What LivWise does

LivWise is a Belgian B2B wholesale distributor founded in 1995 and headquartered in Deinze, Belgium. The company operates exclusively as a trade-only wholesaler ("Enkel voor professionelen" / "Only for professionals"), distributing kitchen, cookware, storage, baking, household, barbecue, decoration, and lifestyle products to a network of 300+ professional retail dealers across 14 European countries, including Belgium, Luxembourg, the Netherlands, France, Germany, Switzerland, Spain, Italy, Denmark, Norway, Sweden, Finland, Malta, and the Czech Republic. LivWise sells to classic retail stores, department stores, garden centers, and specialty retailers, but does not sell directly to consumers.

The company's product portfolio combines four proprietary house brands — Barbecook (acquired in 2019, a leading Belgian barbecue brand), Point-Virgule (launched 2002), Dotz (2015), and Rixx (2016) — with exclusive European distribution rights for 25+ international brands including Sistema, Kilner, Chroma, Mason Cash, Zojirushi, Robert Welch, and Solo Stove. Products are organized across 12 categories: barbecue, cooking & kitchen, at the table, living, wine & cocktail, baking, coffee & tea, storage, on-the-go & office, household, bathroom, and outdoor & animals. The company has no proprietary technology platform; distribution is supported by a B2B e-commerce portal on Shopware infrastructure with multi-language support, and physical fulfillment is run from a 17,200m² warehouse recently expanded from 8,200m².

LivWise generates revenue through wholesale hardware sales at ex-VAT business pricing to registered dealers, with multi-year dealer relationships and no subscription or recurring revenue components. The company is privately held following a 2018 financial strengthening by Tilleghem and Dynamica, who invested to support growth and internationalization; the same year, A'Domo and Anbel merged under the LivWise umbrella. Operating with 48 employees organized by function (executive leadership, country management, key account management, supply chain, product management, marketing, finance, and warehouse orderpicking), LivWise runs a lean distribution operation with dedicated Country Managers for Benelux and Southern Europe and an Export Manager supporting continued geographic expansion.

Name

LivWise

Legal name

LivWise nv

Website

https://livwise.be

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

LivWise is a Belgian B2B wholesale distributor founded in 1995 that sells kitchen, household, barbecue, and lifestyle products through 300+ professional retail dealers across 14 European countries, combining four proprietary house brands with exclusive distribution of 25+ international brands.

Ownership category

akta.pro rank

Product category

Kitchenware and Household Goods Distribution

SIC

Wholesale-Misc Durable Goods (5090), Wholesale-Durable Goods, Nec (5099)

akta.pro primary industry

Hospitality & Lodging Housekeeping Supplies Distribution (CRAOAGAL)

Keywords

• Wholesale distribution services
• Kitchen and lifestyle products
• Barbecue equipment wholesale
• Household goods distribution
• B2B dealer network

Headquarters

HQ city

Deinze

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale distribution of kitchen and lifestyle products: LivWise generates revenue by distributing proprietary house brands (Barbecook, Point-Virgule, Dotz, Rixx) and exclusive international brands (Sistema, Kilner, Chroma, Crushgrind, etc.) to professional retailers, department stores, and garden centers across Europe. Revenue is generated through product sales at wholesale prices to their dealer network.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

LivWise is a B2B wholesale distributor of kitchen, cookware, storage, baking, household, barbecue, decoration, and lifestyle products, selling exclusively to professional retailers. The company distributes four proprietary house brands (Barbecook, Point-Virgule, Dotz, Rixx) alongside 25+ international brands it represents, serving 300+ retail sales points across 14 European countries from a 17,200m² warehouse in Deinze, Belgium.

Product overview

LivWise is a Belgian B2B wholesale distributor of kitchen, decoration, and lifestyle products operating as a unified platform offering both proprietary brands and distributed international brands. The company distributes 4 house brands (Barbecook, Point-Virgule, Dotz, and Rixx) and serves as exclusive distributor for over 25 international brands including Sistema, Kilner, Chroma, Mason Cash, and Zojirushi. Products span 12 main categories: Barbecue, Cooking & Kitchen, At the Table, Living, Wine & Cocktail, Baking, Coffee & Tea, Storage, On the Go & Office, Household, Bathroom, and Outdoor & Animals.

