De Eekhoorn Dutch Furniture

What De Eekhoorn Dutch Furniture does

De Eekhoorn Dutch Furniture is a Netherlands-based designer, manufacturer, and wholesale distributor of residential furniture, operating for more than 40 years from its headquarters in Hoorn and production facility in Zwaagdijk-Oost. The company runs a multi-brand portfolio of five labels — notably WOOOD (further segmented into WOOOD Premium and WOOOD Essentials) and the long-standing collaboration brand vtwonen — covering a catalog of more than 3,000 SKUs across seating, tables, storage, and accessories.

Revenue is generated primarily through B2B wholesale, distributing products to more than 1,500 sales points across more than 50 countries via DIY stores, department stores, furniture specialists, and online retailers. A dedicated Sales & Export team with local account managers in Scandinavia, Germany, France, and the UK manages international channels, complemented by participation in industry trade fairs. On the production side, more than 30% of the collection is manufactured in-house at the Zwaagdijk-Oost factory, where wood is FSC-certified, processed through milling, planning, drilling, sawing, sanding, and brushing, then finished in an automated paint shop and packaged via robotic palletizing. Direct-to-consumer channels include the WOOOD Experience Center showroom in Hoorn (opened 2020), the DUMP Interior Outlet discount store, and e-commerce platforms.

The business model is asset-heavy and product-led: capital is tied up in the factory, the new 18,000 m2 distribution center in Hoorn, and inventory across the 3,000+ SKU catalog, while revenue mechanics depend on wholesale replenishment cycles through the dealer network plus a smaller flow of retail and outlet sales. Customers are anonymous in the source data — the company does not list named dealer accounts — and pricing follows standard recommended retail price (RRP) positioning across tiers, with sale items available through DUMP. Ownership remains with the de Smit family (Gerard, Winfried, and Jos), who took over in 2001, and the firm operates without disclosed external institutional capital.

Name

De Eekhoorn Dutch Furniture

Legal name

De Eekhoorn

Website

https://deeekhoorn.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

101–250 employees

Short description

Netherlands-based De Eekhoorn Dutch Furniture designs, produces, and distributes mid-market residential furniture under the WOOOD and vtwonen brands. The company supplies more than 1,500 dealers across 50+ countries and operates D2C retail outlets in Hoorn.

Ownership category

akta.pro rank

Product category

Residential Furniture Manufacturing

NAICS

Furniture Merchant Wholesalers (42321), Household and Institutional Furniture Manufacturing (33712), Nonupholstered Wood Household Furniture Manufacturing (337122)

SIC

Wholesale-Furniture & Home Furnishings (5020), Household Furniture (2510), Retail-Furniture Stores (5712)

akta.pro primary industry

Furniture (Residential & Commercial) Wholesale Distribution (CRAOAFAA)

akta.pro secondary industry

Home, Furniture & Decor DTC (CRAFACAE)

Keywords

• Wholesale furniture distribution
• Residential furniture manufacturing
• Home interior accessories
• Wood furniture production
• Private label furniture brands

Headquarters

HQ city

Zwaagdijk

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2B Furniture Wholesale: Primary revenue stream through wholesale distribution of furniture brands WOOOD and vtwonen to dealers, DIY stores, department stores, and online retailers across Europe. Products sold through 1500+ sales points in more than 50 countries.
2. Direct-to-Consumer Sales: Retail sales through WOOOD Experience Center (in-person shopping with innovative app) and DUMP Interior Outlet (discounted items). Online platforms for direct consumer purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

De Eekhoorn Dutch Furniture designs, produces, and distributes affordable furniture and interior accessories under a multi-brand portfolio (WOOOD, WOOOD Premium, WOOOD Essentials, vtwonen, Basiclabel). The company operates an in-house factory in Zwaagdijk-Oost producing over 30% of its collection using FSC-certified wood, and sells through a wholesale dealer network of more than 1,500 sales points across 50+ countries as well as through direct-to-consumer channels including the WOOOD Experience Center, DUMP Interior Outlet, and online platforms.

Product overview

De Eekhoorn Dutch Furniture operates a multi-brand furniture portfolio under two main sub-brands: WOOOD (with Premium and Essentials tiers) and vtwonen, totaling over 3,458 products including sofas, chairs, tables, and home accessories. The WOOOD brand focuses on functional and contemporary furniture with in-house production at their Zwaagdijk-Oost factory, while vtwonen is a collaboration brand featuring trendy, accessible designs. The company sells through a network of 1,500+ sales points across 50+ countries, operates branded retail stores including the WOOOD Experience Center and DUMP Interior Outlet, and maintains an e-commerce presence. Products span indoor furniture (sofas, dining tables, storage) and outdoor/garden furniture (lounge sets, garden tables).

