What Haan Reclamewerk does

Haan Reclamewerk is a Netherlands-based full-service signmaking and visual-communications company headquartered in Stiens, Friesland, with a secondary location in Heerenveen. The company designs, produces, installs, and maintains indoor and outdoor signage, facade advertising, light signage, vehicle wrapping, window films, XXL printing, city and event dressing, retail rollouts, and charging-station signing, serving B2B clients across retail chains, government and public sector, hospitality, automotive/EV charging, construction, defense, and technology. Production is vertically integrated through an in-house machine park built around HP Latex printers (water-based ink) and a Fuji LED UV flatbed printer with vacuum table, supporting a wide substrate and format range, and the company holds the 3M Select Platinum Graphic Provider certification (achieved February 2023). Its product set also includes a rental sub-brand (Citydressing) for event and city dressing assets such as Sit Signs, Square Signs, Quick Signs, rental flagpoles, and tablet-shaped displays.

The business operates an enterprise field-sales go-to-market with dedicated account managers, free 24-hour quoting, and on-site advisory visits, combined with project-based installation and recurring maintenance/service contracts. Revenue is generated through one-time project sales, usage-based rental of event and city-dressing products, and ongoing maintenance subscriptions. Since late 2021 the company has executed an active regional consolidation strategy, acquiring Friesland Reclame (December 2021), Sign & Media Groep (May 2022), and Druktemakers (January 2023), each integrated as a retained-brand subsidiary. Following its December 2019 departure from the FaberExposize group, Haan Reclamewerk operates as an independent private company under owner Christiaan de Jong, with a stated roster of 40+ professionals serving customers nationwide across the Netherlands. Named enterprise clients include ASML, FrieslandCampina, Aldi, The Sting, Run2Day, Fastned, ANWB, Heijmans, the Royal Netherlands Air Force, and SC Cambuur.

Name

Haan Reclamewerk

Legal name

Haan Reclamewerk

Website

https://haanreclamewerk.nl

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Haan Reclamewerk is a Netherlands-based full-service signmaker designing, producing, installing, and maintaining indoor and outdoor signage, light and vehicle advertising, and city-dressing rentals for enterprise B2B clients across retail, government, hospitality, and EV-charging sectors.

Ownership category

akta.pro rank

Headquarters

HQ city

Stiens

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Sign and Advertising Products: One-time product sales including facade signs, vehicle lettering, retail signing, light signage, window film, and XXL printing. Revenue generated from design, production, and installation services.
2. Rental Services: Rental of event and city dressing products including rental flagpoles, Quicksigns, Square Signs, and Sit Signs. Products are delivered, installed, and collected.
3. Maintenance and Service: Ongoing maintenance services for existing signage installations, providing recurring service revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Haan Reclamewerk is a full-service signmaking company that designs, produces, installs, and maintains indoor and outdoor advertising, facade and light signage, vehicle branding, window films, retail chain signage, charging-station signage, corporate clothing, and large-format prints for business clients across the Netherlands. Operations are supported by an in-house machine park (HP Latex and Fuji LED UV flatbed printers) and a 3M Select Platinum certification, with end-to-end project management from advisory through maintenance as a single point of contact.

Product overview

Haan Reclamewerk is a full-service signmaking company operating as a single integrated offering with multiple specialized product categories. The company provides end-to-end visual communication solutions from design and production to installation and maintenance, all handled in-house. The core portfolio spans facade advertising (Gevelreclame), indoor advertising (Binnenreclame), outdoor advertising (Buitenreclame), vehicle advertising (Voertuigreclame), light signage (Lichtreclame), window films (Raamfolie), promotional displays, city and event dressing, retail signing, charging station signing, corporate clothing, and XXL printing services. Under the City Dressing sub-brand, the company offers rental products including Sit Signs (M/XL), Square Signs, Quick Signs, flagpoles, and tablet displays. The company has expanded through acquisitions of Friesland Reclame (light signage specialist) and Druktemakers Reclamewerk (apparel specialist), both now integrated into the group.

Differentiator

Problem solved

Functional benefit

Brands

• Citydressing: Outdoor advertising and event dressing products including Huurmast, Quick sign, Square sign, Sit Sign, and Tablet Sign
• Druktemakers

