CakeSupplies
Wholesale B2B distributor of 6,300+ cake decorating and baking products from 35+ brands, operating exclusively for registered European retailers and bakeries from a single Amsterdam warehouse, with exclusive distribution rights for major global brands.
- Company typePrivate
- Founded2008
- HeadquartersAmsterdam, Netherlands
- Headcount101–250
- GTM typeB2B
- OfferingServices
What CakeSupplies does
CakeSupplies (legal entity: NewCakes BV) is a privately held Dutch wholesale distributor of cake decorating and baking products, headquartered and warehousing in Amsterdam since its founding in 2008. The company operates a B2B e-commerce platform offering 6,300+ SKUs from 35+ brands, including exclusive European distribution rights for major names such as FunCakes (its proprietary brand), Wilton, Colour Mill, Sugarflair, LorAnn, LOYAL Bakeware, FMM, Couture, THE SUGAR PASTE, and Marvelous Molds, plus preferred distribution for Renshaw. Its product portfolio spans four core categories — Necessities (tools), Ingredients, Decoration, and Presentation — plus a Special Diet range and a recently launched Ice Cream category.
The underlying technology is a Magento-based B2B e-commerce platform, recognized with the Best B2B Magento Project Award, featuring account-based registration, CSV/Excel upload order tools, grid and list product views, filter options, track-and-trace integration, and multilingual customer support across Dutch, English, German, French, and Spanish. The company also operates an Experience Centre in Amsterdam for hands-on training and product demonstrations, and maintains a content marketing presence across a blog, YouTube, LinkedIn, Instagram, and Facebook alongside email newsletters and trade show participation (Ambiente, IBA München).
Revenue is generated through one-time wholesale product transactions to registered business customers at non-publicly-disclosed wholesale prices, with orders placed before 12:00 PM shipped from Amsterdam the next working day across Europe. The customer base is concentrated in SMB retailers — including dedicated cake decorating stores, bakeries and cake designers, kitchenware stores, hobby/craft stores, toy stores, coffee shops, and restaurants/cafeterias — supported by both self-serve online ordering for smaller accounts and dedicated Key Account Managers for larger customers. Founder Danny Nijboer departed in 2020; ownership and management structure beyond this transition is not publicly detailed.
CakeSupplies firmographics
Firmographics- Name
- CakeSupplies
- Legal name
- NewCakes BV
- Website
- https://cakesupplies.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Wholesale B2B distributor of 6,300+ cake decorating and baking products from 35+ brands, operating exclusively for registered European retailers and bakeries from a single Amsterdam warehouse, with exclusive distribution rights for major global brands.
- Ownership category
- akta.pro rank
CakeSupplies industry classification
Industry- Product category
- Wholesale Baking & Cake Decorating Supplies
- NAICS
- Commercial Bakeries (311812), Confectionery Merchant Wholesalers (42445)
- SIC
- Bakery Products (2050), Food And Kindred Products (2000)
- akta.pro primary industry
- Bakery & Desserts Distribution (CRAOABAE)
- akta.pro secondary industries
- Pastry, Cakes & Desserts Wholesale (AFAIAFAB), Wholesale / Commercial Bakeries (B2B Supply) (THAFAFAF)
Keywords
Where CakeSupplies is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
CakeSupplies business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Wholesale Product Sales: CakeSupplies generates revenue through B2B wholesale sales of cake decorating and baking products. The company sells 6,300+ products from 35+ top brands including FunCakes, Wilton, Colour Mill, Renshaw, Sugarflair, and others to retailers, bakeries, cake designers, and large-scale consumers across Europe. Revenue is generated through one-time product transactions with wholesale pricing for registered business customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | B2B Wholesale Account - Registered business customers receive wholesale pricing with access to full product catalog, upload order tools, and account management features. |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
CakeSupplies product offering
Product offeringCore offering
CakeSupplies operates a B2B wholesale e-commerce platform selling 6,300+ cake decorating and baking products from 35+ brands to retailers, bakeries, and cake-design businesses across Europe. The company holds exclusive or preferred distribution agreements with leading brands including FunCakes, Wilton, Colour Mill, Renshaw, Sugarflair, LorAnn, LOYAL Bakeware, FMM, Couture, and THE SUGAR PASTE. Orders are dispatched from a company-owned warehouse in Amsterdam with next-working-day delivery for orders placed before 12:00 PM.
