What Tchai does

Tchai International B.V. is a third-generation, family-owned retail and hospitality design-build firm founded in 1961 and headquartered in Ridderkerk, Netherlands. The company operates as a full-service partner for global consumer brands, covering concept design, in-house production, and multi-country rollout installation of physical retail environments — including shop-in-shops, flagship stores, and brand experience spaces. Its customer base spans consumer electronics (Samsung, JBL), apparel and sportswear (Puma, Hunkemöller), professional sports (Ajax, Manchester City), child mobility (Maxi-Cosi), automotive (Lynk & Co), and social impact (KLABU).

The firm delivers projects end-to-end using proprietary digital tooling, including VR/AR visualization for rollout planning, and has extended its offer into digital in-store media via a partnership with the Cocoo Platform. Since 1967, Tchai has been a member of the GIC (Global Instore Communication) network — a 16-firm international alliance — which it leverages for cross-border execution without owning foreign offices in every market. In 2017 the company restructured into self-managing teams, removing traditional management layers, and operates today with approximately 55 permanent staff, ~25 freelancers, and a 40-strong installation mechanic pool for large-scale rollouts.

Tchai is privately held with no external investors and does not disclose revenue. It holds an EcoVadis Silver Medal (top 15% globally, top 10% within its sector, scoring ~90), positioning sustainability credentials as part of its enterprise sales proposition. The business model is project-based enterprise contracting, where revenue is driven by design fees, fixture production volumes, and multi-store installation programs such as the 550+ store rollouts referenced in its customer work.

Name

Tchai

Legal name

Tchai International B.V.

Website

https://tchai.nl

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

51–100 employees

Short description

Tchai International B.V. is a Netherlands-based, third-generation design-build firm founded in 1961 that delivers concept, production, and multi-country installation of retail and hospitality environments for global brands such as Samsung, Puma, and Manchester City.

Ownership category

akta.pro rank

Headquarters

HQ city

Ridderkerk

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Retail and Hospitality Design Services: Full-service retail and hospitality solutions including strategy & concepting, technical design, prototyping, project management, mass production, and installation & maintenance. Revenue generated through project-based professional services for brand activations in retail stores, flagship stores, pop-up stores, brand spaces, and hospitality environments.
2. Manufacturing and Production: In-house assembly and manufacturing of retail fixtures, displays, and brand space components. Production includes standard fixtures and special fixtures with rigorous quality control, scalable manufacturing, and integrated supply chain management.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Tchai is a full-service B2B partner that conceptualizes, designs, engineers, mass-produces, installs, and maintains brand activations and retail environments for enterprise brands. The company delivers flagship stores, shop-in-shops, pop-ups, brand spaces, and hospitality environments across global markets, supported by in-house manufacturing and proprietary digital tools. Revenue is generated through project-based professional services and hardware sales of fixtures and displays.

Product overview

Tchai operates as a full-service retail design, build, and installation partner offering six integrated service pillars: Strategy & Concepting, (Technical) Design, Prototype & (Value) Engineering, Project Management, (Mass) Production, and Installation & Maintenance. The company enhances its service offering with three proprietary digital tools—the Tchai Installation Tool for project documentation and history, the Tchai Digital Signage Tool for retail display content management, and the Tchai Maintenance App for field maintenance operations. Additionally, Tchai publishes TCHI Magazine as a thought leadership and brand storytelling platform. This integrated approach enables end-to-end delivery of brand experiences from initial concept through global rollout.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy & Concepting Brand strategy and concepting service that dives into brand DNA, values, sales channels, target audience, and competitors to design tailored omnichannel strategies and retail experiences for enterprise brands.
• (Technical) Design Turns brand strategy and concept into tangible 2D and 3D designs including mood boards, materials, colors, floorplans, customer journeys, and immersive retail experiences using VR and AR visualization, targeted at enterprise brand clients.
• Prototype & (Value) Engineering Refines, tests, and optimizes retail concepts for the real world through engineering drawings, material and technology testing, production preparation, and compliance certification for enterprise brand retail environments.
• Project Management End-to-end project coordination from planning to execution, streamlining processes across internal teams and external partners to ensure on-time, on-budget delivery of retail activation projects for enterprise brands.
• (Mass) Production Scalable in-house assembly and manufacturing of retail fixtures, displays, and brand space components with rigorous quality control, integrated supply chain management, and bespoke manufacturing solutions meeting CE/UL standards.
• Installation & Maintenance Turnkey deployment, international rollout, real-time monitoring, predictive analytics, modular deployment, and SLA-based support and maintenance for retail spaces and brand environments worldwide.

Quantifiable outcome

• 10-week store transformation for Hunkemöller
• +3 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

16 partnerships are on record, tiered core and supporting.