Products and services

• Gevelreclame (Facade Advertising) Outdoor facade signage solutions including light signage, facade boards, routed letters, facade banners, and custom architectural finishes for businesses seeking external visual identity.
• Binnenreclame (Indoor Advertising) Interior signage solutions including wall decorations, floor graphics, ceiling decorations, window films, interior wayfinding, and complete interior styling for businesses.
• Buitenreclame (Outdoor Advertising) Outdoor advertising products including facade signage, window lettering, boards, flags, and wayfinding solutions for external business presentation.
• Voertuigreclame (Vehicle Advertising) Vehicle branding and wrapping services from single vehicles to entire fleets, including car wrapping, window tinting, chrome removal, and 3M-certified materials.
• Lichtreclame (Light Signage) Illuminated signage solutions including LED light boxes, backlit channel letters, illuminated pillars, and neon signage for prominent business visibility.
• Raamfolie (Window Film) Decorative and functional window films for light control, privacy, branding, solar control, and architectural applications.
• Promotional Temporary and permanent promotional display materials including advertising pillars, banners, construction banners, and event displays.
• City- & Eventdressing City and event styling solutions for urban dressing, festivals, openings, and construction projects using modular signing elements including delivery, placement, and maintenance.
• Retailsigning Retail formula design, in-house production of all advertising expressions, and nationwide installation for store chains across the Netherlands.
• Laad- & Infrasigning (Charging Station Signing) Complete process management for design, production, transport, installation, and maintenance of signage for charging stations.
• Bedrijfskleding (Corporate Clothing) Promotional and corporate apparel including t-shirts, polo shirts, sweaters, work jackets, work pants, shoes, and accessories.
• Grootformaat Printen (XXL Printing) Large format printing services for vehicles, posters, banners, canvas prints, signage boards, flags, floor stickers, and custom applications on various materials using HP Latex and Fuji LED UV printers.
• Akoestisch Vilt (Acoustic Felt) Acoustic panels made from recycled PET available in 30 colors, with sound-absorbing and fire-retardant properties. Used for signage, wall coverings, advertising, and giveaways.
• Sit Sign M Multifunctional mobile advertising bench with wooden finish and 200x200cm board format, used for events, store dressing, openings, and promotional displays.
• Sit Sign XL Larger multifunctional advertising bench with 318cm total height and 200x200cm board format, combining robust outdoor advertising with lounge furniture functionality.
• Square Sign Four-sided advertising pillar with four separate banners, available with optional solar panel lighting for round-the-clock visibility.
• Quick Sign Large format banner system up to 6 meters height, used for elections, construction boards, city marketing, temporary billboards, and event promotions; linkable frames allow extra-large displays and meadow foundation for soft ground.
• Huurmast (Rental Flagpole) Rental flagpoles available in heights 4-8 meters with concrete base and wooden enclosure; includes printed recyclable flags and mounting.
• Tablet Sign Life-size tablet-shaped advertising display, 1.20m wide and 1.50m high, used for shopping center and city advertising, event promotion, and festival marketing.
• Reclame Onderhoud & Service (Signage Maintenance and Service) Ongoing maintenance services for existing signage installations, providing recurring service revenue across the installed base.

Quantifiable outcome

• 3 acquisitions within approximately one year demonstrating market consolidation strategy

Named customers12 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• 3McoreTechnology or Integration · 13 February 20233M Platinum certification holder - the highest level of 3M's partner program for sign companies. Provides exclusive warranty conditions, early access to new products, and specialized training for the Haan team. Applications include car wrapping, architectural finishes, lettering, digital printing, illuminated signage, functional window films, and paint protection films.
• Fries MuseumflagshipGTM or Marketing Partner · 29 June 2022Three-year partnership agreement signed in June 2022. Haan Reclamewerk provides signage for exhibitions and supports various societal projects of the museum. Includes sponsorship of cultural projects in addition to commercial work.
• FrieslandCampinacoreStrategic or Co-development Partner · 1 January 2022Long-standing partnership for light signage at the Leeuwarden production facility. Completed renovation of the FrieslandCampina logo in early 2022, reusing existing steel frame and updating to latest LED technology.
• SC CambuurflagshipGTM or Marketing Partner · 1 January 2009Long-standing business partner since 2009, upgraded to co-sponsor in 2022. Responsible for all visual expressions (except clothing and digital advertising) in and around the stadium. Provided complete bus wrapping and ongoing stadium signage work.
• DE Cafés (Douwe Egberts)coreStrategic or Co-development PartnerLong-term signing partner for DE Café chain since 2011. Responsible for all signage work across five Dutch locations including light signage, facade signage, window logos, and door lettering.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• YESCO: Long-established North American sign and lighting solutions manufacturer and installer serving enterprise clients with custom signage, lighting, and visual identity programs. Larger incumbent operating across the same value chain as Haan Reclamewerk.
• FASTSIGNS: International signage and visual communications franchise with thousands of locations offering design, production, and installation of signs, graphics, and visual displays. Broad incumbent in the same product category with similar full-service model but much larger scale.
• Cimpress (Vistaprint): Large diversified printing and visual communications group with offerings in marketing materials, signage, and customized print. Operates as a broader portfolio player rather than signmaking specialist, but addresses overlapping enterprise customer needs.

Emerging players

• Mijksenaar: Dutch wayfinding and signage design specialist that partners with Haan Reclamewerk (e.g., on ASML and Gemeente Nieuwegein projects). Operates in an adjacent niche of the signage value chain focused on wayfinding concept design rather than production.

Others

• Avery Dennison: Global manufacturer of pressure-sensitive materials, signage films, and graphic solutions that are core inputs to signmakers like Haan Reclamewerk. Functions as a supplier and enabling technology provider to the visual communications industry.

Direct peers

• FaberExposize: Haan Reclamewerk's former parent company (until December 2019), also a Dutch visual communication and signmaking group with similar end-to-end design, production, and installation capabilities. Highly comparable business model and Dutch market focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/haanreclamewerk
• LinkedInlinkedin.com/company/haanreclamewerk

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 records

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 Haan Reclamewerk