Product overview
CakeSupplies operates a B2B wholesale e-commerce platform offering 6300+ cake decorating and baking products from 35+ brands. The core platform serves as a one-stop-shop for European retailers, bakeries, and large-scale consumers, providing easy online ordering and fast delivery from warehouse stock in Amsterdam. The product portfolio centers on four main categories: Necessities (baking and decorating tools), Ingredients (baking mixes, flavourings, colourings, sugars, chocolate), Decoration (fondant, marzipan, icings, edible prints, ready-to-use decorations), and Presentation (packaging, boxes, stands, boards). The company holds exclusive or preferred distribution agreements with major brands including FunCakes (proprietary brand), Wilton, Colour Mill, Renshaw, Sugarflair, LorAnn, LOYAL Bakeware, FMM, Couture, and THE SUGAR PASTE. Additional offerings include seasonal Ice Cream products (56 items), Special Diet ranges (Gluten Free, Halal, Kosher, Vegan, Vegetarian), and an Experience Centre for hands-on training.
Differentiator
Problem solved
Functional benefit
Products and services
- CakeSupplies B2B Wholesale Platform Account-based B2B e-commerce platform offering wholesale pricing to registered retailers, bakeries, and cake-design businesses across Europe. Features include online ordering, upload tool for bulk CSV/Excel reorders, grid/list product views, and track & trace integration.
- Necessities (Baking & Decorating Tools) Category of professional baking tools (cake pans, trays, cups, rolling pins, thermometers, scales) and decorating tools (tips, piping bags, cutters, silicone moulds, modelling tools), plus chocolate tools and decoration materials like lollipop sticks and dowels.
- Ingredients Baking ingredients category including baking mixes, fillings, flour, colourings, colour dusts, flavourings (100+ options), sugars, chocolate, isomalt, and specialty baking ingredients such as glucose syrup and inverted sugar.
- Decoration Materials Decoration supplies including fondant, marzipan, candy melts, deco melts, flower paste, modelling paste, icing, lace, lustre, glitter, edible pens, paints, sprays, edible prints, and ready-to-use decorations (toppers, figures, sprinkles, candles).
- Presentation Products Packaging and display products including cake and cupcake boxes, boards, drums, cartons, ribbon, treat bags, stands, wrappers, pillars, plates, party items, and instore material.
- Special Diet Range Products certified for special dietary requirements including Gluten Free, Halal, Kosher, Vegan, and Vegetarian options.
- Ice Cream Category Seasonal ice cream products including moulds, flavourings, toppings (Callebaut), sprinkles, chocolate melts, cocoa butter, and ingredients for homemade ice cream (glucose syrup, xanthan gum). 56 products available.
- FunCakes Baking Mixes (Cake Blondie, Cheesecake, Spelt Cookies) FunCakes-branded baking mixes including Cake Blondie, Cheesecake, and Crunchy Spelt Cookies. Distributed exclusively through CakeSupplies to wholesale customers across Europe.
- Experience Centre Physical experience centre in Amsterdam offering product demonstrations, workshops, and training for business customers of CakeSupplies.
Quantifiable outcome
- Customer satisfaction rating of 8.5 based on customer reviews
Companies that use CakeSupplies
Customer profileNamed customers3 records
Segments8 records
Ideal customer profiles4 records
CakeSupplies technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
CakeSupplies partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- FunCakescoreExclusive distribution partner for FunCakes brand, offering wide range of baking mixes, fondants, flavourings, colours, baking moulds, and nozzles. FunCakes is a major brand favoured by home bakers and professionals alike.
- WiltoncoreExclusive distribution partner for Wilton brand offering extensive range of cake decorating products including colourings, tools, and equipment with an extensive choice of colours, flavours and shapes.
- Colour MillcoreExclusive distribution partner for Colour Mill oil-based colourings and decorating tools in Europe.
- RenshawcorePreferred distributor for Renshaw brand, a leading supplier of ready-to-roll icing, fondant, marzipan, and modelling pastes.
- SugarflaircoreExclusive distribution partner for Sugarflair paste colours and 100% natural flavourings in the European market.