• Cheil BeneluxcoreStrategic or Co-development PartnerStrategic partner in bringing Samsung's vision to life in flagship retail environments. Collaboration on the Benelux's largest Samsung Experience Store.
• KPW, AMG, and WatermansupportingStrategic or Co-development PartnerAdditional partners involved in the Samsung Experience Store project, contributing to the shared commitment to innovation.
• Here We Are ArchitectscoreStrategic or Co-development PartnerArchitecture firm collaborating with Tchai on the Ajax fanshop renovation, reimagining store layout and modernizing the space.
• PumacoreStrategic or Co-development PartnerCollaboration on sports retail projects including Manchester City fanshop (production of standard fixtures) and interactive displays for Puma HQ.
• StichdsupportingStrategic or Co-development PartnerPartner in Manchester City fanshop renovation, collaborating on shop renovation alongside Puma.
• SilvamansupportingImplementation/ SI/ Consulting PartnerContractor partner for Manchester City fanshop renovation project.
• Lumenart, L2L, Prisma, ISG Projects, Wifimedia, Syzan, KozubiksupportingStrategic or Co-development PartnerMultiple partners collaborating on the JBL Arena Amsterdam shop-in-shop project, creating advanced retail space with audio and visual features.
• First ImpressioncoreStrategic or Co-development PartnerPartner in constructing Maxi-Cosi 360 Family Pro flagship units for Dorel Juvenile, working on product presentation displays.
• Cocoo PlatformcoreTechnology or IntegrationTechnology platform powering Tchai's Digital Signage Tool, providing robust content management and optimization with automatic caching and customizable templates.
• KLABUcoreStrategic or Co-development PartnerHumanitarian brand partnership creating clubhouses for refugee communities. Tchai provides comprehensive service from concept to installation for retail store and community hub spaces. Partnership driven by shared values of connection and togetherness.
• MVRDVcoreStrategic or Co-development PartnerArchitectural firm collaborating on KLABU clubhouse design for refugee camps, optimizing design, creation, and production of modular clubhouses.
• BroeinestsupportingStrategic or Co-development PartnerSustainability partner featured at Tchai client event, discussing innovation in sustainable design.
• HXTN StudiossupportingStrategic or Co-development PartnerCreative studio partner presenting at Tchai client event.
• AI in Marketing (Charida Dorder)supportingStrategic or Co-development PartnerAI and marketing expertise partner presenting at Tchai client event.
• The Whole Story (Rogier van Kralingen)supportingStrategic or Co-development PartnerStorytelling expertise partner presenting at Tchai client event.
• GIC (Global Instore Communication)coreStrategic or Co-development PartnerGlobal network comprising 16 design and manufacturing companies, essential in transforming the retail landscape globally since 1967. Tchai hosted the 2024 GIC event in Rotterdam. Network shares capabilities and resources to deliver innovative retail programs worldwide.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Interstore: German-based retail design and shopfitting agency offering end-to-end brand environment services similar to Tchai. Operates across Europe with comparable B2B enterprise clients and similar service scope (strategy, design, production, installation).
• Dalziel & Pow: UK retail design agency that creates brand experiences, store concepts, and visual identities for major retailers. Closely comparable to Tchai in delivering design-led retail environments to enterprise brand clients.
• Yellow Window: Belgian retail design and shop-fitting agency with similar European focus and full-service model. Operates at comparable scale to Tchai within Benelux retail design market.
• HMKM: London-based retail design agency working with major brands on store concepts and customer experiences. Similar boutique scale and B2B enterprise focus to Tchai.
• Sheridan&Co: International retail design and brand experience agency providing concept, design, and production services for flagship stores and brand activations. Comparable full-service B2B model similar to Tchai.
• Checkland Kindleysides: UK retail and brand design agency serving global brands with strategy, design, and activation services. Comparable in offering integrated retail environment design for enterprise clients.
• 8th Wonder: Retail design and brand experience agency serving global brands with strategy, design, and activation services. Direct competitor in the European retail design market for enterprise clients.

Broad incumbents

• Landor & Fitch: Global brand and retail experience design firm (formed by merger of Landor and Fitch). Competes for enterprise retail environment projects but with a wider portfolio including branding, digital, and consulting.
• Gensler: Global architecture and design firm with a large retail experience practice serving enterprise clients worldwide. Competes with Tchai for major retail environment projects but operates at significantly larger scale with broader service portfolio.

Emerging players

• CDA Design: UK-based design consultancy with retail and brand experience practice. Comparable in offering integrated design services to enterprise clients, though smaller scale and more focused scope than Tchai.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/_tchai

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Tchai