Differentiator

Problem solved

Functional benefit

Brands

• WOOOD: Primary brand focusing on designing and manufacturing functional and contemporary furniture with emphasis on quality and ease of use. Stands for robust, honest design that fits a wide range of interiors.
• WOOOD Premium
• WOOOD Essentials
• vtwonen
• Basiclabel
• WOOOD webshop

Products and services

• WOOOD Furniture Brand Primary brand of De Eekhoorn focused on designing and manufacturing functional, contemporary furniture with emphasis on quality and ease of use. WOOOD features in-house production ensuring consistent standards in design, material selection, and finishing, and is sold through dealers and retail channels in 50+ countries.
• WOOOD Premium Premium sub-brand within the WOOOD portfolio offering higher-end furniture products with enhanced features and materials, targeted at consumers seeking elevated design within the WOOOD family.
• WOOOD Essentials Essential sub-brand within the WOOOD portfolio offering accessible furniture products targeting value-conscious consumers.
• vtwonen Furniture Collection Long-standing (more than 10 years) co-developed furniture collection with the renowned Dutch home brand vtwonen, featuring stylish, accessible designs aligned with the latest interior trends and sold through the same dealer network as WOOOD.
• WOOOD Experience Center Physical showroom and direct-to-consumer retail experience in Hoorn, Netherlands, open Friday to Sunday with styled studios, color advice, fabric samples, and an in-store shopping application for discovering the latest WOOOD and vtwonen collections.
• DUMP Interior Outlet Discount outlet store open twice weekly offering furniture and accessories from various interior brands including WOOOD and vtwonen, featuring previous collections, slightly damaged items, and products without packaging at reduced prices.

Quantifiable outcome

• Products sold in more than 50 countries
• +3 more outcomes

Named customers4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• vtwonencoreStrategic or Co-development PartnerLong-standing collaboration of more than ten years with renowned home brand vtwonen. Results in furniture collections that seamlessly align with latest interior trends and appeal to broad audience with stylish and accessible design. Collaboration produces furniture that is sold through the same distribution channels as WOOOD products.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Menu (by Menu Space): Scandinavian design brand producing premium contemporary furniture, lighting, and home accessories distributed globally through dealers. Comparable in design-led multi-category product strategy, premium tier positioning, and wholesale-led B2B model.

Broad incumbents

• Vitra: Swiss design furniture manufacturer and distributor with strong European dealer network and own retail. Comparable as a design-led European furniture wholesaler with multi-brand portfolio and FSC-equivalent sustainability credentials.
• IKEA (Ingka Group): Global mass-market furniture retailer and manufacturer with extensive European presence and own-brand sourcing. Overlaps with De Eekhoorn in the affordable contemporary furniture segment and DIY/department-store channel competition.
• West Elm (Williams-Sonoma): US-headquartered contemporary home furnishings retailer with significant European expansion. Comparable in contemporary design-led furniture and D2C/wholesale mix, though operates at substantially larger scale.
• JYSK: Danish mass-market furniture and home goods retailer with thousands of stores across Europe. Comparable as a multi-country European furniture distribution competitor targeting similar DIY/department-store consumer segment.

Direct peers

• Kave Home: Spanish furniture company designing and distributing contemporary home furniture across Europe via own stores, dealer network, and e-commerce. Comparable in product breadth (indoor/outdoor), in-house production, and pan-European wholesale/distribution footprint.
• Muuto: Scandinavian contemporary furniture brand distributing through a global network of dealers and design retailers. Comparable in product mix (sofas, tables, lighting, accessories), B2B-led wholesale model, and trend-aligned design positioning.
• HAY: Danish design furniture brand producing and wholesaling contemporary furniture and home accessories through independent retailers, department stores, and own stores globally. Comparable mid-sized European design-led furniture wholesaler with multi-brand positioning and broad dealer network.
• Rivièra Maison: Dutch furniture brand designing, producing, and distributing country-style and contemporary home furniture through own stores and wholesale across Europe. Closely comparable as a Netherlands-based multi-channel furniture maker/wholesaler with branded retail and dealer network.
• Made.com: Originally UK-based design furniture brand selling affordable contemporary furniture via D2C and wholesale. Directly comparable in accessible price-point contemporary furniture, multi-country distribution, and B2B/B2C mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/deeekhoorndutchfurniture
• LinkedInnl.linkedin.com/company/de-eekhoorn-dutch-furniture
• Instagraminstagram.com/deeekhoorn
• Xx.com/deeekhoornwoood

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 De Eekhoorn Dutch Furniture