Differentiator

Problem solved

Functional benefit

Brands

• Barbecook: Belgian BBQ brand offering charcoal, gas, electric and portable barbecues, planchas, smokers, fire pits, and a comprehensive range of BBQ accessories including gloves, utensils, smoking chips, and lighting products.
• Point-Virgule
• Dotz
• Rixx

Products and services

• Barbecook LivWise's proprietary house brand for barbecue equipment, catering to professional retail dealers across Europe.
• Point-Virgule LivWise's proprietary house brand in the kitchen and household category, distributed to professional retailers across Europe.
• Dotz LivWise's proprietary house brand in the lifestyle category, distributed to professional retailers across Europe.
• Rixx LivWise's proprietary house brand, distributed to professional retailers across Europe.
• International Brand Distribution Wholesale distribution of 25+ international kitchen, household, and lifestyle brands to professional retail dealers across 14 European countries, complementing LivWise's own house-brand portfolio.

Quantifiable outcome

• 300+ sales points across Europe
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered major, minor and core.

• A'Domo and AnbelmajorStrategic or Co-development Partner · 1 January 2018In Fall 2018, LivWise merged with A'Domo and Anbel, combining both companies under the LivWise name. The brands from these companies were consolidated under one roof, giving customers access to a very broad range of kitchen and household utensils and accessories. This merger significantly expanded LivWise's product portfolio and market position.
• Favv (Belgian Food Safety Authority)minorOthersLivWise collaborates with the Belgian Federal Agency for the Safety of the Food Chain (FAVV) on product recalls when necessary, such as the 2026 recall of Barbecook aluminum BBQ trays due to potential aluminum migration.
• BarbecookcoreStrategic or Co-development PartnerAcquired by LivWise in 2019, Barbecook is a Belgian barbecue brand and one of the largest actors in the barbecue market. The brand offers charcoal, gas, electric, and smoker barbecues, plus the richest range of accessories on the market including protective gloves, BBQ utensils, smoking chips, and lighting products. This acquisition expanded LivWise's proprietary brand portfolio significantly.

Scale indicators6 records

Recent moves11 records

Expansion highlights5 records

Broad incumbents

• ZWILLING J.A. Henckels: ZWILLING is a globally established premium kitchenware brand and wholesaler with broad European retail distribution. It is comparable to LivWise as a kitchen/housewares brand owner serving B2B retail, but at substantially larger scale and broader portfolio.
• Groupe SEB: Groupe SEB is a major European kitchen appliance and cookware manufacturer with extensive B2B retail distribution (Tefal, Rowenta, Krups). Overlaps with LivWise in kitchen and cookware wholesale at much larger scale.

Direct peers

• Guzzini: Guzzini is an Italian design housewares brand distributed B2B across European department stores and specialty retailers—comparable to LivWise in branded tableware, kitchen, and lifestyle wholesale.
• Geka GmbH: Geka is a European manufacturer and B2B distributor of beauty applicators and lifestyle products sold through retail and professional channels—comparable to LivWise as a European B2B housewares/lifestyle supplier.
• Ritzenhoff & Breker: Ritzenhoff & Breker is a German housewares wholesaler distributing its own branded kitchen, tableware, and lifestyle ranges to retail chains across Europe—a direct comparable in both product category and B2B wholesale distribution model.
• Euretco: Euretco is a Dutch buying organization and wholesale services provider for non-food retail including housewares, kitchen, and lifestyle categories—directly comparable as a Benelux-rooted B2B distribution and assortment platform.
• Serax: Serax is a Belgian homeware and tableware brand/distributor with international wholesale reach across retail, hospitality, and design channels. Geographic and product overlap with LivWise make it a close Benelux-rooted peer.
• Koziol - Ideas for Friends GmbH: Koziol is a German designer housewares brand with broad European B2B retail distribution of kitchen gadgets, gifts, and lifestyle products—directly comparable in category, design-led positioning, and channel mix.
• Unitis Group: Unitis is a European buying group for independent housewares and home retail specialists, providing assortment and logistics services comparable to LivWise's dealer distribution and exclusive-brand model.
• Wesco Group: Wesco is a German-based housewares brand and B2B distributor with a comparable portfolio of proprietary kitchen and household products sold through European retailers, making it a direct functional peer to LivWise's house-brand-plus-distribution model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 LivWise