabric shading for patios and outdoor living spaces, wind resistant up to wind force 6. For residential homeowners and hospitality/commercial customers.
• Sun Awnings (Zonneschermen) Custom-made traditional sun awnings for windows and facades providing solar shading and aesthetic enhancement of buildings.
• Terrace Overhangs (Terrasoverkappingen) Custom-made screen overhangs for terrace and veranda coverage, providing weather protection and extending usable outdoor living space.
• Sun Shading Fabrics (Zonweringdoeken) Replacement and standalone awning fabrics for SunCircle sun shading products, available in various colors and material qualities.
• Installation Services (Montage) Professional installation services performed by SunCircle's own certified technicians or authorized dealer installers, covering accurate in-home measurement and expert mounting of all SunCircle shading products, with optional extended labor warranty.
• BIM and Specification Service (BIM en Bestekservice) Online CAD/BIM configuration tool for architects, specifiers, and construction professionals to generate 2D and 3D drawings and complete technical specifications (bestekken) for SunCircle shading products, in partnership with BouwConnect. Compatible with REVIT, ADOMI, AUTOCAD, and ARKEY.

Quantifiable outcome

• Up to 7-year factory warranty on products
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Five partnerships are on record, tiered supporting, core and minor.

• BouwConnectsupportingTechnology or IntegrationSunCircle collaborates with BouwConnect to offer BIM (Building Information Modeling) models for its shading products, enabling architects and construction professionals to integrate SunCircle products into building designs and project specifications.
• SomfycoreTechnology or IntegrationSunCircle equips its electric shading products with Somfy IO-homecontrol motors. Somfy is a leading manufacturer of motorized shading and blind control systems. The partnership enables smart home integration via Somfy's ecosystem, including app control and home automation platforms.
• Authorized Dealer Network (Verkooppunten)coreChannel Partner/ Reseller/ DistributorSunCircle distributes its products through a nationwide network of more than 60 independent authorized dealers across the Netherlands. Dealers include specialized shading retailers, home improvement stores, and general window treatment specialists located in cities nationwide. Dealers provide local sales consultation, in-home measurement, and professional installation services to residential and business customers.
• Global Shading DayminorOthersSunCircle participates in Global Shading Day (March 21, 2026), an annual initiative raising awareness about the role of outdoor shading in climate control and sustainability. This is an industry-wide event rather than a formal partnership agreement.
• Nationale Milieu Database (NMD)supportingOthersSunCircle has published its screen products in the Dutch National Environmental Database (NMD), making environmental performance data available to building professionals and enabling its products to be specified in sustainable building projects.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Warema: Warema is a leading European manufacturer of external sun shading systems (awnings, roller shutters, screens, pergolas) with a strong DACH presence and expanding Dutch footprint. Directly comparable to SunCircle in product range, custom manufacturing model, and dealer-based distribution.
• Roma Rolladen-Service: Roma is a major German manufacturer of roller shutters, external blinds, and awnings, distributing across Europe including the Netherlands. Overlaps directly with SunCircle's screens, roller shutters, and arm awnings categories.
• Heroal: Heroal manufactures aluminum roller shutters, external blinds, and sun protection systems, primarily serving the German and broader European markets. Comparable to SunCircle as a custom manufacturer of window and outdoor shading systems sold through specialist dealer networks.
• Markilux: Markilux is a German premium manufacturer of awnings (knikarmschermen/terrace screens), one of SunCircle's core product categories. Comparable as a design-led, custom-built awning brand distributed through specialist dealers across Europe.
• Weinor: Weinor is a German manufacturer of awnings, terrace roofs, and pergola shading systems sold through specialist dealers. Directly comparable to SunCircle's arm awnings and pergola sun shading lines.
• Brustor: Brustor is a Belgian manufacturer of patio covers, pergolas, and awnings with a Benelux dealer network. Overlaps with SunCircle's pergola zonwering and knikarmschermen categories and competes in similar geographies.
• Reflexa Rollladen-Systeme: Reflexa is a German manufacturer of roller shutters, external blinds (screens), and awnings, distributed through European dealer networks. Directly overlaps with SunCircle's screens, roller shutters, and awnings product lines.

Broad incumbents

• Hunter Douglas: Hunter Douglas is a global leader in window coverings and architectural products, including exterior sun shading. While it operates at much larger scale and broader product portfolio, it competes with SunCircle in the European shading category and brings significant brand and channel resources.
• Somfy: Somfy is the leading global manufacturer of motors and controls for shading products and currently a key technology supplier to SunCircle. It is comparable as both a strategic partner and a potential competitive threat since Somfy also offers branded shading solutions.

Regional players

• Soluna Buitenzonwering: Soluna is a Dutch manufacturer of outdoor sun shading products including screens, awnings, and pergola systems. It competes with SunCircle head-to-head in the Netherlands across similar product categories and dealer-based distribution.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/suncircle
• LinkedInlinkedin.com/company/suncircle-b-v-
• Instagraminstagram.com/suncircle_bv
• Pinterestnl.pinterest.com/suncirclebv
• Xx.com/suncircle_bv

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 SunCircle