- LorAnncoreExclusive distribution partner for LorAnn emulsions, super strength flavourings, and bakery emulsions in Europe.
- LOYAL BakewarecoreExclusive distribution partner for LOYAL Bakeware products in Europe.
- FMMcoreExclusive distribution partner for FMM cake decorating tools brand in the market.
- CouturecoreExclusive distribution partner for Couture luxury sugar paste brand.
- THE SUGAR PASTEcoreExclusive distribution partner for THE SUGAR PASTE brand offering premium sugar paste products.
- Cake LaceminorDistribution partner for Cake Lace products.
- Marvelous MoldsminorExclusive distribution partner for Marvelous Molds in Europe.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
CakeSupplies competitors and assessment
Company assessmentDirect peers
- PME Cake: UK-based cake decorating tools, moulds and equipment brand and distributor. PME operates a comparable B2B distribution model serving European retailers and professional bakers with similar tools and decorating categories as CakeSupplies.
- Squires Kitchen: UK cake decorating and sugarcraft specialist combining trade/wholesale supply with retail. Comparable customer overlap (retailers, professional cake designers) and overlapping product mix in tools, colourings, pastes and decorations.
- The Cake Decorating Company: UK cake and sugarcraft wholesale/retail specialist. Same product categories (tools, ingredients, decorations) and same retail/professional customer profile as CakeSupplies on a smaller geographic footprint.
- CakeCraftWorld: UK-based cake decorating supplies retailer/wholesaler stocking tools, ingredients, and decorations. Direct peer serving hobby bakers and small professional accounts with the same core category focus as CakeSupplies.
Broad incumbents
- Hobbycraft: UK's largest specialist craft retailer carrying cake decorating tools, ingredients and decorations as part of a broader crafts assortment. Adjacent competitor for the hobby baker end-segment CakeSupplies serves through its retailer customers.
- Wilton: US-founded global cake decorating brand with its own direct-to-consumer distribution worldwide. Wilton is at once CakeSupplies' exclusive European brand partner and a competitive threat if it chose to bypass the distributor for European retail.
Emerging players
- Sugar & Crumbs: UK-based cake decorating brand and supplies retailer with a focused flavouring and paste range. Comparable niche overlap but smaller scale and more brand-driven than distribution-driven versus CakeSupplies.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
CakeSupplies social profiles
Digital presenceCakeSupplies compliance and trust
Trust signalCompliance5 records
CakeSupplies financial estimates
Financial estimateRevenue estimate
Valuation estimate
CakeSupplies leadership team
Management profileNumber of profiles
CakeSupplies funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CakeSupplies M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CakeSupplies
What does CakeSupplies do?
CakeSupplies operates a B2B wholesale e-commerce platform selling 6,300+ cake decorating and baking products from 35+ brands to retailers, bakeries, and cake-design businesses across Europe. The company holds exclusive or preferred distribution agreements with leading brands including FunCakes, Wilton, Colour Mill, Renshaw, Sugarflair, LorAnn, LOYAL Bakeware, FMM, Couture, and THE SUGAR PASTE. Orders are dispatched from a company-owned warehouse in Amsterdam with next-working-day delivery for orders placed before 12:00 PM.
Is CakeSupplies a public or private company?
CakeSupplies is a private company. It is classified as unknown and is currently operating.
When was CakeSupplies founded?
CakeSupplies was founded in 2008. It employs 101 to 250 people.
Where is CakeSupplies based?
CakeSupplies is headquartered in Amsterdam, Netherlands, in the Europe region.
How does CakeSupplies make money?
One revenue line is on record: wholesale Product Sales.
Who are CakeSupplies's main competitors?
Direct peers on record are PME Cake, Squires Kitchen, The Cake Decorating Company and CakeCraftWorld. Broad incumbents are Hobbycraft and Wilton. Sugar & Crumbs is listed as an emerging player.
Does CakeSupplies have an API?
No public API is recorded for CakeSupplies.
What industry is CakeSupplies in?
CakeSupplies's product category is Wholesale Baking & Cake Decorating Supplies. Its primary akta.pro industry code is CRAOABAE, Bakery & Desserts Distribution, with a secondary code of AFAIAFAB, Pastry, Cakes & Desserts Wholesale. Its NAICS code is 311812 and its SIC code is 2050.