Internationale Meubel Groep

What Internationale Meubel Groep does

Internationale Meubel Groep (IMG) is a private Dutch holding company headquartered in Etten-Leur that operates a franchise platform of eight retail formulas in furniture and kitchens across the Netherlands and Dutch Caribbean, collectively comprising more than 150 independently owned stores. The formulas segment the market by price tier and use case: Keukendepot (budget kitchens), Superkeukens (mid-market kitchens, 43 locations), Seen Kitchen (mid-to-mid-high kitchens), Pronto Wonen (lifestyle/take-home furniture, 42 locations), Profijt Meubel (affordable furniture, 37 locations), House of Dutchz and Baenks (premium furniture and seating), and INHOUSE (the house brand for complete contemporary home furnishing). IMG also operates two direct-to-consumer e-commerce webshops (in-house.nl and comfortsuite.nl).

IMG generates revenue primarily through franchise fees and formula royalties paid by independent entrepreneurs who own and operate the branded stores; IMG provides centralized purchasing power, formula guidance, marketing support, and proprietary automation tools in return. Its technology stack includes a custom-built automation platform that links 3D kitchen design directly to detailed specification quotes (used by Superkeukens, Keukendepot, and Seen Kitchen), a VR presentation tool deployed across Seen Kitchen, Superkeukens, and Pronto Wonen, and an online lead follow-up system. Marketing is multi-channel, including national radio and TV campaigns for Superkeukens, large-volume house-to-house flyer programs for Pronto Wonen and INHOUSE, digital folders, and search/analytics-driven web presence. The company's customers are Dutch consumers seeking affordable to premium furniture and kitchen solutions, while its B2B counterparties are the independent franchise entrepreneurs who run each retail location.

Name

Internationale Meubel Groep

Legal name

Internationale Meubel Groep B.V.

Website

https://i-m-g.nl

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Internationale Meubel Groep is a Dutch private holding company that operates eight franchise formulas in furniture and kitchens across 150+ stores in the Netherlands and Dutch Caribbean, generating revenue through franchise fees and centralized purchasing, marketing, and proprietary 3D/VR design software provided to independent retail entrepreneurs.

Ownership category

akta.pro rank

Headquarters

HQ city

Etten

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Franchise Fees and Formula Revenue: IMG generates revenue through franchise fees and formula royalties paid by independent entrepreneurs operating retail stores under IMG's branded formulas. IMG provides formula guidance, purchasing coordination, marketing support, and software tools to franchisees in exchange for ongoing fees. The company's revenue is anchored in the commercial operations of more than 150 stores across its seven franchise formulas.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Internationale Meubel Groep (IMG) is a Dutch holding company that owns and operates eight branded retail franchise formulas for furniture and kitchens across the Netherlands and Dutch Caribbean, including Superkeukens, Keukendepot, Seen Kitchen, Pronto Wonen, Profijt Meubel, INHOUSE, House of Dutchz, and Baenks. IMG sells franchise rights to independent entrepreneurs and supports them with collective purchasing power, national marketing, proprietary 3D design and VR sales tools, and formula management. The company also operates two direct-to-consumer webshops (in-house.nl and comfortsuite.nl).

Product overview

Internationale Meubel Groep (IMG) is a Dutch retail organization operating multiple furniture and kitchen franchise formulas across the Netherlands with over 150 stores combined. The portfolio includes: INHOUSE (house brand for complete contemporary home furnishing), House of Dutchz (premium Dutch furniture label), Baenks (high-end seating furniture brand), Pronto Wonen (lifestyle/take-home furniture franchise), Profijt Meubel (value-oriented furniture franchise), Superkeukens (mid-market kitchen franchise with 43 stores), Keukendepot (budget kitchen franchise with 16 stores), and SEEN KITCHEN (mid-high segment kitchen franchise). IMG also operates two webshops (in-house.nl and comfortsuite.nl). The organization operates as a franchise holder providing purchasing, sales, marketing, and logistics support to independent entrepreneurs.

Differentiator

Problem solved

Functional benefit

Brands

• Keukendepot: Kitchen retail formula focused on low-price segment with open and transparent pricing. Currently operates 16 active locations in the Netherlands and Dutch Caribbean.
• Superkeukens
• Seen Kitchen
• Pronto Wonen
• Profijt Meubel
• INHOUSE
• House of Dutchz
• Baenks

Products and services

• Superkeukens

Quantifiable outcome

• Superkeukens achieves a growing market share annually with dominant position in the kitchen market
• +2 more outcomes

Segments3 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.

• Large International Partner (Unnamed)coreStrategic or Co-development PartnerSuperkeukens, Keukendepot, and Seen Kitchen benefit from collaboration with a large international partner that provides excellent purchasing terms. This partnership enables IMG's kitchen formulas to offer quality kitchens from reputable suppliers at competitive prices while maintaining healthy margins. The purchasing strength derived from this partnership is a core competitive advantage across all three kitchen brands.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kwantum: Dutch home furnishings retailer selling affordable furniture and home decor across a nationwide store network. Directly comparable to IMG's mass-market furniture formulas (Pronto Wonen, Profijt Meubel).
• Beter Bed: Dutch-listed specialty retailer focused on bedding and sleep products, with a multi-brand retail and franchise model across the Benelux. Comparable franchise/retail structure and Dutch market focus to IMG.
• Leen Bakker: Dutch value-priced furniture and home furnishings retailer with a nationwide chain of physical stores. Comparable to IMG's Profijt Meubel and Keukendepot formulas in the affordable furniture/kitchen segment.
• Mandemakers Groep: Dutch furniture and home furnishings retail group with multiple brands and a franchise/store network across the Netherlands. Highly comparable to IMG's model of operating multiple retail formulas in furniture and home categories.

Emerging players

• Westwing Group: European e-commerce company for home and living, with a Dutch storefront. Comparable to IMG's furniture/home categories but focused on curated online shopping rather than physical retail.
• Home24: European online furniture and home furnishings retailer with a Dutch presence. Comparable product category to IMG but pure-play e-commerce — competitive threat and potential channel partner for IMG.

Broad incumbents

• JYSK: Pan-European discount home furnishings retailer with broad Dutch presence. Comparable to IMG's value formulas in furniture and home accessories.
• IKEA (Netherlands): Global broad-line furniture and home furnishings retailer with a major Dutch footprint. Competes with IMG's formulas across price segments but with a single dominant brand and warehouse-style model.
• Steinhoff International: Global furniture and household goods holding company with multiple European retail brands (including former Dutch operations). Comparable holding-company structure with multi-brand retail portfolio.
• XXXLutz: European furniture retail giant expanding aggressively in the Netherlands (via merger of Möbel Pfister and others). Broad incumbent offering comparable furniture and kitchen products at competitive prices.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries8 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 Internationale Meubel Groep